Midterm Ch.1-8 Flashcards
Brands are used to?
convey image/personality
•…define our place in modern society
•…help us to form bonds with others who share similar preferences
What is the Objective of marketing?
Create awareness that needs exist…not to create needs
Compulsive Consumption
-repetitive consumption or “shopoholics”
Differential Threshold
-Ability of a sensory system to detect changes, or differences between 2 stimuli
JND–Just Noticeable Difference
- minimum difference between two stimuli
ex. campbell’s change labels discreetly over time so consumers always recognize their product
What is Weber’s Law?
-noted that for people to really perceive a difference, the stimuli must differ by a constant “proportion” not a constant “amount”.
Why is Webers law used?
- Reductions are not readily discernible to the public
* Product improvements are perceived by the public
What is Adaptation?
The degree to which consumers continue to notice a stimulus over time: •Intensity •Duration •Discrimination •Exposure •Relevance
What is Stimulus Selection?
We are more likely to notice stimuli that differ from others around them: •Size •Colour •Position •Novelty
What are the components of a Semiotic Relationships?
Object->Interpretant->Sign
Signs are related to objects in what 3 ways?
- Icon - Sign that resembles the product in some way ex. Ford Mustangs horse
- Index - Sign that is connected to a product
because they share some
property ex. Pine Tree = Fresh - Symbol - Sign that relates to a product by either conventional or agreed-upon associations ex. lion = fearlessness
What is Perceptual Positioning?
- Perceptual Map: map of where brands are perceived in consumers’ minds
- Used to determine company strengths and weaknesses in comparison of competitors
- Market position
- Future positioning
How do we learn? and what are the two types of conditioning
- Learning = responses to external events
* Classical conditioning and instrumental conditioning
What is Classical Conditioning?
a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
- Goal is to create brand equity
- Repetition (H&R Block)
What is instrumental (operant) conditioning?
the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.
What are some reinforcement schedules for instrumental conditioning?
- Fixed-interval (seasonal sales)
- Variable-interval (secret shoppers)
- Fixed-ratio (frequent flyer programs)
- Variable-ratio (slot machines)
- Frequency marketing
What are the stages of observational learning?
Attention -> Retention -> Production Processes -> Motivation -> observational learning
Whats the steps in the Memory Process?
External Inputs -> Encoding -> Storage -> Retrieval
Relationships between Memory System?
Sensory Memory -> Attention -> Short-term Memory -> Elaborative Rehearsal -> Long-Term Memory
What are the levels of knowledge? (nodes)
Individual nodes = meaning concepts
• Two (or more) connected nodes = proposition (complex meaning)
•Two or more propositions = schema
•We more readily encode info that is consistent with an existing schema
What are the 3 cues for purchase decisions?
- Familiarity - prior familiarity with item enhances recall – however, extreme familiarity can result in inferior learning
- Salience and Recall effect (mystery ads) - prominence or level of activation – so Novelty or contrast increases recall – Energizer Bunny that suddenly walks through a different commercial
- Visual memory versus verbal memory - Visual memory better recall but maybe not comprehension
Factors Influencing Forgetting
- Decay
- Interference
- Retroactive versus proactive
- Part-list cueing effect
What is Motivation and the process behind it?
Process that leads people to behave as they do
•Goal: Consumer’s desired end-state
•Drive: Degree of consumer arousal
•Want: Manifestation of consumer need
What is motivational strength?
Motivational strength: Degree of willingness to expend energy to reach a goal
What is Drive Theory?
Biological needs that produce unpleasant states of arousal (e.g., hunger)
What is expectency theory?
Behaviour is pulled by expectations of achieving desirable outcomes
Consumer Involvement
High vs. Low Involvement
Cognitive vs. Affective
What are core values? And what are the two types?
Values shared within a culture
•Example: personal freedom, self-reliance, equality
•Enculturation: Learning the beliefs and values of one’s own culture
•Acculturation: Learning the value system and behaviours of another culture
MECCAS (Means-End Conceptualization of the Components of Advertising Strategy)
In this approach, researchers first generate a map depicting relation-ships between functional product or service attributes and terminal values.
What are LOHAS (lifestyles of health and sustainability)
Consumers who:
•Worry about the environment
•Want products to be produced in a sustainable way
•Spend money to advance what they see as their personal development and potential
What are the three levels of Materialism?
- Materialism: Importance people attach to worldly possessions
- Materialists: Value possessions for their own status and appearance
- Non-materialists: Value possessions that connect them to other people or provide them with pleasure
What is the self-concept?
Beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities
•Attribute dimensions: Content, positivity, intensity, stability over time, and accuracy
What is Symbolic self-completion theory?
People who have an incomplete self-definition complete identity by acquiring and displaying associated symbols
ex. boys using “macho” products
Whats the extended self? And what are the levels?
External objects considered a part of us
•Levels of extended self:
•Individual: personal possessions (cars, clothing)
•Family: residence and furnishings
•Community: neighbourhood or town where you live
•Group: social or other groups
The two types of traditional gender roles
- Agenic roles: Men are expected to be assertive and have certain skills
- Communal roles: Women are taught to foster harmonious relationships
Freudian Theories about self
Personality = conflict between gratification and responsibility
•Id: pleasure principle (the party animal)
•Superego: our conscience (the conscience)
•Ego: mediates between id and superego (the referee)
Non-Freudian Theories
- Carl Jung: Analytical psychology
- Collective unconscious
- Archetypes in advertising ( shared ideas and behaviour)
- Images: Old wise man; earth mother
- BrandAsset Valuator® : measuring brand personality
How to Form Attitudes using the two conditioning approaches
- Classical conditioning: Repeated often
* Instrumental conditioning: Reinforcement, modelling
Self-Perception Theory
We use observations of our own behaviour to determine our attitudes
•We must have a positive attitude toward a product if we freely purchase it, right?
•Low-involvement hierarchy (after the fact)
•Foot-in-the-door technique (start with small request)
•Low-ball technique (ask for small favour)
•Door-in-the-face technique (ask for big favour)
Social Judgement Theory
We assimilate new information about attitude objects in light of what we already know/feel
Balance Theory
considers relations among elements a consumer might perceive as belonging together
Multi-Attribute Attitude Models
Consumer’s attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object Three elements
•Attributes of AO (e.g., college)
Example: scholarly reputation
•Beliefs about AO
Example: University or College is strong academically
•Importance weights
Example: stresses research over athletics
Strategic Applications of Multi-Attribute Model
- Capitalize on relative advantage: Convince consumers that product attributes are important in brand choice
- Strengthen perceived product/attribute linkages: If consumers don’t associate certain attributes with the brand, make the relationship stronger
- Add a new attribute: Focus on unique positive attribute that consumer has not considered
- Influence competitors’ ratings: Decrease the attributes of competitors
Questions for Tactical Communication Options
- Who will be source of message?
- How should message be constructed?
- What media will transmit message?
- What target market characteristics will influence ad’s acceptance?
What are the Levels of Interactive Response relating to feedback?
First-order response: Direct marketing: transaction and sales date
•Second-order response: Non-transaction, customer feedback
Details of “the source” of an ad
•Source effects: Same words by different people can have very different meanings
•A “source” often a spokesperson in an ad—may be chosen because s/he is expert, famous, attractive, or a “typical” consumer
What makes a good source?
•Source credibility: Source’s perceived expertise, objectivity, or trustworthiness
•Source attractiveness: Movie star, super model
