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P & B > Test 2: Chap 4+5 > Flashcards

Test 2: Chap 4+5 Flashcards

1
Q

What are the four characteristics that we need to consider of the cognitive system?

A
  1. Interpretation
  2. Activated Knowledge
  3. Limited Capacity
  4. Processing occurs automatically
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2
Q

Interpretation involves what?

A

Involves interactions between knowledge in memory and information in the environment

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3
Q

What does activated knowledge influence?

A

The attention and comprehension processes

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4
Q

Most of the comprehension process happens in which way ?

A

Automatically without much conscious awareness

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5
Q

What forms the core of the integration process?

A
  1. Attitudes
  2. Intentions
  3. Decision Making
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6
Q

What forms the core of the knowledge process?

A
  1. Meanings

2. Beliefs

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7
Q

What do we need to have interpretation?

A

Exposure –> No exposure = No interpretation

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8
Q

Is exposure a cognitive process

A

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.

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9
Q

How is behavior and exposure reciprocal?

A

Behavior leads to exposure to environmental factors that might create a change to behavior as well as cognition and affect.

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10
Q

What are the two types of exposure?

A
  1. Intentional (Least common)
    * High involvement if it occurs
  2. Accidental (Most common)

NB: Most exposures are random and occur as consumers move through their environments and “accidentally” come into contact with marketing information.

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11
Q

When does selective exposure occur?

A

Consumers become more adept at avoiding exposure.

Consumers do not maintain accidental exposure to marketing information.

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12
Q

Because of the critical importance of exposure, what kind of strategies should marketers develop?

A

Strategies that enhance the probability that consumers will be exposed to their information and products.

NB: Goal for markers is to maximize accidental exposure

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13
Q

What are some of the strategies to enhance consumers exposure to information and products? (Name at least 3)

A

Facilitate intentional exposure

Maximize accidental exposure

Create appropriate level of exposure

Maintain exposure

Internet – latest addition to the marketers’ arsenal of accidental exposure

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14
Q

When does attention turn into comprehension?

A

Look up??

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15
Q

Name the two different levels of attention and define the differences between the two

A
  1. Preconcious
    * Automatic process
    * No conscious awareness
    * More likely for concepts of low or moderate importance or involvement
  2. Focal
    * Controlled process
    * More likely for concepts of high importance or involvement
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16
Q

What are some of the factors influencing attention?

A
  1. Affective states (emotional state)
  2. Involvement
  3. Environmental Prominence
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17
Q

How would you define involvement? (8)

A

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

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18
Q

What are some factors affecting environmental prominence?

A
  1. Vivid pictorial images
  2. Novel or unusual stimuli
  3. Clutter
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19
Q

What is meant by Intrinsic self-relevance?

A

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.

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20
Q

What is meant by Situational self-relevance?

A

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.

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21
Q

What is Interpretation?

A

Processes by which consumers understand or make sense of their own behavior.

22
Q

What are Inferences?

A

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.

23
Q

What are some of the other factors influencing comprehension?

A
  1. 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

  1. Involvement
    * Has a major influence on consumers’ motivation to comprehend marketing information at the time of exposure.
  2. Exposure Environment
    * Can affect consumers’ opportunity to comprehend marketing information.
  • Factors influencing consumer comprehension:
  • Time pressure
  • Consumers’ affective states
  • Distractions
24
Q

How are levels of knowledge formed?

A

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

25
Q

When are levels of knowledge formed?

A

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.

26
Q

What are the 4 levels of product knowledge?

A
  1. Product class
  2. Product form
  3. Brands
  4. Model/features
27
Q

Define and list the levels going from more abstract to less abstract in terms of level of product knowledge. (Use example)

A

(Beer example)

  1. Product Class –> Beer
  2. Product form –> Imported, Light or Low Alcohol
  3. Brand –> Heineken, Coors Lite or Sharps
  4. Model/Features –> Dark, Kegs or 12-ounce cans
28
Q

What is the broadest level of product knowledge?

