MKT 402 Exam 1

What are the outcomes of High MAO? (Motivation, Ability, & Opportunity)

1: High-effort info processing and decision making

2: Involvement

3: Goal-relevant behavior

What are the characteristics of High-Effort Info Processing and Decision-Making? (one of the outcomes of high MAO)

- Invest more time

- Pay more attention to relevant information

- Consider more options, more thoroughly

- Evaluate information and sources more critically

What is the difference between Accurate vs. Biased Processing

Accurate processing = objective evaluation of info; biased processing = subjective, influenced by personal motives/emotions.

Motivation evokes a Type of Involvement. What are the types?

- Enduring vs. Situational

- Cognitive vs. Affective.

What Determines Motivation?

1: Personal relevance

2: Consistency with self

3: Risk

4: Moderate inconsistency

What are the characteristics of Consistency With Self (one of the determinants of motivation)

- Self concept

- Values

- Needs

- Goals

What are the Characteristics of Needs? (one of the points in consistency with self)

- Needs can be internally/externally activated

- Need satisfaction is dynamic

- Needs exist in hierarchy

- Needs can conflict.

What are the types of Perceived Risk?

- Performance

- Financial

- Physical

- Social

- Psychological

- Time

What are the types of Consumer Ability?

- Financial

- Cognitive

- Emotional

- Physical

- Social & Cultural Resources.

What are the factors affecting Consumer Opportunity?

- Lack of time

- Distraction

- Complexity, amount, repetition, control of info.

What are the Moderators of Exposure

1: Frequency

2: Prominence

3: Position

What is Prominence in moderators of exposure, and what is an example?

How much they stand out

What is position in moderators of exposure?

Ad position within a medium

What are Characteristics of Attention?

Attention is.....

- Limited

- Selective

- Divisible

- Subject to habituation.

What are means of Attracting Attention?

- Personally relevant

- Pleasant

- Surprising

- Easy to process

What does Personally Relevant mean in means of attracting attention

- Appeal to consumers self

- Depict users who resemble consumers

- Use vivid storytelling

What does Surprising mean in means of attracting attention?

- Novelty

- Unexpectedness

What is Perception Through Senses?

- Vision

- Hearing

- Taste

- Smell

- Touch

When do we Perceive Stimuli?

1: Absolute Threshold (minimum intensity needed to perceive)

2: Differential Threshold (intensity difference needed between two stimuli before people can perceive that the stimuli are different, just noticeable difference).

What are the Types of Comprehension?

1: Objective Comprehension (extent to which consumers accurately understand intended message from sender)

2: Subjective Comprehension (what the consumer interprets from message regardless of accuracy).

What are Schemas?

Organized knowledge structures with core associations.

ex: A banana schema includes 100 calories, yellow color, bruises easily, slippery peel.

What is the Spreading of Activation (within the concept of schemas)

Spreading of activation is a process that explains how schemas (organized networks of knowledge in memory) work.

Ex: Activating "Amazon" spreads to strongly linked concepts (e.g., "Prime" to "Free shipping").

What are Associations for Strong Brands?

1: Strength

2: Favorability

3: Uniqueness.

What is a Script?

A sequence of expected behaviors for a given situation.

Within retrieval, What is Primacy vs Recency Effect?

1: Primacy: First items remembered

2: Recency: Last items remembered (e.g., prefer second song sample).

What is Episodic vs. Semantic Memory?

1: Episodic is from personal experiences

2: Semantic is facts and general knowledge.

What are Taxonomic Categories?

Groupings of objects/events based on similarity.

What are the Characteristics of Attitudes?

1: Favorability

2: Accessibility

3: Persistence

4: Resistance

What are Ambivalent Attitudes?

Having very mixed opinions about something - really good and really bad

Attitudes can be formed and changed in 2 ways, what are they?

1: Central Route Processing - Happens when a person is highly motivated, they carefully evaluate information, stronger

2: Peripheral Route Processing - When a person is less motivated, relies on surface cues, usually temporary

What is the Expectancy-Value Model?

Attitudes are formed based on:

1: Beliefs about an object

2: The evaluation of those beliefs.

What are Object Beliefs? (in terms of the expectancy-value model?)

Beliefs a person holds about an object

Cognitive responses include:

- Counterarguments

- Support arguments

- Source derogations.

What factors influence Message Credibility?

1: Argument Quality

2: Message Sidedness

3: Comparison

What is the role of Comparison (in terms of attitudes)

- Directly or indirectly naming competitors and comparing attributes.

- Enables new brands to claim parity with established ones.

- Enhances message processing.

- Distances users from competing brands.

What kind of influence do celebrities have in terms of familiarity and likability?

They add familiarity and likability because consumers already know them.

What do Fear Appeals suggest?

They suggest consumers can avoid negative outcomes by following the message.

What are Unconscious Influences on low-effort attitudes?

1: Thin-slice judgments (quick inferences made with minimal information).

2: Body feedback – physical cues (e.g., nodding, smiling, posture) that shape attitudes unconsciously.

What are Low-Effort Cognitive Influences?

1: Simple inferences - Beliefs based on peripheral cues (context cues, product cues, metacognitive cues, brand cues)

2: Heuristics - simple rule of thumb used to make judgements (representativeness heuristic, frequency heuristic, price-quality heuristic)

What are Low-Effort Affective Influences?

- Mere exposure effect

- Classical/evaluative conditioning

- Ad attitude

- Consumer mood.

What is the Mere Exposure Effect?

Repeated exposure increases liking.

What is Classical Conditioning?

Linking an unconditioned stimulus with a conditioned stimulus to create a conditioned response.

What is Evaluative Conditioning?

Transfer of valence (positive/negative feelings) from one stimulus to another.