Questions and Answers
Why is it difficult to identify consumers in terms of their ethnic subculture membership?
There are many ethnic and racial stereotypes the general public associates them with.
What is the difference between acculturation and enculturation?
Acculturation is the process of learning the beliefs and behaviors endorsed by another culture, while enculturation is the process of learning the beliefs and behaviors endorsed by one's own culture.
What is the progressive learning model and how does it relate to acculturation?
The progressive learning model helps to understand the acculturation process by assuming people gradually learn a new culture as they come in contact with it.
How do we measure social class?
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What are the social classes in the US?
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What is social capital?
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How do marketers use knowledge about social class and income to predict consumer behavior?
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What are the differences between fads, fashions, and classics?
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How do fads and fashions take hold and gain traction? Provide examples.
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What are behavioral science perspectives on fashion?
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Describe types of adopters and the process of innovation diffusion.
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What determines if an innovation will diffuse?
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What makes for successful social media?
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What is the difference between an unconditioned stimulus and a conditioned stimulus?
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What is the difference between classical conditioning and instrumental conditioning?
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Name the three stages of information processing.
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List the three types of memory and explain how they work together.
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What is cognitive learning theory?
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Define nostalgia and explain why it's such a widely used advertising strategy.
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What are examples of marketing applications of classical conditioning principles?
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What are examples of marketing applications of instrumental conditioning principles?
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What do marketers mean when they talk about the 'extended self'?
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How do marketers use personality traits to predict consumer behavior?
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What are the five dimensions of brand personality?
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What are the benefits to the firm in developing a strong brand personality?
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How are attitudes formed?
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Describe the attitude models: Fishbein Model, Theory of Reasoned Action, Theory of Trying.
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What can mathematics and romance tell us about consumer behavior?
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How do marketers use psychological principles to change attitudes?
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What types of message appeals do marketers use?
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Describe factors influencing the purchase environment.
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How does organizational decision making differ from individual consumer decision making?
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What are the different types of social power?
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What is brand community and why are marketers interested in it?
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What is conformity and why do people do it?
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What are the roles in collective decision making?
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What is a subculture? Provide examples of different types of subcultures.
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What is the difference between a high-context and a low-context culture?
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Study Notes
Unconditioned vs. Conditioned Stimulus
- Unconditioned Stimulus: naturally induces a response (e.g., dog and meat powder).
- Conditioned Stimulus: learned response through pairing (e.g., bell signifies meat powder).
Classical vs. Instrumental Conditioning
- Classical Conditioning: pairs a neutral stimulus with a response (e.g., bell paired with meat powder).
- Instrumental Conditioning: involves learning behaviors through positive or negative outcomes (e.g., rewards for studying, understanding negative consequences of actions).
Information Processing Stages
- Encoding: information is recognized and made ready for processing.
- Storage: integration of new information with existing knowledge for future retrieval.
- Retrieval: accessing stored information as needed.
Types and Integration of Memory
- Sensory Memory: momentarily holds sensory input; lasts seconds and transfers information to short-term memory.
- Short-Term Memory: processes information for a short duration (up to 20 seconds), transfers significant information to long-term memory via elaborative rehearsal.
- Long-Term Memory: stores information indefinitely with unlimited capacity.
Cognitive Learning Theory and Children
- Cognitive Learning Theory: emphasizes mental processes; views individuals as problem solvers using environmental information.
- Children are distinct consumers; they request specific products early but lack adult cognitive processing, necessitating unique marketing strategies.
Nostalgia in Advertising
- Nostalgia evokes bittersweet emotions, linking past experiences to marketing.
- References to "the good old days" can drive consumer feelings and influence purchasing behavior.
Applications of Classical Conditioning in Marketing
- Repetition enhances brand awareness, but too much can lead to fatigue.
- Positive product associations use music, humor, and imagery to appeal emotionally to consumers.
- Stimulus Generalization leverages similar stimuli to invoke conditioned responses (e.g., branding strategies).
Applications of Instrumental Conditioning in Marketing
- Frequency Marketing rewards consistent buyers with increasingly valuable incentives (e.g., loyalty programs).
