Exam #2 Flashcards
Personality
A person’s unique psychological makeup.
Big Five Personality
OCEAN
Openness to new experience (imaginative)
Conscientiousness- self disciplined, organized.
Extraversion- fun-loving
Agreeableness- trusting/helpful
Neuroticism- worried/insecure.
Freudian Systems
Created by Sigmund Freud (1856-1939), he was a Austrian Neurologist.
Claim that sexual desire is the primary motivational
energy of human life.
Puts an emphasis on unconscious motives.
Freudian Systems: 3 Personality Components
Id
Superego
Ego
Id
Is your animal instinct, it deals with the pleasure principle.
Superego
Our conscience
Ego
It mediates id and superego
Reality Principle
Finding the balance that satisfy social norms and the id.
Conflicts occur subconsciously.
Freud’s Contributions to Pshycology
Much motivational research is based on Freud’s idea of the unconscious mind.
Sex appeal in an ad is common; but Freud’s idea is below the radar; below your consciousness.
Pleasure Principle
It is the instinct of seeking pleasure and the avoidance of pain to satisfy biological and psychological needs.
It is part of the Id
Neo-Freudian Theories?
These folks say: Not everything is related to sex. Emphasize the importance of relationships with others.
3 Neo-Freudian Theorists?
Karen Horney: Compliant versus detached versus aggressive.
Alfred Adler: Motivation to overcome inferiority.
Harry Stack Sullivan: Personality evolves to reduce anxiety.
Carl Jung (Analytical Psychology) : What is his Neo-Freudian Theory?
Says there is a Collective unconscious.
There are Archetypes in advertising,
Universally recognized ideas,
and behavior patterns.
What are Psychographics?
They use psychological, sociological, and anthropological factors.
- Good for defining market segments
- Determine reasons for choosing products
- Fine-tune offerings to meet segments’ needs
For Example: Jill:” busy suburban mom who buys electronics for family.
Archetypes
Archetypes telegraph across cultures and time.
People are quick to recognize archetypes
Strong evidence of achieving business objectives
with this model.
Brand Personality
It is a set of traits people attribute to a product as if it were a person.
Lifestyle
Is consumption patterns reflecting a person’s choices on how to spend time and money.
What is Attitude?
It is yours/others evaluation of people, objects, advertisements, and issues.
For Example:
* Like…Dislike
* Favorable…Unfavorable
* Good…Bad
* Attractive…Unattractive
* Appealing…Unappealing
What is a Attitude-tracking Program?
It increases predictability of behavior by analyzing attitude trends during extended time period.
Attitudes are less stable, consistent, and strong among collectivists societies than individualists societies.
What is the ABC Model of Attitudes?
Affect: the way you feel about an attitude object. (Positive affect?)
Behavior: your intentions/actions towards an object. (Buy it? Using it?)
Cognition: beliefs you hold about that attitude object.
Attitude Commitment
It is the degree of commitment (attitude strength) related to the level of involvement with attitude object.
-Internalization
-Identification
-Compliance
Internalization
(Attitude Commitment)
Highest level: deep-seeded attitudes become part of consumer’s value system.
Identification
(Attitude Commitment)
Mid-level: attitudes form in order to conform to another person or group.
Compliance
Attitude Commitment
Lowest level: consumer forms attitude because it gains rewards or avoids punishments.
Why is Attitude Strength important?
Attitude strength is important for attitude change because strong attitudes are harder to change.
What is the Functional Theory of Attitude?
Attitudes exist to serve some Function.
What are the 4 Functions of Functional Theory of Attitudes?
Utilitarian function
Value- Expressive Function
Ego-Defensive Function
Knowledge Function
Utilitarian function
Consumers use attitudes as ways to maximize rewards and minimize punishment.
Providing would-be customers with something useful.
Example: I like the taste of diet coke, so when I am thirsty I want to drink diet coke.
Value- Expressive Function
Products help you express your values and self-concept.
Ego-Defensive Function
Protect ego and self-image from external threats.
