MKT 351 Exam #2 (Ch 7-12 Terms)

adopter categories

innovators, early adopters, early majority, late majority, laggards

adoption process

individual consumers go through a series of distinct steps of stages when purchasing an innovation; awareness, interest, evaluation, trial, adoption

asch phenomenon

the naive object almost always agrees with the incorrect judgment of the others

aspiration reference groups

nonmembership groups with a positive attraction; exert strong influence

brand ambassador

person who is paid or given free products by a company in exchange for wearing or using its products and trying to encourage others to do so

brand community

non geographically bound community, based on a structured set of social relationships among owners of a brand ad the psychological relationship they have with the brand itself, the product in use, and the firm

buzz

not supported by large advertising budgets, but often created by marketing activities

community

characterized by consciousness of kind, shared rituals and traditions, and a sense of moral responsibility

consumption subculture

a distinctive subgroup of society that self-selects on the basis of a shared commitment to a particular product class, brand, or consumption activities

customer reviews

reviews of products on sites

diffusion process

the manner in which innovations spread throughout a market

dissociative reference groups

groups with negative desirability; can influence behavior just as those with positive desirability do

early adopters

tend to be opinion leaders, like market mavens or influencers, in local reference groups; successful, well educated, and somewhat younger than their peers; willing to take calculate risks, concerned with failure; use commercial, professional, and interpersonal information sources; provide information to others

early majority

tend to be cautious about innovations; adopt sooner than most of their social group but also after the innovation has proved successful with others; socially active but seldom leaders, somewhat older, less well educated, less socially mobile than early adopters; rely on interpersonal sources of information

enduring involvement

most salient characteristic of opinion leaders is long-term involvement with the product category than the non-opinion leaders in the group; leads to enhanced knowledge about and experience with the product category or activity

group

two or more individuals who share a set of norms, values, or beliefs and have certain simplicity or explicit defined relationships to one another such that their behaviors are interdependent

identification influence

value-expressive influence; occurs when individuals have internalized the group's values and norms

informational influence

occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information

innovation

an idea, practice, or product perceived to be new by the relevant individual or group

innovators

venturesome risk takers; capable of absorbing the financial and social costs of adopting an unsuccessful product; tend to be younger, more educated, and more socially mobile than their peers

laggards

locally oriented and engage in limited social interaction; tend to be relatively dogmatic and oriented toward the past; adopt innovations only with reluctance

late majority

skeptical about innovations; adopt more in response to social pressures or a decreased availability of the previous product than because of a positive evaluation of the innovation; tend to be older and have less social status and mobility than those who adopt earlier

market mavens

special type of opinion leader; inmate discussions with others about products and shopping, and respond to requests for market information

multistep flow of communication

involves opinion leaders for a particular product area who actively seek relevant information from the mass media as well as other sources

normative influence

utilitarian influence; occurs when a individual fulfills group expectations to gain a direct reward or to avoid a sanction

online community

a community that interacts over time around a topic of interest on the internet

online social network site

web-based service that allows individuals to (1) construct a public or semipublic profile within a bounded system (2) articulate a list of other users with whom they share a connection (3) view and traverse their list of connections and those made by others within the system

opinion leader

actively filter, interpret, or provide product-and brand relevant information to their family, friends, and colleagues

primary groups

such as family and friends, involve strong ties and frequent interaction; often wield considerable influence

reference group

a group whose presumed perspectives or values are being used by an individual as the basis for the person's current behavior

secondary groups

such as professional and neighborhood associations, involve weaker ties and less-frequent interaction

two-step flow of communication

process of one person's receiving information from the mass media or other sources and passing it onto others

viral marketing

uses electronic communications to trigger brand messages throughout a widespread network of buyers

word-of-mouth (WOM) communications

individuals sharing information with other individuals in a verbal form, including face-to-face, on the phone, and over the internet

ad avoidance/selective exposure

when consumers actively avoid certain marketing stimuli

adaptation level theory

suggest that if a stimulus doesn't change, over time we adapt or habituate to it and begin to notice it less

