MKTG 3323 Exam 1 (Oklahoma State)

Interpretive Research

Seeks to explain inner meanings and motivations associated with specific consumption experiences. (Unstructured, case analysis, clinical interviews, focus group interviews, research dependent)

Quantitative Research

Addresses questions about consumer behavior using numerical measurement and analysis tools. (Structured, questionnaires and experiments, is not research dependent)

Undifferentiated Marketing

Ignore market segment differences and go after the whole market with one offer (aka mass marketing).

Differentiated Marketing

Target several market segments and design separate offers for each.

Niche Marketing

Go after a large share of one segment (aka concentrated marketing).

Micro Marketing

Tailor products to the needs and wants of specific individual customers so that each customer is treated as a segment of one (aka on-to-one marketing).

Utilitarian Value

Value derived from a product that helps accomplish a task (a means to an end).

Hedonic Value

Value derived from the immediate gratification from consumption (and end itself).

Total Value Concept

Understanding that products provide value in multiple ways.

Market Segmentation

Separation of the marketplace into groups based on demand curve.

Product Differentiation

Marketplace condition in which consumers do not view all competing products as identical to one another.

Product Positioning

The way a product is perceived by a consumer on important attributes.

Selective Exposure

Involves screening out most stimuli and exposing oneself to only a small portion of stimuli

Selective Attention

Involves paying attention to only certain stimuli

Selective Distortion

Process by which consumers interpret information in ways that are biased by their previously held beliefs.

Mere Exposure Effect

Once exposed to an object, a consumer exhibits a preference for the familiar object over something unfamiliar.

Behaviorist Approach

Learning as a result of conditioned response to a stimulus

Information Processing Approach

Focus on the cognitive process associated with comprehension.

Classical Conditioning

Two stimuli are linked together to produce a new learned response in a person or animal.

Instrumental Conditioning

The selective reinforcement or punishment of particular responses to influence their probability of occurrence.

Message Congruity

Is a message consistent? Does it fit surrounding information?

Framing

The meaning of something is influenced by the information environment.

Sensory Memory

Sights, sounds, smells, taste, textures. Brief, just a few seconds with unlimited capacity.

Short Term Memory

Limited (30 seconds) with limited capacity.

Long Term Memory

Unlimited capacity and duration.

Dual Coding

Create two memory traces (ex. associate products with music).

Chunking

Grouping stimuli into meaningful units to become a single memory unit.

Episodic Memory

For events with a time and place.

Semantic Memory

For facts or knowledge regardless of time and place.

Homeostasis

Bodily reactions to achieve normal status.

Maslows's Hierarchy of Needs

(Top) Self-Actualization, Self-Esteem, love and belonging, safety and security, physiological needs (bottom)

Ladering

Start with a broad question and take the respondent up the ladder through a series of questions.

Regulatory Focus Theory

The relationship between the motivation of a person and the way to achieve a goal.

Involvement

Degree of personal relevance a consumer finds in pursuing value from a given consumption act.

Self Control Dilemma

A conflict between now and later

Ways to Achieve Your Goals

1. Write them down.
2. Break them up into "bite size pieces"
3. Visualize achieving them
4. Implementation intention

Cognitive appraisal theory

1. Anticipated appraisal
2. Agency appraisal
3. Equity appraisal
4. Outcome appraisal

Anticipation Appraisal

Focus on the future

Agency Appraisal

Feeling responsible for an outcome

Equity Appraisal

A sense of fairness or unfairness

Ability Model of Emotional Intelligence

Reason about emotions and use emotional knowledge to facilitate thinking and performance

Emotional Labor

Exert effort to publicly display certain emotions and hide others during interactions.

ID

Present from birth, unconscious, driven by pleasure principle.

Superego

Follow social norms and expectations, learn moral standards from parents and society.

Ego

Resolves tension between ID and Superego, deal with reality, follow the reality principle.

Trait Approach

A distinguishable characteristic that describes one's tendency to act in a relatively consistent manner.

Nomothetic Perspective

A variable-centered approach, fin common personality traits across consumers.

Idiographic Perspective

Focus on the total person and the uniqueness of his or her psychological makeup, understand the complexity of each consumer.

Innovativeness

Degree to which consumers are open to new ideas, how quickly consumers adopt to buying new products early in their introduction.

Materialism

Extent to which material goods are important in a consumer's life.

Need for Cognition

Degree to which consumers tend to engage in effortful cognitive information processing.

Brand Personalities

Human characteristics that can be associated with a brand.

Lifestyles

Ways consumers live and spend their time and money.

Psychographics

Way consumer lifestyles are measured. Survey consumers using AOI statements (Activities, Interests, Opinions).

Self Congruency Theory

Explain consumer behavior by the match between a consumer's self-concept and the image of typical users of a focal product.

Attitude

Relatively enduring overall evaluations of objects, products, services, issues, or people.

ABC Model of Attitudes

-Affect (feeling)
-Behavior (doing)
-Cognition (knowing)

Functional Theory of Attitudes

Attitudes perform four functions: Utilitarian, Knowledge, Value-expressive, and Ego-defensive.

Utilitarian Function

Attitudes to obtain rewards and avoid punishments. (Ex: wearing team apparel to fit in with group)

Knowledge Function

Need for order, structure, or meaning/help simply decision. (Ex: avoiding credit card offers to stay out of debt)

Value-expressive Function

Express core values or self-concept (Ex: supporting Greenpeace)

Ego-defensive Function

Protect ourselves from external threats or internal feelings (Ex: housewives' resistance for the use of instant coffee.

Fishbein Model

Attitude toward the object

Attitude Behavior Consistency

The relationship between an attitude towards an object and the behavior towards the object.

Behavioral Intentions Model

Theory of reasoned action.
1. Predict behavioral intention
2. Account for the influence of subjective norms
3. Focus on attitudes toward the behavior of buying

Elaboration Likelihood Model (ELM)

Attitude change depends on how likely the person is to elaborate a given message.

Balance Theory

People want to be consistent in their thoughts

Social Judgment Theory

Incoming message is compared with existing attitudes.