mgmt 480 exam 1

consumer

a person who identifies a need or desire, makes a purchase, and the 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

market segmentation

targeting a brand to specific groups of consumers & developing strategies for those groups

demographics

statistics that measure observable aspects of a population

psychographics

differences in consumers’ personalities, attitudes, values, and lifestyles

experimental pschology

perception, learning, and memory processing

clinical psychology

psychological adjustment

microeconomics/human ecology

allocation of individual or family resources

social psychology

behavior of individuals as members of social groups

sociology

social institutions and group relationships

macroeconomics

consumers’ relationship with the marketplace

semiotics/literary criticism

verbal and visual communication of meaning

demography

measurable characteristics of a population

history

societal changes over time

cultural anthropology

society’s beliefs and practices

sensation

the immediate response of our sensory receptors to basic stimuli

perception

the process by which sensations are selected, organize, and interpreted

trade dress

colors associated with specific companies

phonemes

individual sounds that might be more or less preferred by consumers

hedonic consumption

multisensory, fantasy, and emotional aspects of consumers’ interactions with products

sensory marketing

application of the understanding of sensation and perception to the field if marketing

exposure

occurs when a stimulus comes within the range of someone’s sensory receptors

psychophysics

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

ability of a sensory system to detect changes or difference between two stimuli

Weber’s Law

the stronger the initial stimulus greater a change must be for us to notice it

behavioral pricing

price is an information cue that is perceived and interpreted

reference price

price against which buyers compare the actual selling price

subliminal perception

occurs when stimulus is below the level of the consumer’s awareness

embeds

figures that are inserted into magazine advertising by using high-speed photography or airbrushing

subliminal auditory perception

sounds, music, or voice text inserted into advertising

perceptual fluency

the ease of processing stimuli based on manipulations of a perceptual quality

attention

extent to which processing activity is devoted to a particular stimulus

sensory overload

consumers exposed to far too much information that they can process

perceptual selection

people tend to buy a small portion of the stimuli to which they are exposed

personal selection factors

perceptual vigilance, perceptual defense, and adaption

perceptual vigilance

consumers are more likely to be aware of stimuli that relate to their current needs

perceptual defense

people who see what they want to see - and don’t see what they want to see

adaption

the degree to which consumers continue to notice a stimulus over time

interpretation

the meaning that we assign to sensory stimuli based on schema

schema

set of beliefs

closure

people perceive an incomplete picture as complete

similarity

consumers group together objects that share similar physical characteristics

figure-ground

one part of the stimulus will dominate while the other part recedes into the background

behavioral learning theories

assume that learning takes place as the result of responses to external events

classical conditioning

a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own

instrumental conditioning

(also operant conditioning) the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

stimulus generalization (halo effect)

tendency for stimuli similar to a conditioned stimulus to evoke similar, conditioned responses

four reinforcement theories

• fixed interval

• variable interval

• fixed ratio

• variable ratio

fixed interval

after every specific time period; seasonal sales

variable interval

reinforcement is expected, but not sure when; secret shoppers

fixed ratio

after a fixed number of responses; punchcard

variable ratio

reinforced after an unknown number of responses; gambling

look-alike packaging

private/store/generic brands piggybacked on national/original brands

behavioral learning theories

assume that learning takes place as the result of responses to external events

modeling

socially desirable models/celebrities who use or do not use their products

retention

the consumer retains this behavior in memory

production processes

the consumer has the ability to perform the behavior

motivation

a situation arises wherein the behavior is useful to the consumer

observational learning

the consumer acquires and performs the behavior earlier demonstrated by a model

memory

acquiring information and storing it over time so that it will be available when needed

motivation

process that leads people to behave as they do

goal

consumer’s desire end state

drive

degree of consumer arousal

want

manifestation of consumer need

motivational strength

degree of willingness to expend energy to reach a goal

driver theory

biological needs that produce unpleasant states of arousal

expectancy theory

behavior is pulled by expectations of achieving desirable outcomes

types of needs

• biogenic

• psychogenic

• utilitarian

• hedonic

biogenic needs

people are born with a need for certain elements necessary to maintain life

psychogenic needs

not innate, but acquired as we become members of a specific culture

need for achievement

• value personal accomplishment

• place a premium on products that signify success

need for affiliation

• want to be with other people

• focus on products that are used in groups

need for power

• control one’s environment

• focused on products that allow them to have mastery over surroundings

need for uniqueness

• assert one’s individual identity

• enjoy products that focus on their unique character

utilitarian needs

concern with objective, tangible, functionally important attributes

hedonic needs

subjective, experiential

involvement

perceived relevance of an object based on one’s needs, values, and interests

inertia

consumption at the low end of involvement

cult product

command fierce consumer loyalty, devotion, and even worship by consumers who are highly involved

value

a belief that some condition is preferable to its opposite

core values

values shared within a culture

enculturation

learning the beliefs and values of one’s own culture

acculturation

learning the value system and behaviors of another culture

materialism

the importance people attach to worldly possessions

materialists

value possessions for their own status and appearnace

non-materialists

value possessions that connect them to other people or provide them with pleasure in using them

individual

personal possession

family

residence and furnishings

community

neighborhood or town where you live

group

social or other groups

self-concept

the beliefs a person holds about their own attributes, and how they evaluate these qualities

interdependent self

collective self; self-identity comes from the group

independent self

stress individuality, uniqueness

self-esteem

the positivity of a person’s self-concept

enabling

functional pleasure by making consumer’s lives easier

enticing

experimental pleasure by gratifying one or more of a consumer’s five senses

enriching

spiritual pleasure by aligning the brand’s values and principles with the consumer’s or by the brand’s social signaling power

ideal self

our conception of how we would like to be

actual self

our more realistic appraisal of the qualities we have