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mkt 402 > unit 1 > Flashcards

unit 1 Flashcards

1
Q

Consumer Decision Process

  1. Need recognition
  2. Information search
  3. Evaluation of alternatives
  4. Purchase
  5. Consumption
  6. Post-choice evaluation
A
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2
Q

A ___ can be a change in either the desired state or the actual state

A

need

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3
Q

An ____ information search is retrieval from memory

A

internal

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4
Q

____ information searches are marketer sources and non-marketer sources

A

external

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5
Q

Heuristic search

  • Ad-hoc
  • convenience-based
  • relies on rules of thumb
A
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6
Q

Systematic search

  • organized
  • comprehensive
    -effortful
A
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7
Q

Heuristic search

  • less risk
  • low level of involvement
  • less time
  • more knowledge
A
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8
Q

Systematic search

  • more risk
  • high level of involvement
  • more time
  • less knowledge
A
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9
Q

____ set: all possible options

A

universal

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10
Q

____ set: options one is aware of

A

awareness

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11
Q

____ set: options one can recall

A

evoked

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12
Q

____ set: options one will consider

A

consideration

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13
Q

____ is the frequency and volume of use, as well as the mode of use (proper use, alternate uses)

A

consumption

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14
Q

____ is when a product meets or exceeds expected performance

A

satisfaction

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15
Q

____ is when a product performs below expectation

A

dissatisfaction

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16
Q

Imagine that you have been asked to analyze why sales for a certain brand are down. Which of the research questions below would you tackle first?

a) Do people have a favorable attitude toward the brand?
b) Do people include the brand in their consideration set?
c) Do people see a need for the brand?
d) Are people able to recall the brand?

A

c.) Do people see a need for the brand?

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17
Q

____ memory is the initial recording of sensory information

A

sensory

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18
Q

____ memory:

  • unlimited capacity
  • takes exact record of everything one is exposed to
  • limited duration: perishable and lasts a short time
A

sensory

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19
Q

____-____ memory is where information is processed (working)

A

short-term

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20
Q

____-____ memory

  • duration: limited
  • capacity: limited, 7 +- 2 units of information
A

short-term

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21
Q

____-____ memory is where information is ultimately stored

A

long-term

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22
Q

____-____ memory:

  • duration: unlimited
  • capacity: unlimited
  • organization: very efficient
A

long-term

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23
Q

Consumers store concepts, feelings, and events in ____

A

nodes

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24
Q

Nodes are connected by _____ ____

A

associative links

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25
Q

Links in networks are created through ____ and ____

A

knowledge, experience

26
Q

____ ____ are drivers of brand equity

A

brand associations

27
Q

____ provides info about an item and allows for quicker processing

A

categorization

28
Q

An ____ is the single best representation of a category. Most easily recalled, used as standard to compare new and unknown products

A

exemplar

29
Q

Categorization influences:

  • influences - may be right or wrong
  • evaluation
  • consideration sets
A
30
Q

____-____-____ ____ drives brand equity. It influences:

  • perception
  • evaluation
  • retrieval
A

top-of-mind awareness

31
Q

Top-of-mind awareness depends on:

  • frequency of brand activation
  • recency of brand activation
  • spreading of activation from other nodes (strength and number of connections)
A
32
Q

Models of Learning

  • cognitive learning
  • classical conditioning
  • operant conditioning
  • modeling
A
33
Q

Cognitive learning has two types:

  1. repetition
  2. elaboration
A
34
Q

____ is repeated exposure to information

A

repetition

35
Q

____ is associating active information in short-term memory with other information from long-term memory

A

elaboration

36
Q

____ conditioning is repeated pairing of objects (brands) with affective stimuli, resulting in the transfer of affect from stimulus (US) to object (brand) CS

A

evaluative

37
Q

____ stimuli may be music, scenery, people (celebrities), animals, anything that elicits an affective response in consumers

A

affective

38
Q

____ reinforcement is when the customer engages in behavior, something good happens

A

positive

39
Q

____ reinforcement is when a consumer engages in behavior, something bad stops happening

A

negative

40
Q

____ is when a consumer engages in behavior and something bad happens

A

punishment

41
Q

____ is learning by observing the actions of others

A

modeling

42
Q

Factors that influence modeling

  • attractiveness of model
  • similarity of model to self
A
43
Q

We ____ when information is not encoded properly

A

forgetting

44
Q

We also forget when we can’t retrieve information from ____ ____ ____

A

long-term memory

45
Q

____ ____ refers to integrating different sources of information in remembering (actual information, accessible cues)

A

reconstructive memory

46
Q

Model of Consumer Motivation

  1. Discrepancy between actual & desired state
  2. Tension (felt discomfort)
  3. Drive (energy)
  4. Means to reduce discrepancy
A
47
Q

Needs and goals are stored in memory in ____ ____

A

associative networks

48
Q

The ____ ____ is an in-depth 1-on-1 interview technique that uncovers how consumers relate:

  • attributes to their consequences (benefits)
  • benefits to consumer values
  • “Why is that important to you?”
A

laddering technique

49
Q

Maslow’s Original Hierarchy of Needs

  1. Immediate physiological needs
  2. Safety
  3. Love (affection, belongingness)
  4. Esteem (respect)
  5. Self-actualization
A
50
Q

Maslow’s Revised Pyramid of Needs

  1. Immediate physiological needs
  2. Self-protection
  3. Affiliation
  4. Status/Esteem
  5. Mate Acquisition
  6. Mate Retention
  7. Parenting
A
51
Q

Recommendations for Need Recognition and Marketing

  • Get consumers to perceive a need
  • Position your product as a means to satisfy needs
  • Segment based on needs
A
52
Q

Triggers of Need Recognition

  • Inventory runs out
  • Family life cycle
  • Changing reference groups
  • Boredom, novelty seeking
A
53
Q

____ motivation is encouragement from an outside force

A

extrinsic

54
Q

____ motivation is the stimulation or drive stemming from within oneself

A

intrinsic

55
Q

When to use related rewards

  1. 2.
A
  1. People already like it (intrinsic) –> reward related to behavior
  2. People don’t already like it (no intrinsic) –> reward not related to behavior
56
Q

____ is the process by which the consumer comes into contact with the stimulus

A

exposure

57
Q

How can brands get exposure?

  1. Advertising
  2. In-store
  3. Freebies
  4. Non-traditional high-traffic locations
  5. Product placement
  6. Non-traditional strategies
A
58
Q

____:

  • media, timing, placement
  • targeted advertising, programmatic advertising
A

advertising

59
Q

____-____:

shelf space, POP displays, end caps

A

in-store

60
Q

____ is devoting cognitive resources to a stimulus

A

attention

61
Q

Properties of attention:

  • selective
  • capable of being divided
  • limited
A
62
Q
A

mkt 402 (1 decks)

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