Marketing Exam 2

drives motivate consumers to return to a preferred or desired state

• 1. Physiological
• 2. Emotional
• 3. Cognitive

learned manifestation of needs

-product-specific needs or need satisfiers

Secondary

innate or primary

desires that arise when a consumers actual state does not meet his or her desired state

affect+arousal

-focuses attention on emotional objects

a driving force that moves or incites consumers to act

-focuses attention on goal-relevant objects

movement toward a desired object

movement away from an undesired object

pursuing an activity for its own sake

pursuing an activity in order to receive a reward

the need to control other people, objects, and the environment to acquire desired things

the need for belongingness and friendship,or to be a member of an important group

the need to accomplish difficult tasks

involve desires by consumers to fulfill self-expressive (social) and/or aesthetic requirements

involve desires by consumers to solve basic problems

result from goals that people seek to achieve

• -Social
• -Career
• -Altruistic
• -Ego (Inflate self relative to others)
• -Understanding (learning and information)
• -Protection ( help person to feel better about himself/herself, relieve guilt)

explains that reactions occur when a person receives a strong stimulus that elicits an immediate positive or negative emotional state

A persons preferred amount of physiological activation or arousal

-varies from very high (panic) or very low (sleep)

psychological reactance is the motivational state resulting from the response to threats to behavioral freedom

involve external pressure from other people to induce a consumer to do something

barriers that restrict the ability to buy a particular product or service

a consumers perception of the overall negativity of a course of action based upon as assessment of the possible negative outcomes and of the likelihood that these outcomes will occur

• -negative outcomes of a decision
• -the probability these outcomes will occur

• -Financial
• -Performance
• -Physical
• -Social
• -Time
• -Opportunity Loss

• 1. Characteristics of the person- need for arousal
• 2. Nature of the task- Voluntary risks are perceived as less risky than involuntary tasks
• 3. Characteristics of the product- price
• 4. Salience of negative outcomes- Availability heuristic, and dread effect.

the processes through which people make determinations of the causality of action

when a consumer decides that an endorser recommended the product because they actually liked it

When a consumer decides that an endorser recommended the product because they were paid for endorsing it

If external pressures exist that could provoke someone to act in a particular way - so actions would be expected given the circumstances. Results in external attribution

• when a person moves against the forces of the environment to do something unexpected, the belief that the action represents the person's actual opinions, feelings, and desires is increased.
• Results in internal attribution.

One consistent finding is that people are biased to make internal attributions to others

seek to get consumers to perceive internal motives for making endorsements

seek to get consumers to perceive external reasons for a product or corporate problem. Seek internal attributions for socially responsible actions

find ways to avoid consumers attributing the cause of the purchase to the sale rather than to the excellence of the product

Explains how arousal from one source can be misattributed to another source.

• - Consumers strive for "consonance" between specific behavior and attitudes related to that behavior
• -Behavior-Attitude inconsistency creates dissonance, and unpleasant tension
• -Consumer seek to reduce dissonance by changing their attitudes to match their behaviors

• -Discrepancies or surprises and interruptions increase arousal and emotion
• -Discrepancies require immediate attention
• -Small discrepancies produce positive emotions
• -Large discrepancies produce negative emotions

the process of acquiring new information and knowledge about products and services for application to future behavior

enables past experiences and learning to influence current behaviors

occurs when a person makes associations between concepts

• -Classical conditioning
• -Operant conditioning
• -Vicarious learning

Comprehension and Memory Processes

Most Effective

• 1.Brand
• 2. Attractive Endorser

Less Effective

• 1.Attractive Endorser
• 2. Brand

An unconditioned stimuli previously encountered without pairing will not be effectively linked to a conditioned stimulus

the process in which the frequency of occurrence of a bit of behavior is modified by the consequences of the behavior

a previously neutral stimulus that acquires reinforcing properties through its association with a primary reinforcer - called chaining

any stimulus whose presence after a behavior decreases the likelihood of the behavior reoccurring

the disappearance of a response due to lack of reinforcement

those stimuli that occur in the presence of a reinforcer and do not occur in its absence

They indicate that a particular response will lead to a reward

occurs when an organism behaves differently depending on the presence of one of two stimuli.

occurs when an organism reacts similarly to two or more distinct stimuli.

the process of creating totally new operant behaviors by selectively reinforcing behaviors that successively approximate the desired instrumental response

the phenomenon where people observe the actions of others to develop "patterns of behavior"

requires relating new information to old information stored in memory

as comprehension increases, memory performance improves

the ay people perceive the shapes, forms, figures, and lines in their visual world.

how people draw upon their experience, memory, and expectations to attach meaning to a stimulus

the interpretation and expression of beauty

- critical in commercial design (logos, packaging, advertising)

• good figure- has order, stability, simplicity, and continuity.
• logos- characteristics of those liked the most and were most easily recognized (harmonious, natural)

aka golden ratio = 1.618

The point that cuts the line such that ratio of line A to line B is identical to the ratio of A to the entire line

Phi is an irrational number of 1.618 and a series of never ending digits

forgetting over time.

recently processed information is more accessible, or easy to retrieve

use it or lose it

forgetting as a result of shallow or superficial processing during encoding or retrieval

• -encoding- attention, comprehension, and transference of information from short to long term memory
• -retrieval- transference from long to short term memory

Absent mindedness results from being overloaded with information and not being able to focus on important stimuli. It is an attention problem, not a problem with shallow processing

retrieval failure due to interference from related information stored in memory

Closely related nodes, ideas, or pieces of information connected directly by a single association.

