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Test 2 Chapters
Fichas del conjunto (24)
- 1—Chapter 5: Evaluating and selecting alternatives
- 2Projective Techniquetechnique designed to measure feelings, attitudes and motivations that consumers may be unable or unwilling to reveal
- 3Perceptual Mappingjudging alternative brands' similarity based on consumers evaluative criteria
- 4Rank ordering scaleA scale that requires the consumer to rank a set of brands, ads or features in terms of overall preference or a particular attribute
- 5Best-worst scaleConsumers choose best and worst items from a list (forces consumers to make trade offs)
- 6Likert ScaleRate brands on scale from 1-5 (usually) where very satisfied can = 1 and very unsatisfied can = 5
- 7Semantic differential scaleRate items as e.g. very satisfying, satisfying, neutral, unsatisfying and very satisfying (may be 5-7 options)
- 8Constant sum scaleConsumer allocates 100 points in total to a variety of eval. criterion, more points = more important
- 9Conjoint analysisprovides data on structure of consumers preferences for product features and willingness to trade one feature for another; consumers rank a no. of products with different scores on eval criteria
- 10Surrogate indicatorOne attribute used to predict another e.g. high price predicts high quality
1. predictive value
2. confidence value - 11HeuristicA mental rule of thumb used to assist in decision making
- 12Sensory discriminationdistinguishing between similar stimuli using their senses
- 13Just-noticeable-difference (JND)min amount change needed for consumers to notice e.g. choc bars made just a little smaller under JND instead of increasing price
- 14Decision ruleNon compensatory: Conjunctive, Disjunctive, lexiographic, elimination by aspects), compensatory:(add all brand ratings on attributes)
- 15Affective choicea decision based primarily on feelings
- 16—Chapter 9: Learning and memory
- 17High and low involvement learning: which learning theories?High involvement: more likely to use operant conditioning and reasoning
Low involvement: more likely to use classical conditioning and iconic rote - 18Iconic rote learninglearning the association between two or more concepts, in the absence of conditioning e.g. consumer learns to associate panadol as a headache remedy
- 19ReasoningInformation from credible sources influence consumers to change their thinking - high involvement purchases
- 20Strength of learning (6 factors)1. importance of information to consumer
2. message involvement (how interesting is message content)
3. Mood of consumer
4. degree of reinforcement (+ive or -ive)
5. no. of repetitions (pulsing)
6. imagery used - 21Extinctioni.e. forgetting: reinforcement for a particular response has been removed. The effectiveness of the learning means forgetting occurs more gradually.
- 22Corrective advertisingCorrecting info consumers have learnt that is incorrect e.g. McDonalds letting people tour their restaurants to defy claims about how their products are made
- 23Stimuli discriminationteaching consumers to discriminate between similar stimuli/products/brands
- 24—Chapter 10: Motivation, personality and emotion
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- Marketing Fichas sobre Test 2 Chapters, creado por Claudia O el 01/09/2018.
- Creado por
- Claudia O
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