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MKT 365 Flashcards

1
Q

Comprehension

A

Way people cognitively assign meaning to things they encounter. Influenced by internal factors within the consumer. Includes cognitive and affective elements

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2
Q

Factors affecting comprehension

A

Characteristics of the:
* Message
* Message receiver
* Communication environment

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3
Q

Characteristics of the Message

A

Physical characteristics: Tangible elements
or the parts of a message that can be sensed. Intensity, color, font, numbers, spacing, and shape. Simplicity.

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4
Q

Characteristics of the Message

A

Message source - Comprehension varies
based on:
* Likeability
* Attractiveness
* Expertise
* Trustworthiness
* Congruence

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5
Q

Characteristics of the Message Receiver

A

Intelligence or ability
* Prior knowledge
* Involvement
* Familiarity or habituation
* Physical limits
* Expectations: Beliefs about what will
happen in some future situation
* Brain dominance: Refers to the
phenomenon of hemispheric lateralization

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6
Q

Characteristics of the Environment

A

Information intensity: Amount of
information available for a consumer to
process within a given environment
* Framing: Meaning of something is
influenced by the information environment
* Prospect theory: Suggests that a decision can be
framed in different ways and that the framing
affects risk assessments consumers make
* Message media

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7
Q

Characteristics of the Environment

A
  • Construal level theory
  • Information environment can cause individuals
    to think about things in different ways
  • Construal level: Whether or not people are
    thinking about something using a concrete or an
    abstract mindset
  • Timing
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8
Q

Multiple store approach to memory

A

Views the memory process as utilizing three
different storage areas within the human
brain

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9
Q

Sensory memory

A

-Unlimited capacity
-Very limited duration
-Echonic storage
-Iconic memory

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10
Q

Workbench (short term memory)

A

-limited capacity
-limited duration
-coding takes place here

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11
Q

Long term memory

A

-Unlimited capacity
-Unlimited duration
-Semantic meaning
-Semantic/associative network

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12
Q

Sensory Memory

A
  • Iconic storage: Storage of visual
    information as an exact representation of
    the scene
  • Echoic storage: Storage of auditory
    information in sensory memory
  • Strong in capacity but weak in duration
  • Haptic perception: Interpretations created
    by the way some object feels
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13
Q

Workbench Memory

A

Encoding- Process by which
information is transferred
from workbench memory
to long-term memory for
permanent storage
* Retrieval- Process by which
information is transferred
back into workbench
memory for additional
processing when needed

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14
Q

Long-Term Memory

A

Semantic coding: Type of coding wherein
stimuli are converted to meaning that can
be expressed verbally
* Memory trace: Mental path by which some
thought becomes active
* Spreading activation: Way cognitive
activation spreads from one concept to
another

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15
Q

Long term memory

A

Tag: Small piece of coded information that
helps with the retrieval of knowledge
* Rumination: Unintentional but recurrent
memory of long-ago events that are
spontaneously triggered
* Nostalgia: Yearning to relive the past that can
produce lingering emotions

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16
Q

Elaboration

A

Extent to which a consumer continues
processing a message even after an initial
understanding is achieved

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17
Q

Personal elaboration

A

Process by which people imagine themselves
somehow associating with a stimulus that is
being processed

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18
Q

Associative network

A

Network of mental
pathways linking knowledge within memory

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19
Q

Declarative knowledge

A

Cognitive components that represent facts

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20
Q

Nodes

A

Concepts found in an associative
network

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21
Q

Paths

A

Representations of the association between nodes

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22
Q

Schema

A

Portion of an associative network that
represents a specific entity and thereby
provides it with meaning

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23
Q

Exemplar

A

Concept within a schema that is the single best representative of some category.Differs based on consumers’ unique experiences
* Provides consumers with a basis of comparison
for judging whether something belongs to a
category

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24
Q

Prototypes

A

Schema best representative of some category but that is not represented by an existing entity

