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IMC 301 Week 1+2
| Term | Definition |
|---|---|
| Consumption | select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires-- pre-purchase, purchase, post-purchase |
| Consumer | a person who identifies a need or desire, makes a purchase, and then disposes of the product |
| Consumer behavior | the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires |
| Brand loyalty | a bond between product and consumer that is very difficult for competitors to break, often change in one's life situation or self-concept will weaken bond |
| Consumerspace | an environment where individuals dictate to companies the ties of products they want and how, when and where they want to learn about them |
| Emic | a description of behavior in terms of meaningfulness to the actor (the person being observed/consumer), often more concrete, culturally specific, and apply primarily to a particular context |
| Etic | a description of a behavior in terms of meaningfulness to the observer, often more abstract and can work as general 'theories' over multiple contexts |
| Brand Equity | a brand has strong positive associations in a consumer's memory and commands loyalty (qualitative- tangible/numbers, subjective- intangible) |
| Database marketing | tracking specific consumer's buying habits and tailoring products and messages ex. stocking up in a storm |
| Relationship marketing | belief that success comes from building relationships between brands and customers |
| Role theory | consumer behavior resembles actions in a play, they act out different roles which affect their consumption habits |
| Concept of 'fit' | how a brand plays into the corresponding function, functional fit (Listerine 'pocket packs') vs conceptual/image fit (BMW and mountain bikes) |
| Learning | a relatively permanent change in behavior caused by experience Behavioral (Classical and Operant) vs. Cognitive |
| Culture jamming | a strategy to disrupt efforts by the corporate world to dominate our cultural landscape |
| Social marketing | use marketing techniques to encourage positive behaviors like increased literacy and to discourage negative behaviors like drunk driving |
| Green marketing | the philosophy to choose to protect or enhance the natural environment as they go about their business activities |
| Consumer addiction | physiological or psychological dependency on products or services |
| Compulsive consumption | repetitive shopping, often excessive, as an antidote to tension, anxiety, depression or boredom |
| Shrinkage | inventory and capital losses from shoplifting and employee theft |
| Anticonsumption | deliberate defacement or mutilation of products and services |
| Paradigm | a set of beliefs that guide our understanding of the world |
| sensory marketing | companies pay extra attention to the impact of sensations on our product experiences |
| trade dress | color combinations that are strongly associated with a corporation (Kodak- yellow, black and red) company may have exclusive rights for their use |
| Kinsei engineering | a philosophy that translates customers' feelings into design elements (cars as an extension of the drivers body) |
| Psychophysics | the science that focuses on how the physical environment is integrated into our personal subjective world |
| absolute threshold | the minimum amount of stimulation that can be detected on a given sensory channel |
| differential threshold | the ability of a sensory system to detect changes or differences between two stimuli |
| j.n.d | just noticeable difference between two stimuli |
| Weber's Law | The stronger the initial stimulus, the greater a change must be for us to notice it. K = (change in i)/(I) change in i- the minimal change in intensity required for a jnd I- the intensity of stimulus where change occurs-when change in i goes up, so does I |
| Behavioral learning (Classical) | a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own |
| Behavioral learning (Operant) | we learn to perform behaviors that produce positive outcomes and avoid those that yield negative results |
| Incidental learning | casual, unintentional acquisition of knowledge |
| Pioneering advantage | Advantage of being first in a product field |
| Unconditioned stimulus (UCS) | naturally capable of causing a response |
| Conditioned stimulus (CS) | Does not initially cause a response |
| Conditioned Response (CR) | response generated by repeated parked exposures to UCS and CS. Eventually, through learned association and repetition, the CS will cause the CR |
| Memory | the process of acquiring information and storing it over time so that it will be available when we need it: encoding, storage and retrieval |
| Encoding stage of memory | information entered in a recognizable way |
| Storage stage of memory | knowledge integrated into what is already there and warehoused |
| Retrieval stage | the person accesses the desired information |
| Primacy Effects | The first items in a list are better remembered than the middle items |
| Recency Effects | The last items in a list are better remembered than the middle items |
| Sensory Memory | very temporary storage of information we receive from our senses |
| Short-Term Memory | Limited period of time & limited capacity, working memory |
| Long-Term Memory | Can retain information for a long period of time, elaboration rehearsal is required: Process involves thinking about a stimulus and relating it to information already in memory |
| Episodic Memory | relate to events that are personally relevant, motivation to retain these memories is strong |
| Procedural Memory | a category of LTM that involves recall of specific events and experiences |
