Exam 2 Flashcards
Approach Approach Conflict
a consumer who must choose between two attractive alternative.
Approach- Avoidance Conflict
a consumer facing a purchase choice with positive and negative consequences.
Avoidance Avoidance Conflict
A choice involving only desirable outcomes.
Attribution Theory
A set of motives that deals with our needs to determine who or what causes the thing that happen to us and relates to an area of research.
Benefit Chain
A product or brand is shown to a consumer, who names all of the benefits that product might provide.
Brand Personality
A particular type of image that some brands acquire
Consumer-Emotional Intelligence
reflects an individual different in consumer’s prosperity to be biased against the purchase of foreign products.
Consumer Ethnocentrism
reflects an individual difference in consumer’s prosperity to be biased against the purchase of foreign products.
Coping
Involves consumer thoughts and behaviors in reaction to a stress inducing situation designed to reduced stress and achieve more desired positive emotions.
Demand`
The willingness to buy a particular product or service.
Emotion
refer to identifiable, specific feeling, and affect to refer to the liking disliking aspect of the specific feeling.
Five Factor Model
The theory identifies five basic traits formed by genetics and early learning. These core traits interact and manifest themselves in behaviors triggered by situations.
Gratitude
One specific emotion that is getting increased attentions in terms of relationship marketing.
Involvement
A motivational state caused by consumer perceptions that a product, brand, or advertisement is a relevant or interesting.
Laddering
A popular tool to identify motives.
Latent Motives
Motives that Unknown to the consumer / or does not admit to them.
Manifest Motives
Motives that are known and freely admitted.
Maslow’s Hierachy of Needs
Based on Four Premises.
- All Humans acquire a similar set of motives through genetic endowment and social interaction.
- Some motives are more basic or critical than others.
- The more basic motives must be satisfied to a minimum level before other motives are activated.
- As the the basic motives becomes satisfied, more advanced motives come into play.
Means-End Chain
A product or brand shown to a consumer, who names all of the benefits that product might provide. For each of the benefits, the respondent is then asked to identify further benefits. This is repeated until no aditional benefits are identified.
Motivation
Reason For behavior.
Motive
A construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific directions to that response.
Personality
an individual’s characteristics response tendencies across similar situations.
Prevention-Focused Motives
A desire for safety and security and are related to consumers sense of duties and obligations.
Projective Techniques
Designed to provide information on latent motives.
Promotion-Focused Motives
A desire for growth and development and are related to consumers’s hopes and aspirations.
Regulatory Focus Theory
Consumers will react differently depending on which broad of motive is most salient.
Aesthetic Appeal
tap consumers affective reactions by going beyond the cognitive associations of functionability.
Affective Attitude
Feelings or emotional reactions to an object
Ambivalent Attitude
Holding mixed beliefs and/or feelings about an attitude object.
Attitude
an enduring organizations of motivational, emotional, perceptual, and cognitive
Attribute Framing
A single attribute is the focus of the frame.
Behaviorial Component
an attitude is one’s tendency to respond in a certain manner toward an object or activity.
Benefit Segmentation
Segmenting consumers on the basis of their most important attribute or attribute.
Cognitive Component
A consumers beliefs about an object.
Comparative Ads
directly compare the features or benefits of two or more brands.
Elaboration Likelihood Model
is a theory about how attitudes are formed and changed under baring conditions of involvement.
Emotional Ads
Elicit a positive affective response rather than provide information or arguments.
Fear Appeals
the use of threats of negative consequences if attitudes or behaviors are not altered.
Goal Framing
The messages stresses either the positive consequences of performing an act or the negative consequences of not performing act.
Humorous Appeals
Ads built around humor.
Mere Exposure
Presenting a brand to an individual on a large number of occasions might make an individual toward the brand more positive.
Message Framing
presenting one or two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)
Multiattribute Attitude Model
The more positive beliefs associated with a brand, the more positive each belief is: and the easier it is for the individual to recall the beliefs, the more favorable the overall cognitive component is presumed to be. And because all the components of an attitude are generally consistent, the more favorable the overall attitude is.
One Sided Messages
Presenting only the benefits of the product without mentioning any negatives characteristics.
Source Credibility
A source that has no ulterior motive to provide anything other than complete and accurate information.
Spokescharacters
can be animated animals, people, products or other objects.
Sponsorship
a company providing financial support for an event such as the Olympics or concert, is one of the most rapidly growing marketing activities and a multi billion-dollar industry.
Testimonial Ads
a person, generally, a typical member of the target market, recounts his or her successful use of the product, service or idea.
Two-sided Messages
Presenting both good and bad points, is counterintutive, and most marketers are reluctant to try such an approach.
Utilitarian appeals
involve informing the consumers of one or more functional benefits
Value-expressive appeal
attempt to build a personality for the product or create an image of the producer user.
Comparative Ad
Directly compare the features or benefits of two or more brands.
