Marketing Principles Notes PDF
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Uploaded by PopularSpatialism
University of Georgia
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Summary
These notes cover marketing principles, including need recognition, self-discrepancy theory, and decision-making processes. They discuss various concepts such as mental accounting bias, information processing, and persuasive communication, applicable to different circumstances. The notes are organized into weekly modules and cover different facets of consumer behavior.
Full Transcript
### **Week 6: Problem Recognition and Information Search** #### **1. Need Recognition** - - - - - #### **2. Self-Discrepancy Theory (SDT)** - - - - - #### **3. Needs vs. Goals** - - - #### **4. Selective Need vs. Generic Need Recognition** - - #### **5. E...
### **Week 6: Problem Recognition and Information Search** #### **1. Need Recognition** - - - - - #### **2. Self-Discrepancy Theory (SDT)** - - - - - #### **3. Needs vs. Goals** - - - #### **4. Selective Need vs. Generic Need Recognition** - - #### **5. Expertise/Prior Experience** - #### **6. Internal Search** - - - - - - #### **7. External Search** - - #### **8. Common Cognitive Biases:** - - - ### **Week 7: Exposure, Attention, Sensation, and Perception** #### **1. Exposure, Attention, and Perception** - - - #### **2. Calculating Exposures** - GRP=Reach×Frequency - - #### **3. Perceptual Confirmation** - - - #### **4. Selective Exposure** - - - #### **5. Attention** - - - - - - #### **6. Perception and Subliminal Advertising** - - #### **7. Weber's Law** - Δi/i=k **ΔI** is the Just Noticeable Difference (JND) **k** is a constant. **I** is the original intensity of the stimulus ### **Week 8: Opinion Formation I (Under High Effort)** #### **1. Attitude** - - - - - - - **2. Mental Accounting Bias: Definition**: Mental accounting bias refers to the way people categorize and treat money differently depending on its source or intended use, even though money is fungible (all money is the same, no matter where it comes from or what it's used for). This can lead to irrational financial decisions. ### **New Example:** Imagine someone receives a \$1,000 bonus at work. Instead of using it to pay off part of their \$5,000 credit card debt (which has a high interest rate), they decide to spend it on a vacation because they mentally categorize the bonus as \"extra money\" or \"fun money.\" - - - #### **3. Information Processing and Decision Making** - - - - - #### **4. Cognitive Responses** - - - - - #### **5. Effective Communication (High Effort)** - - - - - #### **6. Theory of Reasoned Action (TORA)** - - - #### **7. Theory of Planned Behavior (TPB)** - ### **Week 9: Opinion Formation II (Under Low Effort)** #### **1. Low-Effort Processing (System 1)** - #### **2. Inferences in Low Effort** - - #### **3. Thin-Slice Judgment** - - #### **4. Effective Communication (Low Effort)** - - - - #### **5. Classical Conditioning** - - - #### **6. Humor in Advertising** - 1. 2. 3.
