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aesthetic appeal

tap consumers' affective reactions by going beyond the cognitive associations of functionality; marketers consider both form and function in product designs

affective component

feelings or emotional reactions to an object

ambivalent attitude

holding mixed beliefs and/or feelings about an attitude object

attitude

an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspects of our environment / the way one thinks, feels, and acts toward some aspect of his or her environment, such as a retail store, television program, or product

attribute framing

only a single attribute is the focus of the frame; ex ground beef is 80% fat free or 20% fa**t**

behavioral component

one's tendency to respond in a certain manner toward an object or activity / a series of decisions to purchase or not purchase a diet coke or to recommend it to friends would reflect _____

benefit segmentation

segmenting consumers on the basis of their most important attribute or attributes

cognitive component

a consumer's beliefs about an object

comparative ads

directly compare the features or benefits of two or more brands

elaboration likelihood model (ELM)

a theory about attitudes are formed and changed under varying conditions of involvement

emotional ads

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

fear appeals

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

goal framing

where the message stresses either the positive consequences of performing an act or the negative consequences of not performing the act

humourous appeals

ads built around \___ appear to increase attention to and liking of the ad

mere exposure

presenting a brand to an individual on a large number of occasions might make the individual's attitude towards the brand more positive / familiarity breeds liking

message framing

presenting one of two equivalent value outcomes either in positive or gain terms or in negative or loss terms

multiattribute attitude model

A model of customer decision-making based on the notion that customers see a retailer or a product as a collection of attributes or characteristics. The model can also evaluate a retailer, product, or vendor. The model uses a weighted average score based on the importance of various issues and performance on those issues.

one-sided messages

only one point of view is expressed

source credibility

consists of trustworthiness and expertise

spokescharacters

animated animals, people, products, or other objects; companies have complete image control

sponsorship

a company providing financial support for an event

testimonial ad

a person, generally a typical member of the target market, recounts his or her successful use of the product, service, or idea

two-sided messages

presenting both good and bad points, is counterintuitive, and most marketers are reluctant to try such an approach; however \___ are generally more effective than one-sided messages in changing a strongly held attitude

utilitarian appeals

involve forming the consumer of one or more functional benefits that are important to the target market

value-expressive appeals

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

6 factors that may account for inconsistencies between measures of beliefs, feelings, and behavior observations

1. Lack of Need 2. Lack of Ability 3. Relative attitudes 4. Attitude Ambivalence 5. Weak Beliefs and affect 6. Interpersonal and situational influences

Actual self-concept

who I am now

brand engagement

refers to the extent to which an individual includes important brands as part of his or her self-concept

extended self

the self plus possessions; people tend to define themselves in part by their possessions

geo-demographic analysis

people with similar cultural backgrounds, means and perspectives naturally gravitate toward one another; then they exhibit shared patterns of consumer behavior toward products, services, media, and promotions

ideal self-concept

who I would like to be

independent self-concept

emphasized personal goals, characteristics, and achievements, and desires

interdependent self-concept

emphasizes family, cultural, professional, and social relationships

lifestyle

how a person lives; how a person enacts her or his self-concept and is determined by past experiences, innate characteristics, and current situation

Mere ownership effect (endowment effect)

the tendency of an owner to evaluate an object more favorably than a nonowner

peak experience

an experience that surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment

private self-concept

How I am or would like to be to myself

PRIZM

geo-demographic classification system that merges Census data with product consumption and media usage patterns; output is a set of 68 lifestyle segments

psychographics

the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research; used interchangeably with lifestyle

self-concept

the totality of the individual's thoughts and feelings having reference to himself or herself as an object

VALS

a systematic classification of American adults into eight distinct consumer segments; based on enduring psychological characteristics that correlate with purchase patterns

social self-concept

How I am seen by others or how I would like to be seen by others

Three primary motivations underlie VALS

1. ideals motivation 2. achievement motivation 3. self-expression motivation

antecedent states

features of the individual person that are not lasting characteristics

atmospherics

the process managers use to manipulate the physical retail environment to create specific mood responses in shoppers

communications situation

the situation in which consumers receive information has an impact on their behavior

disposition situation

consumers must frequently dispose of products or product packages after or before product use; ease of \___ is an important attribute to many customers

