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CBB Midterm > Midterm > Flashcards

Midterm Flashcards

1
Q

Consumption Communities

A
  • groups where members share views and product recs online

- Barbie, Robloux, Eagles, Harley

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2
Q

Consumer Behavior

A

-when people/groups select/purchase/use/dispose of products, services, ideas, or experiences to satisfy needs/desires

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3
Q

Consumption Process

A
  1. Prepurchase
  2. Purchase
  3. Postpurchase
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4
Q

Decision Making

A
  1. Need recognition
  2. Info search
  3. Evaluate alternatives
  4. Purchase decisions
  5. Post purchase evaluation
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5
Q

80/20 Rule

A

20% of users account for 80% sales

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6
Q

Relationship Marketing

A

stresses LT human side of buyer/seller interactions

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7
Q

Database Marketing

A

tracks consumer buying habits closely and crafts products/messages to people based on it

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8
Q

Role Theory

A

consumer behavior resembles actions in a play

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9
Q

Digital Native

A

young people who have grown up with computers and mobile technology

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10
Q

Paradigm

A

set of beliefs that guide our understanding of world

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11
Q

Positivism

A

relies on principles of scientific method and assumes single reality exists

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12
Q

Interpretivism

A

symbolic/subjective experience; meaning is in mind of person rather that out in objective world

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13
Q

Market Segmentation

A
  1. Demographics
  2. Geographics
  3. Psychographics
  4. Behavioral
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14
Q

Demographics

A

Age, gender, family, income, race, education

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15
Q

Geographics

A

Zip code, climate, rural v urban, geotargeting

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16
Q

Psychographics

A

values, attitudes, lifestyles, beliefs, opt/pest

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17
Q

Behavioral

A

benefits sought, purchase occasion, usage frequency

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18
Q

If you are not happy with product…

A
  1. Voice response (direct to company)
  2. Private response (boycott/bad review)
  3. TP Response (legal action)
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19
Q

Corrective Advertising

A

company releases messages that inform consumers of old messages that were misleading

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20
Q

Culture Jamming

A

strategies that attempt to disrupt or satirize messages from corporations

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21
Q

CSR

A

Org. makes positive impact on various stakeholders in community (consumers, employees, environment)

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22
Q

Transformative Consumer Research

A
  • Promotes research projects that include the goal of helping people or bringing about social change
  • Anti smoking ads in poor areas
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23
Q

Cause Marketing

A

aligns company or brand with a cause to generate business and societal benefits
-Dawn, patagonia, yoplait, toms

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24
Q

Real time bidding

A

Electronic trading system that sells as space on web pages people click on at the moment they visit them

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25
Q

Phising

A

Internet scams where people receive fraud emails to supply person info

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26
Q

Market Access

A

extent to which a consumer has the ability to find and purchase g/s

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27
Q

Food Desers

A

geographic area where residents are unable to obtain adequate food and other products to maintain healthy existence

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28
Q

Media Literacy

A

consumer’s ability to access, analyze, evaluate, and communicate information

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29
Q

Conscientious Consumerism

A
  • buying ethically produced products

- patagonia vs. kfc

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30
Q

Triple Bottom Line Orientation

A

Goal is to maximize financial, environmental, and social return

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31
Q

Green Marketing

A
  • promotion of environmentally friendly products

- patagonia

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32
Q

Greenwashing

A
  • when companies make false claims about how environmentally friendly their products are
  • VW/auto, seaworld
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33
Q

LOHAS

A

Lifesyles of health and sustainability

-group that worries about environment, wants products to be sustainably products, spends money to develop

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34
Q

Cyberterrorism

A

Disruptive attacks on computer systems by malicious agents

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35
Q

Pink Marketing

A
  • Alliance between breast cancer awareness and brands

- NFL, Evelyn Louder

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36
Q

Pink Washing

A
  • Skepticism of legitimacy of relationship

- KFC

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37
Q

Guerilla Marketing

A

max exposure for product

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38
Q

Trade Dress

A

color combinations that become strongly associated with corporation (ex: tiffany blue)

