MKTG 3553 Final

aspirational group

group in which a consumer desires to become a member

attention to social comparison information (ATSCI)

individual difference variable that assesses the extent to which consumers are concerned about how other people react to their behavior

buzz marketing

marketing efforts that focus on generating excitement among consumers and that are spread from consumer to consumer

brand community

group of consumers who develop relationships based on shared interests or product usage

connected self-schema

self-conceptualization of the extent to which a consumer perceives himself or herself as being an integral part of a group

diffusion process

way in which new products are adopted and spread throughout a marketplace

dissociative group

group to which a consumer does not want to belong

nuclear/extended family

wife, husband, and children vs. several generations living together

market maven

consumer who spreads information about all types of products and services that are available in the marketplace

seperated self-schema

self-conceptualization of the extent to which a consumer perceives himself or herself as distinct and separate from others

sex role orientation

family's set of beliefs regarding the ways in which household decisions are reached

stealth marketing

guerrilla marketing tactic in which consumers do not realize that they are being targeted for a marketing message

surrogate consumer

consumer who is hired by another to provide input into a purchase decision

acquisitional shopping

Activities oriented towards a specific, intended purchase or purchases

Advertiming

ad buys that include a schedule that runs the advertisement primarily at times when customers will be most receptive to the message

Atmospherics

emotional nature of an environment or the feelings created by the total aura of physical attributes that comprise a physical environment

circadian cycle

rhythm (level of energy) of the human body that varies with the time of day

congruity

how consistent the elements of an environment are with one another

consumer self regulation

tendency for consumers to inhibit outside, or situational, influences from interfering with shopping intentions

epistemic shopping

activities oriented toward acquiring knowledge about products

experiential shopping

recreationally oriented activities designed to provide interest, excitement, relaxation, fun, social interaction, or some other desired feeling

Impulsive shopping and consumption

spontaneous activities characterized by a diminished regard for consequences, heightened emotional involvement, and a desire for immediate self-fulfillment; consumption acts characterized by spontaneity, a diminished regard for consequences, and a need for self-fulfillment

mental budgeting

memory accounting for recent spending

Seasonality

regularly occurring conditions that vary with the time of year

brand awareness

Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to consumers.

brand inertia

occurs when a consumer simply buys a product repeatedly without any real attachment

search regret

negative emotions that come from failed search processes

Satisficing

choosing a "good enough" alternative

Affect-based vs. attribute-based evaluations

affect - evaluative process wherein consumers evaluate products based on the overall feeling that is evoked by the alternative
attribute - evaluative process wherein alternatives are evaluated across a set of attributes that are considered relevant to the purchase situation

attribution theory

the theory that we explain someone's behavior by crediting either the situation or the person's disposition

authenticity

the degree to which an object, person, or experience seems real, genuine, unique, and part of history or tradition

equity theory

theory that proposes that people compare their own level of inputs and outcomes to those of another party in an exchange

expectancy/disconfirmation theory

satisfaction formation theory that proposes that consumers use expectations as a benchmark against which performance perceptions are judged

self-perception theory

theory that states that consumers are motivated to act in accordance with their attitudes and behaviors

SERVQUAL

way of measuring service quality that captures consumers' disconfirmation of service expectations

procedural justice

an equity-based cognition representing the extent that consumers believe the processes involved in processing a transaction, performing a service, or handling any complaint are fair

rancorous revenge

is when a consumer yells insults and makes a public scene in an effort to harm the business in response to an unsatisfactory experience

retaliatory revenge

consumer becomes violent with employees and/or tries to vandalize a business in response to an unsatisfactory experience

switching

times when a consumer chooses a competing choice, rather than the previously purchased choice, on the next purchase occasion

procedural switching costs

lost time and extended effort spent in learning ways of using some product offering

financial switching costs

total economic resources that must be spent or invested as a consumer learns how to obtain value from a new product choice

relational switching costs

emotional and psychological consequences of changing from one brand/retailer/service provider to another

consumer inertia

situation in which a consumer tends to continue a pattern of behavior until some stronger force motivates him or her to change

loyalty card/program

device that encourages repeated purchasing and keeps track of the amount of purchasing a consumer has had with a given marketer once some level is reached

customer commitment

sense of attachment, dedication, and identification

Antiloyalty

consumers who will do everything possible to avoid doing business with a particular marketer

relationship quality

degree of connectedness between a consumer and a retailer

The Jujitsu Warrior

- there are certain things that cause reactionsexample: say "sale", people assume cheaper

the two magic words

"please""Because"

set up properties

- used to sell other properties,- this one is nice but out of budget, woah the one in budget is super good value then

Contrast effect

showing homes above price range to make your price range look better

Claquers

people put into audience to supplement the act on que.- Part of behavioral and emotional contagion

Prisoner of War; Why torture doesn't work

physical evidence, show to other people, put in public eye, some effort, must be viewed as inner choice

Wurther effect

-plane crash, suicide rates-rate goes up, falls off, then blips backpeak after story, then again 8-9 days later after initial falling off

directed deference

blind obedience, conveying authority, & fear building- shock each time you get wrong answer- drop in Rear vs R. Ear

3 T's of authority

titles, threads, trappings

goosing off the fence

if you put a deposit down on this vehicle we can't show it to anyone else!!!

