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BUS 347 > Final > Flashcards

Final Flashcards

1
Q

Card 1: Definition of Attitude

A
  • Definition: Lasting, general evaluation of people, objects, or issues
  • Properties: Endures over time, applies broadly
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2
Q

Card 2: Attitude Object

A
  • Definition: Any entity that one can have an attitude towards
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3
Q

Card 3: Functions of Attitudes

A
  • Utilitarian: Deals with pleasure or pain
  • Value-expressive: Expresses consumer’s identity
  • Ego-defensive: Protects self-esteem
  • Knowledge: Provides order, structure
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4
Q

Card 4: Why Attitudes Exist

A
  • Serve functions that facilitate social behavior and personal expression
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5
Q

Card 5: Learning Your ABC’s

A
  • Affect: Feelings about an object
  • Behaviour: Intentions regarding it
  • Cognition: Beliefs about it
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6
Q

Card 6: Hierarchy of Effects (High Involvement)

A
  • Sequence: Beliefs → Affect → Behaviour → Attitude
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7
Q

Card 7: Hierarchy of Effects (Low Involvement)

A
  • Sequence: Beliefs → Behaviour → Affect → Attitude
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8
Q

Card 8: Hierarchy of Effects (Emotional)

A
  • Sequence: Affect → Behaviour → Beliefs → Attitude
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9
Q

Card 9: Attitude Formation & Commitment

A
  • Compliance: Weak, changeable
  • Identification: Strong, based on social aligning
  • Internalization: Strongest, integral to values
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10
Q

Card 10: Theories of Attitude Formation

A
  • Cognitive Harmony
  • Cognitive Dissonance
  • Self-Perception Theory
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11
Q

Card 11: Social Judgment Theory

A
  • Attitudes frame one’s perception of new information
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12
Q

Card 12: Balance Theory

A
  • People adjust their thoughts to maintain consistency among their beliefs, attitudes, and behaviors
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13
Q

Card 13: Multi-Attribute Models

A
  • Attitudes based on beliefs about several attributes of an object
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14
Q

Card 14: The Fishbein Model

A
  • Components: Salient beliefs, Object-attribute linkages, Importance weights
  • Calculation: Sum of (Beliefs × Importance Weights)
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15
Q

Card 15: Using Multi-Attribute Models

A
  • Highlight advantages, improve weak areas, introduce unique attributes
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16
Q

Card 16: Extended Fishbein Model

A
  • Includes considerations of social pressure and intentionality
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17
Q

Card 17: Attitude Change*

A

Influencers: Reciprocity, Scarcity, Authority, Consistency, Consensus

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18
Q

Card 18: Tactical Communication Considerations

A
  • Who, How, What: Decisions on ad creation and delivery
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19
Q

Card 19: The Traditional Communications Model

A
  • Elements: Source, Message, Medium, Feedback
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20
Q

Card 20: Source Credibility

A
  • Factors: Expertise, Trustworthiness, Objectiveness
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21
Q

Card 21: Source attractiveness

A

Impact: Halo effect, similarity to the receiver increases persuasion

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22
Q

Card 22: Celebrity Endorsements

A
  • Transfer of star’s popularity to the product; effectiveness depends on celebrity’s credibility and attractiveness
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23
Q

Card 23: Sending a Message

A
  • Importance of framing, visual vs. verbal information, and the medium
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24
Q

Card 24: Message Strategies

A
  • Use of vividness, repetition, emotional vs. rational appeals
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25
Q

Card 25: Comparative Advertisements

A
  • Direct comparisons with competitors; handle with care
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26
Q

Card 26: Emotional vs. Rational Appeals

A
  • Knowing when to use emotional appeals to enhance message acceptance
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27
Q

Card 27: Sex Appeals

A
  • Effectiveness varies based on audience and product relevance
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28
Q

Card 28: Humor Appeals

A
  • Attracts attention, but must be suitable for the product
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29
Q

Card 29: Fear Appeals

A
  • Increased fear can backfire unless used judiciously
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30
Q

Card 30: Elaboration Likelihood Model

A
  • Routes to Persuasion: Central (logic-based), Peripheral (cue-based)
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31
Q

Card 31: Functional Theory of Attitudes

A
  • Application: Ads aligned with dominant function enhance preference
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32
Q

Card 32: Theory of Cognitive Dissonance

A
  • People are motivated to resolve internal conflicts, influencing attitude change post-purchase
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33
Q

