UANL LNI | Consumer Behavior (final exam)

Consumer Behavior, Pearson | Chapter 09-16

COMMUNICATION.

Is the transfer of meanings, feelings and emotions from one person to another person.

COMMUNICATION.

is the transfer of information from the sender to the receiver via a channel (or medium) of transmission.

COMPONENTS OF COMMUNICATION.

Sender, receiver, medium, and message, feedback.

SENDER.

(source) is the initiator of the communication and can be a formal or informal source. Must encode the message in such a way that its meaning is interpreted by the targeted audience in precisely the intended way.

ENCODING.

Can be done through words, pictures, symbols and spokespersons.

MESSAGE.

Can be verbal (either written or spoken), visual (an illustration, a product demonstration, a frown), or a combination of both. It can also be symbolic —represented, say, by a high price, premium packaging, or a memorable logo— and convey special meaning that the marketer wants to impart.

CHANNEL.

Is the medium by which the message is communicated.

CHANNEL.

Interpersonal communications channel, Impersonal communications channel.

INTERPERSONAL COMMUNICATIONS CHANNEL.

An informal conversation between two friends, or a formal conversation between a salesperson and a customer.

IMPERSONAL COMMUNICATIONS CHANNEL.

Such as the mass media (e.g. newspapers, radio, television).

RECEIVER.

(consumer) is the targeted prospect or a customer. There are also intermediary audiences for a message, such as wholesalers, distributors, and retailers who receive trade. There are also unintended audiences, which include everyone who is exposed to the message, whether or not they are specifically targeted by the source.

INTERMEDIARY AUDIENCES.

For a message, such as wholesalers, distributors, and retailers who receive trade.

UNINTENDED AUDIENCES.

Which include everyone who is exposed to the message, whether or not they are specifically targeted by the source.

FEEDBACK.

Only through this can the sender determine if and how well the message has been received.

PROMPT FEEDBACK.

Permits the sender to reinforce, to change, or to modify the message to ensure that it is understood in the intended way.

ADVANTAGE OF INTERPERSONAL COMMUNICATION.

The ability to obtain immediate feedback.

COMPANY’S MARKETING COMMUNICATION.

Effort is designed to make the consumer aware of the product, induce a purchase, create a positive attitude toward the product, give the product a symbolic meaning, or show how it can solve the consumer’s problem better than the competition.

CREDIBILITY OF FORMAL SOURCES.

Source credibility judged  on past performance,  reputation, service,  quality, spokesperson  image, retailers, social  responsibility Institutional advertising  used to promote favorable  company image.

CREDIBILITY OF INFORMAL SOURCES.

Includes word of mouth. These sources are also called opinion leaders and may not always be  credible. Risk for sharing information.

NEUTRAL SOURCES.

Have the  greatest credibility (consumer reports).

INFORMAL SOURCES.

Word of mouth, also called opinion leaders, may not always be credible.

CREDIBILITY OF  SPOKESPERSONS  AND ENDORSERS.

Effectiveness related  to: The message, Synergy between  endorser and type of  product, Demographic  characteristics of  endorser, Corporate credibility, Endorsement wording.

MESSAGE CREDIBILITY.

Credibility of  retailers. Reputation of the medium that carries  the ad. Consumer’s  previous experience  with product.

REFERENCE GROUPS.

Are those which serve as frames of reference for individuals in their consumption decisions, since they are perceived as credible sources.

NORMATIVE REFERENCE GROUPS.

Reference groups that generally influence defined values or behaviors are called like that.

MEMBERSHIP STATUS.

Reference groups are also classified according to.

SYMBOLIC GROUP.

There are also groups in which the person has little chance of becoming a member, even if he acts like one by adopting the group's values, attitudes, and behavior.

COMPARATIVE REFERENCE GROUPS.

Which serve as models for comparing specific attitudes or behavior, or are defined in a very strict way.

AFFILIATION GROUP.

