Unit 7 Flashcards
Define need.
A state of deprivation or the absence of something useful.
Define motives.
The conditions that prompt the action necessary to satisfy a need (the action stimulated by marketing activities).
What is the hierarchy of needs?
The classification of consumers’ needs in an ascending order from lower-level needs to higher-level needs.
What are the five levels in the hierarchy of needs?
- Physiological Needs - Food, water, sex, and air (basic survival needs)
- Safety Needs - Security, protection, and comfort
- Social Needs - A sense of belonging, love from family and friends
- Esteem Needs - Recognition, achievement, and status; the need to excel
- Self-Actualization Needs - Fulfilment, realization of potential (sometimes achieves what they believe they can do)
What are the two principles associated with the hierarchy?
- When lower-level needs are satisfied, a person moves up to higher-level needs
- Satisfied needs do not motivate. Needs yet to be satisfied influence behaviour
Define personality.
Distinguishing psychological characteristics of a person that produce relatively consistent and enduring responses to the environment in which that person lives.
What influences personality?
Personality is influenced by self-perceptions that are influenced by physiological and psychological needs, family, culture, and reference groups.
What is the self-concept theory?
States that the self has four components: real self, self-image, looking-glass self, and ideal self.
Describe the real self.
An objective evaluation of yourself. You as you really are. Your perception of your real self is often distorted by the influence of the other selves.
Describe self-image.
This is how you see yourself. It may not be your real self, but rather a role that you play with yourself.
Describe looking-glass self.
How you think others see you. Your view of how others see you can be very different from how they actually see you.
Describe ideal self.
This is how you would like to be. It is what you aspire to be
Define attitudes.
An individual’s feelings, favourable or unfavourable, toward an idea or object (the product or service).
Define perception.
How individuals receive and interpret messages.
What is consumers’ selectivity based on?
It is based on their level of interests and needs.
What are the three levels of selectivity?
- Selective Exposure - Our eyes and minds notice only information that is of interest.
- Selective Perception - We screen out messages and information that conflict with previously learned attitudes and beliefs.
- Selective Retention - We remember only what we want to remember.
What are deficiency needs?
Deficiency needs (D-needs) - physiological, safety, social, esteem
What are growth/being needs?
Growth/being needs (B-needs):
People do not experience negative consequences if they do not reach self-actualization
Define reference group.
A group of people with a common interest that influences the members’ attitudes and behaviour.
What is double targeting?
Devising a single marketing strategy for both sexes.
Define social class.
The division of people into ordered groups on the basis of similar values, lifestyles, and social history.
Define culture.
Behaviour learned from external sources that influences the formation of value systems that hold strong sway over every individual. A set of values, ideas, and attitudes that are learned and shared among the members of a group.
Define subculture.
A subgroup of a culture that has a distinctive mode of behaviour.
Define and describe drive.
Drive: Condition that impels a person to act
- Ie. Identification of a need, problem, etc - can be seen as the problem recognition step
Define and describe cue.
Cue: Stimulus that tells you how to respond
- Ie. Promotional messages encourage you how to respond
Define and describe response.
Response: Reaction to the cue
- Select which product to consume to address the initial drive
Define and describe reinforcement.
Reinforcement: Evaluate the response (desired effect vs. learning dilemma)
- Evaluate whether the decision solved the problem or not
- If satisfaction occurs, a desired effect occurs
- Will cause you to make the same decision if the drive occurs again
- You would not look for different stimulus
- If satisfaction does not occur from the decision, a learning dilemma occurs
- The next time the same drive occurs, you would not purchase the same product from before
What is stimulus generalization?
Stimulus generalization occurs when a learned response to one cue is evoked by another similar cue. It occurs when two products are visually similar, causing feelings for one product to transfer to another that looks similar.
What is stimulus discrimination?
Stimulus discrimination is one’s ability to perceive differences among similar products or brands.
What is cognitive learning?
Cognitive learning is knowledge is acquired through one’s own information processing. Learners take in, interpret, store, and retrieve information to inform actions through own experiences and/or observations of others.
What informs attitudes?
Beliefs and values.
Define beliefs.
Assumptions we believe to be true based on past experience and available information.
Define values.
Principles, standards, or qualities that are held in high regard (eg. honestly, equality, loyalty, compassion).
What are three ways to change attitudes?
- Change beliefs about extent to which product has certain attributes
- Bring awareness to beneficial features
People may have misconceptions or incorrect beliefs
- Eg. Campaign that was focused on the Awareness of eggs and benefits of eggs - Change perceived importance of attributes
- Convince customers that an attribute is relevant
- Eg. People consider Pepsi to be a non-perishable item
- Pepsi started putting best-before dates on their product and created a marketing campaign centred around freshness to convince customers about the importance of freshness - Add new attributes
- Develop new and improved products
- Add new elements or features so that people will like the product better
- Eg. Apple increases its product line each year by introducing new products with new features
What are the different types of reference groups?
- Membership –> you belong to this group
- Aspiration –> you wish to be a part of this group
- Symbolic –> you would be incapable of belonging to this group
- Dissociative –> you distance yourself from this group
What is consumer socialization?
Process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers. Eg. Learning about budgeting, brand preferences, attainment of deals.
What is a family life cycle?
A family’s profession from formation to retirement.
What are the different stages of the life cycle?
- Bachelor (single)
- Newly married
- Full nest
- Empty nest
- Solitary survivor
Describe the bachelor stage.
- Personal appearance
- Basic furniture and kitchen appliances
- Impulsive purchases
Describe the newly married stage.
- Financial stability
- Durable goods (eg. fridges - products we do not expect to swap anytime soon), vacations, gifts (eg. luxury goods, products for S/O)
- Joint decision making
- Decline in impulsive buying
Describe the full nest stage.
- Numerous stages - depends on the ages of the children
- Home necessities (eg. cleaning supplies, groceries), child needs (eg. school supplies, clothing)
- Savings (education, retirement) - money left over
Describe the empty nest stage.
- Retirement
- Vacations, hobbies, medical needs
- Family support - older family members
- Either a time of financial stability or financial crisis
- Financial stability - increased spending
- Financial crisis - decreased spending
Describe the solitary survivor stage.
- Reduction in income
- Security, medical costs
- Downgrade property
