Flashcards Chapter 1-6 PDF

Inhoudsopgave {#inhoudsopgave.Kopvaninhoudsopgave} ============= [Flashcards 2](#flashcards) [Chapter 1 2](#chapter-1) [Chapter 2 5](#chapter-2) [Chapter 3 7](#chapter-3) [Chapter 4 9](#chapter-4) [Chapter 5 12](#chapter-5) [Chapter 6 15](#chapter-6) Flashcards ========== Chapter 1 --------...

Inhoudsopgave {#inhoudsopgave.Kopvaninhoudsopgave} ============= [Flashcards 2](#flashcards) [Chapter 1 2](#chapter-1) [Chapter 2 5](#chapter-2) [Chapter 3 7](#chapter-3) [Chapter 4 9](#chapter-4) [Chapter 5 12](#chapter-5) [Chapter 6 15](#chapter-6) Flashcards ========== Chapter 1 --------- **Consumer behavior** - The totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time, places, and ideas by human decision-making units (over time). **Culture** - The typical or expected behaviors, norms, andideas that characterize a group of people. **Offering** - A product, service, activity, experience, or idea offered by a marketing organization to consumers **Disposition** - The process by which a consumer discards an offering **Acquisition** - The process by which a consumer comes to own or experience an offering. **Usage** - The process by which a consumer uses or consumes an offering. **Symbols** - External signs that consumers use to express their identity **Reference groups** - A group of people consumers compare themselves with for information regarding behavior, attitudes, or values. **Values, personality, and lifestyles** - Relatively broad and stable psychographic characteristics that influence a range of consumer behaviors over time, but usually with a modest effect on each specific behavior. **Marketing** - The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings with value for individuals, groups, and society. **Secondary data** - Data collected for some other purpose that is subsequently used in a research project. **Primary data** - Data originating from a researcher and collected to provide information relevant to a specific research project. **Survey** - A method of collecting information from a sample of consumers, predominantly by asking questions. **Storytelling** - A research method by which consumers are asked to tell stories about product acquisition, usage, or disposition experiences. These stories help marketers gain insights into consumer needs and identify the product attributes that meet these needs. **Focus group** - A form of interview involving 8 to 12 people; a moderator leads the group and asks participants to discuss a product, concept, or other marketing stimulus. **Independent variable** - The "treatment" or the entity that researchers vary in a research project. **Conjoint analysis** - A research technique to determine the relative importance and appeal of different levels of an offering's attributes. **Ethnographic research** - In-depth qualitative research using observations and interviews (often over repeated occasions) of consumers in real-world surroundings. Often used to study the meaning that consumers ascribe to a product or consumption phenomenon. **Market test** - A study in which the effectiveness of one or more elements of the marketing mix is examined by evaluating sales of the product in an actual market, for example, a specific city. **Netnography** - Observing and analyzing the online behavior and comments of consumers. **Trade group** - A professional organization made up of marketers in the same industry. **Research foundation** - A nonprofit organization that sponsors research on topics relevant to the foundation's goals. **Data mining** - Searching for patterns in a company database that offer clues to customer needs, preferences, and behaviors. Chapter 2 --------- **Motivation** - An inner state of activation that provides energy needed to achieve a goal. **Motivated reasoning** - Processing information in a way that allows consumers to reach the conclusion that they want to reach. **Cognitive involvement** - Interest in thinking about and learning information pertinent to an offering, an activity, or decisions. **Situational (temporary) involvement** - Temporary interest in an offering, activity, or decision, often caused by situational circumstances. **Enduring involvement** - Long-term interest in an offering, activity, or decision. **Affective involvement** - Interest in expending emotional energy and evoking deep feelings about an offering, an activity, or a decision. **Response involvement** - Interest in certain decisions and behaviors. **Values** - Abstract, enduring beliefs about what is right/wrong, important, or good/bad. **Self-concepts** - Our mental view of who we are. **Personally relevant** - Something that has a direct bearing on the self and has potentially significant consequences or implications for our lives. **Need** - An internal state of tension experienced when there is a discrepancy between the current and an ideal or desired physical or psychological state. **Functional needs** - Need that motivates the search for offerings that solve consumption-related problems. **Hedonic (or Experiential) needs** - Need that relates to sensory pleasure. **Symbolic needs** - Need that relates to the meaning of our consumption behaviors to ourselves and to others. That is, how we perceive ourselves, how we are perceived by others, how we relate to others, and the esteem in which we are held by others. **Approach-avoidance conflict** - An inner struggle about acquiring or consuming an offering that fulfills one need but fails to fulfill another. **Approach-approach conflict** - An inner struggle about which offering to acquire when each can