Exam 1 Flashcards
Conceptual Model
the model used to capture the general structure and process of consumer behavior
Consumer Behavior
The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.
Consumer Cost
everything the consumer must surrender in order to receive the benefits of owning/using the product.
Customer Satisfaction
Retaining current customers requires that they be satisfied with their purchase and use of the product.
Customer Value
the difference between all the benefits derived from a total product and all the costs of acquiring those benefits.
Distribution
having the product available where target customers can buy it.
Injurious Consumption
when individuals or groups make consumption decisions that have negative consequences for their long run well being.
Lifestyle
how one lives
Marketing Communication
advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products.
Marketing Mix
The product, price, communications, distribution, and services provided to the target market.
Marketing Strategy
How we will provide superior customer value to our target market.
Market Segment
a portion of a larger market whose needs differ somewhat from the larger market.
Need Set
satisfying more than one need
Price
amount of money one must pay to obtain the right to use the product.
Product
anything a consumer acquires or might acquire to meet a perceived need.
Product Position
an image of the product or brand in the consumer’s mind relative to competing products and brands.
Self-Concept
the totality of an individuals thoughts and feelings about him or herself.
Service
auxiliary or peripheral activities that are performed to enhanced the primary product or primary service.
Social Marketing
the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole.
Target Market
the segments of the larger market on which we will focus our marketing effort
Total Product
bundle of services offered by a product/service
Cultural values
widely held belief that affirms what is desirable
culture
the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities, and habits acquired by humans as members of societies.
demographics
describe a population in terms of size, structure and distribution.
environment-oriented values
prescribe a society’s relationship to its economic and technical as well as its physical environment.
glocalization
cross cultural variations in such factors as values and demographics may make it necessary to adapt products and services to local consideration.
Guanxi
personal connections/relationships on which an individual can draw to secure resources or advantages when doing business as well as in the course of social life.
The main characteristics
1. the notion of a continuing reciprocal relationships over an indefinite period of time.
- favors are banked
- it extends beyond the relationships between two parties to include other parties within its social network.
- the relationship net work is built among individuals and not organizations.
- status matters- relationships with a senior will extend to his subordinates but not vice versa.
- the social relationship is prior to and a prerequisite to the business relationship.
Instrumental materialism
the acquisition of things to enable one to do something.
Monochronic time perspective
believing that a person does one thing at a time. We have a strong orientation toward the present and short -term future.
Nonverbal communication system
the arbitrary meaning a culture assigns actions, events and things other than words.
Norms
rules that specify or prohibit certain behaviors in specific situations
Other-oriented values
reflect a society’s view of the appropriate relationships between individuals and groups within that society.
Personal Space
The nearest that others can come to you in various situations without you feeling uncomfortable.
Polychronic time perspective
An orientation toward the present and past.
Power Distance
the degree to which people accept inequality in power, authority, status, and wealth as natural or inherent in society.
Purchasing power parity (PPP)
based on cost of a standard market basket of products bought in each company.
Sanctions
penalties ranging from mild social disapproval to banishment from the group
Self-Oriented values
reflect the objectives and approaches to life that the individual members of society find desirable
Terminal materialism
the acquisition of items for the sake of owning the item itself.
Verbal communication systems
languages
Achievement Role
performance criteria over which the individual has some degree of control.
Ascribed Role
an attribute over which the individual has little or no control
Cause-related marketing (CRM)
marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause.
Cultural Values
widely held beliefs that affirm what is desirable
Enviropreneurial marketing
environmentally friendly marketing practices, strategies, and tactics initiated by a firm to achieve a competitive differentiation.
Gender
whether a person is biologically a male or female
Gender Identity
the traits of femininity and masculinity
Gender Roles
the behaviors considered appropriate for males and females in a given society.
Green Marketing
- developing products whose productions, use or disposal is less harmful to the environment than the traditional versions of the product.
- Developing products that have a positive impact in the environment
- Tying the purchase of a product to an environmental organizations or event.
Greenwashing
a firm promotes environmental benefits that are unsubstantiated and on which they don’t deliver.