Card 33: Self-Perception Theory

A
  • Attitudes formed by observing one’s own behavior, especially in low-involvement contexts
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34
Q

Card 34: Theory of Reasoned Action

A
  • Attitudes predict behavior when considering social norms
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35
Q

Card 35: The Two-Factor Theory

A
  • Focus: Balances the effects of repetition on learning against habituation (wear-out)
  • Implication: Too much repetition can reduce ad effectiveness
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36
Q

Card 36: Comparative Advertising

A
  • Definition: Ad strategy that involves direct comparison with competitors
  • Caution: Risk of legal issues and consumer backlash
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37
Q

Card 37: Visual vs. Verbal Advertising

A
  • Visual Ads: Strong imagery, quick impact
  • Verbal Ads: Detailed information, better for complex products
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38
Q

Card 38: Sex Appeals in Advertising

A
  • Usage: Common in beauty and health sectors
  • Consideration: Must be tastefully done to avoid alienating the audience
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39
Q

Card 39: Humor in Advertising

A
  • Effectiveness: Captures attention, enhances recall
  • Risk: May distract from the core message
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40
Q

Card 40: Fear Appeals

A
  • Use: To create urgency or change attitudes
  • Limitation: Too much fear can be counterproductive
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41
Q

Card 1: Sensation vs. Perception

A
  • Sensation: Immediate response of sensory receptors (eyes, ears, nose, skin) to basic stimuli like light, color, and sound.
  • Perception: The process by which sensations are selected, organized, and interpreted.
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42
Q

Card 2: Sensory Marketing

A
  • Definition: Utilizing sensory elements in marketing to affect perceptions that influence customer behavior.
  • Application: Visual elements in advertising, store design, and packaging to evoke certain responses.
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43
Q

Card 3: The Role of Color in Marketing

A
  • Impact: Colors rich in symbolic value and cultural meanings influence perception.
  • Trend: Shift towards brighter and more complex colors.
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44
Q

Card 4: Sensory Thresholds

A
  • Absolute Threshold: Minimum intensity of stimulus detected by sensory receptors.
  • Differential Threshold (Just Noticeable Difference - JND): Smallest change in stimulus intensity that a person can detect.
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45
Q

Card 5: Weber’s Law

A
  • Principle: The JND between two stimuli is not an absolute amount but a proportional amount.
  • Application: Important in sensory marketing to determine noticeable differences in product upgrades.
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46
Q

Card 6: Subliminal Perception

A
  • Definition: Registering sensory input without conscious awareness.
  • Controversy: Debates over its effectiveness and ethical implications in advertising.
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47
Q

Card 7: Attention Factors in Perception

A
  • Focused Attention: The brain’s resources are concentrated on a particular stimulus.
  • Perceptual Selectivity: Ability to select certain stimuli in the environment to process, while ignoring others.
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48
Q

Card 8: Factors Affecting Attention

A
  • Perceptual Vigilance: More likely to notice stimuli that relate to current needs.
  • Perceptual Defence: Blocking out stimuli that are psychologically threatening.
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49
Q

Card 9: Creating Contrast to Gain Attention

A
  • Methods: Utilizing differences in size, color, and position to make stimuli more noticeable.
  • Example: Brightly colored packaging or uniquely shaped products to stand out on shelves.
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50
Q

Card 10: Interpretation and Biases

A
  • Process: Assigning meaning to sensory stimuli.
  • Influences: Experiences, expectations, and the physical attributes of the stimuli.
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51
Q

Card 11: Gestalt Psychology in Perception

A
  • Principles: Consumers tend to perceive incomplete figures as complete (Principle of Closure), group similar items (Principle of Similarity), and distinguish between figure and ground (Figure-Ground Principle).
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52
Q

Card 12: Semiotics in Marketing

A
  • Definition: Study of signs and symbols and their use or interpretation.
  • Components: Object (product), Sign (sensory image), and Interpretant (meaning derived).
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53
Q

Card 1: Definition of Learning

A
  • Learning: Permanent change in behavior due to experience.
  • Types: Vicarious, Incidental, Behavioral.
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54
Q

Card 2: Classical Conditioning

A
  • Unconditioned Stimulus (UCS): Naturally triggers a response.
  • Conditioned Stimulus (CS): Initially neutral; becomes associated with the UCS.
  • Conditioned Response (CR): Learned response to previously neutral stimulus.
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55
Q

Card 3: Classical Conditioning Applications

A
  • Brand Equity: Building strong associations with positive experiences.
  • Product Associations: Using music and other cues in retail to elicit desirable consumer behaviors.
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56
Q

