Exam 2 Flashcards
Consumerspace
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.
Materialism
the importance people attach to worldly possessions
Materialism: Provenance
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.
Materialism: Curation
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
Advertising…
helps consumers by reducing search time
3 courses of action if a brand fails:
- Voice a response
- Private response
- Third-Party Response
Voiced Response
Complaining
Private Response
sharing your dissatisfaction with friends or privately boycotting the brand
Third-Party Response
may mean taking legal action or going through an organization like the Better Business Bureau
Corrective Advertising
that the company must inform consumers that previous messages were wrong or misleading
Culture Jamming
a strategy to disrupt efforts by the corporate world to dominate our cultural landscape
Social Marketing Strategies
encourage positive behaviors such as increased literacy and to discourage negative activities such as drunk driving.
Phishing
fraudulent emails that ask them to supply account information
Botnets
a set of computers that are penetrated by malicious software known as malware that allows an external agent to control their actions
Locational Privacy
is related to consumers that have GPS on their cell phones.
Market Access
relates to the ability to find and purchase goods and services
Food desert
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.
Media literacy
refers to a consumer’s ability to access, analyze, evaluate, and communicate information in a variety of forms, including print and nonprint messages.
Functionally illiterate
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.
Recommerce
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.
Anticonsumption
Anticonsumption relates to events in which people deliberately deface or mutilate products and services.
Hedonic Consumption
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.
Trade dress
Trade dress is when some color combinations come to be so strongly associated with a corporation. Example – the blue box/bag from Tiffanys
Color forecasts
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.
Kansei engineering
Kansei engineering, a philosophy that translates customers’ feelings into design elements.
3 Stages of Perception
- exposure
- attention
- interpretation
Exposure: Absolute Threshold
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.
Exposure: Weber’s Law
The stronger the initial stimulus, the greater a change must be for us to notice it. This relationship is known as..
Attention
Attention refers to the extent to which processing activity is devoted to a particular stimulus
Attention: Experience
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.
Attention: Vigilance
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.
Attention: Perceptual Vigilance
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.
Attention: Adaptation
Adaptation can also affect attention; adaptation is discussed further on the next slide.
Schema
set of beliefs
Gestalt
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.
Semiotic Relationships
Semiotics, a discipline that studies the correspondence between signs and symbols and their roles in how we assign meanings.
