Test 2: Chap 4+5 Flashcards
What are the four characteristics that we need to consider of the cognitive system?
- Interpretation
- Activated Knowledge
- Limited Capacity
- Processing occurs automatically
Interpretation involves what?
Involves interactions between knowledge in memory and information in the environment
What does activated knowledge influence?
The attention and comprehension processes
Most of the comprehension process happens in which way ?
Automatically without much conscious awareness
What forms the core of the integration process?
- Attitudes
- Intentions
- Decision Making
What forms the core of the knowledge process?
- Meanings
2. Beliefs
What do we need to have interpretation?
Exposure –> No exposure = No interpretation
Is exposure a cognitive process
Exposure is not a cognitive process – Rather, a great deal of exposure occurs through a consumer’s own behavior that brings them in contact with their environment.
Although exposure is not a cognitive process – the cognitive process begins with exposure.
How is behavior and exposure reciprocal?
Behavior leads to exposure to environmental factors that might create a change to behavior as well as cognition and affect.
What are the two types of exposure?
- Intentional (Least common)
* High involvement if it occurs - Accidental (Most common)
NB: Most exposures are random and occur as consumers move through their environments and “accidentally” come into contact with marketing information.
When does selective exposure occur?
Consumers become more adept at avoiding exposure.
Consumers do not maintain accidental exposure to marketing information.
Because of the critical importance of exposure, what kind of strategies should marketers develop?
Strategies that enhance the probability that consumers will be exposed to their information and products.
NB: Goal for markers is to maximize accidental exposure
What are some of the strategies to enhance consumers exposure to information and products? (Name at least 3)
Facilitate intentional exposure
Maximize accidental exposure
Create appropriate level of exposure
Maintain exposure
Internet – latest addition to the marketers’ arsenal of accidental exposure
When does attention turn into comprehension?
Look up??
Name the two different levels of attention and define the differences between the two
- Preconcious
* Automatic process
* No conscious awareness
* More likely for concepts of low or moderate importance or involvement - Focal
* Controlled process
* More likely for concepts of high importance or involvement
What are some of the factors influencing attention?
- Affective states (emotional state)
- Involvement
- Environmental Prominence
How would you define involvement? (8)
The motivational state that guides the selection of stimuli for focal attention and comprehension.
NB: The most lasting form of involvement results from intrinsic self-relevance
What are some factors affecting environmental prominence?
- Vivid pictorial images
- Novel or unusual stimuli
- Clutter
What is meant by Intrinsic self-relevance?
Identify the product consequences and values consumers consider most important (form their past experiences).
The most lasting form of involvement results from intrinsic self-relevance.
Marketers must create product/strategies consistent with those self-interests.
What is meant by Situational self-relevance?
Best described as a temporary association between a product and important self-relevant consequences.
Generates higher levels of involvement and motivation to attend to marketing information.
What is Interpretation?
Processes by which consumers understand or make sense of their own behavior.
What are Inferences?
Interpretations that produce knowledge or beliefs that go beyond the information given
NB:
Play a large role in the construction of means-end chains.
Are influenced by consumers’ existing knowledge in memory.
Consumers use cues in making inferences.
Marketers may try to stimulate consumers to form inferences during comprehension.
What are some of the other factors influencing comprehension?
- Knowledge in memory
* Consumers’ knowledge in determined in terms of being an expert or a novice.
*Marketers need to understand existing knowledge structures of target audience to develop effective marketing strategies
- Involvement
* Has a major influence on consumers’ motivation to comprehend marketing information at the time of exposure. - Exposure Environment
* Can affect consumers’ opportunity to comprehend marketing information.
- Factors influencing consumer comprehension:
- Time pressure
- Consumers’ affective states
- Distractions
How are levels of knowledge formed?
Levels of knowledge are formed when:
- People acquire separate meaning concepts (accretion process).
- Combine them into larger, more abstract categories (tuning)
NB: Think of Nascar example
When are levels of knowledge formed?
Levels of knowledge are formed when:
No one level of knowledge captures all possible meanings of an object, an event or a behavior.
Each level of meaning is useful for certain purposes, but not all purposes.
What are the 4 levels of product knowledge?
- Product class
- Product form
- Brands
- Model/features
Define and list the levels going from more abstract to less abstract in terms of level of product knowledge. (Use example)
(Beer example)
- Product Class –> Beer
- Product form –> Imported, Light or Low Alcohol
- Brand –> Heineken, Coors Lite or Sharps
- Model/Features –> Dark, Kegs or 12-ounce cans
What is the broadest level of product knowledge?
Product Class is the broadest and most inclusive level of product knowledge.
How can consumers use product knowledge to make alternate choices?
Consumers might make a choice by:
- Alternative product classes (Flat screen or stereo system)
- Alternative product forms (4 K Curved Smart TV or LCD Flat Screen)
- Various brands (Samsung or Sony)
- Models (40” with speakers or 40” with surround sound)
What are the 3 types of Consumer Product Knowledge?
- Knowledge about the attributes or characteristics of products.
- The positive consequences or benefits of using products.
