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MKT 3350 > Test 3 > Flashcards

Test 3 Flashcards

1
Q

Situational Influence

A

Factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior.

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2
Q

Communications Situation

A

The situation in which consumers receive information (that has an impact on their behavior.) (Alone/Group? Good/bad mood? Hurried/calm?) Affects how well they’re listening.

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3
Q

Purchase Situation

A

The situation in which a purchase is made (can influence consumer behavior.)

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4
Q

Usage Situation

A

The influence in the situations where the product may be used or not. Research indicates that expanded usage situation strategies can produce major sales gains for established products.

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5
Q

Disposition Situation

A

“Consumers must frequently dispose of products or product packages after or before product use… Decisions made by consumers regarding the disposition situation can create significant social problems as well as opportunities for marketers.”

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6
Q

Physical Surroundings include:

A

decor, sounds, aromas, lighting, weather, and configurations of merchandise and other materials surrounding the stimulus object.

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7
Q

Store Atmosphere:

A

(Environment) The sum of all the physical features of a retail environment. Influences customers’ judgments of quality and the store’s image.

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8
Q

Atmospherics

A

The process managers use to manipulate the physical retail environment to create specific mood responses in shoppers. Online atmospherics are important and are getting increasing attention from marketers.

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9
Q

Servicescape

A

The atmosphere in relation to a service business such as a hospital, bank, or restaurant. (If you get a question about a restaurant, its atmosphere is a servicescape.)

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10
Q

Environmental Fragrancing

A

Developed around the use of ambient scents. This field is still being learned about even by professionals.

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11
Q

Social Surroundings

A

The other individuals present in the particular situation. (For questions like this, look for friends or family present in the situation.)

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12
Q

Embarrassment

A

A negative emotion influenced by both the product and the situation.

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13
Q

Temporal Perspectives

A

Situational characteristics that deal with the effect of time on consumer behavior.

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14
Q

Task Definition

A

The reason the consumption activity is occurring. The major task dichotomy used by marketers is between purchases for self-use versus gift giving.

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15
Q

Antecedent States

A

Features of the individual person that are not lasting characteristics, such as momentary moods or conditions.

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16
Q

Moods

A

Transient feeling states that are generally not tied to a specific event or object. Individuals use such terms as happy, cheerful, peaceful, sad, blue, and depressed to describe these.

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17
Q

Program Context Effects

A

Role of mood in communications situations.

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18
Q

Momentary Conditions

A

Whereas moods reflect states of mind, momentary conditions reflect temporary states of being. (Tired, ill, extra money/broke) Like moods, they must be temporary to be antecedent states.

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19
Q

Ritual Situations

A

A socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning. Ranges from private to public.

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20
Q

Purchase Involvement

A

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase. It is a temporary state of an individual or household. Influenced by interaction of the individual, product, and situational characteristics.

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21
Q

Product Involvement

A

The level of concern for, or interest in, the product.

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22
Q

Nominal (Habitual) Decision Making

A

Involves no decision per se. Happens with brand loyal purchases and repeat purchases.

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23
Q

Limited decision making

A

Involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation. Covers the middle ground between nominal decision making and extended decision making.

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24
Q

Extended decision making

A

Involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant postpurchase evaluation.

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25
Q

Problem Recognition

A

The result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.

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26
Q

Actual State

A

The way an individual perceives his or her feelings and situation to be at the present time.

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27
Q

Desired State

A

The way an individual wants to feel or be at the present time.

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28
Q

Active Problem

A

One the consumer is aware of or will become aware of in the normal course of events.

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29
Q

Inactive Problem

A

One of which the consumer is not aware. Consumer must be convinced that they have the problem.

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30
Q

Activity Analysis

A

Focuses on a particular activity, such as preparing dinner, maintaining the lawn, or swimming.

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31
Q

Product Analysis

A

Similar to Activity Analysis but examines the purchase or use of a particular product or brand. Customers may be asked about problems with using products to discover this.

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32
Q

Problem Analysis

A

Take the opposite approach to Activity and Product Analysis. Starts with the problem and asks respondents to indicate which activities, products, or brands are associated with (or perhaps could eliminate) those problems.

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33
Q

Human Factors Research

A

Attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect of these capabilities of lighting, temperature, and sound. Can sometimes identify functional problems that consumers are unaware of.

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34
Q

Emotion Research

A

Growing field of study. Commonly done with focus groups and personal interviews that examine the emotions associated with certain problems.

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35
Q

Generic Problem Recognition

A

Involves a discrepancy that a variety of brands within a product category can reduce.

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36
Q

Selective Problem Recognition

A

Involves a discrepancy that only one brand can solve.

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37
Q

Internal Search

A

Once a problem is recognized, relevant information from long-term memory is used to determine if a satisfactory solution is known, what the characteristics of potential solutions are, what are appropriate ways to compare solutions, and so forth.

