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MKT 471 > MKT 365 > Flashcards

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
Q

Script

A

Schema representing an event

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26
Q

Episodic memory

A

Memory for past events
in one’s life
* Stores brands associated with positive events,
which tend to be preferred by consumers

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27
Q

Social schema or social stereotype

A

Cognitive representation that gives a specific
type of person meaning
* Can be based on person’s occupation, age, sex,
ethnicity, religion, and product ownership

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28
Q

Motivations

A

Driving forces behind human
actions that drive consumers to address
real needs

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29
Q

2 groups of motivations

A

Homeostasis and Self improvement

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30
Q

Homeostasis

A

State of equilibrium wherein the body naturally reacts to maintain a constant,
normal bloodstream

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31
Q

Self-improvement

A

Motivations aimed at
changing the current state to an ideal level

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32
Q

Regulatory focus theory

A

Notion that consumers
orient their behavior either through prevention
or promotion focus

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33
Q

Maslow’s Hierarchy of Motivation

A

Theory of human motivation that describes
consumers as addressing a finite set of
prioritized needs

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34
Q

Utilitarian motivations

A

Drive to acquire products that can be used to accomplish something.Helps a consumer maintan his or her state
* Works similar to homeostasis

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35
Q

Hedonic motivations

A

Drive to experience something
emotionally gratifying

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36
Q

Different Types of Consumer Involvement

A

Product involvement, shopping involvement, situational involvement, enduring involvement, emotional involvement

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37
Q

Emotion

A

Specific psychobiological reaction to a human appraisal that creates visceral responses

38
Q

Cognitive Appraisal Theory

A

Specific types of appraisal thoughts can be
linked to specific types of emotions

39
Q

Types of cognitive appraisals

A
  • 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
Q

Emotional Involvement

A

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
Q

Emotional Expressiveness

A

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
Q

Emotional Intelligence (EI)

A

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
Q

Emotions

A

reactions like fear, anger, sadness, hopefulness, joy, excitement, satisfaction, etc.

44
Q

Mood

A

Transient feeling states expressed as good or bad moods; help frame meanings

45
Q

Affect

A

Feelings often expressed as general tone; likes and don’t likes

46
Q

Schema-Based Affect

A

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
Q

Emotional effect on memory

A

Superior recall for information presented with
mild affective content compared to similar
information presented in a neutral way

48
Q

Mood-Congruent Recall

A

Extent of control over consumer’s mood
* Affects the extent to which memories and
evaluations can be influenced
* Moods tend to match memories

49
Q

Self-conscious emotions

A

Result from some
evaluation or reflection of one’s own
behavior
* Pride, shame, guilt, and embarrassment

50
Q

Emotional contagion

A

Extent to which an
emotional display by one person influences
the emotional state of a bystander

51
Q

Attitudes

A

Relatively enduring overall evaluations of:
* Objects
* Products
* Services
* Issues
* People
* Closely related to value
* Consumers have positive attitudes toward
products that deliver value

52
Q

ABC approach

A

affect, behavior, cognitations

53
Q

Attitude functions

A

Utilitarian function Knowledge function
Value-expressive function
Ego-defensive function

54
Q

Utilitarian function

A

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
Q

Knowledge function

A

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
Q

Value expressive function

A

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
Q

Ego Defensive function

A

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
Q

Hierarchy of Effects

A

Attitude approach that suggests that affect,
behavior, and cognitions form in a sequential order

59
Q

High involvement hierarchy

A

Occurs when a consumer faces a high-involvement decision or addresses
a significant problem

60
Q

Low-involvement hierarchy

A

Consumers have basic beliefs about products without having strong feelings toward them

61
Q

Experiential hierarchy

A

Explains impulse purchases

62
Q

Behavioral influence hierarchy

A

Some behaviors occur without either beliefs or affect being strongly formed beforehand

63
Q

Attitude-Toward-the-Object (ATO) Model

A

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
Q

ATO Model

A
  • 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
Q

Behavioral Intentions Model

A

Known as theory of reasoned action
* Focuses on behavioral intentions, subjective
norms, and attitude toward a particular
behavior

66
Q

Behavioral influence approach

A

proposes that behavior precedes cognition and affect

67
Q

ATO approach

A

Marketers can attempt to
change consumer attitudes by:
* Changing beliefs or creating new beliefs about
product features
* Changing evaluations of product attributes

68
Q

Schema-based affect approach

A

Attitude toward a brand or product can change if the affect found in a schema is changed

69
Q

Elaboration Likelihood Model - Central
Cues and Peripheral Cues

A

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
Q

Balance Theory

A

Consumers are motivated to maintain
perceived consistency in the relations found
in a system

71
Q

Social Judgment Theory

A

Consumers compare information to existing
attitudes about an object or issue

72
Q

Message effects

A

How the appeal of a message and its construction affect persuasiveness

73
Q

Personality

A

Totality of thoughts, emotions, intentions,
tendencies, and behaviors

74
Q

Psychoanalytic Approach to Personality

A

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
Q

Trait Approach to Personality

A

Focuses on specific consumer traits as
motivators of various consumer behaviors

76
Q

Value consciousness

A

Extent to which consumers tend to maximize what they receive
from a transaction as compared to what they give

77
Q

Materialism

A

Extent to which material goods have importance in a consumer’s
life

78
Q

Innovativeness

A

Degree to which an individual is open to new ideas and tends to be relatively early in adopting new products, services, or experiences

79
Q

Need for cognition

A

Degree to which consumers enjoy engaging in effortful cognitive information processing

80
Q

Competitiveness

A

Enduring tendency to strive to be better than others

81
Q

Productivity orientation

A

Tendency for consumers to focus on being productive, making progress, and accomplishing more in less time

82
Q

Brand Personality

A

Human characteristics that can be
associated with a brand
* Opportunities for companies to
differentiate their products

83
Q

Lifestyles

A

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
Q

Psychographics

A

Ways consumer lifestyles
are measured
* Involve surveying consumers using AIO
statements

85
Q

AIO statements:

A

Activity, interest, and opinion statements used in lifestyle studies

86
Q

VALS

A

Divides consumers into groups based on
resources and consumer behavior motivations. Innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors

87
Q

PRIZM

A

Stands for Potential Ratings Index by ZIP Market
* Combines demographic and behavioral
information that enables marketers to better
understand and target their customers

88
Q

Self-Concept

A

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
Q

Self-Congruency Theory

A

Consumer behavior can be explained by
congruence of a consumer’s self-concept
with the image of typical users of a focal
product

90
Q

Self esteem

A

Positivity of self-concept that one holds

91
Q

Body esteem

A

Positivity with which people
hold their body image

MKT 471 (6 decks)

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