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Lesson 9 Videos Flashcards

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1
Q

Opinion:

A

a view or judgment formed about something, not necessarily based on fact or knowledge.

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2
Q

Opinion formation:

A

the first time we develop a belief, feeling, or attitude about something.

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3
Q

Classifying stimulus using the mental concepts and categories stored in memory:

A

The category to which a product is assigned will affect how the product is interpreted.

Products and advertisements can sometimes be miscategorized.

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4
Q

When consumers pay attention to advertising, they may experience:

A

Cognitive responses

Affective responses

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5
Q

Cognitive responses

A

thoughts evoked by the ad

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6
Q

Affective responses

A

feelings evoked by the ad

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7
Q

Different advertisements require different amounts of…

A

…processing.

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8
Q

Information-laden ads require ___ processing, while simple ads require ___ processing.

A

extensive, less

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9
Q

As consumers invest varying amounts of cognitive effort in comprehending information, they will have ___ interpretations of advertisements.

A

different

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10
Q

Classical Conditioning

A

The meaning, feelings, and liking associated with one object can be transferred to another object by simply pairing the two objects together.

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11
Q

The ___ ___ (US) evokes an ___ ___ (UR).

A

unconditioned stimulus, unconditioned response

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12
Q

The unconditioned response (UR) can be transferred to a ___ ___ through simple association.
Because this response arises from the conditioning, it is called the ___ ___.

A

conditioned stimulus (CS)

conditioned response (CR)

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13
Q

The power of association in shaping consumers’ opinions is invaluable to marketers for 2 main reasons:

A
  1. It frees companies from the constraints imposed by how well the product actually performs.
  2. Simple association works without requiring consumers to undertake extensive thinking during processing.
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14
Q

Information Processing in Opinion Formation

A

The Peripheral Process of Opinion Formation

The Influence of Biased Processing

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15
Q

“Mere Exposure” Effect

A

Psychology Phenomenon

The more a consumer looks at a brand, the more that the consumer sees the brand over and over–this eventually improves the consumer’s opinion about that brand.

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16
Q

Peripheral process:

A

leads to the formation of opinions without thinking about relevant information.

Often attitude toward an ad is an important determinant of advertising effectiveness in shaping opinions.

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17
Q

Peripheral cues:

A

stimuli devoid of product-relevant information.

A study was conducted with people who received one of 2 different ads:
a very attractive picture of a tropical beach at sunset or
an identical ad, except that the picture was replaced with one of ugly iguanas perceived as unattractive.

The attractive picture caused a more favorable product opinion than the unattractive picture, but only when thinking about the product’s merits was minimal.

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18
Q

Peripheral Pictures Become More Influential When Product-Relevant Thinking Declines During Ad Processing

A

The attractive picture caused subjects to develop more favorable product opinions than did the unattractive picture when thinking about product’s merits was minimal.

When thinking was more deliberate, opinions were unaffected by the pictures.

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19
Q

Other factors may bias or alter information processing and cause a change in…

A

…how the information is interpreted.

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20
Q

Expectations and mood states may __ information.

A

bias

Eg: When consumers ate an energy bar supposedly containing soy protein, they perceived it as tasteless and soggy.

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21
Q

Analysis Paralysis

A

Consumers freeze when they are given too much information or too many choices. They’re trying to analyze so much and breakdown the choices so much and process so much information that they don’t make any decision at all.

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22
Q

Any subsequent modification in an existing opinion represents…

A

…opinion change

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23
Q

Whenever consumers have opinions that may prevent them from buying a product, businesses may strive to…

A

…change consumers’ opinions.

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24
Q

The need to change consumers’ product opinions often arises for…

A

…mature products.

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25
Sometimes changing consumers’ opinions requires...
...improving or changing the product itself (updating its image, packaging or claims).
26
The differential threshold
The smallest change in stimulus intensity that will be noticed “Just noticeable difference (jnd)”. Achieving jnd depends on more than simply the absolute amount of change. Consumers will perceive a $1.00 discount as significant if it is on a $2.00 item, but not for a $100 item.
27
Weber’s law:
Perception of change depends on more than simply the absolute amount of change.
28
The other important factor here is that sometimes a company wants to change their product or prices without...
consumers noticing such changes. | In such cases, companies want to stay below the differential threshold (jnd).
29
Influencing opinions at the time they are formed is easier than...
...changing preexisting opinions, especially if they are confident opinions.
30
Consumers’ resistance to change varies from __ __ __ __ __ and depends on whether it is based on...
one opinion to the next ...direct or indirect experience.
31
Example of how making changes can improve the opinions of some but harm the opinions of others
(eg: politics, New Coke)
32
Changes in a products’ image may attract one segment but...
...alienate another.
33
Sacrifices are acceptable as long as the losses are...
...more than offset by the new customers gained.
34
How Businesses ShapeConsumers’ Opinions
``` A. Product name B. Product packaging C. Colors D. Price perceptions E. Free product samples F. Advertising G. Product endorsers H. Message framing I. Perceived Scarcity J. Purchase Restrictions K. Mood ```
35
The meaning derived from the name may...
...influence the opinion formed about the product. | When it conveys the wrong meaning, sales can suffer.
36
Research on composite branding shows...
...the brand name appearing first has the strongest influence on attributes associated with that name. Eg: ‘Godiva chocolate cake mix by Slim-Fast’ vs ‘Slim-Fast chocolate cake mix by Godiva’.
37
Descriptive names and labels have also been seen to influence...
...consumers’ opinions and behaviors. Eg: Cricket manure as fertilizer for gardeners did not sell when branded “CC-84” - but sold much better when changed to “Kriket Krap”.
38
Product packaging creates...
...expectations of the product and its quality as well as how much product is inside the package.
39
Larger packages lead consumers to believe that...
...more product is inside ~ plastic packages perceived as holding more than glass packages ~ taller & thinner perceived as containing more than shorter & wider packages.
40
Packages are effective at drawing attention, particularly when they have...
...an unusual shape or are taller and thinner as opposed to shorter and wider packaging. Eg: ‘Absolut’ Vodka, Diageo’s ‘Smirnoff Ice’ in aluminum cans, etc.
41
Stimulus generalization occurs when...
...for an existing stimulus-response relationship, the more similar a new stimulus is to an existing one, the more likely it will evoke the same response. Eg: designing ‘me-too’ packages to imitate leading competitor’s packaging to create favorable opinions among consumers.
42
Consumer opinions are often tied to product’s...
...color -which conveys meaning (Eg: Weinerschnitzel, iMac, bath soaps,etc).
43
Color granules in detergents and cold capsules serve as a...
...visual cue for products’ effectiveness.
44
Pastel colored vacuum cleaners are perceived to be...
...lighter in weight compared to dark colored tones.
45
Colors of foods may change expectations of...
...flavor and also change perceived flavor (eg: vanilla pudding that is colored chocolate).
46
Websites that use blue screens are seen as more ___ with ___ download times than those with yellow screens.
relaxing, faster
47
Colors’ ___ and ___ varies around the globe.
use and meaning
48
Nine-ending prices:
when the last digit of the price is the number 9, it signals a lower price or is mentally rounded down. Given a price of $9.99, it tends to be viewed as $9.00 instead of $10.00.
49
Reference pricing:
information about a price other than that actually charged for the product is provided. Eg: price tag may carry actual price and manufacturer recommended price or MSRP or price previously charged. Designed to encourage consumers to form a favorable opinion about the reasonableness of the price.
50
Free samples can be effective when...
...introducing a new product - as long as the product delivers! (eg: Coca Cola, AOL, Surf, Glad, etc).
51
Free samples encourage...
...trial and help foster positive opinions.
52
T/F | There is a danger in sampling being overdone by some firms.
T
53
Since giving free samples is not always feasible, many companies do the next best thing...
...let consumers take the product home for a limited time and try it out (eg: GM 24-hr Test Drive” program, Apple computers in 1984, etc).
54
T/F Free Samples Boost Trial Purchasing ‘Free Sample’-Induced Triers Tend to Be Better Repeaters
T | T
55
Informational advertising appeals attempt to...
...influence consumers’ beliefs about the advertised product.
56
Emotional advertising appeals try to...
...influence consumers’ feelings about the advertised product.
57
Utilitarian advertising appeals aim to...
...influence consumers’ opinions about the advertised product’s ability to perform its intended function.
58
Value-expressive advertising appeals attempt to...
...influence consumers’ opinions about the advertised product’s ability to communicate something about those who use the product.
59
The appropriateness of using a particular type of appeal depends on...
...what’s important to consumers as they form their product opinions.
60
Products can be valued for both their...
...utilitarian and value-expressive properties.
61
Search claims:
claims that can be validated before purchase by examining information readily available in the marketplace.
62
Experience claims:
claims that require product consumption for verification.
63
Credence claims:
claims whose verification is impossible or unlikely.
64
Objective claims focus on...
...factual information that is not subject to individual interpretations (eg: mpg, megapixels, etc.)
65
Subjective claims are ones that may evoke...
...different interpretations (eg: stylish, sleek, attractive, etc).
66
Objective claims are usually more ___ than subjective claims.
persuasive
67
Endorsers can help shape product opinions in several ways:
Association with brand may be reason enough to buy it. Endorsers may embody meanings that companies want attached to their brands. Endorsers may give testimonials and provide evidence of product’s attributes (make-up on a model). Endorser’s trustworthiness is critical in increasing the believability of the ad claim. Endorsers may serve as a peripheral cue.
68
Match-up hypothesis:
endorsers are more effective when perceived as appropriate for the product.
69
Gain-frame messages emphasize...
...what is attained by following a message’s recommendation.
70
Loss-frame messages emphasize...
...potential costs incurred by ignoring a message’s recommendation.
71
The loss-frame is usually more ___ as losses loom larger than gains (loss aversion).
effective
72
Framing can also shape opinions of the product’s affordability by...
...describing the product’s total cost as smaller costs over time.
73
Pennies-a-day strategy:
decomposes a product’s price into its cost on a daily basis (eg: magazine subscriptions, car payments, club memberships. etc.) Framing the cost in terms of another inexpensive product (eg: :”for less than the cost of a postage stamp, you can address a bowl of Kellog’s Corn Flakes.”).
74
Creating the perception of scarcity for a product can influence...
...consumer behavior.
75
Scarcity effect:
an object is viewed as more desirable as its perceived scarcity increases.
76
Consumers strongly believe that “valuable objects are often...
...scarce and that scarce objects are often valuable”.
77
Perceived Scarcity can be done by...
...communicating how little of the product is available or suggesting that demand exceeds supply.
78
Limiting how much consumers can buy may lead to an...
...increase in demand for the restricted item.
79
Purchase restrictions:
restriction is interpreted as a signal of the deal’s popularity and value, increasing its attractiveness
80
Consumers use the maximum number of units identified in the restriction as a...
...starting point and adjust downwards based on other considerations (a deal’s attractiveness, budget constraints, etc.) Supermarket Sales of Campbell Soup ~3 different signs were used while selling Campbell Soups: no limit per person, limit of 4/person, and limit of 12/person. Dramatic increases in sales as restrictions increased.
81
Happy consumers are more likely to interpret product information in a...
...mood congruent manner.
82
Good Moods:
Consumers in a positive mood state have a greater chance of forming more favorable product opinions.
83
Salespeople can use ___ in their sales pitches or companies can engage potential consumers in ___ ___ with direct mail promotions that create good feelings and “warm up” prospects.
humor, playful activities

Consumer Behavior (15 decks)

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