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38
Q

External Search

A

Can involve independent sources, personal sources, marketer-based information, and product experience. Varies from nominal decision making, to limited decision making, to extended decision making.

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39
Q

Evaluative Criteria

A

(Type of information sought) The things you look for in a product or service that you perform an internal search to determine.

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40
Q

Appropriate Alternatives

A

(Type of information sought) Begins with an internal search. List categorized as an awareness set, with subsets called the Evoked, Inert, and Inept sets.

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41
Q

Awareness Set

A

The brands you think of in your initial internal search after problem recognition.

42
Q

Evoked (Consideration) Set

A

(Subset of the Awareness Set) Those brands or products one will evaluate for the solution of a particular consumer problem. (The GOOD one.)

43
Q

Inept Set

A

(Subset of Awareness Set) Those brands or products one finds unworthy of consideration. Actively disliked or avoided by the consumer.

44
Q

Inert Set

A

(Subset of Awareness Set) Those brands that consumers generally accept when preferred brands are not available. They will generally accept favorable information about brands in the inert set, although they do not seek out such information.

45
Q

Alternative Characteristics

A

(Type of information sought) Require consumer to gather information about each brand on each pertinent evaluative criterion, then compare the brands on said criterion.

46
Q

Sources of Information

A

Memory, Personal, Independent, Marketing, and Experiential

47
Q

Memory (As Source of Info)

A

Memory of past searches, personal experiences, and low-involvement learning.

48
Q

Personal Sources

A

Friends, family, others, etc.

49
Q

Independent Sources

A

Magazines, consumer groups, government agencies, etc.

50
Q

Marketing Sources

A

Sales personnel, Web sites, advertising, etc.

51
Q

Experiential Sources

A

Inspection, Product Trial, etc.

52
Q

Bots

A

Software robots that do the shopping/searching for users, and are therefore often referred to as shopping bots.

53
Q

Permission-based E-mail

A

The consumer “opts in” to receive e-mail. Consumers are highly receptive.

54
Q

Widgets in Advertising

A

Consumers can grab them and post them on blogs or social networking sites. Drives online WOM.

55
Q

Behavioral Targeting

A

Involves tracking consumer click patterns on a Web site and using that information to decide on banner ad placement.

56
Q

Search Engine Optimization (SEO)

A

Involves techniques designed to ensure that a company’s Web pages “are accessible to search engines and focused in ways that help improve the chances they will be found.”

57
Q

Market Characteristics

A

Number of alternatives, perceived range of prices, store distribution, and information availability.

58
Q

Number of Alternatives

A

(Market Characteristic) Number products, stores, and brands available to resolve a problem. Increases the external search.

59
Q

Perceived Range of Prices

A

(Market Characteristic) Range of prices among similar brands. Major factor in increasing external search.

60
Q

Store Distribution

A

(Market Characteristic) The number, location, and distances between retail stores in the market–affects the number of store visits a consumer will make before purchase. Increases external search.

61
Q

Information Availability

A

(Market Characteristic) Includes format. Major sources are advertising, point-of-purchase displays, Web sites, sales personnel, packages, other consumers, and independent sources. Increases external search.

62
Q

Product Characteristics

A

Differentiation, positive products, and negative products.

63
Q

Differentiation

A

(Product Characteristic) Feature and quality variation across brands. Associated with increased external search.

64
Q

Positive Products

A

(Product Characteristic) Those whose acquisition results in positive reinforcement. More likely to increase external search than Negative.

65
Q

Negative Products

A

(Product Characteristic) Those whose primary benefit is negative reinforcement (removal of an unpleasant condition). Less likely to increase external search than Positive.

66
Q

Consumer Characteristics

A

Confidence in one’s knowledge of existing solutions, experiences with brand, familiarity with the product, social status, household life cycle, shopping orientations, involvement in the product category, and Perceived Risk.

67
Q

Perceived Risk

A

(Consumer Characteristic) Associated with unsatisfactory product performance, either instrumental or symbolic. Higher perceived risk is associated with increased search and greater reliance on personal sources of information and personal experiences.

68
Q

Associations of Perceived Risk

A

Social Cost, Financial Cost, Time Cost, Effort Cost, and Physical (Health) Cost.

69
Q

Situation Characteristics

A

Temporal perspective, gift-giving situations, multiple-item purchase, physical/emotional energy, physical surroundings, social surroundings.

70
Q

Marketing Strategies based on Information Search Patterns

A

Maintenance, Disrupt, Capture, Intercept, Preference, and Acceptance.

71
Q

Maintenance Strategy

A

(Info Search Strategy) Nominal Decision Making Brand in Evoked Set. “Purchased habitually by the customer.”

