Test 2 Flashcards
(146 cards)
1
Q
Personality
A
The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment.
2
Q
Personality Qualities (4)
A
- Unique to an individual
- Can be conceptualized as a combination of specific traits or characteristics
- Traits are relatively stable and interact with situations to influence behavior
- Specific behaviors can vary across time
3
Q
Psychoanalytic Approach
A
Id, Ego, Superego
4
Q
Motivational Research Era
A
Researchers utilized tools such as depth interviews and focus groups to improve their understanding of inner motives and needs.
5
Q
Trait
A
A distinguishable characteristic that describes one’s tendency to act in a relatively consistent manner.
6
Q
Important Traits Studied (5)
A
- Value Consciousness
- Materialism
- Innovativeness
- Complaint Proneness
- Competitiveness
7
Q
Five-Factor Model
A
- Extroversion
- Agreeableness
- Openness to Experience
- Stability
- Conscientiousness
8
Q
Hierarchical Approaches
A
Begin with the assumption that personality traits exist at varying levels of abstraction. Broken down into specific and broad traits.
9
Q
Specific Traits
A
tendencies to behave in very well-defined situations
10
Q
Broad traits
A
behaviors that are performed across many different situations
11
Q
Personology Approach
A
Combines information on traits, goals, and consumer lifestories to gain a better understanding of personality.
12
Q
Ways to Describe Consumer/Brand Relationships (6)
A
- Love and Passion
- Self-Connection
- Commitment
- Interdependence
- Intimacy
- Brand Partner Quality
13
Q
Lifestyles
A
- Refer to the ways consumers live and spend their time and money
- Useful in identifying viable market segments
14
Q
Demographics
A
Observable, statistical aspects of populations such as age, gender, or income.
15
Q
Psychographics
A
- Refers to the way consumer lifestyles are measured
- AIO statements: activities, interests, opinions
16
Q
Examples of Lifestyle Segments (5)
A
- Home-loving
- Idealistic
- Autonomous
- Hedonistic
- Conservative
17
Q
Baby Boomer Segment
A
- Born in US between 1945 and 1964
- Upbeat Enjoyers
- Insecure
- Threatened Activities
- Financial Positives
18
Q
VALS
A
- Values and Lifestyles
- Classifies consumers into eight segments based on: (1) resources available (2) primary motivations
19
Q
Self-Concept
A
Refers to the totality of thoughts and feelings that an individual has about him or her self
20
Q
6 Types of Self-Concepts
A
- Actual Self
- Ideal Self
- Social Self
- Ideal Social Self
- Possible Self
- Extended Self
21
Q
Self-Esteem
A
Refers to the positivity of an individual’s self-concept
22
Q
Self-Congruency Theory
A
Proposes that much of consumer behavior can be explained by the congruence (match) between a consumer’s self-concept and the image of typical users of a focal product.
23
Q
Attitudes
A
Relatively enduring overall evaluations of objects, products, services, issues, or people.
24
Q
ABC Approach to Attitudes
A
- Affect
- Behavior
- Cognition
25
Functions of Consumer Attitudes (4)
- Utilitarian
- Knowledge
- Value-expressive
- Ego-defensive
26
Utilitarian
Attitudes are used as a method to obtain rewards and to minimize punishment
27
Knowledge
Allows consumers to simplify their decision making processes
28
Value-expressive
Enables consumers to express their core values, self-concept, and beliefs to others
29
Ego-defensive
Works as defense mechanisms for consumers to avoid facts or to defend themselves from their own low self-concept
30
Behavioral Intentions Model (4)
- Belief that performing behavior will lead to consequence
- Evaluation of the consequence of performing the behavior
- Normative belief that a reference group or person believes consumer should perform behavior
- Motivation to comply with the beliefs of reference group or person
31
Factors that weaken attitude-behavior relationship (4)
- Time
- Specificity of attitude measured
- Environment
- Impulse situations
32
Theory of Planned Action
Expands on the behavioral intentions (Reasoned Action) by including a perceived control component
33
2 Misc. Attitude Components
- Attitude towards the ad
| - Attitude tracking
34
Persuasion
Refers to specific attempts to change attitudes
35
Persuasion Techniques (5)
- ATO approach
- Behavioral influence approach
- Elaboration Likelihood Model
- Balance Theory approach
- Social Judgement Theory approach
36
ATO (attitude-toward-object) Model (3)
1. Change beliefs
2. Add beliefs about new attributes
3. Change evaluations
37
Elaboration Likelihood Model (ELM)
Communication leads to attention and comprehension, which leads to a central or peripheral route
38
Central route of the ELM
1. High-Involvement Processing
2. Cognitive Responses
3. Belief and Attitude Change
4. Behavior Change
39
Peripheral Route of the ELM
1. Low-Involvement Processing
2. Belief Change
3. Behavior Change
4. Attitude Change
40
Balance Theory
Equal triangular balance between:
- Observer
- Person
- Object
41
Message Effects
The appeal of a message and its construction
42
Source Effects
Characteristics of the person or character delivering a message
43
Basic Communication Model
1. Source (encoding)
