Exam 1 Flashcards
Survey (def)
Set of fixed-format items that is completed by respondents at their own pace
-A method of collecting info from a sample of consumers predominantly by asking questions
Survey (advantages)
cheaper, most honest responses, less experimenter bias
Survey (disadvantages)
response rate may be low, less flexible than interviews
Sampling (def)
the selection of people to participate in a research project
Representative sample
one that is approximately the same as the population of interest in every important respect
Sampling (goal)
Goal: to use these people to make inferences about a larger group of individuals
WEIRD
(Western, Educated, Industrialized, Rich, Democratic)
Focus Groups (what are they?)
- Gatherings of several people with moderator to discuss product/service/brand/company
- Moderator must be objective, socially skilled, knowledgeable
- Open discussion is encouraged
- Often recorded and watched later or watched live through 2-way mirror
Ethnographic research (What is it?)
- Making observations of behavior and recording those observations in an objective manner
- Subjects observed while using product in own home or natural environment
- -subjects may or may not be aware of the observation
Ethnographic research (Most useful when)
- you want to see how people behave in natural environments
- trying to generate new ideas or insights
- investigating complex social settings
Ethnographic research (least useful when)
testing hypotheses
Correlational research
- Used to see if there’s a relationship between 2 variables (usually measured in survey)
- Display data using scatterplots
- Pearson correlation coefficient (r-value) ranges from -1.0 to +1.0
- – varies in terms of valence and strength
Correlational research
- Used to see if there’s a relationship between 2 variables (usually measured in survey)
- Display data using scatterplots
- Pearson correlation coefficient (r-value) ranges from -1.0 to +1.0
- – varies in terms of valence and strength
3 Factors necessary for causation
- Correlation
- Temporal antecedence
- No third factor driving both
Suprus correlation
- spurus = fake/artificial
- This is the danger of data mining
- Lots of things are correlated, but not really related
Experimental research (what is it for?)
used to examine cause and effect
Experimental research (steps)
- Identify issue or question of interest
- Review the relevant theories and research
- Develop hypothesis
- Identify and operationalize the independent and dependent variables
- Conduct the experiment
- Analyze and interpret results
Independent variable
the factors manipulated in a study to see if they influence the dependent variable
Dependent variable
the factors measured to see if they are affected by the independent variable
Experimental effects
- Main Effect: When the levels of a factor significantly influence a dependent variable
- Interaction: The levels of one factor influence the dependent variable differently depending on the levels of a second factor
Main Effect
When the levels of a factor significantly influence a dependent variable
Interaction
The levels of one factor influence the dependent variable differently depending on the levels of a second factor
Interaction
The levels of one factor influence the dependent variable differently depending on the levels of a second factor
Exposure
The process by which the consumer comes into contact with a stimulus
Stimuli
Information about offerings can come from marketers via ads, promotions, etc., or from non-marketing sources, such as WOM
Selective exposure
Consumers actively avoid certain stimuli and seek others.
Avoidance
Zipping and Zapping
Attention
The process by which an individual allocates part of his or her mental activity to a stimulus…necessary for information to be processed
Characteristics of Attention:
- Limited
- Selective
- Capable of being divided
Top-down: Voluntary Attention
Make the message personally relevant
Bottom-up: Involuntary Attention
Increase the salience/ vividness of messaging
Bottom-up: Involuntary Attention
Increase the salience/ vividness of messaging
9 ways to increase attention
- Choose the right place
- Movement
- Intensity
- Surprising, Novel
- Funny
- Sexy
- Shocking
- Appeal to other senses
- Celebrities
Perception occurs when
stimuli are registered by one of our 5 senses: vision, hearing, taste, smell, & touch
Perception is…
- Process of determining the properties of stimuli using one or more of our five senses
- Process of developing an interpretation
- Deciding what a stimulus means.
- How we view the world (constructed reality)
Absolute threshold:
Bare minimum level of stimulation that can be detected on a given sensory channel.
–the amount of intensity needed for a person to detect a difference between something and nothing
Differential threshold:
- Intensity difference needed between two stimuli before people can perceive that the stimuli are different
- Just Noticeable Difference (JND)
Perceptual organization:
The process by which stimuli are organized into meaningful units
Our perceptual organization is influenced by our __________.
expectations
- We are biased to perceive what we expect to perceive
Exposure
the process by which the consumer comes in physical contact with a stimulus
Stimuli (marketing stimuli)
information about offerings communicated either by the marketer (such as ads) or by non marketing sources (Such as word of mouth)
Factors influencing exposure
- The position of an ad within a medium
- Product distribution
- Shelf placement
Mere exposure effect
just being exposed to a stimulus can make you like it more
Overexposure
too much exposure starts to have a neg effect
Selective exposure
consumers can selectively control what marketing stimuli they view
Zipping
fast-forwarding through commercials on a program recorded earlier
Zapping
use of a remote control to switch channels during commercial breaks
Attention (def)
- the process by which an individual allocates part of his or her mental activity to a stimulus
- how much mental activity a consumer devotes to a stimulus
3 characteristics of attention
- limited
- selective
- capable of being divided
Attention is limited (what does this mean? / give an example)
- Consumers cannot possibly attend to all stimuli in the environment, even if they would want to. Consumers may miss some stimuli especially when in unfamiliar surroundings.