Modern gender orientation
a marriage in which husband and wife share responsibilities. Both work, and they share homemaking and child care responsibilities.
Traditional gender orientation
A marriage in which the husband assumes the responsibility for providing for the family and the wife runs the house and takes care of the children
Voluntary simplicity
Consumers efforts to reduce their reliance on consumption and material possession
Age cohort
group of persons who have experienced a common social, political, historical, and economic environment.
Class to mass
expanding opportunities for less affluent consumers to afford luxury
cognitive age
one’s perceived age, a part of one’s self concept.
cohort analysis
the process of describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values and behaviors.
conspicuous consumption
the purchase and prominent display of luxury goods to provide evidence of a consumer’s ability to afford them
consumer literacy
the ability to find and manipulate text and numbers to accomplish consumption related task within a specific market context in which other skills and knowledge are also employed.
demographic
describes a population in terms of its size, distribution and structure.
Digital Savvy
leading edge digital users who are early adopters and diffusers of information related to technology in terms of technology ownership, internet usage, and cellphone feature usage.
Generation
group of persons who have experienced a common social political, historical, and economic development.
Gerontographic
one segmentation approach to the mature market that incorporates aging processes and life events related to physical health and mental outlook of older consumers.
Index of Social Position
a two item index that is well developed and widely used. Used to measure an individuals or family overall social position within a community.
Mature Market
55 years or older
Multi-item indexes
numerous variables simultaneously and weight these according to a scheme that reflects societal views.
Nouveaux Riches
- (often plural) a person who has acquired wealth recently and is regarded as vulgarly ostentatious or lacking in social graces
Single item indexes
estimates social status on the basis of a single dimensions such as education, income, or occupation.
Social class system
a hierarchical division of a society into relatively distinct and homogeneous groups with respect to attitudes, values, and lifestyles.
Societal Rank
ones position relative to others on one or more dimensions valued by society.
Status Crystallization
he extent to which different indicators of a person’s status are consistent with one another
Subjective discretionary income
an estimate by the consumers of how much money he/she has available to spend on nonessential.
Working class aristocrats
do real work and is often unappreciated.
Acculturation
the degree to which an immigrant has adapted to his or her new culture.
Born- again Christians
a strong belief in the literal truth of the Bible, a very strong commitment to their religious beliefs, having had a “born again” experience, and encouraging other to believe in Jesus Christ.
Ethnic subcultures
those whose members unique shared behaviors are based on a common racial, language, or national background.
Event Marketing
creating or sponsoring an event that has a particular appeal to a market segment
Hispanics
a person of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race.
Regional subcultures
the natural environment and resources, the characteristics of the various immigrant groups that have settled in each region, and significant social and political events.
Religious subcultures
worship of (brand communities) and cult products
Secular socierty
the education system, government, and political process are not controlled by a religious group, and most peoples daily behaviors are not guided by strict religious guidelines.
Subculture
a segment of a larger culture whose members share distinguishing values and patterns of behavior
Consumer skills
those capabilities necessary for purchases to occur such as understanding money, budgeting, product evaluation, and so forth,
Consumer socialization
the process by which young people acquire skills, knowledge, and attitudes relevant, to their functioning as consumers in their marketplace.
Consumption related attitudes
cognitive and affective orientations toward marketplace stimuli such as advertisements, salespeople, warranties and so forth.
Consumption Related Preferences
are the knowledge, attitudes, and values that cause people to attach differential evaluations to products, brands, and retail outlets.
Family decision making
the process by which decisions that directly or indirectly involve two or more family members are made.
Family Household
as one having at least two members related by birth, marriage or adoption, one of whom is the householder (householder owns or rents the residence)
HLC/ occupational category matrix
determines the problems the household will likely encounter; the horizontal axis is a set of occupational categories, which provides a range of acceptable solution.
Household
as all the people who occupy a housing unit (a house, apartment, group of rooms, or single room designed to be occupied as separate living quarters)
Household life cycle (HLC)
Based on the age and marital status of the adult members of the household and the presence and age of children
Instrumental training
occurs when a parent or sibling specifically and directly attempts to bring about certain responses through reasoning or reinforcement.