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39
Q

Audio Watermark

A
  • Producers weave distinctive sound into music that sticks to people’s minds
  • MCD, Lexus Red Ribbon
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40
Q

Endowment Effect

A

encouraging shoppers to touch a product encourages them to imagine they own it

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41
Q

Haptic

A

touch related sensations (iphone droplet/swoosh)

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42
Q

Kansei Engineering

A

translates customers feelings into design elements (bitmoji)

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43
Q

The Stages of Perception

A
  1. Exposure – sensation comes within range of sensory receptors
  2. Attention – assignment of processing activity to selected stimuli
  3. Interpretation – meanings are assigned to stimuli
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44
Q

Sensory Threshold

A

when stimulus is strong enough to make conscious impact on awareness

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45
Q

Absolute Threshold

A

minimum amount of stimulation that can be detected on a given sensory channel

46
Q

Differential Threshold

A

ability of sensory system to detect changes or difference around stimuli

47
Q

Just Noticeable Difference

A

minimum difference between two stimuli that can be detected by perceiver (Pepsi logo)

48
Q

Weber’s Law

A
  • principle that the stronger the initial stimulus, the greater its change must be for it to be notice
  • kohls 10-30% discounts
49
Q

ASMR

A
  • IKEA

- Kiley Jenner

50
Q

Schema

A
  • collection of beliefs and feelings

- whipped anti acid (shaving cream ex)

51
Q

Subliminal Perception

A

processing of stimuli presented below the level of the consumer’s awareness (lion king)

52
Q

Gestalt

A

the parts are greater than the whole

53
Q

Closure Principle

A

persons tendency to supply missing information to perceive holistic image

54
Q

Similarity Principle

A

consumers tend to group together object that share similar physical characteristics

55
Q

Semiotics

A

correspondence between signs and symbols and the meaning or meanings they convey

56
Q

Object

A
  • product that is the focus of message

- Marlboro cigarettes

57
Q

Sign

A
  • sensory imagery that represent the intended meanings of object
  • Marlboro cowboy
58
Q

Interpretant

A
  • meaning derives from sign or symbol

- rugged, tough

59
Q

Hedonic Consumption

A
  • Consumers interact with emotional aspects of products
  • Target/Magnolia
  • Jamaica/Couples resort
60
Q

Leaning

A

relatively permanent change in behavior caused by experience

61
Q

Incidental Learning

A

unintentional gain of knowledge (hollister, safelite)

62
Q

Classical Conditioning

A

stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but will cause a similar response over time because of its association with the first stimulus

63
Q

UCS, CS, CR

A

UCS - Powder
CS - Bell
CR - Drooling

64
Q

Extinction

A

learned connection between stimulus and response is eroded so that the response is no longer reinforced

65
Q

Halo Effect

A
  • people react to other similar stimuli in much the same way they respond to the original stimulus
  • drug store brand being packaged as name brand
66
Q

Instrumental Conditioning

A
  • occurs as the individual learns to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes
  • big bang theory ex
67
Q

Instrumental Conditioning Outcomes

A

Positive reinforcement, negative reinforcement, punishment

68
Q

Fixed Interval Reinforcement

A

Macys one day sale ex

69
Q

Variable Interval Reinforcement

A

Secret Shopper ex

70
Q

Fixed Ratio Reinforcement

A

Free Turkey at Acme

71
Q

Variable Ratio Reincorcement

A

Lottery

72
Q

Frequency Marketing

A

Reinforces purchases by giving them prizes with amounts purchases (kohls, dunkin)

73
Q

Endowed Progress Effect

A

people are more motivated to attain a goal when they are provided with the illusion of a head start even though the actual afford required to reach the goal goes not change (kohls cash)

74
Q

Cognitive Learning Thoery

A

views people as problem solvers who actively use information from the world around them to master environment

75
Q

Observational Learning

A

Consumers learn by watching others (attention, retain, process, motivated to perform)

