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MKTG 332 - Consumer Behavior > Exam 2 > Flashcards

Exam 2 Flashcards

Chapter 7 and 8

1
Q

currently, what percent of US households has a DVR?

A

50%

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2
Q

______ refers to the capacity of individuals to attend to an process information

A

Ability

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3
Q

which type of group’s presumes perspectives or values are used by an individual as the basis for their current behavior?

A

reference group

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4
Q

which of the following is NOT a criterion used to classify groups?

A

number of members

criterion: membership, strength of social tie, type of contact, attraction

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5
Q

which of the following is a characteristic of a consumption subculture?

A

an identifiable hierarchical social structure

a set of shared beliefs or values

unique jargon, rituals and modes of symbolic expression

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6
Q

groups with negative desirability are referred to as

A

dissociative reference groups

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7
Q

_____ is the assignment of meaning to sensations

A

interpretation

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8
Q

Jeep owners that attend events sponsored by Jeep and Star Trek “Trekkies” are examples of

A

consumption subcultures

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9
Q

an individual fulfilled groups expectations to gain a direct reward or to avoid a sanction. Which influence is this?

A

normative

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10
Q

for which product category would a reference group’s influence be strongest?

A

running shoes

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11
Q

which of the following is considered an individual factor affecting attention?

A

motivation

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12
Q

the minimum amount that a stimulus can differ from another with the difference still being noticed is referred to as the

A

just noticeable difference

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13
Q

the manner in which innovations spread throughout a market is referred to as the

A

diffusion process

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14
Q

perception is a process that begins with consumer exposure and attention to marketing and ends with consumer

A

interpretation

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15
Q

______ is a series of activities by which stimuli are perceived, transformed into information, and stored

A

information processing

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16
Q

which is the correct order of the four steps in information processing?

A

exposure, attention, interpretation, memory

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17
Q

attention is determined by which factors?

A

stimulus, situation, individual

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18
Q

which of the following is NOT considered a stimulus factor affecting attention?

A

clutter

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19
Q

the voluntary nature of online offerings where consumers “opt in” to receive email-based promotions is often referred

A

permission-based marketing

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20
Q

affective interpretation is a process whereby stimuli are placed into existing categories of meaning

A

False

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21
Q

group

A

two or more individuals who share a set of norms, values, or beliefs, and have certain implicit or explicit defined relationships to one another such that their behaviors are interdependent

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22
Q

reference group

A

a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior

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23
Q

groups can be classified by:

A

membership (yes/no)

strength of social tie (primary/secondary)

type of contact (direct/indirect)

attraction (positive/negative)
- aspiration (+)
- dissociative (-)

24
Q

consumption subculture

A
  • identifiable hierarchy
  • set of shared beliefs and values
  • unique jargon and rituals

(sneaker heads)

25
Q

brand communities

A
  • can add value to the ownership of the product and build intense loyalty
  • when a consumer becomes part of a brand community remaining generally requires continuing to own and use the brand
  • this can create intense brand loyalty
26
Q

online communities and social networks

A
  • community interacts around a topic of interest in the internet
  • online social network sites
27
Q

when using social media in marketing:

A
  • be transparent
  • be part of the community
  • take advantage of the unique capabilities of each venue
28
Q

Influences on reference groups

A
  • informational influence (he’s doing it so I will too)
  • normative influence (fitting in)
  • identification influence (value - indirect/internalize)
29
Q

high degree of reference group influence

A
  • visibile usage
    -high relevance of product to group
  • low individual purchase confidence
  • strong individual commitment to group
  • non necessary item
30
Q

asch phenomenon

A
  • answering based on what others say no matter if its wrong
31
Q

communication between groups and opinion leaders

A
  • WOM
  • opinion leader (go-to person for a specific topic)
  • market mavens ( a generalist opinion leader)
32
Q

innovation

A

an idea, practice, or product perceived to be new by the relevant individual

33
Q

categories of innovation

A
  • continuous
  • dynamically continuous
  • discontinuous
34
Q

continuous innovation

A

adoption requires relatively minor changes in behavior(s) that are unimportant to the consumer

35
Q

dynamically continuous innovation

A

adoption requires a moderate change in an important behavior or a major change in a behavior or of low or moderate importance to the individual

36
Q

discontinuous innovation

A

adoption requires major changes in behavior of significant important to the individual or group

37
Q

features affecting the spread of innovation

A

rate of diffusion:

  • type of group
  • type of decision
  • marketing effort
  • fulfillment of felt need
  • compatibility
  • relative advantage
  • complexity
  • trialability
  • perceived risk
38
Q

adopter categories

A
  • innovators - risk taking
    -early adopters - opinion leaders
  • early majority - trend setters
    -late majority - resistant to change
    -laggards - minimal marketing
39
Q

information process

A

a series of activities by which stimuli are perceived transformed into information and stores

exposure -> attention -> interpretation -> memory -> purchase

40
Q

exposure

A

occurs when a stimulus is placed within a person’s relevant environment and comes within range of his or her sensory reception nerves

types:
- selective exposure
- voluntary exposure

41
Q

selective exposure

A

highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities

42
Q

voluntary exposure

A

although consumers often avoid commercials and other marketing stimuli, sometimes they seek then out for various reasons including purchase, entertainment, info

  • Super Bowl ads
  • tailored marketing - home shopping
  • shared ads though social media
    -newsletter
43
Q

strategies to adapt in a DVR and streaming world

A
  • ad compression (1-2sec)
  • hybrid ads (partnerships)
  • dynamic ad placement (DAP)
    - ads are different in different locations
  • automatic content recognition (ACR)
    - track what you watch
    “forced” ad exposure
44
Q

attention determinants

A
  • stimulus factors
    • physical characteristics
  • individual factors
    • distinguish one individual from another
  • situational factors
    • environmental stimuli
45
Q

attention stimulus factors

A
  • size
  • intensity (pop-up)
  • attractive visuals
  • color and movement
  • position
  • isolation
    -format
  • controls and expectations
  • interestingness
  • information quality
46
Q

attention individual factors

A
  • motivation
  • ability
47
Q

attention situational factors

A
  • clutter
  • program involvement
48
Q

non-focused attention

A
  • hemispheric lateralization (different parts of the brain process different information)
  • subliminal stimuli ( subliminal messages in ads)
49
Q

interpretation

A
  • highly subjective
    -cognitive interpretation
  • affective interpretation
50
Q

cognitive interpretation

A

a process by whereby stimuli are placed into existing categories of meaning

51
Q

affective interpretation

A

the emotional feeling response triggered by a stimulus such as an ad

52
Q

interpretation determinants

A
  • individual characteristics
  • situational characteristic
  • stimulus characteristics
53
Q

interpretation individual characteristics

A
  • traits (psychological ad physiological)
    -learning and knowledge
  • expectations
54
Q

interpretation situational characteristics

A
  • contextual cues present in the situation play a role in consumer interpretation independence of the actual stimulus
55
Q

interpretation stimulus characteristics

A
  • traits (color, white space, etc.)
  • organization (proximity, closure, figure bound)
  • changes (sensory discrimination, just noticeable difference)
56
Q

consumer inferences

A
  • quality signals (price, advertising, intensity, warranties, country of origin)
  • interpreting images (again beware of cultural differences)
  • missing information and ethical concerns

MKTG 332 - Consumer Behavior (2 decks)

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