Flashcards
BSNS103 - MID TERM 2
Cards in this deck (76)
- 1SensationThe immediate response to our sensory receptors
- 2Hedonic ConsumptionIs multi sensory, fantasy and involves emotional aspects of consumers interactions with products
- 3Exposure Selection interpretationWe can easily be fooled into interpreting stimuli that marketers want us to understand
- 4LearningA relatively permanent change in behaviour caused by an experience - important for marketers to understand how consumers learn
- 5Cognitive learning theoriesThe act of consciously learning e.g. sitting down to study
- 6Observational Learning theoryWhere the consumer acquires and performs behaviour earlier demonstrated by a model
: Attention, Retention, Production Processes, Motivation - 7Behavioural learning theoryThe assumption that learning takes place as the result of responses to external events
: An input, processing input, responding and taking action - 8Stimulus Generalisationuse the association of one thing and apply it to another e.g. iPhones are good so apply this to the rest of Apple product line
- 9Consumer NeedsBiogenic: Basic needs to survive
Psychogenic: The need to make ourselves feel good
Utilitarian: Needs that achieve some practical/functional benefit
Hedonic: Needs for pleasure - 10MotivationThe processes that cause people to behave as they do. It involves needs, drives, goals
- 11motivational modelA need highlights the difference between the desired and actual versions of a person. This creates tension which turns into a drive to direct actions toward a goal that reduces tension
- relates to self discrepancy theory - 12drive theoryNeeds (most importantly biological) create tension, which creates a drive
- 13Expectancy theorybehaviour is pulled by expectations of achieving desirable outcomes rather than being driven
- 14Motivational conflictsApproach-approach: choosing between 2 desirable outcomes
approach-avoidance: when you desire a goal but wish to avoid it at the same time
avoidance-avoidance: choosing between 2 undesirable outcome - 15InvolvementThe psychological outcome of motivation OR perceived level of importance
- 16Levels of InvolvementInertia: the willingness to resist change, Low/high involvement, Passion, Flow: When your in the zone, lose track of time
- 17Why is it important for companies to increase involvementBecause the more time you spend with the product the more likely you are to consume
- 18ValueA belief that some condition is preferable to its opposite
- 19Core ValuesValues learned within a culture
- 20EnculturationValues/cultures you learn through family/friends from birth
- 21AcculturationLearning a culture and values that is different from your own
- 22MaterialismTendency to consider material items the most important
- 23Self conceptThe attitudes and beliefs a person holds about their own attributes
- 24Eastern culturesFocuses on the collective self. Person identities come from groups
- 25Western culturesAll about the individual
- 26Looking glass selfProcess of imagining others reactions towards our self
- 27Self/product congruenceconsumers demonstrate their values through their purchase behaviour
- 28symbolic self consumptionPeople who have an incomplete self concept tend to complete their identity by acquiring and displaying symbols associated with their flaws
- 29Extended selfprops and settings that consumers use to design their social roles which become a part of them
- 30Why is the self important in marketing?Many consumption choices we make are made to highlight or hide some aspect of the self - strive to fulfil societies expectations
- 31Sex role identityHow society thinks genders should behave and this influences our self concept
- 32PersonalityA persons unique psychological make up and now this consistently influences the way a person responds to their environment
- 33Freudian theory-Sigmund Freud
Ones personality stems from a fundamental conflict between a persons desire to gratify their physical needs and the necessity to function as a responsible member of society - 34Freud theory (different egos)i.d= operates to ause desrie for hedonic gratification, people act without thinking
Superego= the counter weight to the id, empahaises the need to engage in rational, accepted, task orientated activities
Ego= mediates between the two - 35trait theory-Focuses on the quantitative measurement of personality traits
-Suggests that strong traits of an individual can be used to determine what actions a consumer will make
Key personality traits can be matched/paired with similar traits of a product/brand = brand loyalty - 36LifestyleA lifestyle is a pattern of consumption that reflects a persons choices on how to spend their time and money - essential to a consumer identity
- 37PsychographicsA way to group consumers together according to their combination of personal activities, interests and opinions (AIO)
- 38AttitudesPre-disposition to evaluate an object or product positively or negatively
- 39Characteristics of attitudesDirection: +/-
Degree: how +/-
Intensity: How strongly are you set on that attitude - 40Attitudes are developed through?Personal experience
Group associations
Influential others - 41Functions of attitudesutilitarian: help us seek and avoid punishment
Ego defensive: provide defence against internal and external threats to our self concept
Value expression: how attitudes allow important aspects of the self to be expressed
Knowledge function: help us organise and simplify experiences
