Midterm Flashcards
Perceptual Mapping
Constructing a map like diagram representing consumers’ perceptions of competing brands along relevant product attributes. Perceptual maps show marketers: (1) how consumers perceive their brand in relation to competition; (2) determine the direction for altering undesirable consumers’ perception of their brands; and (3) find gaps, in the form of “un-owned” perceptual positions, that represent opportunities for developing new brands or products.
Need Recognition
the first step in the consumer decision making process occurring when a consumer identifies a “problem.”
Product concept
premise that consumers can buy the product that offers them the highest quality, best performance, etc.
Goals
sought after outcomes of motivated behavior
Ego-defensive function
functional approach to understanding attitudes where researchers say that people replace feelings of doubt with safety and security.
self-actualization need
individuals desire to become the best version of themselves.
customer value
ratio between customer perceived benefits and resources they have used to obtain those benefits
Three-hit theory
marketing assumption that a consumer needs to be exposed to something 3 times (1- aware, 2-relevance, 3-remind)
Halo effect
evaluation of a product based on positive dimensions.
marketing concept
marketing consists of satisfying customer needs, creating value, and retaining customers.
unconditioned stimulus
stimulus that occurs naturally
OSL
reflects the degree in which people like complex/unusual exp (high OSL) or simple usual exp (Low OSL)
Passive Learning
type of learning in which customer is exposed to a product several times and fully processes after the purchase.
split-brain theory
brain is divided into two distinct cerebeal hemispheres. Left (language), and right perception)
defense mechanisms
cognitive and behavioral ways one handles feelings of frustration to protect themselves.
superego
Freudian term that is an individual’s internal expression of society moral and ethical codes. Satisfy individual needs in a socially acceptable fashion.
consumer decision-making
3 step process: 1) input, 2) process, 3) output
cognitive association learning
learning theory that views classical conditioning as learning of associations among events that enable consumers to expect and anticipate and events, rather than being a reflexive action
grouping
people tendency to group stimuli together and make them one.
routinized response behavior
product is purchased without thought because it is purchased regularly and is inexpensive.
selling concept
marketers primary focus is to sell products they have decided to produce through the “hard sell” concept.
peripheral route to persuasion
promotional approach that states that uninvolved consumers can be persuaded by ad’s visuals rather than its informative copy
elaboration likelihood model
proposition that attitudes can be changed by either one or two routes to persuasion.
stimulus discrimination
getting consumers to select a specific stimulus from a group of them.
Gestalt psychology
principals underlying perceptual organization.
subliminal perception
a situation that occurs when someone receives stimuli just beneath a person’s conscious awareness.
Theory of trying to consume
positive attitude leads to actions, although personal and environmental impediments may prevent this from happening.
classical conditioning
animals and humans alike can be taught behaviors through repetition.
central route to persuasion
highly involved consumers are best reached through ads with products attributes.
cues
stimuli that direct motivated behavior
Weber’s Law
principal stating that the stronger the original stimulus the stronger the second must be for it to be perceived as different.
Instrumental Conditioning
learning happens on a trial-and-error basis.
Product Line Extensions
addition of related items to an established brand, known under trusted brand.
Positioning
process by which a company creates a distance image and identity for its products, services, or brands in the consumers mind.
Selective Attention
consumers heightened awareness for stimuli that meets their needs and ignorance for those that don’t.
Product Form Extension
offering the same product, under a different form but under the same company name
Neo-Freudian theory
social relationships are crucial factors in development of ones personality
Repositioning
the process by which a company strategically changes its distinct image.
Functional approach
an approach to changing attitudes by appealing to motivations behind people’s attitude.
Theory of Reasoned Action
An approach to studying attitudes that measures the “subjective norms” that influence a person’s intention to act
Differential Threshold (JND)
minimal difference between two similar stimuli can be detected.
psychogenic needs
motivational forces that are learned from our parents, social environment, and interactions with others.
Multi-attitude Attribute Models
models that portray consumers attitudes as functions of their assessments of the object’s prominent attributes.