Mediation
occurs when a parent alters a child’s initial interpretation of, or response to, a marketing or other stimulus.
Example
Child: Can I have one of those? see, it cal walk!
Parent: No. That’s just an advertisement. It won’t really walk. They just make it look like it will so kids will buy them.
Modeling
occurs when a child learns appropriate, or inappropriate, consumption behaviors by observing others.
Multigenerational family
a family household containing:
1. at least two adult generations
OR
2. grandparent and at least one other generation.
Nonfamily household
is a householder living alone or exclusively with others to whom he or she is not related.
Piaget’s stages of cognitive development
Stages of cognitive development.
Stage 1: the period of sensorimotor intelligence (0-2 years) During this period, behavior is primarily motor. The child does not think conceptually, though cognitive development is seen.
Stage 2: The period of preoperational thoughts (3-7 years). this period is characterized by the development of language and rapid conceptual development.
Stage 3: The period of concrete operations (8-11 years) During these years, the child develop the ability to apply a logical thought to concrete problems.
Stepfamily
as a married-coupled family household with at least one child under the age of 18 who is a stepchild (i.e., a son or daughter through marriage)
Traditional Family
used to refer to a married opposite-sex couple and their own or adopted children living at home
Adopter Categories
Innovators: The first 2.5% to adopt an innovation Early Adopters: The next 13.5% to adopt Early Majority: The next 34% to adopt Late Majority: the next 34% to adopt Laggards: The final 16% to adopt
Adoption process
term used to describe extended decision making when a new product is involved.
Asch Phenomenon
the affect on decisions that occurs from a perceived pressure to conform to the opinions of group members.
Aspiration Reference Groups
Non membership groups with a positive attraction.
Blogs
personalized journals where people and organizations can keep a running dialogue.
Brand Community
a non geographically bound community, based on a structured set of social relationships among owners of a brand and the psychology relationship they have with the brand itself, the product in use, and the firm.
Buzz
the exponential expansion of word of mouth. “word spreads like wildfire” with no or limited mass media advertising supporting it.
Community
characterized by the consciousness of kind, shared rituals and traditions, and a sense of moral responsibility.
Consumption subculture
a distinctive subgroup or society that self selects on the basic of a shared commitment to a particular product class, brand, or consumption activity.
Diffusion process
the manner in which innovations spread through the market.
Dissociative Reference Groups
groups with negative desirability
Early Adopters
tend to be opinion leaders in local reference groups.
Early Majority
consumers tend to be cautions about innovation.
Enduring Movement
The most salient characteristic of opinion leaders is greater long term involvement with the product category than the non-opinion leaders in the group.
Group
two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behaviors are interdependent.
Identification Influence
occurs when individuals have internalized the group’s values and norms.
Informational influence
occurs when an individual uses the behavior and opinions of reference group members as potentially useful bits of information.
Innovation
an idea, practice, or product perceived to be new by the relevant individual or group.
Innovators
are venturesome risk takers.
Laggards
locally orientated and engage in limited social interaction.
Late Majority
members are skeptical about innovation.
Reference Group
a group whose presumed perspectives or values are being used by an individuals as the basis for his or her current behavior.
Primary Groups
family and friends, involve strong ties and frequent interaction
Online Community
a community that interacts over time around a topic of interest on the internet.
Online social network site
a web based service that allows individuals to
- construct a public or semipublic profile within a bounded system.
- articulate a list of other users with whom they share a connection.
- view and traverse their list of connections and those made by others within the system.
Normative influence
occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction
word of mouth (WOM) communications
individuals sharing information with other individuals in a verbal form, including face to face, phone and internet.
opinion leader
individuals who actively filter, interpret, or provide product and brand relevant information to their family, friends, and colleagues.
Flow of communication
the process of one person receiving information from the mass media or other sources and passing it on to others.
Multistep flow of communication
involving opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources.
Market Mavens
a special type of opinion leader that provide significant amounts of information to others across a wide array of products, including durable and non durable, services, and store types. They provide information on product quality, sales, usual prices, product availability, store personnel characteristics, and other features of relevance to consumers.
