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Psych Exam 2 > Advertising > Flashcards

Advertising Flashcards

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1
Q

Consumer factors that vary with age

A

Desires and preferences
search to fulfill desires/preferences
final decision and purchase
product evalutation

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2
Q

Stages based on the factors

A

Feeling wants and preferences
nagging and negotiations
adventure and the first purchase
conformity and fastidiousness
adolescent skepticism

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3
Q

What age are the consumer in the feeling wants and preferences stage?

A

Infancy and toddlerhood

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4
Q

Are the consumer in the feeling wants and preferences stage worth advertising to?

A

Yes, toddlers recognize products seen on TV

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5
Q

How often do 18–24-month-old kids start asking for products in the feeling wants and preferences stage?

A

About 18 product requests during 25 minutes of shopping

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6
Q

What age is the Nagging and Negotiations stage?

A

Preschool

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7
Q

The consumers in the nagging and negotiation stage have brand preferences. How might these preferences effect their senses?

A

Food might “taste better” when it is preferred brand packing
Ex. Carrots and milk are better when they have Mcdonalds packaging

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8
Q

What stage do consumers first experience pseudo-independent purchases?

A

Nagging and negotiation

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9
Q

What are preschoolers understanding of commercials?

A

They are a source of information and think they have their best interest in mind

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10
Q

What age is a consumer in the adventure and first purchase stage?

A

Age 5-8

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11
Q

What does a consumer understand by age 8?

A

That commercials are attempting to increase purchases

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12
Q

True or False: Nagging becomes more effective during the adventure and first purchase stage.

A

True

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13
Q

Theory of Mind

A

Understanding that other actions are motivated by internal mental states

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14
Q

What is the “first-order belief”?

A

The realization that others’ beliefs and desires may be different than their own, age 3-4

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15
Q

Second-Order Beliefs

A

beliefs about someone else’s mental state regarding another person’s mental state, age 10-12

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16
Q

What do youth with SoB realize?

A

That advertisements are designed to act on another person’s set of opinions/beliefs
Ex. the message is designed to increase or decrease liking of a product

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17
Q

What age are the consumers in the conformity and fastidiousness stage?

A

Age 8-12

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18
Q

When a consumer reaches the age of 8-12 years old they…

A

Now appreciate the quality of products and their is an increased purchase of collections

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19
Q

Tweens view commercials negatively but…

A

Commercials increase tween’s desires for advertised products

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20
Q

What are the 4 types of tweens?

A

Persuaders, edges, followers, and reflexives

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21
Q

Persuader

A

Most popular tweens that others often look up to and imitate

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22
Q

Edges

A

Independent rebellious teens that are supposedly anti-brand, they wear brands that they “discover”

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23
Q

Followers

A

Main group of tweens that follow the persuaders

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24
Q

Reflexives

A

Usually, followers who are unsuccessful in increasing their popularity and picking up on new trends

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25
Q

Adolescents develop cognitive abilities like introspection and formal logic during the adolescent skepticism stage. What does this allow them to do as consumers?

A

-More effectively decide wants and needs
-Personal experience with products increasingly
influences purchases
- consumer socialization is nearly complete

26
Q

Covert marketing

A

Messages appear to be from independent parties but are company driven

27
Q

What are the 2 general types of covert marketing?

A

Disguised communicator and disguised format

28
Q

What are 2 types of disguised communicators?

A

Posers and Buzz Marketing

29
Q

What is the type of disguised format?

A

Advertorials

30
Q

Posers

A

Actors pretending researchers conducting a survey to explain products benefits and give potential consumers the chance to examine, sample, or us a prodyct

31
Q

Buzz marketing

A

recruitment of people to talk about products through free samples or discounts before the product is available to general public

32
Q

Advertorials

A

Ads that appear to be from independent sources
Infomercials that appear to be consumer tv shows
Ads that appear to be editoral content

33
Q

Materialism

A

importance that a person places on their possessions, either for self-enhancement or in an effort to define themselves

34
Q

What factors show that youth is high in materialism?

A

Value toys over friends, purchase more products, are more influenced by ads

35
Q

When does materialism peak?

A

Between ages 12 and 13 then decreases slightly

36
Q

Factors that increase materialism

A

Materialistic parents, ineffective levels of peer communication, watching more tv which exposes them to more commericals

37
Q

During early adolescence, self-esteem is ___________and materialism is ___________.

A

Lowest, highest

38
Q

What materialistic things to teens do relating to self-esteem?

A

Buy goods in an attempt to raise self-esteem

39
Q

Why do advertisements target children and adoelscents?

A

Brand loyalty!!!!!!!!!!!

40
Q

What are 2 of the reasons that advertisers target youth?

A

Purchasing power and pester power

41
Q

Purchasing power

A

Parents seek their children’s opinions when buying products for family
When it comes to clothes/shoes and fast food, children make decision with parents

42
Q

Pester power

A

98% of kids ask for things when accompanying parent to a store

43
Q

In what ways do tweens have power as consumers?

A

Spread trends virally in peer groups, don’t have own income so they pester parents to buy

44
Q

How are parents effected by the power of tweens?

A

May feel pressure to buy stuff for kids for their own social status, divorced parents might guilt spend to make up lost time with kids

45
Q

Why do marketers start advertising to people at such a young age>

A

Cradle to grave “brand loyalty”

46
Q

What are the top commercial categories that target children aged 2-7

A

Junk food, cereal, toys, fast food restaurants

47
Q

What are the top commercial categories that target tweens and teens?

A

Music, video, other electronic media

48
Q

What are techniques used to persuade youth?

A

Premium prizes, exaggeration, on-package marketing, co-branding, advergames, and celebrity endorsements

49
Q

What might be a risk of using a celebrity?

A

Celebrity might overshadow product, may be exposed which reduces credibility, and negative behavior could pose risk for company

50
Q

What is a very common technique used to persiade youth that wasn’t mentioned previously?

A

Brand mascots

51
Q

Why use brand mascots?

A

Children often recognize the mascot which helps them recall the product, they also develop positive attitudes toward product

52
Q

What is a benefit for a company of using a brand mascot?

A

The mascot is less likely to be in scandals

53
Q

What is a kidfluencer?

A

Child social influencer

54
Q

Brand/ Product Placement

A

Companys place visible brands and products in tv shows and movies, so they are exposed more to youth

55
Q

Source effects in advertising persuasion

A

Source credibility (trustworthiness and expertise) and physical appearance

56
Q

Source attractiveness

A

Perceived similarity-familiarity=likeability

57
Q

Meaning transfer

A

the attractive responses toward the source are transferred to the product

58
Q

Formation of parasocial relationships

A

one-way interactions in which the individual feels an emotional connection towards a media-based character

59
Q

Parasocial contact hypothesis

A

cognitive and affective responses following exposure to media characters are similar to those produced by direct contact experiences

60
Q

3 primary intended effects of advertising

A
  1. increasing brand awareness
  2. creating positive brand attitudes
  3. influencing purchasing requests/behavior
61
Q

Children’s advertising review unit (CARU)

A

reviews and evaluates child-directed advertising

62
Q

Example of CARU in effect

A

Applejack cereal commercial- Bad apple is trying to beat CinnaMon to a bowl of Applejacks to make it taste more like apples
CARU states that fruits are being presented in a negative way

Psych Exam 2 (4 decks)

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