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25
Script
Schema representing an event
26
Episodic memory
Memory for past events in one’s life * Stores brands associated with positive events, which tend to be preferred by consumers
27
Social schema or social stereotype
Cognitive representation that gives a specific type of person meaning * Can be based on person's occupation, age, sex, ethnicity, religion, and product ownership
28
Motivations
Driving forces behind human actions that drive consumers to address real needs
29
2 groups of motivations
Homeostasis and Self improvement
30
Homeostasis
State of equilibrium wherein the body naturally reacts to maintain a constant, normal bloodstream
31
Self-improvement
Motivations aimed at changing the current state to an ideal level
32
Regulatory focus theory
Notion that consumers orient their behavior either through prevention or promotion focus
33
Maslow’s Hierarchy of Motivation
Theory of human motivation that describes consumers as addressing a finite set of prioritized needs
34
Utilitarian motivations
Drive to acquire products that can be used to accomplish something.Helps a consumer maintan his or her state * Works similar to homeostasis
35
Hedonic motivations
Drive to experience something emotionally gratifying
36
Different Types of Consumer Involvement
Product involvement, shopping involvement, situational involvement, enduring involvement, emotional involvement
37
Emotion
Specific psychobiological reaction to a human appraisal that creates visceral responses
38
Cognitive Appraisal Theory
Specific types of appraisal thoughts can be linked to specific types of emotions
39
Types of cognitive appraisals
* Anticipation: Focuses on the future * Agency: Reviews responsibility for events * Equity: Considers how fair some event is * Outcomes: Consider how something turned out relative to one’s goals
40
Emotional Involvement
Deep personal interest that evokes strong feelings associated with an object or activity * Drives one to consume through repeated experiences of strong hedonic motivations * Makes a consumer appear irrational * Increases when the consumer receives something extra with products purchased
41
Emotional Expressiveness
Extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences * Consumers with high emotional expressiveness tend to react in some way to outcomes that are unexpected * Negative emotions decrease value and loyalty more among female than male consumers
42
Emotional Intelligence (EI)
Awareness of the emotions experienced in a given situation, and the ability to control reactions to these emotions * High EI consumers use awareness of emotions in: * Decision making * Managing emotions * Exhibiting self-control
43
Emotions
reactions like fear, anger, sadness, hopefulness, joy, excitement, satisfaction, etc.
44
Mood
Transient feeling states expressed as good or bad moods; help frame meanings
45
Affect
Feelings often expressed as general tone; likes and don't likes
46
Schema-Based Affect
Emotions that become stored as part of the meaning for a category (a schema) * Helps provide meaning * Consumer can experience a feeling once a schema becomes active
47
Emotional effect on memory
Superior recall for information presented with mild affective content compared to similar information presented in a neutral way
48
Mood-Congruent Recall
Extent of control over consumer’s mood * Affects the extent to which memories and evaluations can be influenced * Moods tend to match memories
49
Self-conscious emotions
Result from some evaluation or reflection of one’s own behavior * Pride, shame, guilt, and embarrassment
50
Emotional contagion
Extent to which an emotional display by one person influences the emotional state of a bystander
51
Attitudes
Relatively enduring overall evaluations of: * Objects * Products * Services * Issues * People * Closely related to value * Consumers have positive attitudes toward products that deliver value
52
ABC approach
affect, behavior, cognitations
53
Attitude functions
Utilitarian function Knowledge function Value-expressive function Ego-defensive function
54
Utilitarian function
Attitudes are used as a method to obtain rewards and to minimize punishment. Ex. High school boys wear cool brands so that they can fit in.
55
Knowledge function
The knowledge of function of attitudes allows consumers to simplify their decision making process. Ex. Loyal to Apple. products and belives that they are the best
56
Value expressive function
Enables customers to express their core values, self concept, and beliefs to others. Ex. A consumer supports Greenpeace because he places much value on environmentalism.
57
Ego Defensive function
Works as a defense mechanism for consumers to avoid facts or defend themselves from their own low self concept. Ex. Smokers discount information that suggests that smoking is bad for their health.
58
