Midterm Ch.1-8 Flashcards
(46 cards)
Brands are used to?
convey image/personality
•…define our place in modern society
•…help us to form bonds with others who share similar preferences
What is the Objective of marketing?
Create awareness that needs exist…not to create needs
Compulsive Consumption
-repetitive consumption or “shopoholics”
Differential Threshold
-Ability of a sensory system to detect changes, or differences between 2 stimuli
JND–Just Noticeable Difference
- minimum difference between two stimuli
ex. campbell’s change labels discreetly over time so consumers always recognize their product
What is Weber’s Law?
-noted that for people to really perceive a difference, the stimuli must differ by a constant “proportion” not a constant “amount”.
Why is Webers law used?
- Reductions are not readily discernible to the public
* Product improvements are perceived by the public
What is Adaptation?
The degree to which consumers continue to notice a stimulus over time: •Intensity •Duration •Discrimination •Exposure •Relevance
What is Stimulus Selection?
We are more likely to notice stimuli that differ from others around them: •Size •Colour •Position •Novelty
What are the components of a Semiotic Relationships?
Object->Interpretant->Sign
Signs are related to objects in what 3 ways?
- Icon - Sign that resembles the product in some way ex. Ford Mustangs horse
- Index - Sign that is connected to a product
because they share some
property ex. Pine Tree = Fresh - Symbol - Sign that relates to a product by either conventional or agreed-upon associations ex. lion = fearlessness
What is Perceptual Positioning?
- Perceptual Map: map of where brands are perceived in consumers’ minds
- Used to determine company strengths and weaknesses in comparison of competitors
- Market position
- Future positioning
How do we learn? and what are the two types of conditioning
- Learning = responses to external events
* Classical conditioning and instrumental conditioning
What is Classical Conditioning?
a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
- Goal is to create brand equity
- Repetition (H&R Block)
What is instrumental (operant) conditioning?
the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.
What are some reinforcement schedules for instrumental conditioning?
- Fixed-interval (seasonal sales)
- Variable-interval (secret shoppers)
- Fixed-ratio (frequent flyer programs)
- Variable-ratio (slot machines)
- Frequency marketing
What are the stages of observational learning?
Attention -> Retention -> Production Processes -> Motivation -> observational learning
Whats the steps in the Memory Process?
External Inputs -> Encoding -> Storage -> Retrieval
Relationships between Memory System?
Sensory Memory -> Attention -> Short-term Memory -> Elaborative Rehearsal -> Long-Term Memory
What are the levels of knowledge? (nodes)
Individual nodes = meaning concepts
• Two (or more) connected nodes = proposition (complex meaning)
•Two or more propositions = schema
•We more readily encode info that is consistent with an existing schema
What are the 3 cues for purchase decisions?
- Familiarity - prior familiarity with item enhances recall – however, extreme familiarity can result in inferior learning
- Salience and Recall effect (mystery ads) - prominence or level of activation – so Novelty or contrast increases recall – Energizer Bunny that suddenly walks through a different commercial
- Visual memory versus verbal memory - Visual memory better recall but maybe not comprehension
Factors Influencing Forgetting
- Decay
- Interference
- Retroactive versus proactive
- Part-list cueing effect
What is Motivation and the process behind it?
Process that leads people to behave as they do
•Goal: Consumer’s desired end-state
•Drive: Degree of consumer arousal
•Want: Manifestation of consumer need
What is motivational strength?
Motivational strength: Degree of willingness to expend energy to reach a goal
