final exam cb Flashcards
high involvement vs low involvement
research of information (big purchase) vs everyday purchase
avoidance-avoidance
choose between two undesirable outcomes
easier/fastest
approach-approach
choose between two desirable outcomes
promotion/differentiation
approach-avoidance
choose between desirable and undesirable outcomes
low-fat/social benefits
Murray’s theory of psychologie
5 needs
- ambition needs
- materialistic needs
- power needs
- affiliation needs
- information needs
Maslow’s hierarchy of needs
5 stages pyramide
- self-actualization
- esteem needs
- belongingness/love needs
- safety needs
- physiological needs
need vs want and company’s goal
need = hunger
want = pizza
persuade the consumers that their offerings would satisfay the need and become a want
3 types of needs
- utilitarian
- hedonic (involves emotional response)
- more generic
buying motives 3
- instinctive buying motives
- emotional buying motives
- rational buying motive
def mood
temporary + or - state accompanied by moderate levels or events
def emotions
intense and discrete states that happen bcz of specific event
good mood involves 4 behviors
- prefer hedonic products
- make impulsive and unplanned purchases
- share + product epxrience
- forgiveness
def discrete emotions
and name 5
def: increase consumer’s tendency to behave in specific way
- happiness
- guilt
- fear
- disgust
- embarassment
self-concept
all the elements that one would use to describe who they are
real vs ideal
Brands and products allow consumers to express their self-concept
self-esteem
the extent to which some has a + or - attitude toward their real self
the degree to which ne care about how other view one’s self
self-consciousness
Trait Theories of Personality Def
Consumers who score high (vs. low) on openness are more likely to try and adopt innovative products.
Brand personality examples
- Sincerity (Toms)
- Excitement (Redbull)
- Competence (Tide)
- Sophistication (Chanel)
- Ruggedness (Harley Davidson)
Lifestyle
IAO?
- interest
- activities
- opinions
use to position a brand
Attitudes
Def: help people pursue their goals, and proposed four functions of attitude
four functions of attitude
- Utilitarian function: to help people maximize utility
- Knowledge function: gain greater understanding of the structure of their world
- Value-expressive function: have their voice heard, express their self-concept, and remain consistent with their values.
- Ego-defensive function: promote protecting self-esteem
The ABC model
def and 3 components
definesthe attitude about a product
- affect (feels about)
- behavior (intentions about)
- cognition (cognition about)
Cognitive dissonance def
tension when conflict between behave and beliefs
balance theory main implication
Main implication of the theory = celebrity endorsement
3 main strategies to reduce dissonance
- stop behavior
- change the belief
- introduce new information that is consistent with the behavior
Def the Multi-Attribute Attitude Model
consumer form an attitude towards a concept based on attributes they consider important
attitude score def
sum of rating of each attribute adjusted based on important weight
attitude + = actual behavior?
3 why not
not always
- true for high/low involvement
- false when situation factors, normative influence, individual differences
Six principles of persuasion
- reciprocity
- scarcity
- consensus
- consistency
- liking
- authority
strategy of reciprocity (principle of persuasion)
samples, free trials
strategy of scarcity (principle of persuasion)
limited edition, limited promotion
strategy of consensus (principle of persuasion)
other gave to charity= more likely to give
strategy of liking (principle of persuasion)
salesman who starts by asking personal question to show similarities
strategy of authority (principle of persuasion)
use doctor for a medication add
Persuasion knowledge model def
Use knowledge to deal with persuasive attempts
Consumer decision making process
5 stages
- need recognition
- information search
- evaluation of alternatives
- purchase
- post- purchase evaluation
consumer decision-making: information search
internal vs external
- Internal: use your memory/knowledge
- External: use friends/internet
Purchase strategies 2
- Heuristics: mental shortcuts
- Category leader: buy the most popular
post purchase evaluation 2
- performance vs expectation = satisfaction
- cognitive dissonance
What influences the way consumers make a purchase decision 4
- Level of involvement
- Risk associated with the purchase (performance risk, social risk)
- Product type (hedonic vs utilitarian)
- Situation factors (time, mood)
sensory stimuli 5
- sound
- taste
- sight
- smell
- texture
sensory receptors 5
- eyes
- ears
- skin
- nose
- mouth
perception process 2 steps
- Sensation
- Exposure/attention/interpretation
Exposure
absolute thresholds vs differential thresholds
absolute: below Just Noticeable Difference
differential: above
(when changing packaging)
Attention
4 personal factors
Perceptual, paying attention to:
1. Filters (dont mind about filtered info)
2. Vigilance (info relevent to pressing need)
3. defense: dont care about what we dont want to know
4. adaptation (overexposure)
Stimulus factors
4
- size (larger attract more)
- color
- position/placement
- novelty
Social influence = 3 reference group
- membership RG
- aspirational RG
- dissociative RG
Def Membership RG
Have significant relevance upon others who belong in the same group as consumer does (parents, friends, classmates)
Def Aspirational RG
Have significant relevance upon idealized figures (athletes, influencers, artists)
Def Dissociative RG
ones that consumers avoid being associated with (FB for teens)
3 types of reference group influence
- informative : RG act as a source of information
- normative: RG help define basic code of conduct
- comparative: RG act as a benchmark for comparison
Factors that vary accross cultures 4
- values
- norms
- rituals
- language and symbols
Values - 6 dimensions of Hofstede’s Cultural Dimensions Model
- power distance belief
- individualism/collectivism
- uncertainty avoidance
- femininity / masculinity
- long-term orientation
- indulgence
Def Standardization
using the same marketing strategy around the world
Apple
Def Localization
customizing marketing activities in each country / culture Mcdo
Name the analysis that allows brands to examine the degree to which culture are different or similar in the they react to, interest,
Cross-cultural analysis
Subculture 3
-age
-regions
-ethnicity
Def microculture
small groups based on similar lifestyle/interest
Most powerful communication methods
Word-of-mouth
Factors that motivate WOM 5
- impression management
- emotion regulation
- social bonding
- informing other
- persuading others
Benefits of influencers 5
- opinion leaders
- high credibility
- budget-friendly
- efficient access to niche segments
- builds online community
two routes of information - Likelihood model
- Central Route
- Peripheral route
Peripheral route process
- low-involvement processing
- belief change
- behavior change
- attitude change
Central route
- High involvement processing
- cognitive responses
- belief and attitude change
- behavior change
Def touchpoints
any interactions between the consumers and the brand
