Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

PSY Consumerism Final > Final > Flashcards

Final Flashcards

1
Q

Evolutionary Theory

A

Fitness indicators used to be relevant for our survival, now it’s consumption

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Tragedy of the Commons

A

what is easiest for the individual is at odds with what is best for the community

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Market Research

A

systematic process of planning, collecting, analyzing and interpreting data on consumer behavior

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Exploratory Research

A

Focus Group, In-Depth Interviews, Projective Tests

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Descriptive Research

A

Longitudinal Studies, Surveys

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Causal Research

A

Experiments that determine causality

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Aggregation Marketing

A

single product developed for all groups

Pros: economical
Cons: low customer satisfaction

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Market Segmentation

A

divide mass market into subsets of consumers who have common needs/characteristics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Segmentation Benefits

A

To the organization:

  • better product design
  • increased customer satisfaction
  • sustainable profit growth

To the customer:

  • Saves time/is convenient
  • Personalized experience
  • Relevant offers
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Top-Down Strategy

A

Identify needs of consumer, then segment the consumers and select the most efficient segment

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Bottom-Up

A

select specific group, then identify their needs

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Useful Segment Qualities

A

identifiable, substantial, accessible, stable, differentiable, actionable

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Majority Fallacy

A

lot’s of people targeting the same segment=more competition=less effective

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Niche Segmentation

A

go after smaller segment bc it will be larger than the segment you would have gotten after majority fallacy kicks in

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Psychographics

A

lifestyle, personality, activities, interests

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

PRIZM Groupings

A

Social groupings based on urbanicity (urban, suburban, second city, town and rural)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Lifestage Groups

A

Younger years, Family life, Mature years

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Individualized/One-to-One Marketing

A

marketing tailor made for each customer (e.g. fitness trainers, financial advisers)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

6 Criteria of Brand Elements

A

Memorable, meaningful, likable, transferable, adaptable, protectable

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Brand Product Identity

A

brand name, mark, logo and slogan

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Brand Culture

A

the people that create the brand’s “story”

firm/marketers, influencers, pop culture customers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Brand Equity

A

set of assests that the brand brings to the table that adds/subtracts from the value of that product/service

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Implicit Motivation Test

A

computer task that tells you whether you have a positive/negative reaction to certain things

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Standardize

A

one brand across many different types of products

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

Diversify

A

one company owning several different brands with their own identity

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

Self-Brand

A

the way your friends/employers perceive you/your unique skill set

27
Q

Patrician

A

wealthy, but no need to prove themselves to the average person

28
Q

Parvenu

A

“nouveaux riches” who want people to recognize wealth

29
Q

Poseur

A

want status but don’t have disposable income

30
Q

Proletarian

A

lower SES, less status conscious

31
Q

Griffe

A

special signature that educates consumers about the details of the brand

32
Q

Evolutionary Preference

A

preference for rounded edges (faces, objects, architecture, etc.)

33
Q

Sensation

A

process by which out nervous system receives and represents stimuli from the environment

34
Q

Perception

A

process of retrieving, selecting, and interpreting environmental stimuli with the 5 senses

35
Q

Micro–>Macro Processing

A

getting individual pieces of sensory info and simultaneously going through pre-existing schemas

36
Q

Macro–>Micro Processing

A

Brain goes through previous schema to come to a conclusion

37
Q

Visual Capture

A

a tendency for vision to dominate the other senses

38
Q

Just Noticeable Difference

A

min. difference a person can detect between any 2 stimuli 50% of the time

39
Q

Adaptation

A

process of becoming desensitized to sensual stimuli

40
Q

Selective Exposure

A

consumer exposure is highly selective

41
Q

Voluntary Exposure

A

consumers sometimes actively seek out certain marketing stimuli

42
Q

Oral Referral

A

unaware of info conveyed by nose

43
Q

Attitude

A

evaluation of people, objects or ideas

44
Q

Affective Reactions

A

based on emotion towards object

45
Q

Behavioral Reactions

A

based on actions towards object

46
Q

Cognitive Reactions

A

based on thoughts/beliefs about properties of an object

47
Q

2-Factor Theory

A

repeated exposure increases perceptual fluency

48
Q

Learning Hierarchy

A

Think–>Feel–>Act

49
Q

Emotional Hierarchy

A

Feel–>Act–>Think

50
Q

Low-Involvement Hierarchy

A

Act–>Feel–>Think

51
Q

Theory of Reasoned Action

A

behavioral intent is created by our attitudes and subjective norms

52
Q

Types of Brand Loyalty

A

Habituals- buying b/c you always have
Loyals- positive attitude & follow through with purchase
Variety Seekers- enjoys category of product but wants brand variety
Switchers- decisions governed by price (not brand

53
Q

Compliance

A

changing one’s behavior in response to a direct request

54
Q

Self-Presentational Issues

A

disguised questioning/conscious projection

55
Q

Word of Mouth

A

consumers talking to another consumer about the brand

56
Q

Buzz Marketing

A

induced WOM by making marketing taboo, unusual, outrageous, etc.)

57
Q

Viral Marketing

A

attempt to make branded message appear unique (e.g. First Kiss)

58
Q

Stealth Marketing

A

spreading WOM in covert manner

59
Q

Product Pusher

A

people recruited by the company to get product talked about

60
Q

Imitation Evangelist

A

actors put on payroll for buzz campagins

61
Q

Attitude Function Theory

A

1) structure and organize info
2) value-expressive
3) ego-defensive
4) utilitarian

62
Q

Elaboration Likelihood Model

A

persuasion is a function of elaboration

63
Q

Principles of Compliance

A

reciprocation, social validation, consistency, scarcity, authority, commitment

PSY Consumerism Final (1 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions