Exam 2 Vocabulary Flashcards
(53 cards)
Attitude
an overall evaluation of how much we like or dislike
Attitudes can be based on… (2)
Cognitions (thoughts)
Affect (feelings)
Cognitive response
the thoughts we have when we see message
Cognitive responses can be classified as… (3)
- Counterarguments
- Support arguments
- Source derogations
Counterargument
“This product will never work.”
Support arguments
“This product sounds great!”
Source derogations
“This guy was paid to say this.” (mismatch between product and source.)
1-vs.2-sided marketing
REMEMBER: Only talk about your product
1 sided: only talk about good things
2 sided: presents both sides of argument (e.g., Listerine tastes bad but you know it works!)
Comparative marketing
Compare your product to another product and only give the positives of your product (paper towels, dating sites, Mac vs. PC)
Affective foundations of attitudes
Consumers use their feelings as a source of information and rely on those feelings to evaluate stimuli (such as the ads)
When do fear appeals work? (4)
- Must suggest immediate action that will reduce fear
- Moderate level of fear
- Depends on consumer’s motivation to process info (context)
- Source must be credible
Classical conditioning in marketing
Consumers conditioned to associate product with positive things – in the store, consumer will still feel positive stimulus from association
Consumer memory
Our own PERSONAL storehouse or prior knowledge about products, services consumption experiences, etc.
Sensory memory
Our ability to store sensory experiences temporarily as they are produced– stored in sensory form (“amazing” as it sounds, not as a synonym)
Short-term memory
Where we encode or interpret incoming information in light of existing knowledge. Limited, short-lived. Where most of our processing takes place.
Long-term memory
Info transferred from short-term to long-term memory for retrieval later. Where info is ultimately stored. Unlimited capacity and duration
Two types of long-term memory
- Semantic: knowledge @ world that is detached from specific episodes (shared knowledge)
- Autobiographical: knowledge @ ourselves and our past- personal and idiosyncratic
Nostalgia marketing
Makes you feel like semantic memories are autobiographical
Misremembering
brain looks for patterns and tries to make meaning wherever it can (sleep example)
Schemas
Set of associations linked to a concept
Associative network
Connects many schemas– consumers store concepts, feelings, events in “nodes” that are connected by varying strengths
How is memory enhanced through marketing? (3)
- Chunking (acronyms, telephone numbers)
- Rehearsal (jingles)
- Recirculation (repeat same basic msg.)
Stages of consumer decision making (4)
- Problem recognition
- Information search (internal or external)
- Evaluation of alternatives
- Product choice
Decision framing
How a task is defined or represented (menu engineering!)
