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)
Sound symbolism
When consumers infer product attributes and form evaluations from hearing a brand’s sounds, syllables, and words (Speedo, Mitsubishi Eclipse, Gillette SensorExcel)
Absolute threshold
Lowest level of stimulation at which you can detect a difference between “something” and “nothing.” (Absolute minimum needed to detect something)
Differential threshold
The intensity needed between two stimuli before people can perceive that the two stimuli are different (just noticeable difference between 2 stimuli)
Subliminal messages
Messages presented below threshold of awareness
Priming
Thinking about a concept activates related concepts in your memory and influences your attitudes and behavior (having words related to elderly in crossword and being primed to walk slower.)
Implicit attitudes
Attitudes people have but are unaware that they carry with them
Product placement
When products are…
- Shown as props
- Used as an integral part of a TV show, movie, other media
Categorization
Using prior knowledge to label, identify, and classify something new
Prototype
Best example of a category - the standard of comparison (e.g., golden retriever is prototype of dogs)
Goal-derived categories
Categorization based on common goal (e.g., losing weight)
Schemas
The set of ALL associations linked to a concept
Images
A SUBSET of the associations that matter the most that reflect what something stands for and how favorably it is viewed
Brand
Name/sign/symbol/design (core associations) intended to identify g/s of one product to differentiate it from competitors
Brand extensions
When a company makes related products - core associations must be the same (diapers»_space; swim diapers»_space; sunscreen patches)
Licensing
Third party pays to use brand/logo (cost effective, but risky)
Brand alliances
2 brands come together to make a new product (Oreo blizzard from DQ)