| Pictorial vs verbal cues | There is some evidence for superiority of visual memory over verbal memory, pictorial ads may enhance recall, but do not necessarily improve comprehension |
| Subliminal priming | occurs when the stimulus is below the level of the consumer's awareness |
| Supraliminal priming | occurs when the stimulus can be perceived, but is not the focal point of attention ex. goal priming (elderly walking example) or schema priming |
| Cognitive miser | attention helps reduce complexity of stimuli to select which are important based on size, color, position and novelty |
| Adaptation | the process that occurs when a sensation becomes so familiar that it no longer commands attention, based on intensity, duration, discrimination, exposure/frequency, relevance |
| schema | a set of beliefs within which we contextualize a particular stimulus |
| Priming | a psychological effect that occurs when a stimulus evokes a particular schema |
| Embeds | tiny figures they insert into magazine advertising via high-speed photography or airbrushing |
| Attention | the extent to which processing activity is devoted to a particular stimulus |
| Sensory overload | when consumers are exposed to far more information than they can process |
| rich media | using movement to get consumers' attention |
| perceptual selection | people attend to only a small portion of the stimuli to which they are exposed |
| Experience | the result of acquiring and processing stimulation over time |
| Perceptual filters | influence what we decide to process based on experience |
| Perceptual vigilance | customers are more likely to be aware of stimuli that relate to their current needs |
| Perceptual defense | people see what they want to see, avoid processing threatening stimuli |
| interpretation | the meanings we assign to sensory stimuli |
| Closure principle | people tend to perceive an incomplete picture as complete |
| Principle of similarity | consumers tend to group together objects that share similar physical characteristics |
| the figure-gournd principle | one part of a stimulus will dominate and other parts recede into the background |
| semiotics | the field of study that studies the correspondence between signs and symbols and their roles in how we assign meanings |
| object | the product that is the focus of the message |
| sign | the sensory image that represents the intended meanings of the object |
| interpretant | the meanings we derive from the sign (triangle) |
| index | a sign that connects to a product because they share some property |
| symbol | a sign that relates to a product by either conventional or agreed-on associations |
| hyperreality | the process of making real what is initially simulation or "hype" |
| reverse product placement | example of hyperreality- fictional items in a show become popular in the real world |
| perceptual map | a vivid way to paint a picture of where consumers locate products or brands in their minds |
| positioning strategy | uses elements of the marketing mix (product design, price, distribution, and marketing communications) to influence the consumer's interpretation of its meaning in the marketplace relative to competitors |
| extinction | the effects of prior conditioning diminish and finally disappear |
| stimulus generalization | the tendency of stimuli similar to a CS to evoke similar, conditioned responses |
| halo effect | people react to other, similar stimuli in the same way they respond to the original stimulus |
| masked branding | deliberately hiding a product's true origin |
| stimulus discrimination | when a UCS does not follow a stimulus similar to a CS, leads to weaker reactions and will disappear |
| brand equity | when a brand has a strong positive association in a consumer's memory and commands loyalty as a result |
| frequency marketing | rewarding regular purchasers with prizes that get better as they spend more ex. frequent flier miles |
| cognitive learning theory | stresses the importance of internal mental process, views people as problem solvers who actively use info from around them to master environments |
| observational learning | when people watch the actions of others and note the reinforcements |
| chunking | a configuration that is familiar to the person and that he or she can think about as a unit |
| elaborative rehearsal | allows information to move from short-term memory into long-term memory, thinking about meaning and relating it to other information already in memory |
| activation models of memory | depending on the nature of the task, different levels of processing occur that activate some aspects of memory rather than others. |
| associative network | contains bits of related information to incoming info, organized system of concepts that relate to brand, manufacturers, etc |
| spreading activation | activate a node and spread meaning across the network to recall concepts, such as competing brands and relevant attributes |
| script | a sequence of events an individual expects to occur |
| spacing effect | the tendency for us to recall printed material more effectively when the advertiser repeats the target periodically rather than in a row |
| decay | structural changes learning produces in the brain simply go away |
| interference | learning additional information, we displace earlier information |
| salience | prominence or level of activation in memory |
| unipolar emotions | those that are wholly positive or wholly negative |
| illusion of truth effect | telling people that a consumer claim is false can make them remember it as true (McDonalds and worms) |
Created by:
say230
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