Card 4: Stimulus Generalization

A
  • Definition: Tendency for stimuli similar to a CS to evoke similar responses.
  • Applications: Family branding, product line extensions, licensing.
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57
Q

Card 5: Operant (Instrumental) Conditioning

A
  • Definition: Learning based on consequences (rewards or punishments).
  • Components: Positive reinforcement, negative reinforcement, punishment.
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58
Q

Card 6: Reinforcement Schedules

A
  • Fixed-Interval: Rewards after specified time periods.
  • Variable-Interval: Rewards at unpredictable time intervals.
  • Fixed-Ratio: Rewards after a set number of responses.
  • Variable-Ratio: Rewards after a random number of responses.
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59
Q

Card 7: Frequency Marketing

A
  • Definition: Rewards customers based on purchase frequency.
  • Goal: Increase customer retention and reinforce purchase behavior.
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60
Q

Card 8: Cognitive Learning Theory

A
  • Focus: Importance of internal mental processes in learning.
  • Aspects: Consciousness, mindlessness, trigger features.
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61
Q

Card 9: Observational Learning

A
  • Vicarious Learning: Learning by observing others.
  • Modelling: Imitating behaviors of others.
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62
Q

Card 10: Memory Processes

A
  • Encoding: Process of information entering memory.
  • Storage: Retention of encoded information over time.
  • Retrieval: Recovery of stored information when needed.
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63
Q

Card 11: Types of Memory

A
  • Sensory Memory: Immediate, initial recording of sensory information.
  • Short-term Memory (Working Memory): Holds information temporarily for analysis.
  • Long-term Memory: Information stored indefinitely.
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64
Q

Card 12: Storing Information in Memory

A
  • Associative Networks: Memory models where ideas are linked.
  • Nodes and Links: Basic elements of an associative network.
  • Spreading Activation: Method for searching associative networks.
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65
Q

Card 13: Information Retrieval

A
  • Factors Influencing Retrieval: Context, state-dependence, salience.
  • Mood Congruence Effect: Easier recall of memories matching current mood.
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66
Q

Card 14: Memory and Branding

A
  • Nostalgia: Leveraging past memories to enhance brand appeal.
  • Retro Brands: Brands that invoke nostalgic elements to attract customers.
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67
Q

Card 15: Memory Measurement

A
  • Recognition vs. Recall: Different ways memory retrieval is measured.
  • Issues: Inaccuracy in tests due to cues or interference.
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68
Q

Card 1: What is Motivation?

A
  • Motivation: A driving force that compels or reinforces an action toward a desired goal.
  • Needs vs. Goals: Involves a discrepancy between a consumer’s current state and their ideal state.
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69
Q

Card 2: Types of Needs

A
  • Utilitarian Needs: Functional or practical benefits of consumption.
  • Hedonic Needs: Emotional or experiential benefits of consumption.
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70
Q

Card 3: Motivational Strength

A
  • Biological (Innate) Needs: Fundamental, physiological needs such as hunger or thirst.
  • Learned Needs: Needs acquired as a result of cultural or environmental influences.
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71
Q

Card 4: Theories of Motivation

A
  • Drive Theory: Focuses on biological needs that produce unpleasant states of arousal (e.g., hunger).
  • Expectancy Theory: Suggests behavior is largely pulled by expectations of achieving desirable outcomes.
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72
Q

Card 5: Motivational Conflicts

A
  • Approach-Approach: Conflict between two desirable alternatives.
  • Approach-Avoidance: Conflict where a goal has both positive and negative aspects.
  • Avoidance-Avoidance: Conflict between two undesirable alternatives.
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73
Q

Card 6: Cognitive Dissonance

A
  • Definition: The tension experienced when beliefs or behaviors are inconsistent with each other.
  • Resolution: Consumers are motivated to reduce dissonance by changing their attitudes or behaviors.
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74
Q

Card 7: Maslow’s Hierarchy of Needs

A
  • Levels: Physiological, Safety, Belongingness, Ego Needs, Self-Actualization.
  • Application: Marketing can target different levels depending on the consumer’s current needs.
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75
Q

Card 8: Consumer Involvement

A
  • Definition: The perceived relevance of an object based on inherent needs, values, and interests.
  • Types: Product, Message-Response, Purchase Situation.
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76
Q

Card 9: Flow State

A
  • Definition: A state of deep absorption and engagement in an activity.
  • Characteristics: Playfulness, control, concentration, time distortion, skill match.
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77
Q