76
Q

Parent Socializing Styles

A

Authoritarian (emotionally uninvolved), neglecting (detached from children), Indulgent (communicate)

77
Q

Memory Process

A
  1. Encoding (info enters memory)
  2. Storage Stage (processing and storing until needed)
  3. Retrieval (info recovered from LT memory)
78
Q

Narrative

A

product information in form of story (subaru)

79
Q

Spacing Effect

A

tendency to recall printed material to a greater extent when the advertiser repeats the target item periodically rather than presenting it over and over at the same time

80
Q

Nostalgia Ex

A

Peter Fonda Easy Rider Mercedes

81
Q

Brand Identity Prism

A

Physique, Relationship, Reflection, Personality, Culture, Self-Image

82
Q

Motivation

A

processes that drive us to behave as we do

83
Q

Utilitzarian

A

desire to achieve some functional or practical benefit (diet for diabetes)

84
Q

Hedonic

A

experiental need involving emotional responses (rolex for self esteem)

85
Q

Expectancy Theory

A

behavior is largely pulled by expectations of achieving desirable outcomes or positive incentives rather than pushed from within
-advil is better than tylenol

86
Q

Theory of Cognitive Dissonance

A

state of tension is created when beliefs or behaviors conflict with one another

87
Q

Approach Approach

A
  • Choosing between two desirable things

- taco vs burger

88
Q

Approach Avoidance

A
  • desiring a goal yet wishing to avoid

- diet vs ice cream

89
Q

Avoidance Avoidance

A
  • both alternatives undesirable

- buying car vs fixing car

90
Q

Affect

A

way a consumer feels about an attitude object

91
Q

PARD

A

Prospectors: innovate, grown, risk takes
Analyzers: maintain current biz, somewhat innvo
Defenders: attempts to protect market from new competitors
Reactors: react to threats and opportunities

92
Q

Sadvertising

A
  • Advertising that uses inspriational stories to generate an emotional response
  • Thailand sisters commercial
93
Q

Sentiment Analysis

A

process that scours the social media universe to collect and analyze the words people use when they describe a specific product or company

94
Q

Inertia

A

process where decisions are made out of habit because alternatives not considered
-always getting SB for coffee

95
Q

Cult Products

A

items that command fierce loyalty/devotion (apple)

96
Q

Message Involvement

A

properties of the medium and message content that influence a person’s degree of engagement with the message (print-high, tv-low)

97
Q

Situational Involvement

A

extent to which shopper is engaged with a store (amazon welcome back message)

98
Q

Collective Self

A

persons identify is largely derived from his or her group memberships

99
Q

Self Concept

A

beliefs a person holds about his or her own attributes and how he or she evaluates these qualities

100
Q

Self Esteem

A

positivity or a persons self concept (proactive commercial)

101
Q

Ideal Self

A

persons conception of how he or she would like to be

102
Q

Actual Self

A

persons realistic appraisal of his or her qualities

103
Q

Dramaturgical Perspective

A

view of consumer behavior that views people as actors who play different roles

104
Q

Torn Self

A

condition where immigrants struggle to reconcile their native identities with their new cultures (Jenna Bush on Today Show)

105
Q

Symbolic Interactionism

A

sociological approach stressing relationship with other people play a large part in forming the self

106
Q

Looking Glass Self

A

imagining the reaction of others towards oneself (rent the runway)

107
Q

Digital Self

A

elements of self expression that relate to a persons online identity (VR/AR)

108
Q

Four Levels of Extended Self

A
  1. Individual (jewelry, car, clothes)
  2. Family (home)
  3. Community (town)
  4. Group (subculture)
109
Q

Agentic Goals

A

self assertion and mastery often associated with traditional male gender roles

110
Q

Communal Goals

A

affiliation and the fostering of harmonious relations, often associated with traditional female gender roles

111
Q

Sex Typed Traits

A

characteristics that are stereotypically masculine or feminine (BIC Ellen)

112
Q

Androgyny

A

Possession of both masculine and feminine traits

CBB Midterm (1 decks)

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