2. Message
3. Medium
4. Receiver (decoding)
- Then receiver sends feedback to source
- Noise throughout
44
Message Appeal
- Sex
- Humor
- Fear
45
Source effects
- Credibility
- Attractiveness
- Likeability
- Meaningfulness
46
Match-up hypothesis
A source feature is most effective when it is matched with relevant products
47
Culture
Commonly held societal beliefs that define what is socially gratifying
48
Hierarchy of Culture
1. National Culture
2. Ethnic Culture
3. Regional Culture
4. Generational Culture
5. University Culture
49
Cultural Norm
Rule that specifies the appropriate behavior in a given situation within a specific culture
50
Cultural Sanction
Penalty associated with performing a non-gratifying or culturally inconsistent behavior
51
Dimensions of cultural values (5) (CSVs)
- Individualism
- Masculinity
- Power Distance
- Uncertainty Avoidance
- Long-Term Orientation
52
Cultural Distance
Represents how disparate one nation is from another in terms of their cultural values (CSV)
53
Quartet of Institutions
- Church
- School
- Family
- Media
54
How is culture learned? (3)
- Socialization
- Enculturation
- Acculturation
55
Shaping
Consumers' behaviors slowly adapt to a culture through a series of rewards and sanctions
56
Modeling
A process of imitating others' behavior
57
Verbal Communication
The transfer of information through either the literal spoken or written word
58
Nonverbal Communication
Communication not involving the literal spoken or written word
59
Translational Equivalence
Exists when two phrases share the same precise meaning in two different cultures
60
Metric equivalence
The state in which consumers are shown to use numbers to represent quantities the same way across cultures
61
BRIC Markets
Brazil, Russia, India, and China
62
Chindia
Refers to the combined market and business potential of China and India
63
Glocalization
Represents the idea that marketing strategy may be global but the implementation of that strategy at the marketing tactics level should be local.
64
Reference Group
A group of individuals who has significant relevance for a consumer and who impacts the consumer’s evaluations, aspirations, and behavior.
65
Group Influence
Refers to the ways in which group members influence the attitudes, opinions, and behaviors of others within the group.
66
Traits of Group Members (4)
- Share common goals and interests
- Communicate with, and influence, one another
- Share a set of expectations, rules, and roles
- View themselves as members of a common social unit
67
Types of Groups (8)
- Primary
- Secondary
- Formal
- Informal
- Aspirational
- Dissociative
- Associative
- Brand Community
68
Peer Pressure
The extent to which group members feel pressure to behave in accordance with group expectations
69
Conformity
A result of group influence in which an individual yields to the attitudes and behavior of others.
70
Types of Social Power (5)
- Referent Power
- Legitimate Power
- Expert Power
- Reward Power
- Coercive Power
71
Referent Power
A consumer admires the qualities of a group and emulates their behavior as a way to identify with the group
72
Legitimate Power
Specific agreements are made regarding group membership and the punishment for nonconformity is understood
73
Expert Power
Groups possesses knowledge that members, or aspirant members, desire to gain
74
Reward Power
A group has the power to reward members for various behaviors
75
Coercive Power
A group has the power to sanction members for failing to follow expectations or rules
76
3 Types of Reference Group Influences
- Informational Influence
- Utilitarian Influence
- Value-Expressive Influence
77
Informational Influence
Consumers use the behaviors and attitudes of reference groups as information into making their own decisions.
78
Utilitarian Influence
Consumers conform to group expectations to receive a reward or avoid punishment.
79
Value-Expressive Influence
Consumers internalize a group’s values or join groups to express their own values and beliefs
80
Utilitarian Value
Group membership becomes a means to a valued end state
81
Hedonic Value
Value is an end in and of itself
82
Word-Of-Mouth (WOM)
Information about products, services, and experience that is transmitted from consumer to consumer
83
Buzz Marketing (3)
- Includes marketing efforts that focus on generating excitement that is spread from consumer to consumer
- A form of guerilla marketing
- A type of Viral Marketing
84
Guerilla Marketing
The marketing of a product using unconventional means
85
Viral Marketing
Uses online technologies to facilitate WOM by having consumers spread marketing messages through their online conversations
86
Stealth Marketing
A guerilla marketing tactic that is similar to buzz marketing, but consumers are not aware that they are being marketed to. Considered unethical.
87
Opinion Leaders
Consumers who have great influence on the behavior of others relating to product adoption and purchase.
88
Market Maven
A consumer who spreads information about all types of products and services.
89
Surrogate Consumer
Hired by another consumer to provide input into a purchase decision.
