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Consumer Behavior > Chapter 8 > Flashcards

Chapter 8 Flashcards

1
Q

Ability

A

refers to the capacity of individuals to attend to and process information

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2
Q

Ad Avoidance

A

consumers to selectively avoid exposure to advertising messages

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3
Q

Ad Quality

A

represents how well a message is constructed in terms of being believable and appealing and in communicating the core message effectively

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4
Q

Adaptation Level Theory

A

suggest that if a stimulus doesn’t change, over time we adapt or habituate to it and began to notice it less

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5
Q

Affective Interpretation

A

is the emotional or feeling response triggered by a stimulus such as an ad

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6
Q

Affect Intensity

A

some people experience emotions more strongly than others

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7
Q

Ambush Marketing

A

any communication or activity that implies or from which one could reasonable infer that an organization is associated with an event when in fact it is not

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8
Q

Attention

A

Occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing

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9
Q

Attractive visual

A

individual tend to be attracted to pleasant stimuli and repelled by unpleasant stimuli, this explains the ability of attractive visuals to drawn consumers attention to an advertisement.

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10
Q

Brand Extension

A

when an existing brand extends to a new category with the same name

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11
Q

Brand Familiarity

A

ability factor related to attention and rudimentary form of consumer knowledge

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12
Q

Cocktail party effect

A

whereby an individual engaged in a conversation with a friend isn’t consciously aware of other conversations at a crowded party until someone in another group says something relevant

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13
Q

Closure

A

presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved

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14
Q

Co-Branding

A

an alliance in which two brands are put together on a single product

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15
Q

Cross promotion

A

whereby signage in one areas of the store promotes complementary product in another

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16
Q

Cognitive Interpretation

A

a process whereby stimuli are placed into existing categories of meaning

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17
Q

Contextual Cues

A

situation provide a context which the focal stimulus is interpreted

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18
Q

Clutter

A

represents the density of a stimuli in the environment

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19
Q

Cue

A

relate to the features of brand itself, typical users user of the brand, typical usage situations and so on

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20
Q

Expectations Bias

A

individuals interpretation of stimuli tend to be consistent with their expectations

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21
Q

Exposure

A

Occurs when a stimulus is placed within a person’s relevant environment and comes within range of their sensory receptor nerves

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22
Q

Figure- Ground

A

presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background

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23
Q

Format

A

refers to the manner in which the message is presented

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24
Q

Hemipsheric Lateralization

A

different parts of the brain are better suited for focus versus non focused attention

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25
Q

Left Side of the Brain

A

primarily responsible for verbal information, symbolic representation, sequential analysis and the ability to be conscious and report what is happening. IT controls those activities called rational thoughts

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26
Q

Right Side of the Brain

A

deals with pictorial, geometric, timeless and nonverbal information without the individual being able to verbally report it. It works with images and impressions

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27
Q

Isolation

A

separating a stimulus object from other objects

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28
Q

Inference

A

goes beyond what is directly stated or presented

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29
Q

Individual Factors

A

characteristics that distinguish one individual from another

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30
Q

Information quantity

A

represents the number of cue in the stimulus field

31
Q

Infomercials

A

program length televisions commercials with a toll-free number and/or web address through which to order or request additional information

32
Q

Information overload

A

occurs when consumers are confronted with so much information that they cannot or will not attend to all of it

33
Q

Information processing

A

a series by which stimuli are perceived, transformed into information and stored

34
Q

Interpretation

A

is the assignment of meaning to the received sensations

35
Q

Intensity

A

loudness, brightness, length of a stimulus can increase attention

36
Q

Intrusiveness

A

the degree to which one is forced to see or interact with banner ad or pop-up in order to see the desired content

37
Q

Just noticeable difference (J.N.D)

A

the minimum amount that one brand can differ from another or from its previous version with the difference still being noticed

38
Q

Memory

A

is a short-erm use of the meaning for immediate decision making or the longer-term retention of the meaning

