Exam 1 Vocabulary Flashcards
Marketing
- Creating, communicating, and delivering value to consumers
Consumer behavior
Study of psychological processes involved in consumption of g/s
Primary data
Originated from the researcher
Secondary data
Collected for some other purpose and later used in research
Qualitative
Open-ended responses
Quantitative
Based on numbers
Characteristics of traditional marketing
- Promotes functional features and benefits
- Focus on quality or price
- Assumes customers are rational and analytical decision-makers
Holistic experiences include… (5)
- Sense
- Feel
- Think
- Act
- Relate
Intrinsic motivation
Stimulation or drive stemming from within oneself - behavior is performed based on expectation of enjoyment, pleasure, or curiosity satisfaction
Extrinsic motivation
Expectation of an outside reward, such as money or praise
Laddering
A research method - “Why? Why? Why?” to get to root of motivation/core values
What are the 3 steps in the Perceptual Process?
- Exposure
- Attention
- Perception (Interpretation)
Attention
When we devote mental activity to something
Habituation
When something becomes familiar and loses its attention-getting ability
Sonic identity
Using sounds such as music or voices to support a brand’s image (Intel, NBC)