Group
Two or more individuals who share a set of norms, values, or beliefs and have certain implicit or explicit relationships such that their behaviors are interdependent
Primary groups
Those with strong social ties and frequent interaction.
Secondary groups
Involve weaker ties and less frequent interaction
attraction
The degree of positive or negative desirability the group has to the individual
consumption subculture
a group that self-selects on the basis of a shared commitment to a particular product or consumption activity.
brand community
A non-geographically bound community, based on a structured set of social relationships among owners of a brand in the psychological relationships they have with the brand itself, the product in use, and the firm
Virtual community
a community that interacts over time around a topic of interest on the internet.
informational influence
Occurs when individuals simply acquire information shared by group members
normative influence
When an individual conforms to the group expectations to gain approval or avoid disapproval
Identification influence
When an individual identifies with the group norms as a part of his or her self-concept and identity
Market maven and influentials
General market influencers
Innovators
The first purchasers of an innovative product or service
Perception
Consists of those activities by which an individual requires an assigned meaning to stimuli. It begins with exposure
exposure
Occurs when a stimulus comes within range of one of an individual's primary sensory receptors
Stimulus Factors
Are physical characteristics of the stimulus itself, such as contrast, size, intensity, attractiveness, color, movement, position, isolation, format, and information quantity
Individual Factors
Characteristics of the individual, such as motivation and ability
Situational factors
Include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment
Nonfocused Attention
When a person takes in information without deliberate effort
hemispheric lateralization
a term applied to activities that take place on each side of the brain
Subliminal message
A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it
Interpretation
The assignment of meaning to stimuli that have been attended to. It tends to be relative rather than absolute and subjective rather than objective
Two forms are cognitive and affective
Cognitive interpretation
appears to involve a process whereby new stimuli are placed into existing categories of meaning
affective interpretation
the emotional or feeling response triggered by a stimulus such as an ad
interpretation
Largely a function of individual traits, learning, and expectations that are triggered by the stimulus and moderated by the situation
stimulus organization
the physical arrangement of the stimulus objects and relates to the perceptual principles of proximity, closure, and figure-ground
Inferences
Go beyond what is directly stated or presented and help to explain consumer use of quality signals, their interpretation of images, and how they deal with missing information.
Also help to explain how consumers can be missed lead by marketing messages eve
maintenance rehearsal
The continual repetition of a piece of information in order to hold it and current memory
elaborative activities
the use of stored experiences, values, attitudes, and feelings to interpret and evaluate information in current memory
long-term memory
Information from previous information processing that has been stored for future use.
Learning
Defined as any change in the content organization of long-term memory
high involvement learning
Occurs when an individual is motivated to acquire the information
Low-involvement learning
occurs when an individual is paying only limited or indirect attention to an advertisement or other message
Two forms of conditioned learning
classical and operant
classical conditioning
Attempts to create an association between a stimulus and some response and is generally low-involvement in nature
operant conditioning
Letters to create an association between a response and some outcome that serves to reinforce the response and is generally high-involvement in nature
Stimulus generalization
One way of transferring learning by generalizing from one stimulus situation to other, similar ones
Stimulus discrimination
Responding differently to somewhat similar stimuli
Strength of learning depends on six basic factors:
Importance, message involvement, reinforcement, mood, repetition, and dual coding
Importance
The value that the consumer places on the information to be learned. Greater ___________ increases learning and retrieval
Message involvement
The degree to which the consumer is interested in the message itself. The greater the _____ _____, the greater the learning and retrieval
Reinforcement
Anything that increases the likelihood that a response will be repeated in the future. The greater the ______, the greater the learning and retrieval
Mood
The temporary mental state or feeling of the customer. Learning and memory appear to be greater in positive _____ conditions.
Repetition
The number of times that we are expose the information or that we engage in a behavior. It increases learning and memory, but can also lead to wearout
Dual coding
Involves creating multiple complementary pathways to a concept in long-term memory. ____ ______ increases the learning and retrieval
Memory interference
Occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way
Brand image
A market segment or individual consumer's schematic memory of a brand, is a major focus of marketing activity
Product positioning
A decision by a marketer to attempt to attain a defined and differentiated brand image, generally in relation to specific competitors
Brand leverage / brand extension
Introducing new products under the same name as an existing product
Manifest motives
When consumers are aware of and will admit to the motives causing their behavior
Latent motives
When consumers are unable or unwilling to admit to the motives that are influencing them
Involvement
A motivational state caused by consumer perceptions that a product, brand, or advertisement is relevant or interesting
Emotions
Strong, relatively uncontrollable feelings that affect our behavior. Occur with environmental events or our mental processes trigger physiological changes such as increased heart rate
approach-approach conflict
the consumer faces a choice between two attractive alternatives
approach-avoidance conflict
The consumer faces both positive and negative consequences in the purchase of a particular product
avoidance-avoidance conflict
The consumer faces two undesirable alternatives
Personality
Guides and directs the behavior chosen to accomplish goals in different situations
Attitudes
The way people think, feel, and act towards some aspect of their environment
Attitudes have three components:
cognitive, affective, behavioral
cognitive component
Consists of the individual's beliefs or knowledge about the object
affective component
feelings or emotional reactions to an object
(changing strategies rely on classical conditioning)
behavioral component
Reflects overt actions and statements of behavioral intentions with respect to specific attributes of the object or the overall object
(Changing strategies rely more on operant conditioning)
source credibility has two dimensions:
Trustworthiness
Expertise
fear appeals
use the threat of negative consequences if attitudes or behaviors are not altered
humorous appeals
This message must remain focused on the brand or main selling point to be maximally effective
comparative ads
Mixed results
Most effective for unknown brands having a strong functional advantage
Value-expressive (utilitarian) appeal
...
