electure 2 Flashcards

internal influences (13 cards)

1
Q

list all the internal influences

A
  1. learning
  2. perception
  3. attitude
  4. motives
  5. emotions
  6. memory
  7. personality
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2
Q

perception

A

starts with consumer exposure and attention of mkg stimuli
, and ends with consumer interpretation
before residing into his memory
translated into response

sensory thresholds -> the limits of human perception, the point at which stimulus strong enough to be detected by senses

absolute threshold - min level stimuli needed to notice something

e.g. low volume radio playing in loud mall, may go unheard of, indicating that it is below the absolute threshold of hearing

jnd - min level of change between 2 stimulus that can be noticed

e.g. 10c inc in $2 soft drink may go unnoticed, but a $50 inc in $500 product more likely to be noticed
*marketers try to go below jnd

subliminal perception - stimulus is below conscious awareness, but can still influence perception

e.g. flash of an image/ word for milliseconds (below conscious awareness) can subtly shape perception

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3
Q

learning

A

change in the content or organisation
LTM / behaviour
result of info processing

schema: mental organisations

classical conditioning:
creating an association
Stimuli and Response
(brand name) (behaviour or feeling)
- dog learning to associate bell ringing with food
- mkg application: use a tagline/jingle/rhyme/pattern/symbol to help consumers associate them with brand
- e.g. kit kat - have a break, have a kit kat

operant conditioning:
creating an association
response and some outcome
(buying from brand) (satisfaction)
which serves as a purpose to reinforce response
- bird learning to repeat behaviour to get reward
- mkg application: food tasting, free samples
- e.g. free gifts with purchase

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4
Q

motivation

A

the drive state created by consumers
DRIVE IN
interest and needs

maslow’s hierarchy of needs
(bottom - up)
physiological needs (food, water)
safety (home, insurance, car)
love/ belonging (SNS)
esteem (luxury goods)
self actualisation (travel experiences)

self-determination theory
builds on maslow
focus on intrinsic motivation and psychological growth
rather than satisfying basic needs

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5
Q

memory

A

total accumulation
prior learning exp

multi-store concept that consists of sensory memory, short term memory, long term memory

sensory memory: PM LV
- personal factors can be part of intrinsic factors
- mainly from 5 senses, to form impression (function)
- Large capacity but brief recall
- visually appealing design trigger sensory memory

  • ONLINE ADS: text only banners> animated
  • PRINT ADS:
    extrinsic factors - design of features
    intrinsic factors - personal motivation to process info

STM
- function: to carry out tasks at hand (lang comprehension, reasoning, learning)
- derived from LTM and SM
- retain info for at least 18s, 3-5 chunks
- simplify advertising msg
- avoid information and options overload
- primary and recency effect

PE: likely to rmb the first thing they are exposed to
RE: likely to rmb the last thing we are exposed to

LTM
- massive capacity, mainly from facts learned and personal experiences
- retain info for a few days up to a lifetime
- advertising using repetition; memorable taglines/jingles
e.g. just do it, nike
BUT
note that repetition may cause campaign fatigue, consumers zapping out annoying ads

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6
Q

personality

A

unique set of characteristics of individual
influences way respond to his env
ABC
incl Attentive, Behavioural, Cognitive tendencies

5 factor model
OCEAN
openness to experiences - early adopters of cutting edge tech like tesla

conscientiousness - prefer buying from sustainable brands like tesla

Extraversion - socially active individuals participating in red bull’s extreme sports events

Agreeableness - choosing to buy from ben and jerry’s for their ethical stance and activism

Neuroticism - wellness brands and luxury skincare like lush aims to address this trait
(emotionally sensitive, prone to stress > choose comfort, reassurance, security)

Brand personality
RC SES
ruggedness (ROT)
- outdoorsy
- tough
e.g. timberland

Competence (CRIS)
- reliable
- intelligent
- successful
e.g. apple

Sophistication (SUC)
- upper class
- charming
e.g. chanel

Excitement (EDISU)
- daring
- imaginative
- spirited
- up to date
e.g. tiktok

Sincerity (DHWC)
- down to earth
- honest
- wholesome
- cheerful
e.g. dove

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7
Q

attitude

A

way ppl
FAT
feels, acts, think
toward some aspect
their environment

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8
Q

emotion

A

identifiable specific feeling

emotion arousal
- consumers tend to search for products
primary/ secondary benefit
emo arousal
- gratitude from benefits received
desired customer outcome
higher trust purchases

emotion reduction
- to reduce or prevent
unpleasant emotions
e.g. alcohol to reduce stress

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9
Q

self concept

A

define
- totality thoughts feelings
perceive himself as an object
- perception and feelings
towards himself
- composing attitude
one holds towards ownself

desc themselves in 3 dimmensions
RPS
- role identities
- personal qualities
- self evaluation

self concepts
IM EATING A PIG

Ideal self - self aspires to be

Extended self - defines oneself not only by physical self but also by
possessions, affiliations, experiences
(therefore consumers emo attachment brands show their personality)

Actual self - self created by
AH
actions, habits

Public self - view yourself based on other peoples public knowledge of u

impression management theory - present yourself in a way influences how others perceive u

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10
Q

lifestyle

A

the way someone lives
determined by
past experiences
innate characteristics
current situation

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11
Q

system 1 thinking

A

operates
automatically, quickly, intuitively
result in rapid judgement and decisions
minimal conscious effort
lead to
cognitive biases and errors
rely on system 1 exclusively

automatic info processing
mental processes occur
without awareness, intention
influences goals, behaviour, judgement, feelings

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12
Q

system 2 thinking

A

DAP
deliberate, analytical processing
CC
requires conscious effort and careful considerations
to
MEW
weigh options, evaluate information, make informed choices
based on
reasoned analysis
overriding system 1 if automatic responses if necessary

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13
Q

automatic system processing

A

result of system 1 thinking
mental process occur
without
AI
awareness, intention
but
influencing
goals, behaviour, judgement, feelings

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