90
Diffusion Process
The way in which new products are adopted and spread throughout a marketplace
91
Adapter Categories (in order of the curve) (5)
- Consumer Innovators
- Early Adopters
- Early Majority
- Late Majority
- Laggards
92
Types of Families
- Nuclear
| - Extended
93
3 Emerging Trends in Family Structure
- Non-traditional household arrangements
- Blended families
- Single parent households
94
Household Purchase Roles (5)
- Influencer
- Gatekeeper
- User
- Decision Maker
- Purchaser
95
Kid Power
Children play a much larger role in influencing household purchases than ever before
96
Situational Influence Categories
- Time
- Place
- Conditions
97
Advertiming
Ad Buys that include a schedule that runs the advertisement primarily at times when customers will be most receptive to the message
98
Shopping
The set of value producing consumer activities that directly increase the likelihood that something will be purchased.
99
4 Types of Shopping
- Acquisitional
- Epistemic
- Experiential
- Impulsive
100
Personal Shopping Value (PSV)
the overall subjective worth of a shopping activity considering all associated costs and benefits
101
3 Types of Personal Shopping Value
- Utilitarian
| - Hedonic
102
2 Personality Traits
- Impulsivity
| - Consumer Self-Regulation
103
Impulsivity
represents how sensitive a consumer is to immediate rewards
104
Consumer Self-Regulation
a tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions.
105
Action-oriented
High capacity to self-regulate
106
State-oriented
low capacity to self-regulate
107
Atmospherics
the emotional nature of an environment or more precisely, the feelings created by the total aura of physical attributes that comprise the physical environment.
108
Servicescape
the physical environment in which consumer services are performed
109
Atmospheric elements
- Odors
- Music
- Color
- Social Settings
110
2 Strategy Factors of Atmospheric Elements
- Fit
| - Congruity
111
Fit
appropriateness of the elements for the given environment.
112
Congruity
consistency of the elements with one another.
113
Antecendent Conditions (3)
- Economic Resources
- Mood
- Security and fearfulness
114
Attitude-toward-the-object (ATO) model
attitude model that considers three key elements including beliefs consumers have about salient attributes, the strength of the belief that an object possesses the attribute, and evaluation of the particular attribute
115
Attitude Behavior Consistency
Extent to which a strong relationship exists between attitudes and actual behavior
116
Attribute
A product feature that delivers a desired consumer benefit
117
Primacy Effect
Occurs when the information placed early in a message has the most impact
118
Recency Effect
Occurs when the information placed late in a message has the most impact
119
Social Judgement Theory
Theory that proposes that consumers compare incoming information to their existing attitudes about a particular object or issue and that attitude change depends upon how consistent the information is with the initial attitude
120
Support Arguments
Thoughts that further support a message
121
Counter Arguments
Thoughts that contradict a message
122
Acculturation
Process by which consumers come to learn a culture other than their natural, native culture
123
Collectivism
Extent to which an individual's life is intertwined with a large cohesive group
124
Consumer Culture
Commonly held societal beliefs that define what is socially gratifying
125
Consumer Ethnocentrism
Belief among consumers that their ethnic group is superior to others and that the products that come from their native land are superior to other products
126
Core Societal Values (CSV)
Commonly agreed-upon consensus about the most preferably ways of living within a society
127
Enculturation
way people learn about their native culture
128
Ecological Factors
Physical characteristics that describe the physical environment and habitat of a particular place
129
Socialization
Learning through observation of and the active processing of information about lived, everyday experience
130
Aspirational Group
Group in which a consumer desires to become a member
131
Attention to Social Comparison Information (ATSCI)
Individual difference variable that assesses the extent to which consumers are concerned about how other people react to their behavior
132
Boomerang Kids
Young adults, between the ages of 18 and 34, who move back home with their parents after they graduate from college
133
Brand Community
Group of consumers who develop relationships based on shared interests or product usage
134
Consumer Socialization
The process through which young consumers develop attitudes and learn skills that help them function in the marketplace
135
Dissociative Group
Group to which a consumer does not want to belong
136
Houshold Decision Making
Process by which decisions are made in household unitys
137
Sandwich Generation
Consumers who must take care of both their own children and their aging parents
138
Social Power
Ability of an individual or group to alter the actions of others
139
Social Network
Consumers connecting with one another based on common interests, associations, or goals
140
Affective Quality
Retail positioning that emphasizes a unique environment, exciting decor, friendly employees, and, in general, the feelings experienced in a retail place
141
Crowding
Density of people and objects within a given space
142
Functional Quality
Retail positioning that emphasizes tangible things like a wide selection of goods, low prices, guarantees, and knowledgeable employees
143
Retail Personality
Way a retail store is defined in the mind of a shopper based on the combination of functional and affective qualities
144
Seasonality
Regularly occurring conditions that vary with the time of year
145
Impulsive Shopping
Spontaneous activities characterized by a diminished regard for consequences, spontaneity, and a desire for the immediate self-fulfillment
146
Unplanned Shopping
Shopping activity that shares some, but not all, characteristics of truly impulsive consumer behavior, being characterized by situational memory, a utilitarian orientation, and feelings of spontaneity.
