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Flashcards

Test 2 Prep

Claudia O Marketing English 47 cards

Cards in this deck (47)

  1. 1Stimuli GeneralisationWhen response to stimuli is similar to response to a conditioned stimuli
  2. 2Vicarious LearningLearning through seeing others in an advert learning and witnessing good/bad consequences, audience need to relate to characters
  3. 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
  4. 4Discriminative StimuliInfluencing the probability of a behaviour through presence of eg. in-store sales
  5. 5Reinforcement Schedule typesContinuous, fixed ratio, fixed interval, intermittent
  6. 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
  7. 7Learning typesCognitive Learning
    Behavioural Learning (classical conditioning, operat conditioning)
  8. 8Neuro-marketingUse of scientific measures of emotion to measure consumer responses e.g. MRI's
  9. 9Emotional Aspects: 12 emotion typology with 3 primary dimensions, by Batra and HolbrookPleasure, Arousal, Dominance
  10. 10Dimensions of Brand PersonalitySincerity, Excitement, Competence, Sophistication, Ruggedness
  11. 11PsychographicsAttitudes, values, lifestyles, demographics
  12. 12VALS's psychographic profiling system, the 3 columns are?Ideals, Achievement, Self-expression; innovators on top, survivors on bottom
  13. 13Segmentation Strategy (3 steps)1. Identify seg. variables
    2. Develop profile of ea seg.
    3. forecast marketing potential
  14. 14Coleman Rainwater US Social ClassificationUpper Americans
    - upper upper - inherited $
    - lower upper - professionals
    Middle Americans
    -middle class
    - working class
    Lower Americans
    - on benefit, unemployed
  15. 15Computerised Status IndexScore these variables:
    - education
    - occupation of head of H/H
    - area of residence
    - annual family income
  16. 16Criteria for hierarchy to be effective (5):-bounded: clear distinction between classes
    -ordered: in hierarchy
    -mutually exclusive
    -exhaustive
    -influential: predicts behaviour
  17. 17Status Crystalisation- The degree to which social variables are consistent eg. high income AND high education
  18. 18Social mobilityDegree with which people can move between social classes - education is key
  19. 19Measurement of social classSingle item, multiple items, reputation, income, education
  20. 20Personality Theories (3)1. Individual Personality Theories (nature)
    2. Social Learning Theories (nurture)
    3. Combined Approach (both of above)
  21. 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
  22. 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
  23. 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
  24. 24Plutchik's 8 Primary emotionsRate ea on a scale:
    - anger, fear, sadness, disgust, surprise, anticipation, trust, and joy
  25. 25Means end chainAttributes -> benefits -> needs/wants -> instrumental values -> terminal values
  26. 26Manifest vs Latent motivesManifest are expressed, latent are hidden (to prevent embarrassment etc.)
  27. 27How to find Latent Motives (4 approaches)Projective technique:
    1. Word Association
    2. Third person
    3. Picture response
    Consumers create collages
  28. 28Drive theoryDrive to satisfy need -> need satisfy -> return to homeostasis
  29. 29Attitude: affective componentfeelings about object
  30. 30Attitude: behavioural componentresponse to object
  31. 31Principle of cognitive consistencychange in one attitude component produces change in another otherwise there is cognitive dissonance
  32. 32Dealing with cognitive dissonance (4 ways)1. Modify
    2. Trivialise
    3. Add
    4. Deny
  33. 33Multi-attribute attitude modelIdeal-point model (tallying points for ea brand according to importance and performance on attributes) i.e. Fishbein model
  34. 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.)
  35. 35Strategies for marketers to change consumer beliefs (4)Change current held beliefs, change the importance of beliefs, add beliefs, and change ideal
  36. 36Elaboration likelihood model (ELM) definitionConsumer follows central or peripheral routes depending on involvement (low involvement = peripheral route)
  37. 37ABC model of attitudes definition:Affect, behaviour and cognition: affect = feelings, cognition = beliefs or knowledge, behaviour is a result of affect and cognition, = intention
  38. 38Projective mark research techniques (4):Word association, Third person, Picture response, collaging
  39. 39Dichter's consumption motives definition:Power/virility  Security  Eroticism  Moral purity/cleanliness  Social acceptance  Individuality
     Status  Femininity  Reward  Mastery over environment  Disalienation  Magic-mastery
  40. 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)
  41. 41Semantic differential scaleStrongly agree to strongly disagree on either side, with _ _ _ _ in between, consumer picks a space
  42. 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)
  43. 43Likert Scale limitationsCentral tendancy bias, social desirability bias (answering how they believe examiner wants)
  44. 44Maslow hierarchy of needs and critcism of theorySelf actualisation, esteem, belonging, safety, physiological; order of needs and linear nature
  45. 45Projective technique typesAssociation, completion, construction
  46. 46Projective techniques (7)Association (word association, successive word association),
    completion (sentence completion, story completion),
    construction (cartoon techniques, 3rd person techniques, picture response)
  47. 47Measuring eval. criteriaProjective techniques,
    Perceptual mapping,

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Marketing Flashcards on Test 2 Prep, created by Claudia O on 24/08/2018.
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Claudia O
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