Hierarchy of Effects
Attitude approach that suggests that affect, behavior, and cognitions form in a sequential order
59
High involvement hierarchy
Occurs when a consumer faces a high-involvement decision or addresses a significant problem
60
Low-involvement hierarchy
Consumers have basic beliefs about products without having strong feelings toward them
61
Experiential hierarchy
Explains impulse purchases
62
Behavioral influence hierarchy
Some behaviors occur without either beliefs or affect being strongly formed beforehand
63
Attitude-Toward-the-Object (ATO) Model
Known as the Fishbein model * Key elements * Salient beliefs consumers have about product attributes * Strength of the belief that an object possesses the attribute * Evaluation of the particular attribute
64
ATO Model
* Ao = Attitude toward the object in question * bi = Strength of belief that the object possesses attribute i * ei = Evaluation of the attractiveness or goodness of attribute i * N = Number of attributes and beliefs * Known as compensatory model * Compensatory model: Low ratings for one attribute are compensated for by higher ratings on another
65
Behavioral Intentions Model
Known as theory of reasoned action * Focuses on behavioral intentions, subjective norms, and attitude toward a particular behavior
66
Behavioral influence approach
proposes that behavior precedes cognition and affect
67
ATO approach
Marketers can attempt to change consumer attitudes by: * Changing beliefs or creating new beliefs about product features * Changing evaluations of product attributes
68
Schema-based affect approach
Attitude toward a brand or product can change if the affect found in a schema is changed
69
Elaboration Likelihood Model - Central Cues and Peripheral Cues
Central cues- Information presented in a message about the product itself, its attributes, or the consequences of its use. Peripheral cues-Nonproduct-related information presented in a message
70
Balance Theory
Consumers are motivated to maintain perceived consistency in the relations found in a system
71
Social Judgment Theory
Consumers compare information to existing attitudes about an object or issue
72
Message effects
How the appeal of a message and its construction affect persuasiveness
73
Personality
Totality of thoughts, emotions, intentions, tendencies, and behaviors
74
Psychoanalytic Approach to Personality
Suggests personality results from a struggle between inner motives and societal pressures to follow rules and expectations. Applies to motivation and personality inquiry * Highlights the importance of unconscious mental processes in influencing behavior * Focuses on components of human personality * Id, superego, and ego
75
Trait Approach to Personality
Focuses on specific consumer traits as motivators of various consumer behaviors
76
Value consciousness
Extent to which consumers tend to maximize what they receive from a transaction as compared to what they give
77
Materialism
Extent to which material goods have importance in a consumer’s life
78
Innovativeness
Degree to which an individual is open to new ideas and tends to be relatively early in adopting new products, services, or experiences
79
Need for cognition
Degree to which consumers enjoy engaging in effortful cognitive information processing
80
Competitiveness
Enduring tendency to strive to be better than others
81
Productivity orientation
Tendency for consumers to focus on being productive, making progress, and accomplishing more in less time
82
Brand Personality
Human characteristics that can be associated with a brand * Opportunities for companies to differentiate their products
83
Lifestyles
Ways consumers live and spend their time and money * Referred to as context-specific personality traits * Influence purchase patterns of consumers * Useful in identifying viable market segments
84
Psychographics
Ways consumer lifestyles are measured * Involve surveying consumers using AIO statements
85
AIO statements:
Activity, interest, and opinion statements used in lifestyle studies
86
VALS
Divides consumers into groups based on resources and consumer behavior motivations. Innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors
87
PRIZM
Stands for Potential Ratings Index by ZIP Market * Combines demographic and behavioral information that enables marketers to better understand and target their customers
88
Self-Concept
Totality of thoughts and feelings that an individual has about himself or herself * Consumers are motivated to act in accordance with their self-concepts
89
Self-Congruency Theory
Consumer behavior can be explained by congruence of a consumer’s self-concept with the image of typical users of a focal product
90
Self esteem
Positivity of self-concept that one holds
91
Body esteem
Positivity with which people hold their body image

MKT 471 (6 decks)

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