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Marketing 450 Midterm
n/a
86
Marketing
Undergraduate 4
02/05/2012

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Term
consumer behavior
Definition
set of value seeking activities that take place as people go about addressing and realizing needs
Term
consumption process
Definition
need
want
exchange
cost/benefit
reaction
value
Term
consumption
Definition
process by which goods, services and ideas are used and transformed into value
Term
disciplines of consumer behavior
Definition
Economics Psychology
Marketing
Consumer Behavior
Anthropology Social Psychology
Term
interpretive research
Definition
seeks to explain the inner meaning and motivations associated with specific consumption experiences
Term
qualitative research tools
Definition
include case analyses, clinical interviews, focus group interviews, and other tools in which data is gathered in a relatively unstructured way.
in any format, the researcher must interpret the meaning of the data, therefor, the data is considered researcher dependant
Term
interpretive research orientations
Definition
phenomenology- study of consumption as a lived experience
ethnography- rooted in anthropology, involves analyzing the artifacts associated with consumption
Term
quantitative research
Definition
approach that adresses questions about consumer behavior using numerical measurements and analysis tools
Term
Internal influences (consumer psychology)
Definition
learning
perception
implicit memory
info processing
memory
categorization
attitudes
Term
internal influences (personality of consumer)
Definition
motivation
personal values
personality
lifestyles
emotional experiences
Term
external influences (social influences)
Definition
acculturation/enculturation
culture and cultural values
reference groups
social class
family influences
Term
external influences (situational)
Definition
atmospherics
time/timing
consitions
Term
cognition
Definition
the thinking or mental processes that go on as we process and store things that can become knowledge
Term
affect
Definition
refers to the feeling experienced during consumption activities or associated with specific objects
Term
value =
Definition
what you get + what you give
quality time
convenience money
emotions effort
prestige opportunity
experience emotions
nostalgia image
Term
value
Definition
a personal assessment of net worth obtained from an activity
Term
utilitarian needs
Definition
value derived from a product that helps the consumer with some task
Term
hedonic needs
Definition
value derived from the immediate gratification that comes from some activity
Term
market segmentation
Definition
separation of a market into groups based on different demand curves associated with each group
Term
customer lifetime value
Definition
npv(sales-costs) + npv(equity)
Term
learning
Definition
a change in behavior resulting from the interaction between a person and a stimulus
can be intentional or unintentional
Term
perception
Definition
a consumer's awareness and interpretation of reality
first step in learning process
Term
elements of perception
Definition
exposure
attention
comprehension
Term
perception process
Definition
sensing
organization
reaction
Term
organization reaction
Definition
assimilation
accommodation
contrast
Term
assimilation
Definition
state that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category
Term
accommodation
Definition
state that results when a stimulus shares some but not all of the characteristics that would lead it to fit nearly in an existing category and consumers must process exceptions to rules about the category
Term
contrast
Definition
state that results when a stimulus does not share enough in common with existing categories to allow categorization
Term
types of selective perception
Definition
selective exposure
selective attention
selective distortion
Term
selective exposure
Definition
process of screening out certain stimuli and purposely exposing oneself to other stimuli
Term
selective attention
Definition
process of paying attention to only certain stimuli
Term
selective distortion
Definition
process by which consumers interpret info in ways that are biased by their previously held beliefs
Term
subliminal advertising
Definition
doesn't work
Term
just noticeable difference JND
Definition
represents how much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same
Term
weber's law
Definition
the ability to detect differences between two levels of a stimulis is affected bu the original intensity of the stimulus
Term
JND marketing implications
Definition
price
quality
quantity
add-on purchases
Term
just meaningful difference JMD
Definition
represents the smallest amount of change in a stimulus that would influence consumer consumption and choice
Term
mere exposure effect
Definition
consumers will prefer an object to which they hace been exposed.
once exposed to an object, a consumer exhibits a preference for the familiar over something unfamiliar
Term
classical conditioning
Definition
a change in behavior that occurs simply through associating some stimulus with another stimulus that naturally causes a reaction (pavlov)
Term
instrumental conditioning
Definition
behavior is conditioned through reinforcement
Term
behaviorism approach to learning
Definition
theory of learning that focuses on changes in behavior due to association without great concern for the cognitive mechanics of the learning process
Term
cognitive (info processing) approach to learning
Definition
perspective that focuses on changes in thought and knowledge how these precipitate behavioral changes
Term
Bearnease
Definition
father of classical conditioning
freud's nephew
cigarets and women
Term
physical characteristics of the message
Definition
intensity
color
font
numbers
spacing
Term
message source factors
Definition
likeability
attractiveness
trustworthiness
expertise
Term
message receiver characteristics
Definition
intelligence/ability
proir knowledge
involvement
familiarity/habituation
expectations
physical limits
brain dominance
Term
environmental characteristics of a message
Definition
information intensity
framing
timing
Term
multiple store theory of memory
Definition
views the memory process as utalizing three different storage areas within the human brain
sensory
bench
long term
Term
sensory memory
Definition
unlimited capacity
very limited duration
iconic memory
echoic storage
Term
workbench (short-term) memory
Definition
limited capacity
limited duration
coding takes place here
Term
long-term memory
Definition
unlimited capacity
unlimited duration
semantic meaning
semantic/associative network
Term
associative network
Definition
a network of mental pathways linking knowledge within memory
Term
schema
Definition
a type of associative network that works as a cognitive representation of a phenomenon that provides meaning to that entity
Term
exemplar
Definition
a concept within a schema that is the single best representation of some category
Term
prototype
Definition
characteristics more associated with a concept
Term
two groups of behavior associated with motivation
Definition
homeostasis
self-improvement
Term
homeostasis
Definition
the body naturally reacts in a way so as to maintain a constant, normal, blood stream
Term
self-improvement
Definition
changing one's current state to a level that is more ideal
Term
maslow's hierarchy
Definition
self actualization- learning a foreign language for fun
esteem- describing one's life on myspace.com
belongingness and love- home and family
safety and security- gated apartment
physiological needs- dumpster dining

utilitarian to hedonic from bottom up
Term
consumer involvement
Definition
represents the degree of personal relevance a consumer finds in pursuing value from a given consumption act
Term
types of consumer involvement
Definition
product
shopping
situational
enduring
emotional
Term
product involvement
Definition
personal relevance of a particular product category
Term
shopping involvement
Definition
personal relevance of shopping activities
Term
situational involvement
Definition
temporary interest in some imminent purchase situation
Term
enduring involvement
Definition
ongoing interest in some product or opportunity
Term
emotional involvement
Definition
type of deep personal interest that evokes strongly felt feelings simply from the thoughts or behavior associated with some object or activity
Term
mood
Definition
a transient and general affective state
Term
mood congruent judgements
Definition
the value of a target is influenced in a consistant way by one's mood
Term
affect
Definition
represents the feelings a consumer has about a particular product or activity
Term
elements of emotional intelligence
Definition
self-control
emotional empathy
upbeat
productive
Term
nostalgia
Definition
positive feeling associated with a product that reminds one of his or her past emotions or experiences
Term
emotional intelligence
Definition
awareness of the emotions experienced in a situation and the ability to control reactions to these emotions
Term
emotional labor
Definition
workers have to overtly manage their own emotional displays as part of the requirements of the job
Term
emotional contagion
Definition
represents the extent to which an emotional display by one person influences the emotional state of a bystander
Term
psychoanalytic approach
Definition
Id- pleasure principle
superego- consumer conscience
Ego- reality principle
Term
psychographics
Definition
refers to the way consumer lifestyles are measured
AIO statements
-activities
-interests
-opinions
Term
personology approach
Definition
combines info on traits, goals, and consumer lifestories to gain a better understanding of personality
Term
brand personality dimensions
Definition
competence
excitement
ruggedness
sincerity
sophistication
Term
personality and brand relationships
Definition
love and passion
self-connection
commitment
interdependance
intimacy
brand partner quality
Term
five-factor model
Definition
multiple trait perspective that proposes that the human personality consists of 5 traits:
agreeableness
extroversion
openness to experience (creativity)
conscientiousness
and neuroticism (stability)
Term
prizm geodemographics
Definition
potential ratings index by ZIP market
based on premise that people with simular backgrounds and means tend to live close to one another and emulate each other's behaviors and lifestyles
66 segments
Term
self concept
Definition
refers to the totality of thoughts and feelings that an individual has about him or her self
Term
types of self concepts
Definition
actual self
ideal self
possible self
social self
extended self
ideal social self
Term
self congruency theory
Definition
proposes that much of consumer behavior can be explained by the congruence between a consumer's self-concept and the image of typical users of a focal product
Term
application of self congruency theory
Definition
used to segment markets into groups of customers who link high self-concept congruence with their product image
Term
traits studied
Definition
value conciousness
materialism
innovativeness
competitiveness
trait superstition
need for cognition
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