Emotional appeals
Have a strong effect on attitudes toward both the ad and the product
Two-sided (versus one-sided) messages
Can increase trust and message acceptance, but effects depend on characteristics of the individual and situation
Message framing effects
Presenting equivalent value outcomes either in positive (positive framing) or negative (negative framing) terms
attribute framing
goal framing
Positive ______ ________ tends to work best where is negative _______ _______ tends to worksbest
self-concept
One's beliefs and feelings about oneself
The four types of self-concept are:
Actual self-concept, social self-concept, private self-concept, and ideal self-concept.
independent self-concept
the individual is the critical compononent
Interdependent self-concept
Relationships are of primary importance
extended self
The self-concept including the possessions one uses to define oneself
life style
how one lives
How an individual expresses one's self-concept through actions
Psychographics
A way of describing the psychological make up or lifestyle of consumers by assessing such lifestyle dimensions as activities, interests, opinions, values, and demographics
Innovators, thinkers, believers, achievers, strivers, experiences, makers, and survivors
What are the age groups that the VALS system divides the United States into?
Primary motivation has three categories
Ideals, achievement, self-expression
Geo-demographic analysis
Based on the premise that lifestyle, and thus consumption, is largely driven by demographic factors.
Based on the premise that individuals with similar lifestyles tend to live near each other
Consumer situation
A set of factors outside of and removed from stable characteristics of the individual consumer and focal stimulus
physical surroundings
Include geographical and institutional location, decor, sound, aromas, lighting, weather, and displays of merchandise or other material surrounding the product
Store atmosphere (environment)
The sum of all the physical features of a retail environment
Atmospherics
the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers
Servicescape
What atmosphere is referred to as when describing a service business such as a hospital, bank, or restaurant
social surroundings
deal with other persons present who could have an impact on the individual consumer's behavior
Temporal Perspectives
relate to the effect of time on consumer behavior, such as effects of time of day, time since last purchase, time since or until meals or payday, and time constraints imposed by commitments.
task definition
Reflects the purpose or reason for engaging in the consumption behavior
antecedent states
Features of the individual person that are not lasting or relatively enduring characteristics
Moods
Temporary state of depression or high excitement, and so on, which all people experience
momentary conditions
temporary states of being, such as being tired, being ill, having extra money, or being broke
ritual situation
A set of interrelated behaviors that occur in a structured format, that have symbolic meaning, and that occur in response to socially defined occasions
Can be completely private or completely public or anywhere in between
Nominal decisions
The problem is recognized, long-term memory provides a single preferred brand, that brand is purchased, and only limited postpurchase evaluation occurs
As one moves from a limited decision making toward extended decision making...
Information search increases, alternative evaluation becomes more extensive and complex, and postpurchase evaluation becomes more thorough
problem recognition
Involves the existence of a discrepancy between the consumer's desired state and the actual state
The desired state is commonly influenced by:
Culture/subculture
Social status
reference groups
household characteristics
financial status/expectations
previous decisions
individual development
motives
emotions
the current situation
The actual state is influenced by:
Past decisions
Normal depletion
Product/brand performance
Individual development
Emotions
Government/consumer groups
Availability of products
Current situation
Emotion Research
Focuses on the role of emotions in problem recognition and resolution
Generic Problem Recognition
discrepancy that a variety of brands within a product category can reduce
selective problem recognition
A discrepancy that only one brand and the product category can solve
evoked set (consideration set)
The initial brands that the consumer seeks additional information on during the remaining internal and external search process
Consumers can seek information from four major types of external sources:
Personal sources (friends and fam)
Independent sources (paid professionals and gov groups)
Marketing sources (sales personnel and advertising)
Experiential sources (direct product inspection or trial)
affective choice
When the underlying motive is consummatory rather than instrumental
consummatory motives
underlie behaviors that are intrinsically rewarding to the individual involved
instrumental motives
activate behaviors designed to achieve a secondary goal
attribute-based choice
Requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparisons across brands.
Attitude-Based Choice
Involves the use of general attitudes, summary impressions, intuitions, or heuristics; no attribute-by-attribute comparisons are made at the time of choice.
Rational Choice Theory
Assumes a rational decision maker with well-defined preferences that do not depend on how the options are presented
bounded rationality
a limited capacity for processing information
Metagoal
refers to the general nature of the outcome being sought in a decision
evaluative criteria
The various features or benefits a consumer looks for in response to specific problem
Five commonly used decision rules are:
disjunctive, conjunctive, lexicographic, elimination-by-aspects, and compensatory