Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
57 Cards in this Set
- Front
- Back
4 Types of relationships one might have with a product
|
Self-Cencept Attachment- Product relates to their identity
Nostalgic Attachment- Product reminds them of a past self Interdependent- Product a part of their daily routine Love- Elicits a strong and warm emotional response. |
|
4 types of consumer activities
|
experience- emotional or asthetic reaction to consuming
integration- express aspects of self or society classification- communicates ones association with an object play- merges ones identity with that of a group |
|
AMA Code of Ethics
|
1. Significant risks associated with a product should be listed
2. Added features which increase price should be noted 3. High Pressure Sales methods should be avoided 4. Dishonest advertising isn't allowed 5. Selling or fundraising under the guise of consumer research is prohibited |
|
SOcial Marketing
|
Using typical methods to advertising and encourage psoitive behavior
|
|
Paradigm
|
A set of beliefs and assumptions
|
|
Positivism
|
The dominant Paridigm at this point
----human reason and the discovery of the objective truth through science |
|
Interpretism
|
Questions the assumptions of positivism......claims it is too emphasized on the material well being and science instead of the unique human experience
|
|
Absolute Threshold
|
The minimum ammount of stimuli able to be detected by an individual
|
|
DIfferential Threshold
|
The ability to detect changes between two different stimuli
|
|
J.N.D.
|
THe miminum ammount of change that can be detected
|
|
Weber's Law
|
The greater the initial stimulus, the greater the degree of change necessary for it to be noticed
|
|
Selective exposure
|
The stimuli you choose to expose yourself to
|
|
Selective attention
|
What you choose to pay attention to
|
|
selective memory
|
What you choose to remember
|
|
perceptual vigilance
|
We are more likely to be aware of stimuli that relate to our needs
|
|
perceptual defense
|
People see what they want to see, and don't see what they don't
|
|
Schema
|
A set of beliefs
|
|
Gestalt
|
The whole is greater than the sum of the parts (a form of stimulus organization along with????)
|
|
Prinicple of CLosure
|
People tend to view incomplete pictures as complete
|
|
Principle of similarity or grouping
|
People tend to group items with similar characteristics together
|
|
Priniciple of figure/ground
|
one part of a stimulus will dominate and the others will recede into the backround
|
|
Semiotics
|
Examines the role that signs and symbols have in the assignment of meaning
|
|
3 Basic components of a message
|
Object- actual product that is focus of message
Sign- Sensory image that represents meaning Interpretent- The meaning derived |
|
Behavioral Learning Theories
|
Assume that learning takes places as a result of responses to external events
|
|
Stimuli
|
Events perceived from the outside world
|
|
Classical Conditioning
|
Pairing one stimulus that elicits a response with a stimulus that doesn't
|
|
Stimulus Generalization
|
Tendency of a stimulus similar to a conditioned stimulus to evoke a similar reaction
|
|
stimulus discrimination
|
occurs when an unconditioned stimulus doesn't folow a stimulus similar to a conditioned stimulus.
|
|
Operant (Instrumental Conditioning)
|
a person learns to perform behaviors as a result of positive and negaive outcomes
|
|
Cognitive Learning Theory
|
Learning occurs as a result of internal mental processes.....people are problem solvers
|
|
2 Types of Meaning
|
Sensory meaning-color, shape, size
semantic meaning- symbolic associations |
|
Personally relevant meaning (2 types)
|
Flashbulb memories- especially vivid memories
Episodic meaning- relate to events that are personally relevant. |
|
Memory System
|
Sensory memory- very short term, ability to store info from senses
Short Term memory- abillity to store info currently being used......20 seconds Long term memory- relatively permanat memory |
|
Chunking
|
Combining Smaller pieces of data into larger ones
|
|
elaborative rehersal
|
info transfered to long term memory
|
|
spreading activation
|
ability to shift back and forth between levels of meaning
|
|
Factors influencing retrieval (3)
|
1. Physiology
2. Situational 3. State-Dependent |
|
Salience
|
Prominance of a brand in memory
|
|
Retroactive interference
|
new responses to the same stimuli are learned
|
|
proactive interference
|
prior knowledge affects new learning
|
|
Needs relevant to personal behavior
|
Power
Achievement Affiliation Uniqueness |
|
Involvement
|
The perceived relevance of an object absed on personal needs, valeus, and interests
|
|
Types of Involvement (3)
|
Product involvement- relative interest in a particular product
Message-response involvement- relative interest in processing marketing communciations purchase situation involvement- differences that may occur when buying the same product for different contexts |
|
4 components of involvement
|
1. Importance and Risk
2. Probablility of making a bad purchase 3. Pleaure value 4. sign value |
|
Elements used to develop an ad strategy (4)
|
message elements- specific attributes to be depicted
consumer benefits- positive consequences of using product leverage point- way message will activate terminal value by linking it with product features driving force- end value on which message will focus. |
|
Components of Self Concept
|
-Stability of attitudes over time
-Accuracy of attitudes -positive self esteem adn negative self consciousness -intensity of attitudes -content of attitudes |
|
social comparison
|
people evaluate themselves by comparing to artificial images
|
|
self-esteem advertising
|
attempts to change product additudes by equating them with positive images of ones self
|
|
symbolic interationism
|
relationships with others have a large effect on our self concept
|
|
4 levels of extended self
|
individual
family community group |
|
purposes for decorating the self (7)
|
seperate group members from non group members
establish one as an a member of a social organization place a person in a sex category enhance one's sex-role identification indicate a desired social conduct indicate a high status or rank sense of security |
|
Karen Horney 3 types of personalities
|
compliant- moving toward others
detached- moving away from others aggressive- moving against others |
|
need for cognition
|
desire to think about things
|
|
product complimentairty
|
when one product is related to another b/c of their symbolic meanings
|
|
consumption constelation
|
a group of products with the same meaning
|
|
Uses of psychographic segmentation (6)
|
Define a target market
Create a new view of a market communicate product attributes position the product define a market strategy market social and political issues |
|
VALS groups:
|
top group-actualizers (succesful consumers with many resources)
Prinicple oriented- relievers and fulfilleds Status oriented- achievers, strivers, and struglers action oriented-experiencers and the makers |