Knowledge Function
Need for order, structure, or meaning.
Cognitive Dissonance
Is when a consumer is confronted with inconsistencies among attitudes or behaviors, she/he will take action to resolve the “dissonance”.
Balance Theory
Considers relations among elements that a consumer might perceive as belonging together.
Examples of Balance Theory
Basking in reflected glory:” consumers want to show association with a positively valued attitude object
Examples:
* Consumers: college football fans
* Attitude object: winning college football team
* Marketers use celebrity endorsers of products to create positive associations.
Fishbein Model (Equation when deciding to pick/buy a product over others).
A= Attitude toward a brand
Bi = Belief that the brand possesses attribute i
Ei = Evaluation or desirability of attribute i
I = attribute 1, 2, … m.
3 elements that involve the Extended Fishbein Model: Theory of Reasoned Action (TRA)
It Considers intentions versus behavior.
Attitude toward buying: measure attitude toward
the act of buying, not just the product.
Considers social pressure
Communications Model
States that a number of elements are necessary for communication to be achieved.
Updated Communications Model
Consumers are now proactive in the communications
process: blogging, Vlogging, Podcasting, etc…
Sleeper Effect
Over time, we “forget” about negative source while changing our attitudes.
Example: Mr. Whipple “Don’t squeeze the Charmin!”
One-Sided Argument
Are made of supportive arguments, that presents only one point of view about a product, idea, person, etc…
Two-Sided Argument
Is when both positive and negative information is presented.
- Negative issue are raised, then dismissed.
- Positive attributes refute negative attributes.
Effective with well-educated and not-yet-loyal audiences.
Comparative Advertising
Compares two recognizable brands on specific attributes.
Examples: Gmail vs. Outlook and Pepsi vs. Coca Cola.
But, confrontational approach can result in source derogation.
Elaboration Likelihood Model of Persuasion
ELM of Persuasion
It describes how people process information.
- It also hints at how attitude can be modified (i.e., persuasion).
- Two factors are important: Involvement and perceivability/processing
Involves Central Route and Peripheral Route.
Central Route
High-Involvement Processing – Cognitive responses are followed
Peripheral Route
Low-involvement Processing- Influenced by peripheral cues (e.g., attractiveness of sources, product package, context in which the message appears).
Emotional Appeals
Use emotional strategy when consumers do not find
differences among brands.
- Well-established, mature categories
Rational Appeals
Appeals to logic, thinking, and rationale.
Recall of ad contents is better for “thinking” ads.
(Note: conventional measures of ad effectiveness is
more adequate to assess cognitive ads.)
Humorous Appeals
Different cultures have different senses of humor
- Humorous ads get attention
- May be a distraction at times
- Inhibit counter-arguing, thus increasing message acceptance.
Effective when it:
* Doesn’t make fun of potential consumer
* Is appropriate for product’s image
* NOT EVERYTHING IS FUNNY!
Sex Appeals
Sexual appeals vary by country.
Negative: Nude models generate negative feelings/tension among same-sex consumers.
Erotic ads draw attention, but strong sexual
imagery may make consumers less likely to:
* Buy a product (unless product is related to sex)
* Process and recall ad’s content
Fear Appeals
Emphasize negative consequences that can occur unless consumer changes behavior/attitude. Fear is common in social marketing
Most effective when:
* Threat is moderate
* Solution to problem is presented
* Source is highly credible
* The strongest threats are not always the most
persuasive
Consumer Decision Making Steps?
- Need Recognition
- Information
- Evaluation of Alternatives
- Purchase Decision
- Purchase Act
- Post Purchase Evaluation
3 Parts of Problem Recognition
No Problem happens when Ideal State = Actual State
Opportunity Recognition: Actual state can be ideal state.
Need Recognition: The need for your actual state to be your ideal state.
Internal Information Search
Search is internal from memory and attitudes.
External Information Search
Happens when you search for information from catalogs, peers & family, and other’s attitudes.