Distantly related nodes are connected by a chain or series of associations

Spreading activation; one node leads to tendency to think about nodes that are connected

Priming: activating a node will lead to inferences about other nodes

new associations increase the complexity of consumers associative networks

these new associations can compete with and block old associations

encoding specificity principle: context in which cognitive learning occurs becomes associated with the information learned

3 different types of memory confusion

• 1. Source confusion- remembering a fact and forgetting the source
• 2. Feelings of Familiarity- confusing feelings of familiarity with fame, confidence, liking, and truth. (Halo Effect)
• 3. False memories- the tendency to remember items or events that never happened

Mere exposure is not misattribution- it results from high levels of exposure to a stimulus, which causes increased liking.

misleading questions and suggestions can lead to memory distortions

ambiguous product experiences are open to multiple interpretations

prior beliefs can bias perception of current beliefs and experiences

current beliefs can bias memory for prior beliefs

not forgetting things we want to forget

The mental processes that occur without awareness or intention, but influence judgements, feelings, goals, and behaviors.

consumers base decisions on attitudes that come to mind automatically

often made with little or no conscious thought. Activated by feelings rather than by beliefs.

learning that occurs during everyday life without any intentions to learn

brief observations of another persons behavior that provide surprisingly accurate information about this persons personality, feelings, and goals

• more accurate when:
• observations are brief and focused on nonverbal information and consumers have a lot of practice

consumers are aware that they are searching for information stored in memory

searching for information without awareness or intention

consumers are subtly lead to think about a concept such as a brand name, attribute, or benefit

as familiarity for a brand increases....

• -a brand names seems more famous
• -liking for the brand increases
• -judgements about the brand are held with more confidence

Belief and comprehension are inseparable

Consumers initially believe everything in order to understand

Unbelieving is a separate process, requiring time and effort

Distraction can inhibit unbelieving as well as information overload, such as when multi-tasking

defined as the "totality of the individuals thoughts and feelings having reference to himself as and object.

defined as "the distinctive patterns of behavior, including thoughts, and emotions, that characterize each individuals adaptation to the situations of his or her life."

The goal is to identify personality variables that distinguish large groups of people from each other

The measurement of the life-styles of consumers

The self concept represents the "totality of the individuals thoughts and feelings having reference to himself as an object"

the numerous positions that consumers occupy in society

modes of interpersonal behavior

measure of adequacy

the relationship between a consumers self concept and his or her possessions

the second most common word consumers use to describe their feelings about possessions

derive emotional status by helping consumers resolve internal conflicts

the extent to which consumers use situational cues to guide their social behavior

routinely modify their behavior to match the exceptions of others

act primarily on the basis of their internal beliefs and attitudes

the process of creating desirable images of ourselves for others

praise, approval, sympathy, favors, liking

controlling clothes, grooming, verbal communications, and possessions

a set of strategic behaviors designed to gain benefits or favors from other people

comments that attempt to realign behavior with norms

refers to self serving tactics engaged in by one person to make himself or herself more attractive to another

• 1. Behavior must show consistency over time
• 2. Behavior should distinguish the person from others
• 3. Personality characteristics are not rigidly connected to specific types of behavior
• 4. Personality variables often moderate the effects of other variables on behavior

Personality results from the clash of 3 forces - the id, the ego, and the superego

• 1. The id represents physiological drives
• 2. The ego represents acts to curb the appetites of the id
• 3. The superego is the conscience or "voice within"

• 1. Pleasure principle: basis for functioning of id
• 2. Reality principle: basis for functioning of ego.
• 3. Death wish: elicited by death symbols.
• 4. Large impact on research methods
• - Depth interviews, focus groups

any characteristic in which one person differs from another in a relatively permanent and consistent way.

Behavioral Depositions result from a system of traits operating together

Traits organized into 4 levels based upon their level of abstraction- abstract to concrete

Most basic/abstract arising from genetics and early learning history

cross-situational predispositions arising from combinations of elemental traits and the cultural environment (competitiveness)

predispositions to act within a general situational context

highly concrete enduring dispositions to act within specific contexts

• - Healthy diet focus
• -Exercise focus
• -Customer orientation
• -Organizational Citizenship
• -Aggressive driving propensity
• -Distracted driving propensity
• -Bargaining proneness

• 1. Openness to experience
• 2. Conscientiousness
• 3. Extroversion
• 4. Agreeableness
• 5. Emotional Stability
• 6. Need for material resources
• 7. Need for arousal
• 8. Need for body resources

defined as a chronic, repetitive purchasing that becomes a primary response to negative feelings

as many as 5% of consumers are compulsive

how many people live, how they spend their money, and how they allocate their time.

traditionally life style and personality have been viewed as different

the set of human characteristics associated with a brand

• 1. Sincerity
• 2. Excitement
• 3. Competence
• 4. Sophistication
• 5. Ruggedness

based upon motivational and developmental psychological theories particularly Maslow's hierachy of needs theory

developed specifically to measure consumer buying patters

Goal is to identify specific relationships between consumers attitudes and purchase behavior.

Used by corporations to understand the basis for consumer lifestyles, which is useful for developing promotional strategy and even where to place retail stores.

• -Psychographic inventories often result in clever descriptions of a target market that can result in stereotypes
• -It can result in managers disparaging the target group
• -It can cause managers to view the target market as more homogeneous than it really is.

carried out automatically, with little conscious effort

limited information search and deliberation

requires deliberate and systematic effort

a continuum from automatic to systematic processing

a continuum from low to high personal relevance

• 1. Financial
• 2. Functional
• 3. Physical
• 4. Psychological
• 5. Social
• 6. Opportunity Cost
• 7. Information Risk (buying stock)

a natural inertia toward a brand based on familiarity and convience

intrinsic commitment to a brand based on specific benefits or values offered

a deliberated effort to collect information and carefully evaluate a variety of brands