embarrassment

a negative emotion influenced by both the product and the situation

moods

transient feeling states that are not tied to a specific event or object

physical surroundings

include decor, sounds, aromas, lighting, weather, and configurations of merchandise or other materials surrounding the stimulus object

purchase situations

influence consumers in order to develop marketing strategies that enhance the purchase of their products

ritual situation

a socially defined occasion that triggers a set of interrelated behaviors that occur in a structured format and that have symbolic meaning

servicescape

Atmosphere of a service business such as a hospital, bank, or restaurant

Situational Influences

all of those factors particular to a time and place that do not follow from a knowledge of the stable attributes of the consumer and the stimulus and that have an effect on current behavior

store atmosphere

the sum of all the physical features of a retail environment

task definition

the reason the consumption activity is occurring

temporal perspectives

situational characteristics that deal with the effect of time on consumer behavior

usage situations

The situation in which consumers select a product based on appropriateness for a specific use.

social surroundings

the other individuals present in the particular situation; people's actions are frequently influenced by those around them

active problem

one the consumer is aware of or will become aware of in the normal course of events

actual state

the way an individual perceives his or her feelings and situation to be at the present time

desired state

the way an individual wants to feel or be at the present time

extended decision making

involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant post-purchase evaluation; the response to a high level of purchase involvement

generic problem recognition

involves a discrepancy that a variety of brands within a product category can reduce

inactive problem

one of which the consumer is not aware of

limited decision making

involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little post purchase evaluation

nominal decision making (habitual decision making)

occurs when there is very low involvement with the purchase. Does not include consideration of the "do not purchase" alternative

problem recognition

the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process

product involvement

a consumer's level of interest in a particular product

purchase involvement

the level of concern for, or interest in, the purchase the process triggered by the need to consider a particular purchase

selective problem recognition

a discrepancy that only one brand can solve

awareness set

composed of those brands consumers are aware of

behavioral targeting

involves tracking consumer click patterns on a website and using that information to decide on banner ad placing

bots

software “robots” that do the shopping/searching for users

evoked set (consideration set)

composed of those brands or products one will evaluate for the solution of a particular consumer problem

external search

can involve independent sources, personal sources, marketer-based information, and product experience

inept set

composed of those brands consumers are aware of and view negatively

inert set

composed of those brands consumers are aware of and view in a neutral manner

internal search

once a problem is recognized, relevant information from long-term memory is used to determine whether a satisfactory solution is known, what the characteristics of potential solutions are, what appropriate ways exist to compare solutions

local mobile search

searches for information from a mobile device pertaining to the current (or future planned) geographic location of a consumer

ongoing search

done to acquire information for possible later use and because the process itself is pleasurable

Search Engine Optimization

involves techniques designed to ensure that a company's web pages are accessible to search engines and focused in ways that help improve the chances they will be found

six potential information strategies

1. Maintenance 2. Disrupt 3. Capture 4. Intercept 5. Preference 6. Acceptance

affective choice

process in which consumers make a choice based on how they think the product will make them feel

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.

attribute-based choice

requires the knowledge of specific attributes at the time the choice is made, and it involves attribute-by-attribute comparison across brands

blind tests

one in which the consumer is not aware of the product's brand name

bounded rationality

a limited capacity for processing information

compensatory decision rule

the brand that rates highest on the sum of consumer’s judgments of the relevant evaluative criteria will be chosen

conjoint analysis

the most popular indirect measurement approach where the consumer is presented with a set of products or product descriptions in which the evaluative criteria vary

conjunctive decision rule

established minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards

consummatory motives

underlie behaviors that are intrinsically rewarding to the individual involved

disjunctive decision rule

establishes a minimum level of performance for each important attribute (often a fairly high level, which sets the performance standard very high and makes it hard for a brand to attain

elimination by aspects decision rule

requires the consumer to rank the evaluative criteria in terms of their importance and to establish a cut-off point for each criterion

evaluative criteria

the various dimensions, features, or benefits a consumer looks for in response to a specific problem

instrumental motives

activate behaviors designed to achieve a second goal

lexicographic decision rule

requires the consumer to rank the criteria in order of importance, the consumer then selects the brand that performs best on the most important attribute

metagoal

the general nature of the outcome being sought

perceptual mapping

a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers' minds

projective techniques

allow the respondent to indicate the criteria someone else might use, are often helpful