- Gamification incorporates game elements into marketing, enhancing consumer engagement through fun experiences (e.g., McDonald's promotions).
Extended Self Concept
- Extended Self consists of external possessions that represent an individual's identity.
- Levels include Individual (personal items), Family (home/ furnishings), Community (neighborhood), Group (subcultures/social circles), and Digital (online presence/avatars).
Personality Traits and Consumer Behavior
- Marketers utilize personality traits to guide targeting strategies.
- The Big Five dimensions (openness, conscientiousness, extroversion, agreeableness, neuroticism) inform predictions.
- Challenges in applying trait theory include uneven validity of metrics, appropriateness of tests, and demographic mismatches.
Brand Personality Dimensions
- Five key dimensions:
- Sincerity: Tom's Shoes.
- Excitement: Lego, Target.
- Competence: Nike, IBM.
- Sophistication: Mercedes, Chanel.
- Ruggedness: Levi's, Dodge.
Benefits of Strong Brand Personality
- Creates a desired brand image and communicates market position.
- Anthropomorphism relates human traits to brands, influencing consumer relationships.
Attitude Formation Models
- ABC Model: Attitudes shaped by Affect (feelings), Behavior (intentions), and Cognition (beliefs).
- Hierarchies of Effects vary based on the decision-making process:
- Standard Learning Hierarchy: cognitive first.
- Low-Involvement Hierarchy: behavioral first.
- Experiential Hierarchy: emotional first.
Key Attitude Models
- Fishbein Model assesses beliefs, attribute links, and personal attribute evaluations.
- Theory of Reasoned Action focuses on behavioral intentions influenced by social contexts.
- Theory of Trying addresses overcoming barriers in achieving goals.
Mathematics and Romance in Consumer Behavior
- Patterns in consumer behavior can be identified, aiding in predictions.
Psychological Principles in Attitude Change
- Reciprocity, scarcity, authority can significantly shift consumer perceptions and behaviors.
- Consistency: individuals prefer to align their actions with prior commitments.
- Consensus: social proof influences decisions as individuals look to others for guidance.
Message Appeals in Marketing
- Emotional vs. Rational: depends on context.
- Humor captures attention but must not overshadow the main message.
- Fear appeals highlight negative outcomes to stimulate behavior change.
Factors Influencing Purchase Environment
- Mood greatly affects shopping experiences, driven by store design, atmosphere, and personal situations.
- Point of Purchase stimuli enhance engagement and encourage purchases.
- Effective atmospherics use design elements to create a desired shopping experience.
Organizational vs. Individual Decision Making
- Organizational choices involve multiple stakeholders and require technical precision.
- Focuses more heavily on personal selling and experience-based decision-making.
Types of Social Power
- Referent Power: admiration-driven influence (e.g., celebrities).
- Information Power: influence through possessing sought-after knowledge.
- Legitimate Power: authority from societal norms.
- Expert Power: respect earned through knowledge (e.g., specialists).
- Reward Power: ability to offer incentives.
- Coercive Power: influence derived from intimidation.
Brand Community
- Formed through social relationships centered around shared brand interests, enhancing loyalty (e.g., Harley Davidson).
Conformity and Its Motivations
- Conformity involves changing beliefs under group pressure due to cultural norms, group unanimity, and interpersonal influences.
Roles in Collective Decision Making
- Initiator: identifies needs.
- Gatekeeper: manages information flow.
- Influencer: sways decision outcomes.
- Buyer: executes purchases.
- Users: consume the products.
Subcultures
- Define smaller groups with shared beliefs offering distinct consumer behaviors.
- Ethnic, religious, and age subcultures influence marketers in targeting strategies.
High-context vs. Low-context Cultures
- High-context: indirect communication relies on context (e.g., Asia).
- Low-context: direct communication relies on explicit statements (e.g., North America).
Challenges in Ethnic Subculture Identification
- Stereotypes complicate accurate understanding of individuals within ethnic subcultures.
