Short Answer Flashcards
What are 4 types of needs?
Biogenic, Psychogenic, Utilitarian, Hedonic
Biogenic
Air, water
Psychogenic
Status, Power
Utilitarian
Tangible products
Hedonic
Excitement, Fantasy
What are the 4 types of needs regarding buying behavior?
Achievement, Affiliation, Power, Uniqueness
Achievement and Affiliation
Achievement - Value personal accomplishments
Affiliation- need for relevant products to alleviate lonelyness
Power and Uniqueness
Control ones environment, Assert ones identity
What are the 5 elements in an Ad Strategy?
Message, Consumer Benefits, Executional Framework, Leverage Point, Driving Force
Message and Consumer Benefits
Message - attributes or product features to be depicted
Consumer Benefits - Positives of using product/services
Executional Framework and Leverage Point
Executional Framework - Style and Tone of Advertisement
Leverage Point - product features that activate the terminal value
Driving Force
Driving Force - End value of which the ad will focus on
What are Psychographics and what are they used for?
- Determine market segments
- Determine needs of market and reasons they choose products
What are the 4 Types of psychographic Analysis?
Lifestyle Profile, Product Specific Profile, General lifestyle segmentation, Product specific segmentation
Lifestyle and Product Profile
LifeStyle Profile- Distinguish between users and non-users
Product Profile - identify a target group
General lifestyle and product specific segmentation
General - places people into groups based on similar preferences
Product Specific - Tailors questions to a product category
Uses of Psychographic Segmentation
Define Target Market Create new view of market Position products Communicate product better Devise Strategy
The 4 Functional Theories of Attitudes
Utilitarian Function, Value-Expressive Function, Ego-Defensive Function, Knowledge Function
Utilitarian Function
Based on rewards and punishments
Value-Expressive Function
Consumers values or self concepts
Ego-Defensive Function
Protect ourselves from external threats or internal feelings
Knowledge Function
Need for order, structure and meaning
Hierarchies of Effects Meaning and the three possible outcomes?
Impact/Importance of attitude components depends on consumers motivation toward attitude object
- Standard Learning
- Low involvement
- Experential
Standard Learning
Cognition -> Affect - > Behavior =
Attitude based on cognitive information processing
Low-involvement
Cognition -> Behavior -> affect =
Attitude based on behavioral learning process
Experential
Affect -> Behavior -> cognition = Attitude based on Hedonic consumption
Attitude Trackings 3 Dimensions
1) Changes in Different Age groups
2) Scenarios about the Future
3) Identification of Change Agents
Changes in Different Age Groups
- Attitudes change as people age
- Cohort affects occur (people of certain generation share similar outlooks)
- Large groups of people are affected by cultural changes (terrorist attacks of 911)
Scenarios about the Future
- Tracked based on future plans, Confidence in Economy
- Measures can provide valuable data on future behavior and public policy
Identification of Change Agents
Social phenomena can change peoples attitudes towards consumption ex. inconvienent truth
Four Types of Learning Outcomes
Positive Reinforcement, Extinction, Punishment, Negative Reinforcement
Positive Reinforcement
[Pos.Beh-Cond.App]
learns to perform responses that produce positive outcomes
Extinction
[Pos.Beh-Cond.Rem]
Consumers learns that responses no longer produce positive outcome
Punishment
[Neg.Beh-Cond.App]
Consumer learns not to perfrom responses leading to punishment
Negative Reinforcement
[Neg.Beh-Cond.Rem]
Consumer learns to perform responses that allow him to avoid negative outcome
Five Levels of Memory System
Sensory Memory, Attention, Short Term Memory, Elaborative Rehearsal, Long-term Memory