A group to which an individual belongs or might have a right to belong is known as an affiliation group.

SLEEPER EFFECT.

consumers simply forget the source of the message faster than they forget the message itself.

OPINION LEADERSHIP.

Is defined as the process by which a person (the opinion leader) informally influences the actions or attitudes of others, who may be opinion seekers or receivers. Tends to often "specialize" in certain product categories about which they provide information and advice. The key feature of influence is that it is interpersonal and informal.

OPINION LEADERSHIP.

Opinion leader, opinion seeker, opinion receiver.

RECEIVER OF OPINION.

Such a communication encounter could begin when a person offers advice or information about a product to another individual. However, this opinion leader may later become a __________________.

BARRIERS TO COMMUNICATION.

Selective exposure to messages, Psychological noise.

TARGET AUDIENCE.

Personal characteristics and  comprehension, Involvement and congruency, Mood, Barriers to communication.

FEEDBACK.

Should be gathered: Promptly, Accurately.

E- WOM.

(e-word-of-mouth) electronic interpersonal communications. Interpersonal communication via the Internet is called.

E- WOM.

Interpersonal communication that takes place over the Internet, which when related to consumption, occurs online in social networks, brand communities, blogs and consumer message boards. Which when related to consumption occurs online in social networks, brand communities, blogs and consumer message boards.

SOCIAL MEDIA.

Online social networks are virtual communities where people share information about themselves with others, who usually have similar interests, and establish relationships that mostly exist only in cyberspace.

BRAND COMMUNITIES.

These online forums focus on specific products or brands. Generally, fans of a particular article, often with nostalgic emotions and who own several versions of the brand that have already been discontinued, meet others whose interests are similar, and form a community that promotes a sense of belonging across geographical, linguistic and cultural barriers. (e.i. Harley-Davidson)

CONSUMER MESSAGE BOARDS AND WEBLOGS.

A large number of Web portals allow anyone who wants to publish information on any matter quickly and free of charge, from anywhere and at any time. Many sites also offer continuous access to chat rooms, where discussions are held between many users and in real time.

BLOG.

Is a journal or personal online diary - started and managed by a blogger - that also includes written comments.

REFERRAL PROGRAMS.

Through which customers were rewarded for bringing in new clients.

RUMOR AGENTS.

Who agree to promote certain merchandise by taking it to family gatherings, to read books promoted by publishers in public transport with the title clearly visible to all, to suggest to shop owners who do not sell an item that they do and to convince other consumers to try certain products when shopping.

VIRAL MARKETING.

Is about motivating individuals to forward an email message to others, thus creating the potential for exponential growth in exposure and influence of the message.

MANAGEMENT OF NEGATIVE RUMORS.

Are impossible to control. In recent years, some rumors have spread and have had an adverse influence on marketers and sales like: 1. the product was produced under unhealthy conditions; 2. the product contained some unhealthy or culturally unacceptable ingredient; 3. The product contained a carcinogenic element or agent; among many others.

AMNESIA/ NUMBING EFFECT.

When information is transferred from short-term memory to the cerebral cortex (where long-term memory is located), it is separated over time from the context in which it was learned.

AMNESIA/ NUMBING EFFECT.

Individuals forget the source of the message even if they remember the same message, it is caused by the dissociation between the message and its source due to the passage of time, thus leaving only the content of the message in the memory of the subject.

SENDER.

Or initiator of the message, is the one who decides who to send the message to and what meaning to convey. They must consider the characteristics and motivations of their target audience to encode the message effectively.

RECEIVER.

Can be a potential customer, a target customer, an intermediary audience, or an unintended audience. Each receiver will interpret the message according to their own personal experiences and perceptions.

ENCODING.

Is the process of converting the message into a language that the receiver can understand. Marketers use words, images, symbols, spokespeople, and special channels to encode their messages.

DECODING.

The process of interpreting the received message. Factors that influence decoding include the receiver's personal motives and characteristics, their involvement with the product or product category, the message's congruence with the medium, and the receiver's mood.

