MKT 365 Flashcards
Comprehension
Way people cognitively assign meaning to things they encounter. Influenced by internal factors within the consumer. Includes cognitive and affective elements
Factors affecting comprehension
Characteristics of the:
* Message
* Message receiver
* Communication environment
Characteristics of the Message
Physical characteristics: Tangible elements
or the parts of a message that can be sensed. Intensity, color, font, numbers, spacing, and shape. Simplicity.
Characteristics of the Message
Message source - Comprehension varies
based on:
* Likeability
* Attractiveness
* Expertise
* Trustworthiness
* Congruence
Characteristics of the Message Receiver
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
Characteristics of the Environment
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
Characteristics of the Environment
- 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
Multiple store approach to memory
Views the memory process as utilizing three
different storage areas within the human
brain
Sensory memory
-Unlimited capacity
-Very limited duration
-Echonic storage
-Iconic memory
Workbench (short term memory)
-limited capacity
-limited duration
-coding takes place here
Long term memory
-Unlimited capacity
-Unlimited duration
-Semantic meaning
-Semantic/associative network
Sensory Memory
- 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
Workbench Memory
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
Long-Term Memory
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
Long term memory
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
Elaboration
Extent to which a consumer continues
processing a message even after an initial
understanding is achieved
Personal elaboration
Process by which people imagine themselves
somehow associating with a stimulus that is
being processed
Associative network
Network of mental
pathways linking knowledge within memory
Declarative knowledge
Cognitive components that represent facts
Nodes
Concepts found in an associative
network
Paths
Representations of the association between nodes
Schema
Portion of an associative network that
represents a specific entity and thereby
provides it with meaning
Exemplar
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
Prototypes
Schema best representative of some category but that is not represented by an existing entity
Script
Schema representing an event
Episodic memory
Memory for past events
in one’s life
* Stores brands associated with positive events,
which tend to be preferred by consumers
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
Motivations
Driving forces behind human
actions that drive consumers to address
real needs
2 groups of motivations
Homeostasis and Self improvement
Homeostasis
State of equilibrium wherein the body naturally reacts to maintain a constant,
normal bloodstream
Self-improvement
Motivations aimed at
changing the current state to an ideal level
Regulatory focus theory
Notion that consumers
orient their behavior either through prevention
or promotion focus
Maslow’s Hierarchy of Motivation
Theory of human motivation that describes
consumers as addressing a finite set of
prioritized needs
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
Hedonic motivations
Drive to experience something
emotionally gratifying
Different Types of Consumer Involvement
Product involvement, shopping involvement, situational involvement, enduring involvement, emotional involvement
Emotion
Specific psychobiological reaction to a human appraisal that creates visceral responses
Cognitive Appraisal Theory
Specific types of appraisal thoughts can be
linked to specific types of emotions
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
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
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
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
Emotions
reactions like fear, anger, sadness, hopefulness, joy, excitement, satisfaction, etc.
Mood
Transient feeling states expressed as good or bad moods; help frame meanings
Affect
Feelings often expressed as general tone; likes and don’t likes
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
Emotional effect on memory
Superior recall for information presented with
mild affective content compared to similar
information presented in a neutral way
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
Self-conscious emotions
Result from some
evaluation or reflection of one’s own
behavior
* Pride, shame, guilt, and embarrassment
Emotional contagion
Extent to which an
emotional display by one person influences
the emotional state of a bystander
Attitudes
Relatively enduring overall evaluations of:
* Objects
* Products
* Services
* Issues
* People
* Closely related to value
* Consumers have positive attitudes toward
products that deliver value
ABC approach
affect, behavior, cognitations
Attitude functions
Utilitarian function Knowledge function
Value-expressive function
Ego-defensive function
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.
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
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.
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.
Hierarchy of Effects
Attitude approach that suggests that affect,
behavior, and cognitions form in a sequential order
High involvement hierarchy
Occurs when a consumer faces a high-involvement decision or addresses
a significant problem
Low-involvement hierarchy
Consumers have basic beliefs about products without having strong feelings toward them
Experiential hierarchy
Explains impulse purchases
Behavioral influence hierarchy
Some behaviors occur without either beliefs or affect being strongly formed beforehand
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
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
Behavioral Intentions Model
Known as theory of reasoned action
* Focuses on behavioral intentions, subjective
norms, and attitude toward a particular
behavior
Behavioral influence approach
proposes that behavior precedes cognition and affect
ATO approach
Marketers can attempt to
change consumer attitudes by:
* Changing beliefs or creating new beliefs about
product features
* Changing evaluations of product attributes
Schema-based affect approach
Attitude toward a brand or product can change if the affect found in a schema is changed
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
Balance Theory
Consumers are motivated to maintain
perceived consistency in the relations found
in a system
Social Judgment Theory
Consumers compare information to existing
attitudes about an object or issue
Message effects
How the appeal of a message and its construction affect persuasiveness
Personality
Totality of thoughts, emotions, intentions,
tendencies, and behaviors
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
Trait Approach to Personality
Focuses on specific consumer traits as
motivators of various consumer behaviors
Value consciousness
Extent to which consumers tend to maximize what they receive
from a transaction as compared to what they give
Materialism
Extent to which material goods have importance in a consumer’s
life
Innovativeness
Degree to which an individual is open to new ideas and tends to be relatively early in adopting new products, services, or experiences
Need for cognition
Degree to which consumers enjoy engaging in effortful cognitive information processing
Competitiveness
Enduring tendency to strive to be better than others
Productivity orientation
Tendency for consumers to focus on being productive, making progress, and accomplishing more in less time
Brand Personality
Human characteristics that can be
associated with a brand
* Opportunities for companies to
differentiate their products
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
Psychographics
Ways consumer lifestyles
are measured
* Involve surveying consumers using AIO
statements
AIO statements:
Activity, interest, and opinion statements used in lifestyle studies
VALS
Divides consumers into groups based on
resources and consumer behavior motivations. Innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors
PRIZM
Stands for Potential Ratings Index by ZIP Market
* Combines demographic and behavioral
information that enables marketers to better
understand and target their customers
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
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
Self esteem
Positivity of self-concept that one holds
Body esteem
Positivity with which people
hold their body image