affective interpretation

the emotional or feeling response triggered by the stimulus

ambush marketing

involves any communication or activity that implies, or from which one could reasonably infer, that an organization is associated with an event, when in fact it is not

attention

occurs when the stimulus activates one or more of the sensory receptors and the resulting sensations go into the brain for processing

brand extension

an existing brand extends to a new category with the same name

brand familiarity

an ability factor related to attention

closure

presenting an incomplete stimulus with the goal of getting consumers to complete it and thus become more engaged and involved

co-branding

an alliance in which two brands are put together on a single product

cognitive interpretation

involve a process whereby new stimuli are placed into existing categories of meaning

contextual cues

present in the situation play a role in consumer interpretation independent of the actual stimulus

cross-promotions

whereby signage in one area of the store promotes complementary products in another

exposure

occurs when a stimulus comes within range of one of an individual's primary sensory receptors

figure-ground

presenting the stimulus in such a way that it is perceived as the focal object to be attended to and all other stimuli are perceived as the background

hemispheric lateralization

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

inference

go beyond what is directly stated or presented and help explain consumer use of quality signals, their interpretation of images, and how they deal with missing information

infomercials

program-length television commercials with a toll-free number and/or web address through which to order or request additional information

information overload

occurs when consumers are confronted with so much information that they cannot or will not attend to all of it

information processing

series of activities by which stimuli are perceives, transformed into information, and stored

interpretation

the assignment of meaning to stimuli that have been attended to

just noticeable difference (JND)

the minimum amount that one brand can differ from another with the different still being noticed

muting

turning the sound off during commercial breaks

neuromarketing

used to study the brain's response to stimuli

perception

activities by which an individual acquires and assigns meaning to stimuli

perceptual defenses

individuals are not passive recipients of marketing messages

perceptual relativity

relative process rather than absolute

permission-based marketing

voluntary and self-selected nature of such online offerings, where consumers "opt-in" to receive email based promotions

product placement

provides exposure that consumers don't try to avoid

proximity

refers to the fact that stimuli positioned close together are perceived as belonging to the same category

rhetorical figures

involve the use of an unexpected twist or artful deviation in how a message is communicated either visually in the ad's picture or verbally in the ad's text or headline

sensory discrimination

the physiological ability of an individual to distinguish between similar stimuli

smart banners

banner ads that are activated based on terms used in search engines

stimulus organization

the physical arrangement of the stimulus objects and relates to the perceptual principles of proximity, closure, and figure-ground

subliminal stimulus

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

zapping

switches channels when a commercial appears

zipping

one fast-forwards through a commercial on a prerecorded program

accessibility

the likelihood and ease with which information can be recalled from LTM

advertising wearout

too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it

analogical reasoning

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

analytical reasoning

individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts

brand equity

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

brand image

the schematic memory of a brand

brand leverage/family branding/brand extensions/umbrella branding

markets capitalizing on brand equity by using an existing brand name for new products

classical conditioning

the process of using an established relationship between one stimulus and response to bring about the learning of the same response to a different stimulus

cognitive learning

encompasses all the mental activities of humans as they work to solve problems or cope with situations

concepts

abstractions of reality that capture the meaning of an item in terms of other concepts

conditioning

set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned

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

episodic memory

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

explicit memory

the conscious recollection of an exposure event

extinction

forgetting in conditioned learning

flashbulb memory

acute memory for the circumstances surrounding a surprising and novel event

high-involvement learning

the consumer is motivated to process or learn the material

iconic rote learning

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

imagery

concrete sensory representations of ideas, feelings, and objects

implicit memory

the non conscious retrieval of previously encountered stimuli

learning

any change in the content or organization of long-term memory or behavior and is the result of information processing

long-term memory (LTM)

portion of total memory devoted to permanent information storage

low-involvement learning

the consumer has little or no motivation to process or learn the material

maintenance rehearsal

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

memory interference

sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way

modeling/vicarious learning

use imagery to anticipate the outcome of various courses of action

operant conditioning/instrumental learning

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

perceptual mapping

offers marketing managers a useful technique for measuring and developing a product's position

product positioning

a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment

product repositioning

a deliberate decision to significantly alter the way the market views a product