Basics

Question 1

perception

Answer 1

process of selecting, processing, organizing and interpreting sensations according to interests, needs and experiences of consumer ; 3 phases are feeling/exposure, attention, and interpretation

Question 2

sensation

Answer 2

related to reaction of sensory receptors (eyes, ears, nose, mouth fingers) to external stimuli (light, sounds, smell, taste)

Question 3

exposure and perception bias

Answer 3

sensitivity of individuals to stimuli (threshold level of acceptance of stimuli) and the way stimuli are processed into sensations

Question 4

selective exposure

Answer 4

selective perception of stimuli and affected by experience (zapping to avoid commercial) and/or the fact that some consumers look for messages that he feels are pleasant, empathetic and reassuring

Question 5

selective attention

Answer 5

awareness for the stimuli that meet their own needs, preferences towards certain media

Question 6

adaptation

Answer 6

degree to which consumers continue to notice stimulus over time

Question 7

attention

Answer 7

degree to which consumers focus on stimuli within their range of exposure

Question 8

interpretation

Answer 8

meaning that people assign to sensations

Question 9

priming

Answer 9

starting a process where some stimuli may evoke particular patterns

Question 10

perceptual bias/ambiguity

Answer 10

occurs when a stimulus is not clearly perceived or is perceived badly or associated with different meanings

Question 11

need

Answer 11

biological/physiological deficiencies and/or lack of personality, experience or environmental deficiency

Question 12

absolute needs

Answer 12

arise independently from the others universal, fixed for everyone in the population

Question 12

want

Answer 12

desire, wish, or aspiration

Question 13

relative needs

Answer 13

arise from the social context, cannot be fully satisfied

Question 14

low level need

Answer 14

fast moving consumer goods and consumer packaged goods

Question 15

upper level need

Answer 15

specialty foods and wines, pleasure, reassurance, self-esteem, self-realization, social status

Question 16

motivation

Answer 16

processes that cause people to behave as they do; induce the individual to undertake some actions or to act as they would like to; from a psychological perspective, occurs when a need is aroused the consumer wishes to satisfy

Question 17

arousal theory

Answer 17

an optimal arousal level allows an individual to produce a state of well-being

Question 18

stimulus

Answer 18

factor that triggers a reaction in the individual who activates a mechanism of homeostasis; so when the external stimulus emerges, a drive is generated aimed at restoring balance by suppressing the drive

Question 19

normal state

Answer 19

stimuli state; search for stimulation such as breaking boredom

Question 20

stimuli state

Answer 20

goal is looking for comfort and wellness, to reduce tensions

Question 21

exploratory behavior

Answer 21

risk non-averse, innovative, variety (portfolio of brands), curiosity, recreational shopping

Question 22

Stimulus

Answer 22

Factor that triggers a reaction in the individual who activated a mechanism of homeostasis; so when an external stimulus emerges, a drive is generated aimed at restoring balance by suppressing the drive

Question 23

curiosity

Answer 23

form of persistent motivation, exploratory drive which does not decrease with the satisfaction of the need unlike to basic needs

Question 24

values

Answer 24

belief about some desirable end-state that transcends specific situations and guides selection of behavior, more general than attitudes which are specific to situation

Question 25

involvement

Answer 25

importance that consumers attribute to an object according to their needs, values, and interests; can range from simple processing to elaboration

Question 26

attitude

Answer 26

individual’s tendency or predisposition to produce emotional, affective, behavioral responses affected by the family, social, or work environment regarding situations, groups, or goods

Question 27

flexible prices

Answer 27

concern commodity prices (low differentiation products like grapes or table wines); creates price volatility especially when there is excess or shortage

Question 28

stickier prices

Answer 28

based on cost of production; implies a control over price by the producer thanks to management of the supply and product differentiating; also stable because of supply control policies or strengthening identity and image of product

Question 29

brand

Answer 29

name, term, sign, symbol or design (or combination) intended to identify the goods or services of one seller or group of sellers and to differentiate them from those competitors; wine brand identifies identity of wine in eyes of consumer

Question 30

brand awareness

Answer 30

consumers associate the brand to knowledge, experiences, and emotions that are stored in his memory and facilitate purchasing process, reducing uncertainty

Question 31

brand associations

Answer 31

plays a role in perception of quality; primary associations as intrinsic attributes such as nutrition facts, sensorial attributes, emotional, affective and hedonic values; secondary associations are network of relationships between primary associations (experiences, tourism, events)

Question 32

brand equity

Answer 32

added value endowed on products and services which may be reflected in the way consumers think, feel and act with respect to the brand as well as company effort

Question 33

collective brand

Answer 33

involves 2+ farms whose products are supplied on the market under a common brand while maintaining full managerial and economic autonomy; organic, biodynamic, vegan, geographical indication of origin

Question 34

consortia

Answer 34

voluntary, non-profit associations promoted by the economic operators involved in the supply chains with the aim of protecting food production with a geographical indication