Card 10: Values and Consumer Behavior

A
  • Core Values: Fundamental beliefs that dictate the behavior and preferences of individuals across different areas of life.
  • Cultural Influences: Values are shaped by the cultural environment and affect consumer behavior.
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78
Q

Card 11: Hofstede’s Cultural Dimensions

A
  • Dimensions: Power Distance, Individualism vs. Collectivism, Masculinity vs. Femininity, Uncertainty Avoidance, Long-Term Orientation.
  • Impact: Influences global marketing strategies and communication.
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79
Q

Card 12: Means-End Chain Model

A
  • Laddering Technique: A method used to uncover consumers’ associations between specific attributes and the high-level values that they serve.
  • Application: Helps in understanding consumer values and how they connect to behavior.
80
Q

Card 13: Conscientious Consumerism

A
  • LOHAS: Lifestyles of Health and Sustainability—a market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice.
  • Trend: Increasing consumer preference for ethically produced products reflects a shift towards value-driven consumerism.
81
Q

Card 1: The Self-Concept

A
  • Definition: The beliefs a person holds about their own attributes and how they evaluate the self on these qualities.
82
Q

Card 2: Self-Esteem

A
  • Influence: Exposure to advertisements can lead to social comparison, affecting one’s self-esteem.
83
Q

Card 3: Ideal vs. Actual Self

A
  • Impression Management: Managing others’ impressions of us by aligning our presentation with desired identities.
84
Q

Card 4: Multiple Selves

A
  • Concept: Individuals possess different selves depending on the context such as professional, social, and familial roles.
85
Q

Card 5: Virtual Identity

A
  • Definition: Online personas that people create in computer-mediated environments which can differ significantly from their real-world identities.
86
Q

Card 6: Symbolic Interactionism

A
  • Fundamentals: Self-concept is shaped by relationships and societal interactions, and our possessions are instrumental in forming and reflecting our identities.
87
Q

Card 7: The Looking Glass Self

A
  • Concept: An individual’s self grows out of society’s interpersonal interactions and the perceptions of others.
88
Q

Card 8: Self-Consciousness

A
  • Public Self-Consciousness: Awareness of the self as perceived by others; affects consumption behaviors, such as purchasing brands that enhance image.
89
Q

Card 9: Self-Monitoring

A
  • Definition: The extent to which people control their behavior to match the social situation; influences product choice and communication methods.
90
Q

Card 10: Symbolic Self-Completion Theory

A
  • Explanation: People use products to complete their identities; consumers acquire items to reflect their ideal self especially when they feel incomplete.
91
Q

Card 11: Self-Image Congruence Models

A
  • Insight: Consumers choose products when attributes matches the self; affects product choice and brand preference.
92
Q

Card 12: The Extended Self

A
  • Levels: Individual, Family, Community, Group; possessions and property that can serve to demonstrate one’s identity.
93
Q

Card 13: Gender Roles

A
  • Explanation: Societal expectations that dictate how individuals of a gender are supposed to behave.
94
Q

Card 14: Agentic vs. Communal Goals

A
  • Agentic: Goals that stress mastery and personal achievement.
  • Communal: Goals that stress affiliation and fostering relationships.
95
Q

Card 15: Gender Traits and Segmentation

A
  • Androgyny: Presence of both masculine and feminine characteristics within an individual.
  • Metrosexuals: A man who is especially meticulous about his grooming and appearance, typically spending a significant amount of time and money on shopping as part of this.
96
Q

Card 16: GLBTQ+ Consumer Segmentation

A
  • Insight: Recognizes the diverse identities and preferences within the GLBTQ+ community, affecting brand loyalty, product choice, and personalized marketing.
97
Q

Card 17: Body Image

A
  • Definition: A consumer’s feelings about their own body, which influences confidence, aesthetics, and health-related consumption.
98
Q

Card 18: Ideals of Beauty

A
  • Influence: How cultural standards of beauty affect consumer behavior, product design, marketing strategies, and self-perception.
99
Q

Card 19: Consumer Trends: Body Work

A
  • Overview: Includes trends like cosmetic surgery, body modification, and the fitness movement. Reflects cultural standards and personal identity expression through physical appearance.
100
Q

Card 20: Personality Defined

A
  • Explanation: Unique psychological characteristics that lead to relatively consistent and enduring responses to the environment.
101
Q

Card 1: Definition of a Brand

A
  • Definition: A brand is a distinctive identity that includes a promise of value that is differentiated, enduring, and credible.
102
Q

Card 2: What is a Brand?