Acculturation vs. Enculturation
- Acculturation involves adopting traits from another culture.
- Enculturation involves learning one’s own cultural norms.
Progressive Learning Model
- Describes the gradual adoption of new cultural practices alongside traditional beliefs during acculturation.
Measuring Social Class
- Social class determined by occupation and income, affecting consumer behavior patterns.
Social Classes in the US
- Societal divisions based on economic and social status, influencing consumption and market dynamics.### Social Class Definitions
- Upper Class: Divided into upper uppers (1%) with inherited wealth, charity involvement, multiple homes, and prestigious schooling for children, and lower uppers (2%) who earn wealth through exceptional ability and engage in social affairs.
- Middle Class: Upper middle (12%) consists of professionals with a focus on education and a desire for a better quality of life. The middle class (32%) includes average earners, both white and blue-collar workers, who prioritize living in desirable areas and purchasing popular products.
- Working Class (38%): Relies heavily on family for economic and emotional support, guidance on purchases, and assistance in challenging times.
- Lower Class: Upper lowers (9%) are working poor, typically well below the poverty line, struggling with education and low-paying jobs. Lower lowers (7%) represent visibly poor individuals often uneducated and reliant on public assistance.
Social Capital
- Refers to organizational affiliations and experiences that provide access to valuable social networks, enhancing opportunities for individuals.
Predicting Consumer Behavior
- Occupation: Most reliable indicator of social class, reflecting leisure use, resource allocation, aesthetic preferences, and political views.
- Income: Distribution of wealth determines buying power and market potential.
- Limitations: Individual social status can vary; high-status jobs may exist within low-status ethnic groups, complicating simple classifications.
Fads, Fashions, and Classics
- Fad: Characterized by a very short-lived popularity.
- Fashion: A social diffusion process where new styles are adopted by certain consumer groups.
- Classic: A fashion that remains accepted over a long period.
Fads and Fashions Adoption
- Fashions: Typically begin slowly, rapidly diffuse if popular, peak, then fade away (e.g., Cabbage Patch Kids).
- Fads: Adopted by small, often subcultural groups, spreading quickly but not gaining widespread acceptance (e.g., college campus streaking).
Behavioral Science Perspectives on Fashion
- Psychological Models: Motivations for fashion include conformity, variety-seeking, personal expression, and sexual attraction.
- Economic Models: Focus on supply and demand; limited availability increases value, while saturation decreases desire.
- Sociological Models: Look at how subcultures adopt fashions, which can then diffuse into mainstream society (e.g., Goth culture).
- Medical Models: Innovations gain traction after reaching a tipping point in awareness; examples include Hush Puppy shoes transitioning from nerdy to fashionable.
Types of Adopters and Innovation Diffusion
- Innovators: First wear new fashions, usually educated, socially active, and influential.
- Early Adopters: Similar to innovators but more concerned with social acceptance and involved in product categories.
- Late Adopters: Interested in innovations but cautious, often waiting for improvements or lower prices.
- Laggards: Slow to adopt changes and innovations.
- Innovation Diffusion Process: Categorized by the extent of behavioral changes needed: Continuous, Dynamically Continuous, and Discontinuous Innovations.
Factors Influencing Innovation Diffusion
- Compatibility: Innovations must align with consumer lifestyles.
- Trialability: Consumers prefer products they can test before full commitment.
- Complexity: Easier products are more attractive than complex alternatives.
- Observability: Innovations that are easily noticeable are likely to spread (e.g., fanny packs).
- Relative Advantage: Innovations need to provide benefits that other alternatives do not.
Successful Social Media Characteristics
- Conversations: Active communication among community members fosters engagement.
- Presence: Effective online spaces create a tangible sensation of community.
- Collective Interest: Shared interests (like hobbies and goals) strengthen community bonds.
- Democracy: Most online communities promote democratic participation and decision-making.
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Description
Test your knowledge of marketing concepts related to classical and instrumental conditioning. This quiz will help you understand the differences between unconditioned and conditioned stimuli, as well as the fundamental principles of conditioning in marketing psychology.