72
Q

Disrupt Strategy

A

(Info Search Strategy) Nominal Decision Making. Brand not in Evoked Set. “Convince long-term customers that it’s better.”

73
Q

Capture Strategy

A

(Info Search Strategy) Limited Decision Making. Brand in Evoked Set. “Capture as large a share of the purchase as possible.”

74
Q

Intercept Strategy

A

(Info Search Strategy) Limited Decision Making. Brand not in Evoked Set. “Capture the attention of the local markets.”

75
Q

Preference Strategy

A

(Info Search Strategy) Extended Decision Making. Brand in Evoked Set. “Brand must be strong in position on the important attributes.”

76
Q

Acceptance Strategy

A

(Info Search Strategy) Extended Decision Making. Brand not in Evoked Set. “Similar to Preference, but the audience is not seeking out the brand.”

77
Q

Bounded Rationality

A

A limited capacity for processing information.

78
Q

Affective Choice

A

Holistic in nature. Based on immediate emotional response and how the user will feel when using the product. Associated more with Consummatory rather than Instrumental.

79
Q

Consummatory Motives

A

Underlie behaviors that are intrinsically rewarding to the individual involved.

80
Q

Instrumental Motives

A

Activate behaviors designed to achieve a second goal.

81
Q

Attribute-based Choice

A

Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.

82
Q

Attitude-based Choice

A

Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice.

83
Q

Evaluative Criteria

A

The various dimensions, features, or benefits a consumer looks for in response to a specific problem. Typically either benefits or costs to a consumer. Can be tangible or intangible.

84
Q

Measurement of Evaluative Criteria

A

Which evaluative criteria are used by the consumer, how the consumer perceives the various alternatives on each criterion, and the relative importance of each criterion.

85
Q

Determination of Which Evaluative Criteria Are Used

A

Projective Techniques and Perceptual Mapping

86
Q

Determination of Consumers’ Judgments of Brand Performance on Specific Evaluative Criteria

A

Rank Ordering Scales, Semantic Differential Scales, and Likert Scales. The Semantic Differential scale is the most widely used.None are effective with emotions, so SAM can also be used.

87
Q

Determination of the Relative Importance of Evaluative Criteria

A

Direct or Indirect methods. Constant Sum Scale is the most used direct method, and the most used indirect is conjoint analysis.

88
Q

Sensory Discrimination

A

The ability of an individual to distinguish between similar stimuli.

89
Q

Just Noticeable Difference

A

The minimum amount that one brand can differ from another with the difference still being noticed. Individuals typically do not notice relatively small differences between brands or changes in brand attributes.

90
Q

Conjoint Analysis

A

The consumer is presented with a set of products or product descriptions in which the evaluative criteria vary.

91
Q

Surrogate Indicator

A

An attribute used to stand for or indicate another attribute.

92
Q

Factors That Influence Perceived Importance of Evaluative Criteria

A

Usage Situation, Competitive Context, and Advertising Effects.

93
Q

Blind Test

A

A test in which the consumer does not know the product’s brand name.

94
Q

Non-compensatory Rules

A

A high level of one attribute cannot offset a low level of another. Rules are Conjunctive, Disjunctive, Elimination-by-Aspects, and Lexicographic.

95
Q

Conjunctive Decision Rule

A

Establishes minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards. “I’ll consider all brands (or I’ll buy the first) that are acceptable on the attributes I think are important.

96
Q

Disjunctive Decision Rule

A

(May not be on the test.) Establishes minimum level of performance for each important attribute (often a fairly high level). “I’ll consider all (or buy the first) brands that perform really well on any attribute I consider important.”

97
Q

Elimination-by-Aspects Decision Rule

A

(May not be on the test.) Requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cutoff point for each criterion. “I want to buy the brand that has a high level of an important attribute that other brands do not have.”

98
Q

Lexicographic Decision Rule

A

Requires the consumer to rank the criteria in order of importance. “I want to get the brand that does best on the attribute of most importance to me. If there is a tie, I’ll break it by choosing the one that does best on my second most important criterion.”

99
Q

Compensatory Decision Rule

A

(Weighted average.) The brand that rates highest on the sum of the consumer’s judgments of the relevant evaluative criteria will be chosen. (Same as the multi-attribute model from Chapter 11.) This is the most time consuming and taxing rule.

100
Q

Rules of Low-Involvement Decisions

A

Simple decision rules such as conjunctive, disjunctive, elimination-by-aspects, or lexicographic. Higher involvement typically means more complex decisions that use the compensatory rule.

101
Q

Metagoals

A

The general nature of the outcome being sought. The only one considered in many studies of consumer decision making is “maximizing the accuracy of the decision.” Others include minimizing the cognitive effort required for the decision, minimize the experience of negative emotion while making the decision, and maximize the ease with which a decision can be justified.

MKT 3350 (5 decks)

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