A
  • Comprehension: A brand is not just a name or symbol but a bundle of associations and attributes including history, packaging, and pricing that create a persona around a product or service.
103
Q

Card 3: Purpose of Branding

A
  • Benefits: Enhances loyalty, allows for higher margins, reduces vulnerability to competition, and improves customer response to price decreases.
104
Q

Card 4: Brand Characteristics

A
  • Key Attributes: Total product experience, linkage to future expectations, and representation of value to customers and other stakeholders.
105
Q

Card 5: Brand Relationship Architecture

A
  • Types: Branded House, Sub-Brands, Endorsed Brands, House of Brands.
106
Q

Card 6: Understanding Brand Associations

A
  • Concept: Brand image associations describe the network of linkages between a brand and its various attributes and benefits.
107
Q

Card 7: Brand Personality

A
  • Definition: Personification of a brand which dictates how it is perceived; if the brand was a person, what would it be like?
108
Q

Card 8: Types of Brand Relationships

A
  • Variety: Includes relationships like best friends, secret affairs, or casual friends, each providing different interactions and bonds with consumers.
109
Q

Card 9: Online Brand Relationships

A
  • Evolution: With the growth of digital platforms, brand relationships can extend to online communities, influencing brand perceptions and loyalty.
110
Q

Card 10: Brand Loyalty Types

A
  • Behavioral: Based on repurchase habits.
  • Attitudinal: Based on a consumer’s preference for a brand due to its meaning.
111
Q

Card 11: What is Brand Equity?

A
  • Definition: The value of a brand based on the strength of its associations, loyalty, awareness, and quality perceptions among consumers.
112
Q

Card 12: Elements of Brand Equity

A
  • Components: Brand awareness, brand image, brand associations, perceived quality, and brand loyalty.
113
Q

Card 13: Consumer-Based Brand Equity

A
  • Focus: The impact of brand knowledge on consumer response to brand marketing.
114
Q

Card 14: Brand Equity Components

A
  • Details: Includes loyalty, name awareness, perceived quality, and other specific assets that provide value to both the firm and the customer.
115
Q

Card 15: Brand Equity Pyramid

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  • Levels: Identity (Who are you?), Meaning (What are you?), Response (What about you?), Relationships (What about you and me?).
116
Q

Card 16: Equity Salience Dimensions

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  • Understanding: Depth and breadth of awareness, ease of recognition and recall, and strength of category membership.
117
Q

Card 17: Equity Performance Dimensions

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  • Attributes: Product reliability, service effectiveness, style and design, and price considerations.
118
Q

Card 18: Equity Imagery Dimensions

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  • Characteristics: User profiles, purchase situations, personality and values, and history and experiences associated with the brand.
119
Q

Card 19: Equity Judgment Dimensions

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  • Criteria: Quality, value, satisfaction, credibility, consideration, and superiority of the brand.
120
Q

Card 20: Equity Feelings Dimensions

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  • Emotions: Warmth, fun, excitement, security, social approval, and self-respect related to the brand.
121
Q

Card 21: Equity Resonance Dimensions

A
  • Connection: Behavioral loyalty, attitudinal attachment, sense of community, and active engagement.
122
Q

Card 22: Measuring Brand Equity

A
  • Metrics: Includes price premium, loyalty, perceived quality, brand personality, market share, and organizational associations.
123
Q

Card 23: Brand Positioning

A
  • Strategy: Crafting the product and marketing to occupy a distinctive place in the mind of the customer.
124
Q

Card 24: Positioning Dimensions

A
  • Aspects: Competition, attributes, product use/application, product class, and price/quality.
125
Q

Card 25: Brand Positioning Strategy

A
  • Approaches: Includes using a single brand strategy, portfolio brand strategy, or a family brand strategy based on the market and consumer needs.
126
Q

Card 26: Challenges in Branding

A
  • Considerations: Maintaining consistency, ensuring relevance, managing perceptions, and adapting to changing market conditions.
127
Q

Card 27: Brand Strategy Effectiveness

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  • Evaluation: The success of a brand strategy is measured by its clarity, consistency, and impact on consumer perceptions and behaviors.
128
Q