satisfy an important but different need. **Avoidance-avoidance conflict** - An inner struggle about which offering to acquire when neither can satisfy an important but different need. **Goal** - Outcome that we would like to achieve. **Appraisal theory** - A theory of emotion that proposes that emotions are based on an individual's assessment of a situation or an outcome and its relevance to their goals. **Self-control** - Process consumers use to regulate feelings, thoughts, and behavior in line with long-term goals, rather than to pursue short-term goals. **Ability** - The extent to which consumers have the required resources to make an outcome happen. **Ego depletion** - Outcome of decision-making effort that results in mental resources being exhausted. **Perceived risk** - The extent to which the consumer anticipates negative consequences of an action, for example, buying, using, or disposing of an offering, to emerge and positive consequences to not emerge. Chapter 3 --------- **Exposure** - The process by which the consumer comes in physical contact with a stimulus. **Marketing stimuli** - Information about commercial offerings communicated either by the marketer (such as in ads) or by nonmarketing sources (such as via word of mouth). **Prominence** - The intensity of stimuli that causes them to stand out relative to the environment. **Concreteness** - The extent to which a stimulus is capable of being imagined. **Habituation** - The process by which a stimulus loses its attention-getting abilities by virtue of its familiarity. **Attention** - The amount of mental activity a consumer devotes to a stimulus. **Perception** - The process of taking in (or encoding) a stimulus using vision, hearing, taste, smell, and touch. **Absolute threshold** - The minimal level of stimulus intensity needed to detect a stimulus. **Differential threshold** - The intensity difference needed between two stimuli before they are perceived to be different. **Weber's law** - The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different. **Sensory memory** - Input from one or more of the five senses stored temporarily in memory. **Working memory** - The portion of memory where incoming information is comprehended in the context of existing knowledge and kept available for more processing. **Comprehension** - The process of extracting higher-order meaning from what we have perceived in the context of what we already know. **Objective comprehension** - The extent to which consumers accurately understand the message a sender intended to communicate. **Perceptual fluency** - The ease with which information is processed. **Source identification** - The process of determining what the perceived stimulus actually is, that is, what category it belongs to. **Subjective comprehension** - What the consumer understands from the message, regardless of whether this understanding is accurate. Chapter 4 --------- **Schema** - The set of associations linked to a concept in memory. **Prior knowledge** - Information stored in long-term memory that we have learned based on past exposures or experiences. **Brand's personality** - The set of associations included in a schema that reflect a brand's personification. **Spreading of activation** - The process by which retrieving a concept or association spreads to the retrieval of related concepts or associations. **Brand image** - Specific type of schema that captures what a brand stands for and how favorably it is viewed. **Priming** - The increased sensitivity to certain concepts and associations due to prior experience based on implicit memory. **Script** - A special type of schema that represents knowledge of the sequence of actions involved in performing an activity. **Brand extension** - Using the brand name of a product with a well-developed image on a product in a different category. **Goal-derived categories** - Things viewed as belonging in the same category because they serve the same goals. **Taxonomic categories** - How consumers classify a group of objects in memory in an orderly, often hierarchical way, based on their similarity to one another. **Prototypicality** - The extent to which an object is representative of its category. **Prototype** - The best example of a cognitive (mental) category. **Construal-level theory** - A theory that describes the relationship between psychological distance and how abstract or concrete people's thinking is. **Long-term memory (LTM)** - hat part of memory where information is permanently stored for later use. Long-term memory is different from the concepts of sensory memory and working memory described in [Chapter 3](https://ng.cengage.com/static/iloveapps/flashcard/flashcard.html?activityAdded=TRUE&userId=22505225&bookId=9780357721292&chapterId=FPMZ8WDZCK4ZBV62Y426&activity.id=2128967607&timestamp=1726574648256). **Episodic (autobiographical) memory** - Knowledge we have about ourselves and our personal past experiences. **Semantic memory** - General knowledge about an entity, detached from specific episodes. **Explicit memory** - Memory when consumers are consciously aware that they remember something. **Implicit memory** - Memory without a conscious attempt at remembering something. **Elaboration** - Transferring information into long-term memory by processing it at deeper levels. **Retrieval** - The process of remembering or accessing information stored in long-term memory. **Recall** - The ability to retrieve information about a stimulus from memory without being reexposed to it again. **Recognition** - The process of identifying whether we have previously encountered