MARK3900 Exam 2

What is ad avoidance? 

Mechanical ways for consumers to selectively avoid exposure to advertising messages

What are examples of ad avoidance?

zipping, zapping, and muting

Zipping

occurs when one fast-forwards through a commercial on a prerecorded program

Zapping

involves switching channels when a commercial appears

Muting

turning the sound off during commercial breaks

Situational factors

include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment, such as time pressures or a crowded store 

What are two types of situational factors?

Clutter & Program Involvement

Clutter

represents the density of stimuli in the environment

• In-store research suggests that cluttering the environment with too many point-of-purchase displays decreases the attention consumers pay to a given display

Program Involvement

refers to how interested viewers are in the program or editorial content surrounding the ads (as opposed to involvement with the ad or brand)

• Does involvement with the tv program or editorial content influence attention to the ad? Yes 

Stimulus Factors

physical characteristics of the stimulus itself 

What are some examples of stimulus factors?

Size, Intensity, Attractive Visuals, Color and Movement, Position, Isolation, Format, Contrast and Expectations, Interestingness, Information Quality

Stimulus Factor: Size

• larger stimuli are more likely to be noticed than smaller ones 

  • More shelf space can translate into greater attention and sales – consumer-product companies often pay what are called slotting allowances to retailers for shelf space 

  • Larger magazine ads, larger banner ads, larger TV ads garner more attention 

Stimulus Factor: Intensity

• loudness, brightness, length

  • Intrusiveness: the degree to which one is forced to see or interact with a banner ad or pop-up in order to see the desired content 

  • Repetition: number of times an individual is exposed to a given stimulus, such as an ad or brand logo, over time

  • Attention reallocation

Hemispheric Lateralization

Term applied to activities that take place on each side of the brain

Left Side

________ of the brain is responsible for verbal information, symbolic representation, sequential analysis, and the ability to be conscious and report what is happening

Right Side

______ of the brain deals with pictorial, geometric, timeless, and nonverbal information without the individual being able to verbally report it - works with images and impressions

Subliminal Stimuli

A message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it

Subliminal Stimuli _____ key persuasive information within the ad by making it so weak that it is difficult or impossible for an individual to physically detect

“hides”

Claim-belief discrepancies

Communication leads consumers to believe something about the product that is not true even though it does not present a direct false claim (subtle)

Short term memory is also known as ______.

working memory

Short term memory (STM)

Portion of total memory that is currently activated or in use 

Short-term memory has _____ _______ to store information and sensations, and decays quicly from the mind

limited capacity

Because STM is so short-lived, consumers must constantly refresh information through ______ ______.

Maintenance Rehearsal

Maintenance Rehearsal

continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to LTM 

Short Term memory is coined “working memory” because it is where information is analyzed, categorized, and interpreted. What helps interpret and evaluate information? 

Elaborative Activities

Elaborative Activities

the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information 

Operant conditioning is also known as ___ ______.

instrumental learning

operant conditioning

involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior 

______ ______ is a basic form of conditioned learning that attempts to create an association between a response (buying a brand) and some outcome (satisfaction) that serves to reinforce that response

operant conditioning

iconic rote learning

Learning a concept or the association between two or more concepts in the absence of conditioning

What is an example of iconic rote learning?

One may see an ad that states, “Ketoprofen is a headache remedy”, and associate the new concept “ketoprofen” with the existing concept “headache remedy”

Analytical reasoning

Individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concept

Analogical reasoning is a form of ______ ______.

analytical reasoning

analogical reasoning

An inference process that allows consumers to use an existing knowledge base to understand a new situation or object

What is a brand image?

the schematic memory of a brand - what people think of and feel when they hear or see a brand name

What does brand image contain?

target market’s interpretation of the product’s attributes, benefits, usage situations, users, and manufacturer/marketer characteristics

What is brand equity?

The value consumers assign to a brand above and beyond the functional characteristics of the product

What is an example of brand equity?

many people pay a significant premium for Bayer aspirin relative to store brands of aspirin although they are chemically identical

What is Perceptual Mapping?

Technique for measuring and developing a brand’s position - takes consumers perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes

What is emotion?

Strong, relatively uncontrolled feelings that affect behavior with strong links to needs, motivation, and personality 

What is motivation?

 the reason for behavior

What is a motive?

a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response  

The attribution theory is a part of ______ .

McGuire’s Cognitive Preservation Motives - Need for Attribution

McGuire’s need for attribution

This set of motives deals with our need to determine who or what causes the things that happen to us

(Need for Attribution)  This set of motives deals with our need to determine who or what causes the things that happen to us, which relates to an area of research called ______ _____.

attribution theory

What is Personality?

An individual’s characteristic response tendencies across similar situations

What is attitude?

An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment

attitude is a ____ _____ to repsond in a consistently favorbale or unfavorable manner with respect to a given object

learned predisposition

the ______ component is one of three attitude components

affective

what is the affective component of attitude?

