Theself selfconcept

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: to process the more likely it will go to LTM Associate networks of information/spreading activation Semantic priming­symbolic associations help you recall info Retrieval of information Info removed from LTM ◦ Info might be in LTM it depends on the cues if we are able to access it. ◦ Physiological factors, age ◦ State­dependent retrieval, mood congruence ◦ Familiarity, more experience increases likelihood of recall ◦ Salience, novelty of a stimulus ◦ Pictorial cues Nature of forgetting Recency and primacy Decay Information replacement Problem for marketers? The Self Self concept ◦ Consumers have a picture of themselves and seek products or brands that exemplify this depiction. ◦ A consumer has multiple selves A person will act differently when surrounded by different people, e.g. friends from school vs. work Ideal self Actual self ◦ Marketers should focus their products within the context of a particular ‘self’ ◦ Does self­esteem matter? The Self How our “self” is created ◦ Symbolic interactionism­ relationships with others forms our “self” Our behavior reflects a social norm ◦ Looking glass self­look at how others respond to what we are doing Consumers pick products that are consistent with their self­concept The Self We can even view the products in our lives as part of our “extended self” ◦ The products are actually a part of us. ◦ levels of the extended self Individual level; personal possessions Family level; residence and furnishings Community level; town they are from Group level; social groups are a part of themselves The Self Altering the “self” ◦ Use of self­altering products, e.g. colored contacts Roles associated with consumption ◦ Sex roles ◦ Shaped by our culture ◦ Gender doesn’t dictate what role you will follow ◦ Body image ◦ Decoration Marketers are aware of these self differences and attempt to market to specific ideas of self through the use of different segmentation criteria Consumer Behavior Making decisions ◦ Old money vs. new money Conspicuous consumption Parody display Post­purchase dissonance: anxiety after purchasing product ◦ How to alleviate? Look for supporting evidence of product we chose Look for negative evidence of product we didn’t choose New­task buying Modified rebuy Straight rebuy ◦ Involved decision making The Nature of Business Buying ◦ Initiator ◦ User ◦ Gate­keeper ◦ Influencer ◦ Decider ◦ buyer Buying center Roles in the Buying Center Brands and Consumers Brands have been around for a long time. ◦ From “brandr” old Norse word meaning “to burn” (Keller) According to the AMA: A brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Brands and Consumers Coke is not just a beverage! Brands and Consumers Researchers argue that a brand’s success is related to what resides in the hearts and minds consumers. Brands and Consumers Keller’s model (1993) explains how what consumers know about a brand leads to success. Customer­based brand equity is: “the differential effect of brand knowledge on consumer response to the marketing of a brand.” Brands and Consumers Brand Recall BRAND AWARENESS Brand Recognition BRAND KNOWLEDGE Brand Associations BRAND IMAGE DIMENSIONS OF BRAND KNOWLEDGE: Adapted from Keller (1993) Type Favorability • Strength • Uniqueness • • Brands and Consumers Self-Consistency Self-Enhancement Brands and Consumers Self­Enhancement – possessions enhance our self­concepts Essentially, we look to our objects augment our view of ourselves. enculturation: your own culture Acculturation: learn from other cultures NAICS ◦ How to use it...
View Full Document

This note was uploaded on 04/28/2013 for the course MKTG 360 taught by Professor Joireman during the Fall '08 term at Washington State University .

Ask a homework question - tutors are online