a stimulus when reexposed to it. **Retrieval cue** - A stimulus that facilitates the activation and retrieval of information in long-term memory. **Decay** - The weakening of memory strength over time. **Primacy and recency effects** - The tendency to show greater memory for information that comes first or last in a sequence. **Interference** - When the strength of a memory deteriorates over time because of competing memories. Chapter 5 --------- **Attitude** - A relatively global and enduring evaluation of an object, issue, person, or action. **Cognitive function** - How attitudes influence our thoughts. **Affective function** - Katz' notion that our feelings influence our attitudes. **Conative function** - How attitudes influence our behavior. **Attitude confidence** - How strongly we hold an attitude. **Attitude accessibility** - How easily an attitude can be remembered. **Attitude resistance** - How difficult it is to change an attitude. **Favorability** - The degree to which we like or dislike something. **Persistence** - How long our attitude lasts. **Ambivalence** - When our evaluations regarding a brand are mixed (both positive and negative). **Central-route processing** - The attitude formation and change process when effort is high. **Peripheral-route processing** - The attitude formation and change process when effort is low. **Support arguments (SAs)** - Thought that agrees with the message. **Source derogations (SDs)** - Thought that discounts or attacks the source of the message. **Cognitive responses** - Thought we have in response to a communication. **Belief discrepancy** - When a message is different from what consumers believe. **Counterarguments (CAs)** - Thought that disagrees with the message. **Expectancy-value models** - A widely used model that explains how attitudes form and change. **Behavioral intention (Bi)** - What we intend to do. **Theory of reasoned action (TORA)** - A model that provides an explanation of how, when, and why attitudes predict behavior. **Behavior (B)** - What we do. **Attitude toward the act (Aact)** - How we feel about doing something. **Theory of planned behavior** - An extension of the TORA model that predicts behaviors over which consumers perceive they have control. **Normative influences** - How other people influence our behavior through social pressure. **Subjective norms (SN)** - How others feel about our doing something. **Credibility** - Extent to which the source is trustworthy, expert, or has status. **Strong arguments** - A presentation that features the best or central merits of an offering in a convincing manner. **Sleeper effect** - Consumers forget the source of a message more quickly than they forget the message. **One-sided messages** - A marketing message that presents only positive information. **Two-sided message** - A marketing message that presents both positive and negative information. **Comparative messages** - A message that makes direct comparisons with competitors. **Affective responses** - When consumers generate feelings and images in response to a message. **Emotional appeals** - A message designed to elicit an emotional response. **Match-up hypothesis** - Idea that the source must be appropriate for the product/service. **Emotional contagion** - A message designed to induce consumers to vicariously experience a depicted emotion. **Attractiveness** - A source characteristic that evokes favorable attitudes if a source is physically attractive, likable, familiar, or similar to ourselves. **Fear appeals** - A message that stresses negative consequences. **Terror management theory (TMT)** - A theory which deals with how we cope with the threat of death by defending our world view of values and beliefs. **Utilitarian (or functional) dimension** - When an ad provides information. **Hedonic dimension** - When an ad creates positive or negative feelings. **Attitude toward the ad (Aad)** - Whether the consumer likes or dislikes an ad. Chapter 6 --------- **Peripheral route to persuasion** - Aspects other than key message arguments that are used to influence attitudes. **Heuristics** - Simple rules of thumb that are used to make judgments. **Thin-slice judgments** - Evaluations made after very brief observations. **Simple inferences** - Beliefs based on peripheral cues. **Peripheral cues** - Easily processed aspects of a message, such as music, an attractive source, picture, or humor. **Frequency heuristic** - Belief based simply on the number of supporting arguments or amount of repetition. **Truth effect** - When consumers believe a statement simply because it has been repeated a number of times. **Self-referencing** - Relating a message to one's own experience or self-image. **Mystery ad** - An ad in which the brand is not identified until the end of the message. **Wearout** - Becoming bored with a stimulus. **Classical conditioning** - Producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response. **Evaluative conditioning** - A special case of classical conditioning, producing an affective response by repeatedly pairing a neutral conditioned stimulus with an emotionally charged unconditioned stimulus. **Mere exposure effect** - When familiarity leads to a consumer's liking an object. **Incidental learning** - Learning that occurs from repetition rather than from conscious processing. **Dramas** - Ads with characters, a plot, and a story. **Dual-mediation hypothesis** - Explains how attitudes toward the ad influence brand attitudes. **Transformational advertising** - Ads that try to increase emotional involvement with the product or service.