CHARACTERISTICS AND PERSONAL MOTIVES.

Demographic traits (such as age, gender, marital status), sociocultural memberships (social class, ethnicity, religion) and lifestyle of a person determine how a message is interpreted.

MARKET EXPERT.

Who possesses a wide range of information about many different types of products, retail stores and other dimensions of markets.

CONGRUENT.

Subjects with low product involvement prefer messages placed in a congruent context (i.e., a comedy ad within a comic TV series);

CONTRASTAL.

Whereas individuals with a high involvement with the product prefer messages that contrast the style of the ad and the context in which it was presented (i.e., a humorous ad within a rational context such as a television documentary).

MOOD.

Or emotion (joy or sadness) plays an important role in how a message is decoded, perceived, remembered and reacted to. Generally, a positive mood strengthens the consumer’s reaction to any advertisement.

SELECTIVE EXPOSURE TO MESSAGES

They read carefully the advertisements for products that interest them and often ignore those which do not have an interest or a convenience for them. Technology has provided consumers with increasingly advanced tools, to control their exposure to the media.

PSYCHOLOGICAL NOISE.

(In the form of antagonistic advertising messages or distracting thoughts) influences the transmission of promotional communications. An audience facing the influx of nine successive commercial messages during a break in the program may actually not catch or remember almost anything they have seen.

CONTINUOUS EXPOSURE TO AN ADVERTISING MESSAGE.

Through repetition or redundancy of the ad's call to action helps to overcome psychological noise and facilitates message reception.

CONTRAST.

Advertising copywriters often use contrast to break through psychological noise and excessive advertising clutter. Contrast involves using features within the message itself to attract more attention. These strategies include presenting an unexpected outcome, increasing the amount of sensory input (such as color, scent, or sound), as well as identifying and using proven calls to action in the message to garner more attention from the recipient.

DIGITAL TECHNOLOGIES.

Allow marketers to verify consumers' visits to websites, infer a user’s interests from such data, and design and send that person tailored promotional messages.

TRADITIONAL ADVERTISING MEDIA.

Such as newspapers, magazines, television, and radio, have dominated the market for decades.

MESSAGE.

Can be verbal (spoken or written), non-verbal (a photograph, an illustration, or a symbol), or a combination of both. The message is the thought, idea, attitude, image, or other information that the sender wishes to convey to the target audience.

SPONSOR.

Who can be an individual or an organization, must first establish the objectives of the message, select an appropriate medium to deliver it, and design (encode) the message appropriately for each medium and for each audience.

OBJECTIVES OF A PERSUASIVE MESSAGE.

Include creating awareness about a service, promoting sales of a product, motivating (or demotivating) certain behaviors, attracting retail buyers, reducing post-purchase dissonance, creating goodwill or a favorable image, or any combination of these and other communication objectives.

ADVERTISING RESONANCE.

Refers to wordplay that suggests a double meaning or humor, combined with an appropriate image. Marketers use resonance to increase the likelihood that consumers will notice, remember, and view the ad favorably. An example would be the use of metaphors or wordplay, such as an ad showing a car seat with a motion sickness medication as the seatbelt buckle.

MESSAGE FRAMING.

Marketers must decide whether to emphasize the benefits of using the product (positive framing) or the benefits that would be lost by not using it (negative framing). Research suggests that the appropriate framing decision depends on the consumer’s characteristics and the product itself.

POSITIVE FRAMING.

Marketers must decide whether to emphasize the benefits of using the product.

NEGATIVE FRAMING.

Or the benefits that would be lost by not using it.

ONE-SIDED MESSAGES.

Only highlight the positive aspects of the product, without acknowledging competitors. If the audience is already favorable or uses the product, a one-sided message is more effective.

TWO-SIDED MESSAGES.

Recognize competition. But if the audience is hostile, well-educated, or likely to hear opposing arguments, a two-sided message that acknowledges the competition and refutes its points will be more effective.

