Exam 2

Question 1

Consumerspace

Answer 1

an environment where individuals dictate to companies the types of products they want and how, when, and where (or even if) they want to learn about those products.

Question 2

Materialism

Answer 2

the importance people attach to worldly possessions

Question 3

Materialism: Provenance

Answer 3

Shoppers are willing to pay more for an item when they know exactly where it comes from, and they are assured that “real people” have thoughtfully selected the things from which they choose.

Question 4

Materialism: Curation

Answer 4

an expert who carefully chooses pieces to include in a museum exhibit, now applies to a range of consumer products such as food, clothing, and travel

Question 5

Advertising…

Answer 5

helps consumers by reducing search time

Question 6

3 courses of action if a brand fails:

Answer 6

1. Voice a response
2. Private response
3. Third-Party Response

Question 7

Voiced Response

Answer 7

Complaining

Question 8

Private Response

Answer 8

sharing your dissatisfaction with friends or privately boycotting the brand

Question 9

Third-Party Response

Answer 9

may mean taking legal action or going through an organization like the Better Business Bureau

Question 10

Corrective Advertising

Answer 10

that the company must inform consumers that previous messages were wrong or misleading

Question 11

Culture Jamming

Answer 11

a strategy to disrupt efforts by the corporate world to dominate our cultural landscape

Question 12

Social Marketing Strategies

Answer 12

encourage positive behaviors such as increased literacy and to discourage negative activities such as drunk driving.

Question 13

Phishing

Answer 13

fraudulent emails that ask them to supply account information

Question 14

Botnets

Answer 14

a set of computers that are penetrated by malicious software known as malware that allows an external agent to control their actions

Question 15

Locational Privacy

Answer 15

is related to consumers that have GPS on their cell phones.

Question 16

Market Access

Answer 16

relates to the ability to find and purchase goods and services

Question 17

Food desert

Answer 17

a Census tract where 33 percent of the population or 500 people, whichever is less, live more than a mile from a grocery store in an urban area or more than 10 miles away in a rural area.

Question 18

Media literacy

Answer 18

refers to a consumer’s ability to access, analyze, evaluate, and communicate information in a variety of forms, including print and nonprint messages.

Question 19

Functionally illiterate

Answer 19

describes a person whose reading skills are not adequate to carry out everyday tasks, such as reading the newspaper or the instructions on a pill bottle. 14% of adults are functionally illiterate.

Question 20

Recommerce

Answer 20

There is an underground economy of products that are sold person to person rather than through traditional market systems. Trading or reselling used products is called recommerce.

Question 21

Anticonsumption

Answer 21

Anticonsumption relates to events in which people deliberately deface or mutilate products and services.

Question 22

Hedonic Consumption

Answer 22

includes how consumers interact with the emotional aspects of products. In other words, products are rarely strictly functional. Consumers may want hedonic value too. Target is a company that has embraced this insight. Target focuses on products with great design as well as functionality.
The Coca-Cola bottle also illustrates an example of how design can facilitate product success.

Question 23

Trade dress

Answer 23

Trade dress is when some color combinations come to be so strongly associated with a corporation. Example – the blue box/bag from Tiffanys

Question 24

Color forecasts

Answer 24

Color forecasts are colors that manufacturers and retailers buy so they can be sure they stock up on the next hot hue. For example, Pantone, Inc. (one of these color arbiters) identified “Marsala”—a naturally robust and earthy wine red—as the color of the year for 2015.

Question 25

Kansei engineering

Answer 25

Kansei engineering, a philosophy that translates customers’ feelings into design elements.

Question 26

3 Stages of Perception

Answer 26

1. exposure
2. attention
3. interpretation

Question 27

Exposure: Absolute Threshold

Answer 27

refers to the minimum amount of stimulation a person can detect on a given sensory channel. The absolute threshold means that the stimulation used by marketers must be sufficient to register. For instance, a highway billboard might have the most entertaining copy ever written, but this genius is wasted if the print is too small for passing motorists to see it.

Question 28

Exposure: Weber’s Law

Answer 28

The stronger the initial stimulus, the greater a change must be for us to notice it. This relationship is known as..

Question 29

Attention

Answer 29

Attention refers to the extent to which processing activity is devoted to a particular stimulus

Question 30

Attention: Experience

Answer 30

Experience is the result of acquiring and processing stimulation over time. It helps to determine how much exposure to a particular stimulus a person accepts. Perceptual filters based on our past experiences influence what we decide to process. Perceptual filters include vigilance, defense, and adaptation.

Question 31

Attention: Vigilance

Answer 31

Vigilance means consumers are more likely to be aware of stimuli that relate to their current needs. A consumer who rarely notices car ads will become very much aware of them when she or he is in the market for a new car.

Question 32

Attention: Perceptual Vigilance

Answer 32

The flip side of perceptual vigilance is perceptual defense . This means that people see what they want to see—and don’t see what they don’t want to see. If a stimulus is threatening to us in some way, we may not process it, or we may distort its meaning so that it’s more acceptable.

Question 33

Attention: Adaptation

Answer 33

Adaptation can also affect attention; adaptation is discussed further on the next slide.

Question 34

Schema

Answer 34

set of beliefs

Question 35

Gestalt

Answer 35

Gestalt roughly means whole, pattern, or configuration, and we summarize this term as the whole is greater than the sum of its parts. The Gestalt perspective provides several principles that relate to the way our brains organize stimuli including the closure principle, the principle of similarity, and the figure-ground principle.

Question 36

Semiotic Relationships

Answer 36

Semiotics, a discipline that studies the correspondence between signs and symbols and their roles in how we assign meanings.