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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
Left Side of the Brain
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
26
Right Side of the Brain
deals with pictorial, geometric, timeless and nonverbal information without the individual being able to verbally report it. It works with images and impressions
27
Isolation
separating a stimulus object from other objects
28
Inference
goes beyond what is directly stated or presented
29
Individual Factors
characteristics that distinguish one individual from another
30
Information quantity
represents the number of cue in the stimulus field
31
Infomercials
program length televisions commercials with a toll-free number and/or web address through which to order or request additional information
32
Information overload
occurs when consumers are confronted with so much information that they cannot or will not attend to all of it
33
Information processing
a series by which stimuli are perceived, transformed into information and stored
34
Interpretation
is the assignment of meaning to the received sensations
35
Intensity
loudness, brightness, length of a stimulus can increase attention
36
Intrusiveness
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
Just noticeable difference (J.N.D)
the minimum amount that one brand can differ from another or from its previous version with the difference still being noticed
38
Memory
is a short-erm use of the meaning for immediate decision making or the longer-term retention of the meaning
39
Muting
turning the sound off during commercial breaks
40
Motivation
is a drive state created by consumer interest and needs
41
Perceptual Defense
individuals are not passive recipients of marketing messages
42
Perceptual Relativity
interpretations is generally a relative process rather than absolute
43
Permission- Based Marketing
consumer control the messages they are exposed to and consequently are more receptive and responsive to those messages
44
Picture superiority
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
Product Placement
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
Product involvement
indicates motivation or interest in a specific product category.
47
Position
refers to the placement of an object in physical space or time
48
Price Perceived Quality
is an inference based on the popular adage you get what you pay for
49
Proximity
refers to the fact that stimuli positioned close together are perceived as belonging to the same category
50
Program involvement
refers to how interested viewers are in the program or editorial content surrounding the ads
51
Repetition
related to intensity, the number of times an individual is exposed to a given stimulus
52
Rhetorical Figures
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
Semantic meaning
the conventional meaning assigned to a word such as that found in the dictionary
54
Psychological meaning
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
Sensory Discrimination
the psychological ability of individual to distinguish between similar stimuli
56
Smart Banners
banner ads that are activated based on terms used in search engines
57
Stimulus factors
physical characteristics of the stimulus itself
58
Stimulus Organization
physical arrangements of stimulus objects
59
Situational factors
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
Subliminal Stimulus
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
Zapping
involves switching channels when a commercial appears
62
Zipping
occurs when one fast-forwards through a commercial on a prerecorded program
63
Self Concept
refer to the way individuals think and feel about themselves as well as how they would like to think and feel about themselves.
64
Stimulus factors
are physical characteristics of the stimulus itself
65
Slotting Allowance
consumer products companies often pay retailer to secure shelf space
66
Attention reallocation
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
Interest
are reflected of overall lifestyle as well as a result of goals
68
Program involvement
refers to how interested viewers are in the program or editorial content surround the ads
69
Incongruity
the extent to which stimulus is unexpected. It increase attention
70
Advertising intensity
consumer tend to infer that more heavily advertised brands are of higher quality
71
claim-belief discrepancies
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
Ambient scent
pleasant smell in a retail store increase production evaluation by boosting emotions
73
phonemes
Sounds of letter and words can symbolize product attribute
74
Perception
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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