What are the two active Information Searchs?
Deliberate (Active) Search
and
Accidental (Passive) Search
Expert vs. Novice buyers
Product knowledge & amount of search creates an inverted U relationship. So the U is facing downward for example unhappy frown the edges are going down.
Maximizing vs Satisficing
Satisfiers consider few aspects of a purchase.
Maximizers consider all aspects of a purchase.
Negative Correlations with Maximization
Negative correlations related to maximization is less happiness, optimism, and life satisfaction.
“Positive Correlations” with Maximization
“Positive Correlations” were found between maximization and depression, perfectionism, and regret.
What are the two different forms of Spontaneous Shopping?
Unplanned buying: reminded to buy something.
Impulse buying: sudden, irresistible urge to buy
Point-of-purchase (POP) Stimuli
Is when a product display or demonstration draws attention (e.g., free samples).
Prospect Theory (Created by Daniel Kahneman)
Consumers under-value their “gain” options and over-value their
“loss” options.
Sunk-cost Effect
Reluctant to waste something we have paid for.
Example: Having paid the price of the ticket you watch the movie even though it might not be good, since you already paid for it.
Endowment Effect
Is an emotional bias that causes individuals to value an owned object higher than another/same product.
Example: You value your umbrella over the same umbrella even if it might be new.
What are the 3 Heuristics: Mental Shortcuts?
(Mental rules-of-thumb that lead to a speedy decision)
Price-Quality Heuristic
Country-of-Origin Effects
Assumptions
Price-Quality Heuristic
Higher price = higher quality
Country-of-Origin Effects
How a country’s origin influences the way we perceive a product.
Assumptions
Larger stores offer better prices than smaller stores
Items tied to “giveaways” are not a good value
Healthy = Expensive and Healthy = Less tasty
What factors increase the chances of using Mental Shortcuts?
Time pressure
Cognitive load
Low involvement situations
Need for cognitive closure (vs. need for cognition)
Need for Cognitive Closure
Desire for a definite answer/result, no ambiguity/second guessing/confusion.
Promotion Strategy vs Masking Strategy
Promotion Strategy: Is when a company promotes qualities of a product/service. Example where the product is actually from.
Masking Strategy: Uses false/tricky stimuli to make you think/associate a certain aspect to a product when there is no actual correlation, like products using flags/names of countries the product is not actually from,
What are the 2 Compensatory Decision Rules?
It gives a product a chance to make up for its shortcomings.
Simple additive rule and Weighted additive rule
Simple Additive Rule
The consumer chooses the alternative that has the largest number of positive attributes.
Weighted Additive Rule
Is when the consumer rates certain positively rated attributes more important than others.
What are the Non-compensatory Decision Rules?
A product with a low standing on one attribute can’t compensate for this flaw by doing better on another attribute.
Lexicographic rule, Elimination-by-aspects rule, and Conjunctive rule.
Lexicographic Rule
Is when consumers selects the brand that is the best on the most important attribute.
Elimination-by-aspects Rule
Is when the buyer also evaluates brands on the most important attribute (based on a cut-off value).
Conjunctive Rule
Least satisfy/include a certain amount of positive attributes, Entails processing by brand (all cut-offs must be met).
Need for cognition
Is the tendency and enjoyment in seeking, evaluating, and integrating multiple relevant sources.
Reaction Paper: Power, Anthropomorphism, and Risk Perception
It is hypothesized that this occurs because those with high (low) power perceived a greater (lesser) degree of control over the anthropomorphized entity.
Results suggest that feelings of power should be taken into consideration when assessing risk perceptions for anthropomorphized entities.
Reaction Paper: Healthy = Expensive
When people are presented with health claims about an ingredient, they are not familiar with, they will use this intuitive theory to judge how important the ingredient is for overall health based on the price of the product.
This is supported by dual process models, which suggest that intuition can bias how information about health and price is processed. This leads to people having a distorted view of what is considered healthy.
People tend to demand more evidence when claims oppose their intuition.