UNILATERAL (SUPPORTIVE) MESSAGES.

Emphasize favorable information about the advertiser's product.

BILATERAL (REBUTTAL) MESSAGE.

Can be effective when consumers are likely to have negative attitudes toward the brand or are mostly exposed to competitive aftershocks.

COMPARATIVE ADVERTISING.

Is a frequently used marketing strategy where a marketer states the superiority of his brand's product over one or more competitors, which he identifies explicitly or implicitly, either in general terms or only in some of their specific attributes.

FEAR.

The team harnesses the power of fear to manipulate consumers into buying products they don't need. From exaggerated health risks to manufactured social anxieties, they stop at nothing to instill a sense of urgency in their target audience.

COMEDY.

Despite the serious nature of their work, the team finds humor in the absurdity of advertising. Whether it's creating outlandish commercials or staging elaborate publicity stunts, they embrace the comedic potential of their profession to entertain and captivate consumers.

CORROSIVE ADVERTISING.

The play satirizes the manipulative tactics used by advertisers to instill fear in consumers, from exaggerated health risks to apocalyptic scenarios if one doesn't buy the latest gadget.

SEX IN ADVERTISING.

In the world of AdverTales, sex sells—and they're not afraid to use it. From suggestive imagery to innuendo-laden copy, they push the boundaries of acceptability to grab consumers' attention and drive sales.

AUDIENCE PARTICIPATION.

Throughout the production, the audience is invited to participate in interactive segments where they become part of the advertising circus. They're asked to vote on the most absurd ad, participate in mock focus groups, and even create their own ridiculous commercials.

CELEBRITIES.

A company that hires a celebrity to promote its merchandise may use the celebrity in a testimonial or endorsement, as an actor in a commercial, or as a spokesperson for the company.

TESTIMONIAL.

It is based on personal use, where the celebrity accredits the quality of the product or service.

ENDORSEMENT.

The celebrity lends his or her name and appears on behalf of a good or service, of which he or she need not be an expert.

ACTOR.

The celebrity presents a good or service as part of a character endorsement.

SPOKESPERSON.

The celebrity represents the brand or company for a certain period of time.

EXPOSURE EFFECTS.

How many consumers were exposed to the message?

PERSUASION EFFECTS.

Was the message received, understood, and interpreted correctly.

INFLUENCE EFFECTS.

Sales (did the ad increase sales?)

PHYSIOLOGICAL MEASUREMENTS.

Investigate physical responses to stimuli.

BRAIN CURRENT ANALYSIS.

Determines the level of attention that individuals place on different components of the message by monitoring the electrical impulses generated by the observer's brain.

FACIAL ELECTROMYOGRAPHY (FACIAL EMG).

Is a technique that tracks the electrical activity and subtle movements of facial muscles, with the purpose of measuring the emotions generated by different types of television commercials.

ATTITUDINAL (OR ATTITUDE) MEASURES.

Measure consumers' cognitive responses to messages, including their levels of commitment and involvement with the message being tested.

TARGETED ADVERTISING.

Is significantly more measurable than traditional “electronic media” advertising, since targeted messages are sent to individual consumers and often include a digital tracking device, which allows the sender to monitor the receiver's responses. The most common tool of this type is the “cookie”.

GROUP.

Two or more people who interact to  accomplish either individual or mutual  goals

MEMBERSHIP GROUP.

Is one to which a  person either belongs or would qualify for  membership

SYMBOLIC GROUP.

Is one in which an  individual is not likely to receive  membership despite acting like a member.

REFERENCE GROUP.

A person or group that serves as a point of comparison (or reference) for an individual in the  formation of either general or specific values, attitudes, or behavior.

NORMATIVE  REFERENCE GROUPS.

Are the source of an individual’s norms and values.

COMPARATIVE REFERENCE GROUPS.

Are those to which an individual compares themselves.

INDIRECT REFERENCE GROUPS.

Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.