Verbal information- Left brain
Non Verbal Informaiton- Right brain
Chucking- grouping information to memorize it like a phone number
Types of groups
Membership: individual currently belongs to a peer group or membership
Strength of social tie
Type of contact- offline or online
Attraction
Dissocative group: avoids
Reference groups:
Informational influence
Normative influence (aka utilitarian influence)- group expectations to receive reward or avoid punishment
Identification influence (aka value expressive influence) - consumers use product to construct and express identity
Internal Factors:
Perception- how you see the information
Exposure-> attention -> interpretation -> memory (short term and long term) -> purchase decisions
Attention: stimulus factors (physical), Individual (distiguished as individual), Situational (what you pay attention to)
Exposure- selective and voluntary
Memory:
Long Term
Semantic memory: basic knowledge and feeling
Episodic memory: a sequence of events in which a person experiences
Associative network - schema
Nodes- concepts found in an associative network
Paths: representation of the association between nodes
LTM
Scripts: special type of schema, memory of how an action sequence occurs (routine)
Retrieval: likelihood and ease with which information can be passed and recalled
Classical conditioning
Unconditional stimulus: automatically produces response
Conditioned stimulus: bell ringing
Conditioned response: salivating
Operant conditioning- reinforcement a positive responseward with a re, ie a punch card for a restaurant
Consumers involvement- Central route High involvement and peripheral route low involvement
The nature of motivation
Needs:
Psychological needs- innate or primary
Physiological needs secondary
Two prominent sets of motives under regulatory focus theory are termed:
Prevention focus motivation- state of equilibrium homeostasis
Promotion focus motivation- self improvement
Maslow's hierarchy of needs
Self actualization (best you can be)
Esteem (respect/recognition)
Social relationships (love/relationships)
Safety (feel free from threats)
Physiological
Brand personality
Sincerity, excitement,
Elaboration likelihood model- exposure to marketing message
How consumers process information when they have different involvement, hig knowledge/high involvement then I will pay attention to more in-depth information versus low involvement i will pay attention to for surface level info
Changing the Cognitive component- belief
Changing the Affective component- emotion
Changing the Behavioral component - if you want to or do not want to purchase
Self concept: how you see yourself
Actual self
Ideal self who you want to be
Extended self-
The relationship between self concept and brand influence
lifestyle - how you execute your self concept
Factors that influence this- culture attitudes values activities demographics media patterns and usage rates
Eight categories on their lifestyles- based on resource and primary information
Claritas- Urban, Suburban, Second city, Town and rural
Key Terms:
Reference Group
• Word of Mouth
• The information processing flowchart
• Exposure
• Attention
• Perception
• Interpretation
• Brand equity
• Classical Conditioning
• Operant Conditioning
Episodic memory-
Semantic memory- basic knowledge or feeling an individual has about a concept
• Script
• Associative network (schema)
• Motivation
• Maslow’s hierarchy of
needs
• Manifest motive
• Latent motive
• Emotion
• Personality
• Regulatory focus theory
Attitude
• The three components of attitude
• Elaboration likelihood model (ELM)
• The ways to change attitudes
• Source credibility
• Self-concept (actual self, ideal self, etc)
• Lifestyle
• Psychographics
• VALS framework
Hedonic product- emotional