- The values the product helps consumers satisfy or achieve.
How do consumers think about product and brands?
Consumers often think about products and brands as bundles of attributes.
What do marketers need to know about product attributes?
Which product attributes are most important to consumers.
What those attributes mean to consumers.
How consumers use this knowledge in cognitive processes.
What are the 2 types of Product Attributes?
- Concrete attributes
* Tangible, Physical Characteristics
- (front-seat legroom in a car) - Abstract attributes
* Subjective, Intangible Characteristics
- (quality/warmth of a blanket)
What are the 2 types of product consequences?
- Functional consequences are tangible outcomes of using a product that consumers experience rather directly.
- Psychosocial consequences refer to the psychological and social outcomes of product use.
What is benefits regarding to products ?
Benefits - the desirable consequences consumers seek when buying and using products and brands.
- Car (Fast acceleration, Good mileage, etc.)
NB: Benefit Segmentation – the assertion that consumers purchase for product consequences rather than for the product alone
Toothpaste (appearance – whiter teeth/health – prevent tooth decay)
What is perceived risk ?
The undesirable consequences that consumers want to avoid when they buy and use products
What are 4 types of risks involved with purchasing a product?
- Physical
- Side effects of cold medicine - Financial
- Buy today, on sale next day - Functional
- Oil additive does not reduce engine wear - Psychosocial
- Confidence in clothing choice
What 2 things influence perceived risk?
- Degree of unpleasantness of the negative consequences.
- Likelihood that these negative consequences will occur.
- (most difficult for consumers to assess)
Are consumers likely to purchase products with a high perceived risk?
Consumers are unlikely to purchase products with high-degree of perceived risks:
- High Price
- Technological changes
What are values?
Values are people’s broad life goals.
NB: Satisfying a value usually elicits positive affect, whereas blocking a value produces negative affect.
What are the 3 types of values?
- Instrumental
* Preferred modes of conduct
* Ways of behaving that have positive value
- (Typically entertainment products/services have an appeal) - Terminal
* Preferred states of being/broad psychological states
- (Wisdom, Self-respect, Beauty, Inner Harmony (happy)) - Core
* Central to people’s self concept (knowledge about themselves)
* Form key elements in a self-schema
- Self-schema includes:
- ->Episodic memories - Important life events
- -> Knowledge of one’s own behavior/Beliefs - Body image
- -> Core Values
What helps us identify products in the future?
A means-ends chain must be formed to help us identify products in the future.
What does the “means end chain” do?
Links consumers’ knowledge about product attributes with their knowledge about consequences and values.
Emphasizes the individuality of the consumer
What are the 4 levels of a means-end chain? Exemplify with an example
- Attributes
- Functional consequences
- Psychosocial consequences
- Values
NB: Think about Gilette example
What are the 4 major points of a means-end chain?
- Actual means-end chains vary considerably in the meanings they contain.
- Not every means-end chain leads to a value
- Some of the means-end chains are incomplete, with missing levels of meanings
- Some products may have multiple means-end chains and these can be conflicting
How can you measure consumers means-end-chain?
Measured by one-on-one personal interviews.
Involves two steps:
- Researcher must identify/elicit the product attributes most important to each consumer.
- Laddering - interview process designed to reveal how the consumer links product attributes to more abstract consequences and values.
What is the “Zaltman Metaphor Elicitation Technique” (ZMET) ?
Elicits metaphors from consumers that reveal their deep meanings (both cognitive and affective) about a topic.
The ZMET interview involves the following steps:
- The pre-interview instruction
- Storytelling
- Expand the frame
- Sensory images
- Vignette
- Digital image
What are some of the marketing implications for a means-end chain?
Provide a deeper understanding of consumers’ product knowledge.
Identify the basic ends consumers seek when they buy and use certain products and brands; gives insight into consumers’ deeper purchase motivations.
Identify the consumer-product relationship.
What is involvement ?
“Involvement” refers to consumers’ perceptions of importance or personal relevance for an object, event, or activity.
NB:
- A motivational state that energizes and directs consumers’ cognitive and affective processes and behaviors as decisions are made.
- Felt involvement emphasizes that involvement is a psychological state that consumers experience only at certain times.
What are the focuses of means-end chain involvement?
Products and brands
Physical objects
People
Activities or behaviors
Events
What are the basis of involvement of the means-end chain?
A consumers’ level of involvement or self-relevance depends on two aspects of the means-end chains that are activated:
- Importance of self-relevance of the ends.
- Strength of connections between the product knowledge level and the self-knowledge leve
What two factors influence involvement?
Intrinsic self-relevance
- based on consumers’ means–end knowledge stored in memory.
NB:
- Acquired through past experience with a product.
- Brand switchers will have low intrinsic self-relevance
Situational self-relevance
- determined by aspects of the immediate physical/social environment.
NB:
- Activates important consequences and values, thus making products and brands seem self-relevant.
- Most easily manipulated by the marketer
- Information seekers will constantly seek the “best” brand
- Firms which donate a portion of their product’s revenue to support charitable causes are attempting to effect situational self-relevance.
