Karteikarten
Test 2 Prep
Karten in diesem Stapel (47)
- 1Stimuli GeneralisationWhen response to stimuli is similar to response to a conditioned stimuli
- 2Vicarious LearningLearning through seeing others in an advert learning and witnessing good/bad consequences, audience need to relate to characters
- 3Shaping and ChainingReinforcing processes that precede purchase eg. going to the store but not buying AND creating desired behaviour without purchase so purchase follows when incentives are taken away
- 4Discriminative StimuliInfluencing the probability of a behaviour through presence of eg. in-store sales
- 5Reinforcement Schedule typesContinuous, fixed ratio, fixed interval, intermittent
- 6Classical Conditioning (is effective when)Conditioned stimuli (brand) before unconditioned stimuli; brand is new; CS and US connection is meaningful; UR are the feelings you get from US
- 7Learning typesCognitive Learning
Behavioural Learning (classical conditioning, operat conditioning) - 8Neuro-marketingUse of scientific measures of emotion to measure consumer responses e.g. MRI's
- 9Emotional Aspects: 12 emotion typology with 3 primary dimensions, by Batra and HolbrookPleasure, Arousal, Dominance
- 10Dimensions of Brand PersonalitySincerity, Excitement, Competence, Sophistication, Ruggedness
- 11PsychographicsAttitudes, values, lifestyles, demographics
- 12VALS's psychographic profiling system, the 3 columns are?Ideals, Achievement, Self-expression; innovators on top, survivors on bottom
- 13Segmentation Strategy (3 steps)1. Identify seg. variables
2. Develop profile of ea seg.
3. forecast marketing potential - 14Coleman Rainwater US Social ClassificationUpper Americans
- upper upper - inherited $
- lower upper - professionals
Middle Americans
-middle class
- working class
Lower Americans
- on benefit, unemployed - 15Computerised Status IndexScore these variables:
- education
- occupation of head of H/H
- area of residence
- annual family income - 16Criteria for hierarchy to be effective (5):-bounded: clear distinction between classes
-ordered: in hierarchy
-mutually exclusive
-exhaustive
-influential: predicts behaviour - 17Status Crystalisation- The degree to which social variables are consistent eg. high income AND high education
- 18Social mobilityDegree with which people can move between social classes - education is key
- 19Measurement of social classSingle item, multiple items, reputation, income, education
- 20Personality Theories (3)1. Individual Personality Theories (nature)
2. Social Learning Theories (nurture)
3. Combined Approach (both of above) - 21Motivational Conflict types (that marketers should provide solutions to):1. Approach approach, two attractive alts
2. Approach avoidance, +ive and -ive consequences for purchase
3. Avoidance avoidance, two -ive alts - 22Theories of motivation (Maslow and McGuire and drive theory)Maslows Hierarchy (too linear?), McGuires psychological motives (are active or passive AND cognitive or affective), Drive theory (people have a drive to fulfill physiological needs and move from tension to homeostasis
- 23Attribution theoryApproach to understand why consumers attach meaning to a persons behaviour eg salesperson giving advice...consumers discount advice to a degree as they sense dark motives
- 24Plutchik's 8 Primary emotionsRate ea on a scale:
- anger, fear, sadness, disgust, surprise, anticipation, trust, and joy - 25Means end chainAttributes -> benefits -> needs/wants -> instrumental values -> terminal values
- 26Manifest vs Latent motivesManifest are expressed, latent are hidden (to prevent embarrassment etc.)
- 27How to find Latent Motives (4 approaches)Projective technique:
1. Word Association
2. Third person
3. Picture response
Consumers create collages - 28Drive theoryDrive to satisfy need -> need satisfy -> return to homeostasis
- 29Attitude: affective componentfeelings about object
- 30Attitude: behavioural componentresponse to object
- 31Principle of cognitive consistencychange in one attitude component produces change in another otherwise there is cognitive dissonance
- 32Dealing with cognitive dissonance (4 ways)1. Modify
2. Trivialise
3. Add
4. Deny - 33Multi-attribute attitude modelIdeal-point model (tallying points for ea brand according to importance and performance on attributes) i.e. Fishbein model
- 34Decision RulesBy brand: Conjunctive (min standards for all attributes), Disjunctive min level reached for any attribute), Elimination by Aspect (Highest ranking brands selected for ea attribute till one brand left)
By attribute: Lexographic (select brand based on most important attribute etc.) - 35Strategies for marketers to change consumer beliefs (4)Change current held beliefs, change the importance of beliefs, add beliefs, and change ideal
- 36Elaboration likelihood model (ELM) definitionConsumer follows central or peripheral routes depending on involvement (low involvement = peripheral route)
- 37ABC model of attitudes definition:Affect, behaviour and cognition: affect = feelings, cognition = beliefs or knowledge, behaviour is a result of affect and cognition, = intention
- 38Projective mark research techniques (4):Word association, Third person, Picture response, collaging
- 39Dichter's consumption motives definition:Power/virility Security Eroticism Moral purity/cleanliness Social acceptance Individuality
Status Femininity Reward Mastery over environment Disalienation Magic-mastery - 40VALs (values and lifestyles or SBI) segments :From high to low resources, Innovators (achievement), to Thinkers (Ideals), Achievers (achievement), Experiencers (Self expression), to Believers (ideals), strivers (achievement), makers (self expression) to survivors (achievement)
- 41Semantic differential scaleStrongly agree to strongly disagree on either side, with _ _ _ _ in between, consumer picks a space
- 42Likert Scale definitionsGiven a selection of answers: strongly agree, agree, not sure, don't agree, strongly disagree - and consumer picks one (often 5 possible answers are given)
- 43Likert Scale limitationsCentral tendancy bias, social desirability bias (answering how they believe examiner wants)
- 44Maslow hierarchy of needs and critcism of theorySelf actualisation, esteem, belonging, safety, physiological; order of needs and linear nature
- 45Projective technique typesAssociation, completion, construction
- 46Projective techniques (7)Association (word association, successive word association),
completion (sentence completion, story completion),
construction (cartoon techniques, 3rd person techniques, picture response) - 47Measuring eval. criteriaProjective techniques,
Perceptual mapping,
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- Marketing Karteikarten am Test 2 Prep, erstellt von Claudia O am 24/08/2018.
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- Claudia O
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