Card 28: Consumer-Brand Resonance

A
  • Concept: The ultimate relationship and level of identification
129
Q

Card 1: Decision Making Perspectives

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  • Rational Decision Making: Based on logical, systematic evaluation of choices.
  • Irrational Decision Making: Based on impulse or superficial cues.
  • Economic Perspective: Emphasizes the cost-benefit analysis in decision making.
130
Q

Card 2: Types of Consumer Decisions

A
  • Habitual Decision Making: Low involvement, high frequency, little thought.
  • Limited Problem Solving: Medium involvement, infrequent decisions.
  • Extended Problem Solving: High involvement, significant research and deliberation.
131
Q

Card 3: Problem Recognition

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  • Need Recognition: Realizing something is missing that is needed.
  • Opportunity Recognition: Realizing something could enhance quality of life.
132
Q

Card 4: Information Search

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  • Internal Search: Recalling past experiences or knowledge.
  • External Search: Seeking information outside personal knowledge.
133
Q

Card 5: Rational vs. Irrational Search

A
  • Rational: Seeks sufficient, relevant information to make a logical decision.
  • Irrational: Decisions are influenced by biases or insufficient information.
134
Q

Card 6: Perceived Risks in Decision Making

A
  • Types include monetary, functional, physical, social, and psychological risks.
135
Q

Card 7: Evaluation of Alternatives

A
  • Consumers assess what they perceive as important attributes and compare them across different products.
136
Q

Card 8: Product Choice

A
  • Decisions are based on evaluative criteria such as attributes, brand reputation, and personal preferences.
137
Q

Card 9: Consumption and Learning

A
  • Post-purchase evaluation influences future decision making through experiences and learning from consumption.
138
Q

Card 10: Decision Heuristics

A
  • Mental Shortcuts: Simplifying decision processes (e.g., price equals quality).
  • Brand Names: Influence perceptions of quality and benefits.
139
Q

Card 11: Types of Heuristics Used

A
  • Representativeness: Judging likelihood by comparing to a category prototype.
  • Availability: Basing judgments on information readily available.
140
Q

Card 12: Decision Rules

A
  • Compensatory: Trade-offs where a higher value on one attribute can compensate for a lower value on another.
  • Non-Compensatory: No trade-offs. Inadequacy in any attribute disqualifies an option.
141
Q

Card 13: Influence of Branding on Decision Making

A
  • Brand Loyalty: Preference for familiar brands can streamline decision making.
  • Brand Inertia: Habitual purchase without strong loyalty.
142
Q

Card 1: Antecedent States

A
  • Definition: Initial conditions like mood and financial capability that affect consumer buying decisions.
  • Impact: Mood can significantly alter perception and evaluation of products.
143
Q

Card 2: Situational Factors

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  • Definition: Environmental elements that affect the buying process at the time of purchase, such as physical setting, social setting, and time constraints.
144
Q

Card 3: Usage Contexts

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  • Context Influence: How and where a product will be used can heavily influence the purchase decision and product evaluation.
145
Q

Card 4: Purchase Environment

A
  • Components: The layout and design of the retail space, the presence and behavior of other individuals, and the overall atmosphere.
146
Q

Card 5: The Shopping Experience

A
  • Experience Dynamics: Includes all touchpoints a consumer interacts with, which can include in-store navigation, customer service interactions, and even the checkout process.
147
Q

Card 6: Post-purchase Processes

A
  • Phases: Involves customer satisfaction assessment, product use, and post-consumption behaviors like disposal.
148
Q

Card 7: Consumer Satisfaction

A
  • Determined by: The degree to which the actual use of a product matches the anticipated use, influencing future purchase decisions.
149
Q

Card 8: Product Disposal

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  • Methods: Options include recycling, donating, reselling, or throwing away, each affected by convenience, ecological concern, and emotional attachment to the product.
150
Q

Card 9: Alternative Markets

A
  • Examples: Second-hand markets, auctions, and barter systems, which have grown in popularity due to economic and environmental factors.
151
Q

Card 10: Time Pressure

A
  • Effects: Time-limited conditions can lead to hurried shopping, which often results in less thorough evaluation and increased impulse purchases.
152
Q

Card 11: Mood

A
  • Influence on Buying: A consumer’s mood can heavily influence their perception of products and interactions with sales staff.
153
Q

Card 12: Shopping Orientation

A
  • Variations: Includes apathetic shoppers, bargain hunters, and high-end boutique shoppers, each driven by different motivations and exhibiting different buying behaviors.
154
Q

Card 13: Point-of-Purchase Stimuli

A
  • Influence: In-store displays and promotions that can trigger impulse buys or remind consumers of needs.
155
Q

