MKTG 490 MIDTERM STUDY SET

Self-concept ; How a consumer perceives themselves (identity, traits, values)
Brand personality ; Human characteristics associated with a brand
Self-congruity ; Tendency to choose brands that match one’s identity

What triggers consumer needs? ; A gap between actual state and ideal state creates motivation
Problem recognition ; Realizing a difference between current and desired state
Approach–approach conflict ; Choosing between two desirable options
Avoidance–avoidance conflict ; Choosing between two undesirable options
Approach–avoidance conflict ; One option has both positive and negative aspects

Exposure ; When a consumer comes into contact with a stimulus
Attention ; The degree to which a consumer focuses on a stimulus
What are key characteristics of attention? ; Limited, selective, and divided
Low processing ; Minimal effort, emotional or automatic processing
High processing ; Careful, effortful, and logical processing

Why do ads work with low attention? ; Repetition and simple messaging create familiarity and attitudes
What increases attention? ; Contrast, novelty, prominence, and personal relevance

Absolute threshold ; Minimum level of stimulus needed to detect something
Differential threshold (JND) ; Smallest difference between two stimuli that can be noticed
Weber’s Law ; Change must be proportional to the original amount to be noticed
Stimulus intensity ; Stronger stimuli increase likelihood of attention

Product positioning ; Creating a distinct image in consumers’ minds relative to competitors
Competitive differentiation ; What makes a brand unique from others
Why is consistent positioning important? ; Strengthens memory and brand recognition

Perceptual maps ; Visual representation of how consumers perceive brands
What are perceptual maps used for? ; Show brand similarities and identify market gaps

Knowledge structures ; Organized information stored in memory about a brand
Associative networks ; Memory system where ideas are linked together
Spreading activation ; Activating one thought triggers related thoughts
Chunking ; Grouping information to improve memory
Schema ; Mental framework that organizes and interprets information

Classical conditioning ; Pairing a brand with a positive stimulus to create associations

Superordinate category ; Broad category (e.g., beverages)
Basic category ; Common category (e.g., soda)
Subordinate category ; Specific category (e.g., Coca-Cola)
Taxonomical categories ; Hierarchical classification system of products

Conjunctive model ; Must meet minimum criteria on all attributes
Noncompensatory model ; One negative attribute leads to rejection
Compensatory model ; Trade-offs allowed between attributes

Consideration set ; Small group of brands seriously considered
Brand loyalty ; Repeated purchase due to preference or habit
Product recognition ; Identifying a product and linking it to memory

Thin-slice judgments ; Quick decisions based on limited information
Confirmation bias ; Favoring information that supports existing beliefs
Decision delay ; Postponing decisions due to risk or too many options
Prospect theory ; Losses feel more significant than equivalent gains

Salient attributes ; Noticeable features of a product
Diagnostic attributes ; Features that help differentiate between options

Household roles ; Influencer, decider, and buyer roles in decision-making
Culture ; Shared values and norms influencing consumer behavior

Promotion focus ; Motivated by achieving gains and aspirations
Prevention focus ; Motivated by avoiding losses and risks

Noise ; Anything that distorts or interferes with a message
Why can humor in ads be risky? ; It can distract from the main message

Why does simple messaging work? ; Consumers often process information with low effort