39
Q

Muting

A

turning the sound off during commercial breaks

40
Q

Motivation

A

is a drive state created by consumer interest and needs

41
Q

Perceptual Defense

A

individuals are not passive recipients of marketing messages

42
Q

Perceptual Relativity

A

interpretations is generally a relative process rather than absolute

43
Q

Permission- Based Marketing

A

consumer control the messages they are exposed to and consequently are more receptive and responsive to those messages

44
Q

Picture superiority

A

effect on attention demonstrates the importance of an ad’s visual components and suggests why the heavy us of pictures in contemporary print advertising may be justified

45
Q

Product Placement

A

gain exposure by placing their brands within entertainment media, such as in movies and television programs in exchange for payment or promotional or other consideration. Provides exposure that consumers don’t try to avoid it show how and when to use the product and enhances the product’s image

46
Q

Product involvement

A

indicates motivation or interest in a specific product category.

47
Q

Position

A

refers to the placement of an object in physical space or time

48
Q

Price Perceived Quality

A

is an inference based on the popular adage you get what you pay for

49
Q

Proximity

A

refers to the fact that stimuli positioned close together are perceived as belonging to the same category

50
Q

Program involvement

A

refers to how interested viewers are in the program or editorial content surrounding the ads

51
Q

Repetition

A

related to intensity, the number of times an individual is exposed to a given stimulus

52
Q

Rhetorical Figures

A

involves the use of unexpected twist or artful deviation in how a message is communicated either visually in the ad’s picture or verbally in the ad’s text or headline

53
Q

Semantic meaning

A

the conventional meaning assigned to a word such as that found in the dictionary

54
Q

Psychological meaning

A

the specific meaning assigned a word by given individual or group of individuals based on their experience, their expectations and the context in which the text is used

55
Q

Sensory Discrimination

A

the psychological ability of individual to distinguish between similar stimuli

56
Q

Smart Banners

A

banner ads that are activated based on terms used in search engines

57
Q

Stimulus factors

A

physical characteristics of the stimulus itself

58
Q

Stimulus Organization

A

physical arrangements of stimulus objects

59
Q

Situational factors

A

include stimuli in the environment other than the focal stimulus ( the ad or package) and temporary characteristics of the individual that are induced by environment

60
Q

Subliminal Stimulus

A

a message present so fast or so softly or so masked by other message that one is now aware of seeing or hearing it

61
Q

Zapping

A

involves switching channels when a commercial appears

62
Q

Zipping

A

occurs when one fast-forwards through a commercial on a prerecorded program

63
Q

Self Concept

A

refer to the way individuals think and feel about themselves as well as how they would like to think and feel about themselves.

64
Q

Stimulus factors

A

are physical characteristics of the stimulus itself

65
Q

Slotting Allowance

A

consumer products companies often pay retailer to secure shelf space

66
Q

Attention reallocation

A

it is the number of times an individual is exposed to a given stimulus such as ad or brand logo over time. Consumer may shift the focus of their attention from one part of the ad to another across repetitions

67
Q

Interest

A

are reflected of overall lifestyle as well as a result of goals

68
Q

Program involvement

A

refers to how interested viewers are in the program or editorial content surround the ads

69
Q

Incongruity

A

the extent to which stimulus is unexpected. It increase attention

70
Q

Advertising intensity

A

consumer tend to infer that more heavily advertised brands are of higher quality

71
Q

claim-belief discrepancies

A

whereby a communication leads consumer to believe something about the product that is not true even though it doesn’t present a direct false claim.

72
Q

Ambient scent

A

pleasant smell in a retail store increase production evaluation by boosting emotions

73
Q

phonemes

A

Sounds of letter and words can symbolize product attribute

74
Q

Perception

A

the process by which individuals access and assign meaning to environmental stimuli. Made up of Exposure, attention and interpretation

Consumer Behavior (20 decks)

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