MKT 351 Exam #2 (Ch 7-12 Lecture Notes)

reference group

group whose presumed perspectives or values are being used by an individual as the basis for his/her current behavior

3 types of reference groups

membership, aspirational, dissociative

membership groups

an individual currently belongs (a family, a peer group, one’s gender group)

aspirational groups

a group in which a consumer desires to become a member

dissociative groups

an individual wishes to avoid being associated with

four criteria that are particularly useful in classifying groups

membership, strength of social tie, type of contact, attraction

reference group influence can take 3 forms

informational influence, normative influence (utilitarian), identification influence (value-expressive)

informational influence

consumer uses the behaviors and attitudes of reference groups as information for making his or her decisions; friend recommendation, word of mouth

normative influence

consumer conforms to group expectations in order to receive a reward or avoid punishment; usually based on social acceptance, based on reward power

identification influence

consumers use products to construct and express desired identities; consumer internalizes a group’s values, or the extent to which consumers join groups in order to express their own closely held values and beliefs

external influences

culture, subculture, demographics, social status, reference groups, family, marketing activitiesi

internal influences

perception, learning, memory, motives, personality, emotions, attitudes

consumer decision process

problem recognition, information search, alternative evaluation and selection, outlet selection and purchase, post purchase processes

perception

consumer’s awareness and interpretation of reality; begins with exposure and attention to the marketing stimuli and ends with consumer interpretation; a part of information processing

information processing for consumer decision making

exposure, attention, interpretation, memory, purchase and consumption decisions

exposure

occurs when a stimulus is placed within a person’s relevant environment and comes within range of the person’s sensory receptor nerves

attention

purposeful allocation of information-processing capacity toward developing an understanding of a stimulus; requires consumers to allocate limited mental resources toward the processing of incoming stimuli

attention is determined by 3 factors

stimulus factors, individual factors, situational factors

stimulus factors

are physical characteristics of the stimulus itself

individual factors

are characteristics which distinguish one individual from another

situational factors

include stimuli in the environment other than the focal stimulus and temporary characteristics of the individual that are induced by the environment

interpretation

the assignment of meaning to sensations

cognitive interpretation

a process whereby stimuli are placed into existing categories of meaning

affective interpretation

the emotional or feeling response triggered by a stimulus such as an ad; includes physical and mental responses to the stimuli encountered

3 components of branding

brand identity, brand positioning, brand equity

brand personality

sincerity, excitement, competence, sophistication, ruggedness

heuristic cues

intuitive and efficient rules, or psychological shortcuts, that guide individuals’ judgments and influence decision-making processes

memory

the process by which knowledge or information is recorded and recalled

2 types of memory

short-term (working memory) and long-term

short-term memory

is that portion of total memory that is currently activated or in use

long-term memory

is that portion of total memory devoted to permanent information storage

2 types of explicit long-term memory

semantic and episodic

semantic memory

the basic knowledge and feelings an individual has about a concept

episodic memory

the memory of a sequence of events in which a person participated

2 types of long-term memory

explicit (conscious) and implicit (unconscious)

2 types of implicit long-term memory

priming and procedural

associative network (schema)

network of mental pathways linking knowledge within memory; nodes and paths; knowledge in long-term memory is stored here

nodes

concepts found in an associative network

paths

representations of the association between nodes

scripts

special type of schema; memory of how an action sequence should occur

accessibility

the likelihood and ease with which information can be recalled from long-term memory

classical conditioning

using a stimulus to produce a response; relies on associations between stimuli; Pavlov’s dogs

sensory memory

area where a consumer stores encounters exposed to one of the five sense

encoding

process by which information is transferred from short-term (workbench) memory to long-term memory for permanent storage

retrieval

process by which information is transferred back into short-term (workbench) memory for additional processing when needed

associations

connections between related nodes

spreading activation

activating one node activates related nodes, increasing the likelihood that these nodes will influence behavior

repetition

thought is held in short-term memory by mental repeating the thoughtd

dual coding

occurs when two different sensory traces are available to remember something

meaningful encoding

association of active information in short-term memory with other information recalled from long-term memory

chunking

grouping stimuli by meaning so that multiple stimuli become a single memory unit

operant conditioning

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

motivation

driving forces behind human actions that drive consumers to address real needs

needs

discrepancies that arise when a consumer’s actual state does not meet his or her desired state

2 types of needs

physiological and psychological

physiological needs

“innate” or “primary” needs

psychological needs

“secondary” needs

homeostasis

state of equilibrium wherein the body naturally reacts to maintain a constant, normal bloodstream (prevention)

self-improvement

motivations aimed at changing the current state to an ideal level (promotion)

regulatory focus theory

notion that consumers orient their behavior either through prevention or promotion focus

Maslow’s hierarchy of needs

physiological, safety, love/belonging, esteem, self-actualization

personality

drives your behaviors; an individual’s characteristic response tendencies across similar situations

brand personality

a set of human characteristics that become associated with a brand and are a particular type of image that some brands aquire

emotion

strong, relatively uncontrolled feelings that affect behavior

3 dimensions of emotions

pleasure, arousal, dominance

attitude

(relatively stable) overall evaluation of a product (good, service), object, or person

3 components of attitude

affective, cognitive, behavioral

affective attitude component

emotions or feelings about specific attributes or overall object

cognitive attitude component

beliefs about specific attributes or overall object

behavior attitude component

behavioral intentions with respect to specific attributes or overall object

factors that may account for attitude inconsistencies

lack of need, lack of ability, relative attitudes, attitude ambivalence, weak beliefs and affect, interpersonal and situational influences

attitude change strategies

change the cognitive component, change the affective component, change the behavioral component

2 routes of the elaboration likelihood model

central route to persuasion and peripheral route the persuasion

elaboration likelihood model (ELM)

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

peripheral route

low involvement; limited attention focused; low or non conscious information processing; persuasion operates through classical conditioning can affect/change attitude toward ad and non conscious belief changes lead to behavioral and attitude change

central route

high involvement; strong attention focused on product-related features and factual information; conscious thoughts about product; persuasion generally alters beliefs influencing brand attitude and purchase intentions

self-concept

people’s beliefs about the self; consumer are motivated to act in accordance with this

extended self

consumers may regard products and brands as extensions of the self

lifestyle

basically how a person lives; it is how one enacts his or her self-concept; influences all aspects on one’s consumption behavior; determined by the person’s past experiences, innate characteristics, and current situation

psychographics

measurement of lifestyle; attempts to develop quantitative measures of lifestyle

measures of psychographics

attitudes, values, activities and interests, demographics, media patterns, usage rates

clarets PRIZM

a consulting company specializing in segmentation