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Marketing
Quiz 2
| Question | Answer |
|---|---|
| Describes how one person varies from another in his or her distinctive patterns of behavior. | Individual Difference Variables |
| Personality | the distinctive patterns of behavior, including thoughts and emotions, that characterize each individual's adaptation to the situations of his or her life. |
| Self-Concept | totality of the individuals thoughts and feelings having reference to himself as an object. (strong need to act consistently with who and what they think they are) |
| market researchers attempt to measure the lifestyle of consumers. | Psychographic Analysis |
| An individual difference variable that interacts with the situation or the type of message communicated. | Moderating Variable |
| has had a major understanding of human makeup. (conscious, preconscious, and unconscious mind) | Psychoanalytical theory of personality |
| Id | represents the physiological drives that propel a person to action. (unconscious/instant gratification) |
| Pleasure Principle | id functions to move a person to obtain positive feelings and emotions. (instant gratification). |
| Ego | curbs the appetities of the id and help the person to function effectively in the world. |
| Superego | the conscience or voice within a person that echoes the morals and values of parents and society. (formed during middle childhood) |
| Symbols | unconscious wishes of people are expressed through? |
| Depth interviews | long, probing, one-on-one interviews undertaken to identify hidden reasons people purchase products and services. |
| Focus Groups | employ long sessions in which 5 to 10 consumers are encouraged to talk freely about their feelings and thoughts concerning a product or service. |
| Reliability | revealed when the scale is shown to be internally consistent and gives similar results when an individual is retested after a period of time. |
| Validity | occurs when the scale can be shown to measure the trait that it is designed to assess. |
| Surface Traits | enduring dispositions to act in context-specific domains. (ie bargaining proneness, compulsive buying and sports participation) |
| Situational Traits | dispositions to act within general situational contexts. |
| Elemental Traits | most basic underlying predispostions of individuals that arise from genetics and early learning history. |
| Compound Traits | predispositions that result from the effects of combination of elemental traits a person's learning history and the cultural environment. |
| Tolerance-for-ambiguity | predicts how a person will react to situations that have varying degress of ambiuity or inconsistenty. operates at the compound level. |
| Need for cognition | measures the extent to which consumers have intrinsic motivation to engage in problem solving activies. Operates at the elemental level. |
| Materialism | importance a consumer attaches to worldly posessions. |
| Separateness-Connectedness | extent to which people distinguish themselves from others and set a clear boundary between "me" and "not me". |
| Symbolic-interactionism | consumers as living in a symbolic environment; how people interpret these symbols determines the meanings derived. |
| Image-congruence hypothesis | theory that consumers select products and stores that correspons to their self-concept |
| Lifestyle | how one lives |
| psychographics | quantitative investigation of consumers' lifestyles, personality and demographic characteristics. |
| AIO statements | describe the lifestyles of consumers by identifying their activities, interests and opinions. |
| VALS lifestyle classification scheme | Most frequently used. |
| Consumer beliefs | result from cognitive learning. represent the knowledge and inferences that a consumer has about objects, their attributes and their benefits provided. |
| Objects | products, people, companies and things about which people hold beliefs and attitudes. |
| Attributes | features or characteristics of an object. |
| Benefits | positive outcomes that objects provide to the consumer. |
| Halo effect | occurs when consumers assume that, because a product is good or bad on one product characteristic, it is also good or bad on another product characteristic. |
| Attribute importance | a person's assessment of the significance of an attribute for a specific good or services. |
| Attitude | amount of affect or feelings for or against a stimulus. |
| Consumer Behavior | consist of all the actions taken by consumers related to acquiring, disposing, and using products and services. |
| Behavioral Intentions | as expectations to behave in a particular way with regard to the acquisition, disposition, and use of products and services. |
| Heirarchies of effects | identify the order in which beliefs, attitudes and behaviors occur. |
| Mere-exposure phenomenon | people's liking may increase because they see it over and over again. (coke a cola) |
| High-Involvement hierarchy | beliefs occur first, followed by affect, which is in turn followed by behavior. |
| Experiential Hierarchy | begins with a strong affective response, then behavior and then beliefs. (beliefs are built to justify and explain behavior) |
| Impulse purchase | strong positive feeling is followed by the buying act. If questioned about the purchase, the consumers would be able to voice a series of beliefs. |
| Behavioral Influence Hierarchy | strong situational or environmental forces propel a consumer to engage in an action without first having formed either feelings or affect about the object of the purchase. Directly influenced without beliefs or attitude intervening. (do-feel-learn) |
| Multiattribute models | how consumers combine their beliefs about product attributes to form attitudes about brand alternatives, corporations or other objects in high involvement circumstances. |
| attitude-toward-the-object model | identifies three major factors that are predictive of attitudes: salient beliefs, strength of belief, evaluation of good/bad of salient attributes. |
| Salient Beliefs | represent knowledge about the attributes of the object that are activated in memory when attention is focused on an object. |
| global-attitude measure | direct measurement of the overall affect and feelings held by a consumer regarding an object. |
| Theory of reasoned action | or behavioral intentions model, developed for the purpose of improving on the ability of the attitude-toward-the-object model to predict consumer behavior. |
| Subjective Norm | assesses what consumers believe other people think that they should do. |
| Persuasion | explicit attempt to influence beliefs, attitudes or behavior. |
| Elaboration likelihood model (ELM) | illustrates the decision-making path to belief, attitude, and behavior change. |
| Central route to persuasion | When high -involvement information processing occurs, the person is said to have.... |
| Peripheral route to persuasion | low-involvement information processing occurs |
| Cognitive Responses | favorable or unfavorable thoughts generated by consumers as a result of a communication. |
| Central Cues | refer to ideas and supporting data that bear directly on the quality of the arguments developed in the message. |
| Peripheral persuasion cues | factors as teh attractiveness and expertise of the source, the mere number of arguments presented and the positive or negative stimuli that form the context within which the message was presented. |
| truth effect | states that if something is repeated often enough, people who are in a low-involvement processing mode will begin to believe it. |
| need for cognition | the extent to which consumers chronically exhibit high versus low-involvement processing of information. |
| cognitive consistency | term applied to the human desire to maintain a logical and consisten set of interconnected attitudes. |
| Sentiment connections | are given a positive, negative, or neutral algebraic sign depending on whether the feeling toward p or x is positve, negative or neutral. |
| Unit relation | occurs when the observer perceives that the person and object are connected to each other. |
| Balance Theory | people have a preference to maintain a balanced state among the cognitive elements of p, o, and x. |
| attitude toward the ad | general like or dislike for particular advertisement stimulus during a particular advertisement exposure. |
| Behavorial influence techniques | developed that cause people to comply to requests by making use of strong norms of behavior. |
| Ingratiation | self-serving tactics engaged in by one person to make him or herself more attractive to another. |
| Foot in the door technique | operates through a self perception mechanism by complying to the first small request. |
| Door in the face technique | involves two request, the first being very large. so large no one would ever say yes. Then a second small request is made. Since it looks like you've given up something, the other person usually responds to second request. |
| Norm of reciprocity | if a person does something for you, you should do something in return for that person. |
| even-a-penny-will-help technique | based on the universal endency for people to want to make themselves look good. Most often used in charity context. |
| Benefit Segmentation | the division of the market into homogeneous groups of consumers based on a similarity of benefits sought in a product category. |
Created by:
momineiling
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