70 Cards in this Set
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virtual
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unknown sources online or in social networks
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group influences
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the sometimes not-so-subtle influences of family's and friends
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strategy
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is a planned way of doing something to accomplish some goal.
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Product differentiation
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a market place condition in which consumers do not view all competing products as identical to one another.
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Product positioning
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refers to the way a product is perceived by a consumer and can be represented by the number and types of characteristics they perceive.
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perception
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a consumers awareness and interpretation of reality. Viewed as subjective reality and ambiguous.
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Reality
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objective reality
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perception process
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sensing,organizing,reacting
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sensing
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a persons immediate response due to the 5 senses
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organizing
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assembling sensory evidence into something recognizable
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reacting
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reaction occurs as a response or behavior
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Subliminal processing
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refers to ways in which the human brain senses low-strength stimuli. Or stimuli that occur below level of conscious awareness.
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Learning
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refers to change in behavior resulting from the interaction between a person and stimulus.
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sensation
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describes a consumers immediate response to a stimulus within proximity.
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webers law
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states that as the intensity of the initial stimulus increases, a consumers ability to detect differences between two levels of the stimulus decreases.
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JMD
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Just Meaningful Difference, represents the smallest amount of change in stimulus that would influence consumers consumption and choice.
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Classical conditioning
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refers to a change in behavior that occurs simply through associating some stimulus with another that naturally causes a reaction.
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Operant conditioning
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involves applying reinforcement or punishment. voluntary behavior.
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shaping
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a process through which the desired behavior is altered over time in small increments.
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instrumental
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behavior is conditioned through reinforcement. ex) child being potty trained.
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unintentional learning
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consumers sense and react (respond) to the environment.
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associative networks
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sometimes referred to as semantic network, is a network of mental pathways linking all knowledge with memory. ex) family tree
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Elaboration theory
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refers to the extent to which a person continued processing a message even after she develops an initial understanding in comprehension stage. ex) connecting yourself in a situation.
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schema
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a portion of an associative network that represents a specific entity and thereby provides it with meaning.
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scripts
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schema representing an event. consumers derive expectations for service encounters form these scripts.
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homeostasis
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refers to the fact that the body naturally reacts in a way to maintain a constant normal bloodstream.
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regulatory focus theory
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following closely from the contrast between homeostasis and self improvement, puts forward the notion that consumers orient their behavior either through a prevention focus or a promotions focus.
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Anticipation appraisal
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focuses on the future and can elicit anticipatory emotions like hopefulness or anxiety.
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Agency Appraisal
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reviews responsibility for events and can evoke consequential emotions like gratefulness, frustration, guilt or sadness.
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equity appraisal
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considers how fair some event is and can evoke emotions like warmth or anger.
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Outcomes appraisal
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considers how something turned out relative to ones goals and can evoke emotions like joyfulness, satisfaction, sadness, or pride.
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consumption process
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need,want,exchange,costs and benefits, reaction, value.
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need
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necessity for something creates want.
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want
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specific desire that spells out at way consumers can go address a need.
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exchange
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giving up one thing for another
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costs and benefits
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the negative and positive results
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anthropology
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allow researchers to interpret the relationship between consumers and the thing they purchase,own, and activities participating in.
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ethnography
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involves analyzing the artifacts associated with consumption.
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nethnography
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applies ethnographic tools to study the behavior of online cultures and communities.
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phenomenology
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represents the study of consumption as a lived experience.
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customer relationship management
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CRM, customers form a relationship with companies as opposed to companies conducting individual transactions with customers.
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cognition
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the thinking or mental processes that go on as we process and store things that can become knowledge.
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augmented product
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original product plus the extra things needed to increase the value of consumption.
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target mkt selection
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signifies which mkt segment a company will serve with a specific marketing mix.
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consumer behavior role in society/business
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consumer behavior creates the society in which we live in and serves as an important input to public policy in a free society.
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self conscious emotions
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includes price, guilt, embarrassment, regret shame and hope.
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explicit memory
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when a consumer is repeatedly exposed and tries to remember info.
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implicit memory
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things that a person did NOT try to remember.
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sensory memory
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where we store what we encounter with our 5 human senses.
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iconic storage
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visual information as an exact representation of the scene
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echoic storage
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auditory information as an exact representation of sound.
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Workbench memory
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short term storage area in the memory system where info is stored and encoded for placement in long term memory and eventually retrieved for future use.
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encoding
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info is transferred from workbench memory to long term memory.
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retrieval
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info is returned back to workbench memory for further processing with limited capacity of 5-7 units of information.
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long term memory
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repository for all information that a person has encountered. with unlimited capacity and unlimited duration. Info is coded as semantic coding.
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semantic coding
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stimuli are converted to meaning that can be expressed verbally.
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stakeholder types
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customers,employees,owners,supplier, regulating agencies
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secondary stakeholders
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mass media, communities, trade organizations
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product
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not a collection of attributes but rather a potentially valuable bundle of benefits.
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interpretive research
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seeks to explain the inner meanings and motivations associated with specific consumption experiences.
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qualitative research
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includes case analysis, clinical interviews, focus group interviews
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quantitative research
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addresses questions about consumer behavior using numerical measurement and meaning that the consumer will simply choose a response among alternatives provided by the researcher.
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consumer orientation
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a way of doing business in which the action and decision making of the institution prioritize consumer value and satisfaction above all other concerns. Key concern to a business with market oriented culture.
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utilitarian value
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gratification derived from some thing that helps the consumer solve problems or accomplish tasks that are part of being a consumer. fulfill basic needs
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hedonic value
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is the immediate gratification that comes from experiencing some activity. fulfill desire for something.
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utilitarian
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clear rational explanation can be provided as well as provided a means to an end. ex) search engines
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hedonic
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emotional and subjective in nature, action can be difficult to explain objectively. Provides an end.
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environment
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people and groups who help shape a consumers everyday experiences.
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personal
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the consumer knows the people
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impersonal
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unknown people like celebrities
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MKT 305: EXAM 1