A

Product Class is the broadest and most inclusive level of product knowledge.

29
Q

How can consumers use product knowledge to make alternate choices?

A

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)
30
Q

What are the 3 types of Consumer Product Knowledge?

A
  1. Knowledge about the attributes or characteristics of products.
  2. The positive consequences or benefits of using products.
  3. The values the product helps consumers satisfy or achieve.
31
Q

How do consumers think about product and brands?

A

Consumers often think about products and brands as bundles of attributes.

32
Q

What do marketers need to know about product attributes?

A

Which product attributes are most important to consumers.

What those attributes mean to consumers.

How consumers use this knowledge in cognitive processes.

33
Q

What are the 2 types of Product Attributes?

A
  1. Concrete attributes
    * Tangible, Physical Characteristics
    - (front-seat legroom in a car)
  2. Abstract attributes
    * Subjective, Intangible Characteristics
    - (quality/warmth of a blanket)
34
Q

What are the 2 types of product consequences?

A
  1. Functional consequences are tangible outcomes of using a product that consumers experience rather directly.
  2. Psychosocial consequences refer to the psychological and social outcomes of product use.
35
Q

What is benefits regarding to products ?

A

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)

36
Q

What is perceived risk ?

A

The undesirable consequences that consumers want to avoid when they buy and use products

37
Q

What are 4 types of risks involved with purchasing a product?

A
  1. Physical
    - Side effects of cold medicine
  2. Financial
    - Buy today, on sale next day
  3. Functional
    - Oil additive does not reduce engine wear
  4. Psychosocial
    - Confidence in clothing choice
38
Q

What 2 things influence perceived risk?

A
  1. Degree of unpleasantness of the negative consequences.
  2. Likelihood that these negative consequences will occur.
    - (most difficult for consumers to assess)
39
Q

Are consumers likely to purchase products with a high perceived risk?

A

Consumers are unlikely to purchase products with high-degree of perceived risks:

  • High Price
  • Technological changes
40
Q

What are values?

A

Values are people’s broad life goals.

NB: Satisfying a value usually elicits positive affect, whereas blocking a value produces negative affect.

41
Q

What are the 3 types of values?

A
  1. Instrumental
    * Preferred modes of conduct
    * Ways of behaving that have positive value
    - (Typically entertainment products/services have an appeal)
  2. Terminal
    * Preferred states of being/broad psychological states
    - (Wisdom, Self-respect, Beauty, Inner Harmony (happy))
  3. 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
42
Q

What helps us identify products in the future?

A

A means-ends chain must be formed to help us identify products in the future.

43
Q

What does the “means end chain” do?

A

Links consumers’ knowledge about product attributes with their knowledge about consequences and values.

Emphasizes the individuality of the consumer

44
Q

What are the 4 levels of a means-end chain? Exemplify with an example

A
  1. Attributes
  2. Functional consequences
  3. Psychosocial consequences
  4. Values

NB: Think about Gilette example

45
Q

What are the 4 major points of a means-end chain?

A
  1. Actual means-end chains vary considerably in the meanings they contain.
  2. Not every means-end chain leads to a value
  3. Some of the means-end chains are incomplete, with missing levels of meanings
  4. Some products may have multiple means-end chains and these can be conflicting
46
Q

How can you measure consumers means-end-chain?

A

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.
47
Q

What is the “Zaltman Metaphor Elicitation Technique” (ZMET) ?

A

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
48
Q

What are some of the marketing implications for a means-end chain?

A

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.

49
Q

What is involvement ?

A

“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.
50
Q

What are the focuses of means-end chain involvement?

A

Products and brands

Physical objects

People

Activities or behaviors

Events

51
Q

What are the basis of involvement of the means-end chain?

A

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
52
Q

What two factors influence involvement?

A

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.

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