5 types of situations

physical surroundings, social surroundings, task definition, temporal perspective, antecedent states

4 functions of gift giving

1) Symbolic Communication2) Establish and maintain social relationships3) Economic value4) Socialization

gift table

Voluntary Low - altruismVoluntary High- reciprocityObligatory Low- ritual obligationObligatory High- love, friendship

altruism

flowers for a sick friend

Reciprocity

jewelry for your romantic partner

ritual obligation

gift giving: gift type is low and self interest is obligatory; gift for a graduation

Love and Friendship

anniversary gift for your wife

Beverage Consumption Situations

- Entertaining close friends at home- Going to a restaurant, lounge, or bar on Friday or Saturday night- Watching a sporting event or some favorite show on television- Engaging in sports activity or hobby- Taking a weekend trip- At home working on yard, house, or car- Relaxing at home

Credit Card as spending Stimuli

the credit card itself serves a conditioning interpretation. people will be likely to spend more money when the cue is there. you will also spend more quickly. tend to tip higher.

Five Generic Consumer Situations

-Information acquisition- Shopping- Purchase- consumption- disposition

internal information search

When consumers use their past experiences with items from the same brand or product class as sources of information.- Brand, Attributes, online processing (Recall)

external search for information

occurs when the buyer seeks information outside his or her personal knowledge base to help make the buying decision

External search details

1.) source information2.) extent of external search3.) content of external search4.) search typologies5.) process order of information

info seekers

higher income, higher education, print source > electronic, careful planners, opinion leaders

marketer sources of information

- Advertising- In-store Material- Distribution & Distribution Listings- Package Information- Retail Sales Personnel- Sampling & Distribution- Online Communities, Blogs, etc.

Index numbers

ratios that measure quality costs relative to some base accounting values such as sales or product units
200= double as likely (twice as likely)100= likely50= half as likely
80-120= not statistically significantbelow 80, above 120= significant

expenctancy value

= (importance) * Belief- highest one selected.

Attribute (Ideal Point)

= (ideal- belief)*Importance-lowest is best

affect referal

emotional influence,which one you personally like best

conjunctive

ALL brands that meet or exceed the prespecified cutoff point on ALL attributes are considered

Disjunctive

ANY brand that meets or exceeds the cutoff of ANY attribute

lexiograohic

Difference of 1, always use highest # of differences

Lexisemiorder

Must have sig difference of 2 or more

Brand loyalty

a favorable attitude toward and consistent purchase of a single brand over time

Family Consumption Related Roles

-Decision Maker-Family Financial Officer-Influencer-Gatekeeper-Buyer-Consumer

spousal division of labor

-Husband Dominant (outside)-Wife Dominant (inside home)-Syncratic (Both)-Autonomous (neither)

True or False: FFO is also gatekeeper?

TRUE

Decision making attributes

rejection inducing dimensions (RID)relative preferences dimensions (RPD's)trade-off dimensions (TD's)

Spousal Influence Types

-Expert-Legitimate-Bargaining-Reward/Referent-Emotional-Impression Management

family life cycle

young single, newly weds, full nest 1-3, married w/kids, older singles, empty nest 1-2, solitary survivor, retired solitary survivor

Full nest 1,2,3

-LOOK AT ONLY YOUNGEST CHILD1= 0-62= 7-133= 14-18

Empty nest 1,2

1= one parent not in labor force2= both parents outside labor force

Solitary Survivor

retired persons may go back to work at smaller, entry level job

Retired Solitary Survivor

Retired, officially retired no longer working

parental styles

Authoritarian (obedience)Neglectful (little control)Democratic (self-expression)Permissive (no constraints)

consumer satisfaction

parent, teacher , peerstelevision, toys, etcculture

Passive dictation

saying it doesn't fit and buying something different during the exchange

5 stages of consumer development

1. observing2. making requests3. making selections4. making assisted purchases5. making independent purchases

Children age

Senscimotor 0-2preoperational 2-7concrete operational 7-11formal operational 11-adult

children and commercials

20-22k exposed per yearage 5-7, intent changes- max exposure at age 7-11

1990 congress childrens tv act

commercial time in kid programs limitedweekends= 10.5 minutesweekdays 12 min

lagniappe

a small gift given to a customer by a merchant at the time of purchase; Providing the customer with a small bonus or unexpected extra

Omake (Japanese)

An addition, a premium, an extra, something "thrown in"