Card 14: Sales Interaction

A
  • Role of Salesperson: Can significantly influence a buyer’s decisions through tactics like upselling, cross-selling, and building rapport.
156
Q

Card 15: Situational Effects & Behavior

A
  • Situational Self Image: Consumers purchase products that not only fit their self-concept but also the specific image they want to project in a situation.
157
Q

Card 16: Physical & Social Surroundings

A
  • Impact: The immediate physical and social setting can alter a consumer’s motives, product evaluations, and even their feelings of satisfaction.
158
Q

Card 1: Reference Groups

A
  • Definition: Groups that a consumer identifies with and that influence the consumer’s beliefs, attitudes, and behaviors.
  • Impact: Affects consumer evaluations, aspirations, and behaviors through informational, utilitarian, and value-expressive influences.
159
Q

Card 2: Types of Reference Groups

A
  • Normative Influence: Influences general or broad behaviors.
  • Comparative Influence: Affects decisions regarding specific brands and activities.
160
Q

Card 3: Formal vs. Informal Groups

A
  • Formal Groups: Officially structured groups with rules and roles.
  • Informal Groups: Less formal, can include friends and family groups that influence by mere association.
161
Q

Card 4: Aspirational vs. Anti-brand Communities

A
  • Aspirational Groups: Groups a person aspires to join.
  • Anti-brand Communities: Groups formed around a shared disdain for a particular brand.
162
Q

Card 5: The Power of Reference Groups

A
  • Social Power: The ability of reference groups to influence member behavior.
  • Power Bases: Referent, legitimate, expert, reward, coercive, and information power.
163
Q

Card 6: Conformity

A
  • Definition: Changing beliefs or actions to adhere to group norms.
  • Influences on Conformity: Cultural pressures, fear of deviance, commitment, group characteristics, and susceptibility to interpersonal influence.
164
Q

Card 7: Social Comparison

A
  • Theory: Individuals compare themselves to others to evaluate their opinions and abilities.
  • Techniques: Foot-in-the-door, low-ball, and door-in-the-face techniques.
165
Q

Card 8: Deindividuation Effects

A
  • Concept: In group settings, individuals may lose self-awareness and follow group norms.
  • Results: Risky shift, decision polarization, and social loafing.
166
Q

Card 9: Word of Mouth (WOM)

A
  • Importance: Influential in spreading product information and shaping brand perception.
  • Characteristics: Can be both positive and negative, and is driven by involvement, knowledge, and genuine concern.
167
Q

Card 10: Social Networking and Viral Marketing

A
  • Trends: Consumers are increasingly acting as media broadcasters through social media.
  • Implications: Crowdsourcing, guerrilla, and viral marketing strategies leverage online networks to enhance brand communication.
168
Q

Card 11: Opinion Leadership

A
  • Role: Opinion leaders influence others’ attitudes or behaviors based on their authority, knowledge, or position.
  • Characteristics: Frequently first to buy and take risks, seen as a reliable source of information.
169
Q

Card 12: Types of Opinion Leaders

A
  • Monomorphic vs. Polymorphic: Specialists in one field vs. influential across multiple fields.
  • Influence Network: Utilizes two-step flow of communication and information cascades.
170
Q

Card 13: Identifying Opinion Leaders

A
  • Methods: Self-designating method, sociometric methods, and network analysis to understand influence patterns and referral behaviors.
171
Q

Card 14: Household Decision Making

A
  • Context: Decisions made within a family or household setting, considering all members’ inputs and needs.
  • Types of Decisions: Consensual and accommodative purchase decisions.
172
Q

Card 15: Family Life Cycle (FLC)

A
  • Definition: Stages through which a family progresses over time.
  • Impact on Consumption: Influences what products are bought, based on age, marital status, presence of children.
173
Q

Card 16: Household Conflict

A
  • Sources of Conflict: Differences in perceptions, roles, and influence among family members.
  • Resolution: Depends on the product’s involvement, the utility for the family, and the dynamics of family decision roles.
174
Q

Card 17: Gender Roles in Decision-Making

A
  • Autonomic vs. Syncretic Decisions: Decisions made independently by one partner vs. jointly.
  • Influence Factors: Include stereotypes, spousal resources, experience, and socioeconomic status.
175
Q

Card 18: Children as Decision Influencers

A
  • Roles: Primary market, influence market (affecting parents’ purchases), and future market (long-term brand relationships).
  • Consumer Socialization: The process by which children acquire purchasing skills, knowledge, and attitudes.
176
Q

Card 19: Parental Influence Types

A
  • Styles: Authoritarian, neglecting, and indulgent parents differentially shape children’s consumer behavior through observational learning.
177
Q

Card 20: Child Development and Marketing

A
  • Stages: Limited (age 6 and under), Cued (ages 7-12), and Strategic (ages 13 and above).
  • **Implications for
178
Q

Card 1: What is Culture?

