Exam 2 Flashcards
Chapter 7 and 8
currently, what percent of US households has a DVR?
50%
______ refers to the capacity of individuals to attend to an process information
Ability
which type of group’s presumes perspectives or values are used by an individual as the basis for their current behavior?
reference group
which of the following is NOT a criterion used to classify groups?
number of members
criterion: membership, strength of social tie, type of contact, attraction
which of the following is a characteristic of a consumption subculture?
an identifiable hierarchical social structure
a set of shared beliefs or values
unique jargon, rituals and modes of symbolic expression
groups with negative desirability are referred to as
dissociative reference groups
_____ is the assignment of meaning to sensations
interpretation
Jeep owners that attend events sponsored by Jeep and Star Trek “Trekkies” are examples of
consumption subcultures
an individual fulfilled groups expectations to gain a direct reward or to avoid a sanction. Which influence is this?
normative
for which product category would a reference group’s influence be strongest?
running shoes
which of the following is considered an individual factor affecting attention?
motivation
the minimum amount that a stimulus can differ from another with the difference still being noticed is referred to as the
just noticeable difference
the manner in which innovations spread throughout a market is referred to as the
diffusion process
perception is a process that begins with consumer exposure and attention to marketing and ends with consumer
interpretation
______ is a series of activities by which stimuli are perceived, transformed into information, and stored
information processing
which is the correct order of the four steps in information processing?
exposure, attention, interpretation, memory
attention is determined by which factors?
stimulus, situation, individual
which of the following is NOT considered a stimulus factor affecting attention?
clutter
the voluntary nature of online offerings where consumers “opt in” to receive email-based promotions is often referred
permission-based marketing
affective interpretation is a process whereby stimuli are placed into existing categories of meaning
False
group
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
reference group
a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior
groups can be classified by:
membership (yes/no)
strength of social tie (primary/secondary)
type of contact (direct/indirect)
attraction (positive/negative)
- aspiration (+)
- dissociative (-)
consumption subculture
- identifiable hierarchy
- set of shared beliefs and values
- unique jargon and rituals
(sneaker heads)
brand communities
- 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
online communities and social networks
- community interacts around a topic of interest in the internet
- online social network sites
when using social media in marketing:
- be transparent
- be part of the community
- take advantage of the unique capabilities of each venue
Influences on reference groups
- informational influence (he’s doing it so I will too)
- normative influence (fitting in)
- identification influence (value - indirect/internalize)
high degree of reference group influence
- visibile usage
-high relevance of product to group - low individual purchase confidence
- strong individual commitment to group
- non necessary item
asch phenomenon
- answering based on what others say no matter if its wrong
communication between groups and opinion leaders
- WOM
- opinion leader (go-to person for a specific topic)
- market mavens ( a generalist opinion leader)
innovation
an idea, practice, or product perceived to be new by the relevant individual
categories of innovation
- continuous
- dynamically continuous
- discontinuous
continuous innovation
adoption requires relatively minor changes in behavior(s) that are unimportant to the consumer
dynamically continuous innovation
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
discontinuous innovation
adoption requires major changes in behavior of significant important to the individual or group
features affecting the spread of innovation
rate of diffusion:
- type of group
- type of decision
- marketing effort
- fulfillment of felt need
- compatibility
- relative advantage
- complexity
- trialability
- perceived risk
adopter categories
- innovators - risk taking
-early adopters - opinion leaders - early majority - trend setters
-late majority - resistant to change
-laggards - minimal marketing
information process
a series of activities by which stimuli are perceived transformed into information and stores
exposure -> attention -> interpretation -> memory -> purchase
exposure
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
selective exposure
highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities
voluntary exposure
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
strategies to adapt in a DVR and streaming world
- 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
attention determinants
- stimulus factors
- physical characteristics
- individual factors
- distinguish one individual from another
- situational factors
- environmental stimuli
attention stimulus factors
- size
- intensity (pop-up)
- attractive visuals
- color and movement
- position
- isolation
-format - controls and expectations
- interestingness
- information quality
attention individual factors
- motivation
- ability
attention situational factors
- clutter
- program involvement
non-focused attention
- hemispheric lateralization (different parts of the brain process different information)
- subliminal stimuli ( subliminal messages in ads)
interpretation
- highly subjective
-cognitive interpretation - affective interpretation
cognitive interpretation
a process by whereby stimuli are placed into existing categories of meaning
affective interpretation
the emotional feeling response triggered by a stimulus such as an ad
interpretation determinants
- individual characteristics
- situational characteristic
- stimulus characteristics
interpretation individual characteristics
- traits (psychological ad physiological)
-learning and knowledge - expectations
interpretation situational characteristics
- contextual cues present in the situation play a role in consumer interpretation independence of the actual stimulus
interpretation stimulus characteristics
- traits (color, white space, etc.)
- organization (proximity, closure, figure bound)
- changes (sensory discrimination, just noticeable difference)
consumer inferences
- quality signals (price, advertising, intensity, warranties, country of origin)
- interpreting images (again beware of cultural differences)
- missing information and ethical concerns