Viral Marketing
an online “pass it along strategy. it uses electronic communications to trigger brand messages through a widespread network of buyers.
a micro blogging too. It limits to 140 characters.
Ad avoidance
avoiding exposure to advertising messages
Adaptation level theory
a theory that suggest if a stimulus does not change, over time we adapt or habituate to it and begin to notice it less.
Affective interpretation
the emotional or feeling response triggered by a stimulus such as an ad.
Ambush Marketing
involves any communication or activity that implies or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not.
Attention
occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing.
Brand extension
an existing brand extends to a new category with the same name.
Brand Familarity
an ability factor related to attention.
Closure
involves presenting an incomplete stimulus with the goal of getting consumers to complete it and thus becoming more involved.
Co-Branding
an alliance in which two brands are put together on a single product.
Cognitive Interpretation
a process whereby stimuli are placed into existing categories of meaning.
Contextual Cues
present in the situation play a role in a consumer interpretation independent of the actual stimulus.
Cross-Promotions
whereby signage in one area of the store promotes, complementary products in another (milk signage in the cookie aisle.
Exposure
occurs when a stimulus is placed within a person’s relevant environment and comes within range of their sensor receptor nerves.
Figure-ground
Involves 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.
Hemispheric lateralization
a term applied to activities that take place on each side of the brain.
Inference
Goes beyond what is directly stated or presented.
Informercials
program length television commercials with a toll-free number/ and or web address through which to order or request additional information.
Information Overload
when consumers are confronted with so much information that they cannot or will not attend to all of it.
Information processing
a series of activities by which stimuli are perceived, transformed into information, and stored.
Intepretation
the assignment of meaning to sensations.
Just noticeable difference
The minimum amount that one brand can differ from another (or from its previous versions) with the difference still being noticed.
Muting
turning the sound off during commercial breaks.
Perception
- exposure
- Attention
- Interpretation.
Perceptual defenses
an individual are not passive recipients of marketing messages.
Perceptual relativty
Often difficult for people to make interpretation in the absence of some reference point.
Permission based marketing
The voluntary and self selected nature of such online offering, where consumers “opt in” to receive email based promotions.
Product placement
provides exposure that consumers don’t try to avoid, it shows how and when to use the product, and it enhances the product image.
Proximity
refers to the fact that stimuli positioned close together are perceived as belonging to the same category.
Rhetorical Figures
involve the use of an 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.
Sensory Discrimitation
The psychological ability of an individual to distinguish between similar stimuli.
Smart Banners
banner ads that are activated based on terms used in search engines.
Stimulus Organizations
refers to the physical arrangement of the stimulus objects.
Subliminal Stimulus
A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it.
Zapping
involves switching channels when a commercial appears.
Zipping
occurs when one fast-forwards through a commercial on a prerecorded program
Accessbility
The likelihood and ease with which information can be recalled from LTM.
Advertising wearout
Too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it.
Analogical Reasoning
An interference process that allows consumers to use an existing knowledge base to understand a new situation or object.
Analytically Reasoning
Individuals engage in critical thinking to restructure and recombine existing information as well as new information to form new associations and concepts.
Brand Equity
the value consumers assign to a brand above and beyond the functional characteristics of the product.
Brand image
refers to the schematic memory of a brand. It is what people think of and feel when they hear or see the brand.
Brand leverage
Refers to marketing capitalizing on brand equity by using an existing brand for new products. If done correctly, consumers will assign some of the characteristics of the existing brand to the new product carrying that name.
Classical Conditioning
The process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of same response (pleasant feelings) to a different stimulus (brand).
Cognitive Learning
encompasses all the mental activities of humans as they work to solve problems or cope with situations. It involves learning ideas, concepts, attitudes, and facts that contribute to our ability to reason, solve problems and learn relationships without direct experience or reinforcement.
Concepts
abstractions of reality that capture the meaning of an item in terms of other concepts. They are similar to a dictionary definition.