- When watching TV with friends, consumer may lower volume to pay more attention to friends
Attention is selective (what does this mean? / give an example)
- Consumers decide what to focus on at any one time, choosing not to focus on or mentally process other stimuli
- Shoppers cannot focus on every display or product in a store, so they must decide which they will pay attention to.
Attention can be divided (what does this mean? / give an example)
- Consumers can allocate some attention to one task and some to a different task
- While paying attention to their driving, consumers can also notice ads on billboards posted along a highway
Pre-attentive processing
the non conscious processing of stimuli in peripheral vision
Hemispherical lateralization
- The right hemisphere is best at processing music, grasping visual and spatial info, forming inferences, and drawing conclusions
- The left hemisphere is best at processing units that can be combined, performing tasks such as counting, processing unfamiliar words, and forming sentences
Preattentive processing, brand name liking, and choice
- Preattentive processing makes a brand name familiar . Preattentive processing of an ad can affect consumers’ consideration of a product even when they do not remember seeing the ad
Habituation
the process by which a stimulus loses its attention-getting abilities by virtue of its familiarity
–to combat this, marketers alter the stimulus periodically
5 senses
vision, hearing, taste, smell, and touch
When would you want to exceed JND?
Increase size but not price, decrease in price, increase quality
When would you want to be below JND?
Decrease quality, decrease size, increase the price
Closure principle
individuals have a need to organize perceptions so that they can form a meaningful whole
–Triangles and circle example
Importance of perception
- Perceived value is everything
- Marketers can add value to a product (sometimes solving problems) by “merely” changing perceptions
- – Ex: the Eurostar Ted Talk
Memory def
The persistence of learning over time, via the storage and retrieval of information, either consciously or unconsciously.
Miller’s Law
working memory can hold 7 +/- 2 units
- depends on knowledge
- depends on arousal
Strategies to enhance memory
- chunking
- elaboration
- rehearsal
- recirculation (repetition)
Chunking
Grouping items together so they can be processed as a unit
elaboration
Thinking about information and relating it to things you already know
rehearsal
- Actively repeating material to help remember it
- Read-recite-read
- –Internal
recirculation
- —External
- Information that you encounter over and over can be transferred to long term memory
Associative network
- Consumers store concepts, feelings, and events in “nodes”
- Associative links (of varying strengths) connect the nodes
- When one node is activated, this activation spreads along links to related concepts
Nodes
where consumers store concepts, feelings, and events
Associative links
these connect the nodes
2 types of links for marketers
- categories: (important for consideration sets)
2. attributes: (important for attitudes toward brand)
Schema
the set of associations linked to a concept
Brand:
What is it?
What is it not?
What is it?
- “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”
- associations in consumers’ minds (e.g., feelings, beliefs, attitudes)
- – “real-estate” in people’s head
- – it is defined at the individual level, not at the company level
- – companies cannot control it, but they can influence it through marketing actions
What is it not?
- it is not a product; managing products ≠ managing brands
- – “products are made in the factory, but brands are created in the mind”
Brand Equity (def)
the sum of the intangible assets and liabilities linked to a brand that add to or subtract from its value
Advantages of brand equity
- Higher willingness to pay
- More likely to be included in consideration set
- More effective advertising
- better recall of ad information
- less interference from competitors’ ads - More successful brand extensions
brand awareness
- brand recognition:
- – important when choice is stimulus-based
- —– consumers decide at point of purchase
- brand recall:
- – important when choice is memory-based
- —– consumers decide away from point of purchase
Barriers for brand awareness
- Absolute threshold (stimulus must exceed)
- Consumers cannot detect all differences between stimuli (JND)
- Selective exposure (consumer avoidance)
- – e.g. zipping, zapping, blocking ads
- Limited attention span
- Cluttered marketing environment
- – advertising in all possible places
- – huge frequency of ads, direct mail, telemarketing
- – huge number of products
Sources of brand equity
- brand awareness
- brand image
brand image
specific type of schema, brand association
Where do brand associations come from?
- existing associations
- brand-specific learning
Classical conditioning
pair a conditioned stimulus to an unconditioned stimulus so eventually you can take away the UCS to get the same result for the CS alone
Taxonomic category def
how consumers classify a group of objects in memory in an orderly (often hierarchical) was based on their similarity to one another
graded structure
Some members represent a category better than others
prototype
the best example of a cognitive category
prototypically
when an object is representative of its category
What affects prototypically?
- shared associations: a prototype shares the most associations with other members of its own category and shares the fewest with members form different categories
- Frequency with which an object is encountered as a category member
What influences our categories?
- What is important to us (motivation, goals)
- - ex: dieting people will look at dieting products - New information
- - ex: gluten free, low fat - Culture
- - ex: a food familiar in different cultures - Expertise
- - ex: cheese connoisseurs will have more categories of cheeses
spreading activation theory
Thinking about one concept activates other concepts in the schema (a schema is the set of associations linked to the concept). The Frito Lay brand activates words such as salt, chips, oil, and fat. These words are inconsistent with the schema of “lemonade,” which might include words such as citrus, fresh, and fruit. Hence, the lemonade schema is inconsistent with the Frito Lay schema, making it difficult for consumers to understand the product. Further, the combination of these schemas does not produce an appetizing result.
theory
broad idea; set of principles
hypothesis
must be testable
prediction
must be testable and contextualized within the experiment