Social adjustment: help to facilitate, maintain and disrupt social relationships - 42Tri-partite model of attributesCognitive or knowledge
The affective or emotional
The behavioural tendency - 43Consumer researchThe systematic process of gathering, recording, and analysing data to help understand and predict consumers feelings and behaviour
- 44Research processDefine problem
Decide on research approach
Research design and data collection method
Data collection
Data analysis and interpretation
Report writing - 45Research approachesExplatory: exploring a situation, qualitative information, over view
Descriptive: describing a situation, quantitative data
Causal: dealing with the experience, 2 variables - 46BrandA name, term, sign, symbol, design or combo, intended to identify the goods and services of one seller or group and to differentiate them from competitors
- 47Brand managementThe act of designing and implementing a marketing program to build and maintain brand equity
- 48brand equityThe value a brand brings to the firm over and above what a generic product, without brand name would be worth
- 49Consumer brand connectionNostalgic attachment
Interdependance
Self concept attachment
Love - 50Forms of consumer brand relationshipsArranged marriages
Causal friends
Best friends
Kinships
Flings
Secret Affairs - 51SemioticsSymbolic communication through the use of signs/symbols
- 52Semiotic triangleSign --> Thought --> Referent
- 53Types of meanings of productsUtilitarian: has no relationship apart from practical value
Sacred and secular: Can be religious but also sacred/special to you personally
Hedonic: Pleasure associated with brand
Social: Social products and values - 54RetailingSelling consumer goods or services through multiple channels to earn a profit
- 554 pillar of retail engagementEnvironment
Expertise
Employees
Experience - 56Retail AtmosphericsInterior elements
- ambient factors
- design factors
- social factors
Exterior elements
- exterior factors - 57The retail experienceConsumer observe
Consumers participate with products
Consumers perform products
Products perform for consumer - 58OLD retail modelFocused on consumers as customers (transactions) not audiences (experiences) in this model
-Individuality of quality + Competitive price = market share - 59How has retailing changedRetail offers are now consistent with the customers sense of self and are emotionally bound to the consumer - story telling
- 60Marketing MixMake up a companies marketing strategy
Product, price, place, promotion
How you mix these will determine how successful a product is - 61Conspicious consumptionThe acquisition of luxury goods to display economic power
It is not to satisfy physical needs but psychological needs - 62Veblen effectWhen a consumers demand increases as the price increases, all about purchasing high priced items when similar suitable items exist for a lower price
- 63Snob effectWhen demand decreases as more people buy the product
People trying to be exclusive/different - 64Bandwagon effectWhen demand goes up as more people buy it
- 65Prestige seekingThe innate drive for rank and status
Can occur in 5 forms:
Trying to be unique, fit in, prestigious through quality, emotionally prestigious and conspicuous consumption - 66Selfs (actual and ideal)Actual: the most purest form of self
Ideal: who you want to be - 67Heiders balance theoryShows how people develop their relationships with other people and things in their environment
-If people see a set of cognitive elements as being a system then they will have a preference to maintain a balanced state
-If we feel out of balance then we are motivated to restore this
- The felt discomfort at imbalance increases with the strength of the attitude and overall interest in the matter - 68Elaboration Likelihood ModelDescribes how attitudes form and change
The model aims to explain the different ways of processing stimuli, why they are used and their outcomes on attitude change
-Central Route: When the message recipient has the motivation as wells the ability to think about the message and its topic
-Peripheral Route: when the message recipient has little or no interest in the subject and/or has a lesser ability to process the message - 69Perceptual process1st-object, 2nd- reaction, 3rd- evaluation
- 70Classical conditioningA theory that occurs when a stimulus that causes a response is paired with another stimulus/input that initially does not cause a response on its own
-Condtioned stimulus: the stimulus that causes nothing to happen unless its learnt
Conditoned response: the response that is learnt
Unconditioned stimulus: something that causes you to respond automatically - 71Instrumental/operant conditioningThis occurs when we learn to perform certain behaviours through positive/negative reinforcement - called shaping
- 72Variations of reinforcementInterval: fixed or variable
Ratio: How often reinforcements occur within the event - 73How do marketers apply conditioning theory?Through repetition and the process of stimulus generation
- 74MemoryThe means in which we draw on past experiences in order to use information for the present
- 75memory processInput, encoding, storage, retrieval
- 76Generic advertising definitionAdvertising is the use of paid media by an identified sponsor to deliver marketing communications to a target audience, primarily with the goal of economic gain.
Information
- Description
- Flashcards on BSNS103 - MID TERM 2, created by tahliamoir on 21/09/2015.
- Created by
- tahliamoir
- Views
- 0
- Rating