Conditioning
probably most appropriately described as a set of procedures that marketers can use to increased the chances than an association between stimuli is formed or learning.
Elaborative activities
the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.
Episodic Memory
another type of memory of interest to marketers.
Explicit Memory
Conscious recollection of an exposure event.
Extinction
The desired response decays or dies out if learning is not repeated and reinforced.
Flashbulb memory
an acute memory of the circumstances surrounding a surprising and novel event
High-Involvement Learning
the consumer is motivated to process or learn the material.
Iconic Rote Learning
Learning a concept or the association between two or more concepts in the absence of conditioning.
Imagery
involves concrete sensory representation of ideas, feelings, and objects.
Implicit Memory
Involves the non conscious retrieval of previously encountered animal.
Learning
any change in the content or organization of long term memory or behavior and is the result of information processing.
Long-Term Memory
that portion of total memory devoted to permanent information stage.
Low-involvement learning
one in which the consumer has little or no motivation to process or learn the material.
Maintenance rehearsal
the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long term memory.
Memory interference
Sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way.
Modeling
Vicarious Learning. Using imagery to anticipate the outcome of various courses of actions.
Operant Conditioning
Involve rewarding desirable behaviors such as brand purchases with a positive outcome that services to reinforce the behavior.
Perceptual Mapping
Offers marketing managers a useful technique for measuring and developing a product’s position.
Product Positioning
a decision by a marketer to try to achieve a defined brand image relative to a competition within a market segment.
Product Respositioning
a deliberate decision to significantly alter the way the market views as a product.
Pusling
Any time is important to produce widespread knowledge of the product rapidly, such as during a new product introduction, frequent (close together) repetitions should be used.
Punishment
The opposite of reinforcement. It is any consequence that a given response will be repeated in the future.
Reinforncement
Anything that increases the likelihood that a given responses will be repeated in the future.
Retrieval Failure
(Forgetting). Information that is available in LTM cannot be accessed, that is retrieved from LTM and STM.
Schema
(schematic memory or knowledge structure) a complex web of associations.
Script
Memory of how an action sequence should occur such as purchasing and drinking a soft drink to relieve thirst.
Self-Referencing
Consumers are relating brand information to themselves.
Semantic memory
The basic knowledge and feelings an individual has about a concept. It represents the persons understanding of an object or event at its simplest level.
Shaping
The process of encouraging partial responses leading to the final desired response.
Short-term memory (STM)
the portion of total memory that is currently activated or in use.
Stimulus discrimination
the process of learning to respond differently to similar but distinct stimuli.
Stimulus generalization
(rub off effect).Occurs when a response to one stimulus is elicited by a similar but distinct stimulus.
Vicarious Learning
Using imagery to anticipate the outcome of various course of actions.
Observing the outcomes of others behaviors and adjust their own accordingly.
Actual self-concept
Who I am now
Brand engagement
an individual includes important brands as part of his/her lifestyle.
Extended Self
People tend to define themselves in part by their possessions.
Geo-demographic analysis
People with similar cultural backgrounds, means and perspectives naturally gravitate toward one or the other. They choose to live amongst their peers in neighborhoods offering affordable advantages and compatible lifestyles, Once settled in, people naturally emulate their neighbors. They adopt similar social values, taste, and expectations. They exhibit shared patterns of consumer behavior toward products, services, media and promotion.
Ideal self-concept
Who I would like to be
Independent self-concept
emphasizes personal goals, characteristics, achievements, and desires.
Interdependent Self Concept
emphasizes family, cultural, professional, and social relationships.
Private self concept
How I am or would like to be to myself
Social self concept
How I would like to be seen by others.
Peak expereince
an experience that surpasses the usual level of intensity, meaningfulness and richness and produces feelings of joy and self-fulfillment.
Mere ownership effect
or the endowment effect, is the tendency of an owner to evaluate an object more favorable than a non-owner.
Psychographics
Attempts to develop quantitative measures of lifestyle.
Includes -attitudes, values, activities and interest, demographic, media patterns and usage rates.
Vals
provides a systematic classification of American Adults into eight distinct consumer segments.
