43 Cards in this Set
| Front | Back |
|---|---|
|
Pre-purchase
|
Consumer
-How to decide
-Best source
Marketing
-How people infer value
|
|
Post Purchase
|
Consumer
-Happiness
-Easy to get rid of
Marketer
-Satisfied
-Buy again
-tell friends
-Research
|
|
Purchase
|
Consumer
-Positive or negative
-status
|
|
Market Segmentation
|
Age
Gender
Family structure
Social Class and Income
Race and ethnicity
Geography
|
|
role theory
|
the perspective that much of consumer behavior resembles actions in a play
|
|
One reason people buy things
|
Not what they do (function) but for what it means. (Expressiveness)
|
|
self concept attachment
|
product helps to establish user's identity
|
|
Positivist Perspective
|
Emphasizes the objectivity of science and the consumer as a rational decision maler
|
|
Interpretivist Perspective
|
Stresses the subjective meaning of consumer experiences and the idea that behavior is subject to multiple interpretations.
|
|
What is one of the biggest marketing phenomenon of the past decade?
|
User-generated content
|
|
Perception
|
Process by which we select, organize and interpret these situations.
|
|
How are marketing messages most affective?
|
When they reach us on multiple sensory channels.
|
|
Hedonic consumption
|
multisensory, fantasy and emotional aspects of consumer's interactions with products
|
|
Absolute Threshold
|
Minimum stimulation needed to detect a particular stimulus .
|
|
Differential threshold
|
Refers to the ability of a sensory system to detect changes or differences between two stimuli
|
|
Weber's Law
|
The stronger the initial stimulus, the greater a change must be for us to notice it.
|
|
Schema
|
Set of beliefs, a catalog of information formed from past experiences.
|
|
semiotics
|
Objects (product) > Sign (image) > interpretant (meaning)
Relationship between signs and symbols and how we interpret them to assign meaning.
|
|
Icon
|
Sign that resembles the product (mustang)
|
|
Index
|
Connects the product because they share a similar property (pinetree on spic and span).
|
|
Symbol
|
Related to product based on an agreed upon association (marlbolo cowboy- ruggedness)
|
|
Positioning Strategy
& 8 dimensions
|
Uses marketing mix to influence interpretation of meaning to customers.
-Lifestye
-Price Leadership
-attributes
-product class
-competitors
-occasions
-users-
-quality
|
|
Behavioral learning
|
learning takes place as a result of responses to external events. we know input and output but the process between is a black box
|
|
Cognitive learning
|
People are problem solvers who use the information around them to master their environment.
|
|
Classical conditioning
|
occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
|
|
instrumental conditioning
|
occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes
|
|
Fixed-Interval Reinforcement Schedule
|
Reinforce after a fixed amount of time
|
|
Variable Interval Reinforcement
|
A reinforcer is presented following the first occurrence of the target behavior after a variable time period has elapsed.
|
|
fixed ratio schedule of reinforcement
|
number of responses required for reinforcement is always the same
|
|
Observational learning
|
Learning by observing others
-cognitive learning theory
|
|
halo effect
|
Transfer of good feelings about one characteristic of a product or service to other characteristics.
|
|
Sensory Memory
|
receives and holds perceptions for a very brief time before sending them on to short-term memory
|
|
Short-term memory
|
Temporary memory storage, holds information and preforms cognitive tasks with it.
Lasts for 20 seconds and can hold 7 pieces of information.
|
|
Long-Term Memory
|
Permanent memory storage. Capacity is unlimited.
|
|
Recall Vs. Recognition
|
recall is to remember something through thinking
recognition is to recognize something through looking at it and realizing its something you have seen before
|
|
Motivation
|
Happens when a need arises that we wish to satisfy
-Desired end state becomes our goal
|
|
affect
|
Raw emotion
-heighten good emotion and reduce bad ones
|
|
Approach-Approach Conflict
|
forced choice between two or more desirable alternatives
|
|
Approach-Avoidance conflict
|
A person has to choose or not choose one goal that has both positive and negative aspects.
(buying fur)
|
|
avoidance-avoidance conflict
|
deciding between two or more undesirable alternatives
-marketers try to ease stress
|
|
Post-Purchase Dissonance (Cognitive Dissonance)
|
Results if a consumer feels that her purchase doesn't align well with her needs or that she was pressured into buying
-regrets buying product after purchasing
|
|
Maslows heirarchy of needs
|
physiology-> safety -> belonging ->esteem -> self- actualization
|
|
Murray's Psychogenic Needs
|
achievement
affiliation
aggression
autonomy
dominance
exhibition
harm avoidance
nurturance
order
play
sentience
sex
succorance
understanding
|
MKTG 305: TEST 1