A
  • Definition: The set of values, ideas, and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation.
  • Components: Culture includes knowledge, belief, art, morals, laws, customs, and any other capabilities acquired by humans as members of society.
179
Q

Card 2: Aspects of Culture

A
  • Ecology: The way a system adapts to its habitat.
  • Social Structure: The way people maintain an orderly social life.
  • Ideology: The mental characteristics of a people and their culture.
180
Q

Card 3: Dimensions of Cultural Variability

A
  • Power Distance
  • Uncertainty Avoidance
  • Masculinity vs. Femininity
  • Individualism vs. Collectivism
181
Q

Card 4: Cultural Norms

A
  • Enacted Norms: Explicitly decided norms.
  • Crescive Norms: Embedded norms including customs, mores, and conventions.
182
Q

Card 5: Myths in Popular Culture

A
  • Function: Serve to communicate a society’s goals and ideologies.
  • Types: Metaphysical, cosmological, sociological, psychological.
183
Q

Card 6: Rituals

A
  • Definition: A type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence.
  • Types: Religious, cultural, group, family, and personal rituals.
184
Q

Card 7: Gift-Giving Rituals

A
  • Stages: Gestation (motivation), presentation (exchange of the gift), reformulation (re-negotiation of the relationship).
185
Q

Card 8: Holiday Rituals

A
  • Examples: Christmas, Thanksgiving, Valentine’s Day, Halloween.
  • Function: Serve as markers of social time, reflect and reproduce cultural norms.
186
Q

Card 9: Sacred vs. Profane Consumption

A
  • Sacred Consumption: Involves objects and events that are set apart from normal activities and are treated with some degree of respect or awe.
  • Profane Consumption: Involves consumer objects and events that are ordinary and not special.
187
Q

Card 10: The Creation and Diffusion of Culture

A
  • Cultural Production System: The set of individuals and organizations that create and market a cultural product.
  • Cultural Gatekeepers: Include reporters, editors, and other individuals who have a say in the types of products that are mass produced and disseminated.
188
Q

Card 11: High Culture vs. Popular Culture

A
  • High Culture: Associated with the elite, upper class society, more exclusive, often with historical roots.
  • Popular Culture: More widespread, everyday culture consumed by the masses.
189
Q

Card 12: Fashion Systems

A
  • Definition: The process of social diffusion by which a new style is adopted by some group(s) of consumers.
  • Components: All those people and organizations involved in creating symbolic meanings and transferring these meanings to cultural goods.
190
Q

Card 13: Product Placement & Branded Entertainment

A
  • Product Placement: The insertion of real products in fiction and entertainment media.
  • Branded Entertainment: A form of advertising where brands are integrated into entertainment media.
191
Q

Card 14: Diffusion of Innovations

A
  • Process: Describes the spread of a new idea, practice, or product among people.
  • Stages: Innovators, Early Adopters, Early Majority, Late Majority, Laggards.
192
Q

Card 15: Types of Innovation

A
  • Continuous Innovation: Requires minimal consumer learning and effort.
  • Dynamically Continuous Innovation: Requires moderate change.
  • Discontinuous Innovation: Requires major consumer learning and behavior changes.
193
Q

Card 16: Cultural Gatekeepers

A
  • Role: Filter the flow of information and products; can accelerate or impede the diffusion process within the market.
194
Q

Card 17: Reality Engineering

A
  • Concept: When marketers appropriate elements of popular culture and use them as promotional vehicles.
195
Q

Card 18: Fashion and Behavioral Science Perspectives

A
  • Theories: Psychological models, trickle-down theory, economic models, and meme theory analyze how fashion cycles influence consumer acceptance.
196
Q

Card 19: The Global Impact of Culture

A
  • Globalized Consumption Ethics: How global trends can affect local markets and cultures through the diffusion of consumer goods.
197
Q

Card 20: Transferring Product Meanings

A
  • Strategies: Deciding between standardized and localized marketing strategies based on cultural differences in consumer behavior.

BUS 347 (1 decks)

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