Feelings or emotional reactions to an object

what is a good example of the affective attitude component?

A consumer who states “I like Diet Coke” or “Diet Coke is a terrible soda” is expressing results of an emotional or affective evaluation of the product

How can we change the affective component? 

mere exposure

what is mere exposure?

Simply presenting a brand to an individual on a large number of occasions might make the individual’s attitude towards the brand more positive

Appeal Charactertistics

Fear Appeals, humourous appeals, comparative appeals, emotional appeals, value-expressive appeals

Fear appeals

use the threat of negative (unpleasant) consequences if attitudes or behaviors are not altered

Humorous Appeals

ads built around humor appear to increase attention to and liking of the ad, particularly for those individuals high in need for humour

comparative appeals

directly compare the features or benefits of two or more brands

emotional appeals

Emotional or feeling ads are being used with increasing frequency 

What are emotional ads?

designed primarily to elicit a positive affective response rather than to provide information or arguments 

Value-expressive appeals

Attempt to build a personality for the product or create an image of the produce user 

Attribute framing is a form of _____ _____

message framing

message framing

refers to presenting one or two equivalent value outcomes either in positive or gain terms (positive framing) or in negative or loss terms (negative framing)

attribute framing is the ______ form of message framing, where only a single attribute is the focus of the frame

simpliest

Self concept

The totality of the individual’s thoughts and feelings having reference to the individual’s self as an object

Who I am now?

Actual self-concept

Who I would like to be

ideal self-concept

how i am or would like to be to myself

private self-concept

how am i see seen by others or how I would like to be seen by others

social self-concept

Independent self concept

emphasizes personal goals, characteristics, achievements, and desires 

interdependent self-concept

emphasizes family, cultural, professional, and social relationships 

High-self Monitor

Self-image congruity is likely to matter more for consumers who place heavy weight on the opinions and feelings of others

Low-self Monitor

Self-image congruity is likely to matter less

general vs. specific lifestyle schemes

general lifestyle patterns of a population vs. very specific lifestyle studies focused on individual or household lifestyles mmost relevant to a product or service

What are some general approaches to lifestyle schemes?

VALS System and PRIZM

VALS System

Provides a systematic classification of American adults into eight distinct consumer segments

What is the first dimension of the VALs System?

primary motivation

What does primary motivation consist of?

Ideals, Achievement, and Self-Expression motivation 

ideals motivation

these consumers are guided in their choices by their beliefs and principles rather than by feelings or desire for social approval (purchase functionality and reliability)

Achievement motivation

these consumers strive for a clear social position and are strongly influenced by the actions, approval,

Self-expression motivation

action-oriented consumers strive to express their individuality through their choices (purchase experiences)

what is the second dimension of the VALS System?

resources

What does resources mean in coordination to the VALS System?

Reflects the ability of individuals to pursue their dominant self-orientation; refers to the full range of psychological, physical, demographic, and material means on which consumers can draw

8 General Psychographic segments of the VALS System?

Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers, Survivors

Innovators (VALS)

successful, sophisticated, take-charge people with high self-esteem

Thinkers

mature, satisfied, comfortable, and reflective; tend to be well-educated and actively seek out information; favors durability, functionality, and value in products  

Believers

strongly traditional and respect rules and authority; fundamentally conservative, they are slow to change and technology averse 

Achievers

goal-oriented lifestyles that center on family and career; avoid situations that encourage a high degree of stimulation or change; prefer premium products 

Strivers

trendy and fun-loving; have little discretionary income and tend to have narrow interests; favor stylish products that emulate the purchases of people with greater material wealth

Experiencers

appreciate inclusivity and flexibility; seek video and audio stimulation using new technologies and platforms; interested in personal expression, fast fashion, and freedom from repetition 

Makers

value practicality and self-sufficiency; choose hands-on constructive activities and spend leisure time with family and close friends; look for tough, rugged products that will stand up to hard use

Survivors

lead narrowly focused lives; because they have fewest resources, they do not exhibit a primary motivation and often feel powerless; primarily concerned with safety and security; tend to be brand loyal and buy discounted merchandise

what is PRIZM?

State-of-the-art geo-demographic classification system from Claritas that merges US Census data with extensive data on product consumption and media usage patterns - outputs 68 lifestyle segments 

Geo-demographic analysis

people with similar cultural backgrounds, means and perspectives naturally gravitate toward one another; choosing to live amongst peers, emulate neighbors, adopt similar social values, tastes, and expectations; exhibit shared patterns of consumer behavior toward products, services, media, and promotions 

4 major social groups included in PRIZM?

Urban, Suburban, Second City, Town and Rural

Urban (PRIZM)

major cities with high population density

Suburban

moderately dense “suburban” areas

Second city

smaller, less densely populated cities or satellites to major cities 

Town and rural

low-density towns and rural communities 

three major lifestyle groups included in PRIZM?

younger years, family life, mature years