Test 1 Flashcards
Marketing
multitude of value-producing seller activities that facilitate exchanges between buyers and sellers
Market Orientation
organizational culture that embodies the importance of creating value for customers among all employees
Consumer Behavior
set of value-seeking activities that take place as people go about addressing realized needs
Consumption
process by which goods, services, or ideas are used and transformed into value
Costs
negative results of consuption
Benefits
positive results of consuption
Attributes
a product feature that delivers a desired consumer benefit
product
potentially valuable bundle of benefits
Quantitative
approach that addresses questions about consumer behavior using numerical measurement and analysis tools
Qualitative
gathering data in a relatively unstructured way, including case analysis, clinical interviews, and focus groups interviews
Relationship Marketing
activities based on the belief that the firm’s performance is enhanced through repeat business
Touchpoints
direct contacts between the firm and a customer
Value
a personal assessment of the net worth obtained from an activity
Wants
way a consumer goes about addressing a recognized need
Differentiated Marketing
serve multiple market segments each with a unique product offering
Undifferentiated Marketing
plan wherein the same basic product is offered to all customers
Niche Marketing
plan wherein a firm specializes in serving one market segment with particularly unique demand characteristics
Consumer
Person who uses the product or service
Customer
person who buys the product or service
Accommodation
state that results when a stimulus shares some but not all of the characteristics that would lead it to fit neatly in an existing category, and consumers must process exceptions to rules about the category
Assimilation
state that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category
Attention
purposeful allocation of information-processing capacity toward developing an understanding of some stimulus
Behavioral influence decision-making perspective
assumes many consumer decisions are actually learned responses to environmental influences
Behavioral Intentions model
model developed to improve the ATO model, focusing on behavioral intentions, subjective norms, and attitude toward a particular behavior
Behaviorist approach to learning
theory if learning that focuses on changes in behavior due to association, without great concern for the cognitive mechanics of the learning process
Classical conditioning
change in behavior that occurs simply through associating some stimulus that naturally causes some reaction; a type of unintentional learning
Comprehension
the way people cognitively assign meaning to things they encounter
Conditioned Response
response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus
Conditioned stimulus
object or event that does not cause the desired response naturally but that can be conditioned to do so by pairing with an unconditioned stimulus
Explicit Memory
memory that develops when a person is exposed to, attends, and tries to remember information
Implicit memory
memory for things that a person did not try to remember
Info processing perspective
learning perspective that focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes
Intentional learning
process by which consumers set out to specifically learn information devoted to a certain subject
Unintentional Learning
Learning that occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus
Involvement
the personal relevance toward, or interest in, a particular product
JMD
just meaningful difference; smallest amount of change in a stimulus that would influence consumer consumption and choice
JND
just noticeable difference; condition in which one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same
Mere Exposure effect
Simply being exposed to something leads to more positive feelings about it
Perception
customer’s awareness and interpretation of reality
Preattentive effects
learning that occurs without attention
Product placements
products that have been placed conspicuously in movies, television shows, music, or video games
Selective attention
process of paying attention to only certain stimuli
Selective Distortion
process by which consumers interpret information in ways that are biased by their previously held beliefs
Selective exposure
process of screening out certain stimuli and purposely exposing oneself to other stimuli
Subliminal persuasion
behavior change induced by subliminal processing
Subliminal processing
way that the human brain deals with very low-strength stimuli, so low that the person has no conscious awareness
Unconditioned Response
response that occurs naturally as a result of exposure to an unconditioned stimulus
Unconditioned Stimulus
stimulus with which a behavioral response is already associated
Weber’s Law
law that states that a consumer’s ability to detect differences between two levels of a stimulus decreases as the intensity of the initial stimulus increases
Associative Network
network of mental pathways linking to all knowledge within memory; sometimes referred to as a semantic network
Chunking
process of grouping stimuli by meaning so that multiple stimuli can become one memory unit
Cognitive Interference
notion that everything else that the consumer is exposed to while trying to remember something is also vying for processing capacity and thus interfering with memory and comprehension
Comprehension
the way people cognitively assign meaning to things they encounter
Declarative knowledge
cognitive components that represent facts
Dual Coding
coding that occurs when two different sensory traces are available to remember something
Echoic Storage
storage of auditory information in sensory memory
Iconic Storage
storage of visual information in sensory memory and the idea that things are stored with a one-to-one representation with reality
Elaboraation
extent to which a consumer continues processing a message even after an initial understanding is achieved
Retrieval
process by which information is transferred back into workbench memory for additional processing when needed
Encoding
process by which information is transferred from workbench memory to long term memory for permanent storage
Episodic Memory
memory for past events in one’s life
Exemplar
concept within a schema that is the single best representative of some category; schema for something that really exists
Prototype
schema that is the best representative of some category but that is not represented by an existing entity; conglomeration of the most associated characteristics of a category
Schema
cognitive representation of a phenomenon that provides meaning to the entity
Memory
psychological process by which knowledge is recorded
Priming
cognitive process in which context or environment activates concepts and frames thoughts and therefore both value and meaning
Paths
representations of the association between nodes in an associative network
Nodes
concepts found in an associative network
Factors affecting comprehension
- characteristics of the message
- characteristics of the message receiver
- characteristics of the environment
Autobiographical Memories
cognitive representation of meaningful events in one’s life
Consumer Affect
feelings a consumer has about a particular product or activity
Consumer Involvement
degree of personal relevance a consumer finds in pursuing value from a particular category of consumption
Types of consumer involvement
- product involvement
- shopping involvement
- situational involvement
- enduring involvement
- emotional involvement
Emotional effect on memory
relatively superior recall for information presented with mild affective content compared to similar information presented in an affectively neutral way
Emotional Expressiveness
extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences
Emotional Intelligence
awareness of the emotions experienced in a given situation and the ability to control reactions to these emotions
Emotions
a specific psychobiological reaction to a human appraisal
Types of motivation
utilitarian vs hedonic
Maslow’s Hierarchy
a theory of human motivation which describes consumers as addressing a finite set of prioritized needs
Mood
transient and general affective state
Mood-congruent judgments
evaluations in which the value of a target is influenced in a consistent way by one’s mood
Mood-congruent recall
consumers will remember information better when the mood they are currently in matches the mood they were in when originally exposed to the information
Motivations
inner reasons or driving forces behind human actions that drive consumers to address real needs
Schema-based affect
emotions that become stored as part of the meaning for a category
