750 notes parts 2

Business Marketing And Logistics 750 with Naylor at Ohio State University - All Campuses

About this deck

By: Hilary Scherer
Created: 2011-05-02
Size: 72 flashcards
Views: 10

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3 functions of attitudes

1. guide our thoughts -COGNITIVE

2. influence our feelings- AFFECTIVE

3. affect our behavior- CONNATIVE

5 characteristics of attitudes

1. favorability

2. attitude accessibility

3. attitude confidence

3. persistence r endurance

5. resistance

Attitude formation

1. based on cognitions- from information from external source or memory

2. based on emotions

Hedonic

related to experience of product use

utilitatian

related to products function

Central-Route Processing

requires effort,
extensive & laborious,
consumers form strong, accessible, & confidently held attitudes
MAO is high

Peripheral-Route Processing

Low effort
MAO low
based more on tangential or superficial analysis

Cognitive Response Model

consumers thought reactions affect their attitudes influenced by source factors & message factors

3 classifications of cognitive response

1. Counter arguments (CA's) : "product wont work"

2. Support Arguments (SA's): "sounds great" "i need this product"

3. Source derogations (SD's): "this guy is lying"

Belief discrepancy

tend to generate more CA's & less SA when message differs from what we believe or when message is weak

more SA less CA when consumer is involved & enhances persuasive impact

Expectancy value models

change consumer attitudes based on:

1. beliefs or knowledge of objects

2. their evaluation of particular belief

differ in terms of component of an attitude & how measured-importancr or evaluation

TORA

aims to predict Behavioral intentions
Incorporates attitude specificity
looks at how other people in social environment influence CB
seeks to predict intention of act, easier because situationa factors could cause consuemr s not to engage in intended bahavior

Tora equation

BI= A + SN

BI= (b*e) + NB*MC

takes belief * evaluation added with normative beief* motivation to comply wth person

implication of tora

can diagnose existing attitudes to understand brands perceived strengths & weaknesses & identify influential people to target

approach- avoidance conflict

when given behavior or outcome is seen as both desirable and undesirable because it satisfies some needs but fails t satisfy others

----choice to have big mac, or low cal chocolate

physical or safety risk

potential harm an offering might pose to ones safety

avoidance-avoidance conflict

occurs when consumer must choose between 2 equally undesirable options

--7:30 am class

symbolic needs

needs that relate how we perceive ourselves, how we are perceives by others, how we relate to others, and the esteem in which we are held by others

appraisal theory

proposes emotions are based on an individuals assessment of a situation or outcome and its relevance to his/her goals

goal valence

direction, can be positive (approach) or negative (avoid)

Means-End chain

knowledge structure links knowledge about product with knowledge about consequences & values

A-->C--->V

terminal values

what want to get to at end of means end chain, where consumer can tell no more

ex: belonging, fun, self-fufillment, safety, respected

ZMET

in depth interviewing techniques, where consumer brings in pictures

7 universal metaphors found from ZMET

1. Balance

2. Transformation

3. journey

4. containers

5. resource

6, control

7. connection--***most important

Opportunity recognition

ideal state moves up

when have a need can be getting a new thing

need recognition

see the difference in ideal & actual, actual state moves down

ex: run out of product your actual is low

opportunity

available to do it

constrained by factors like time, distraction, resources,

exposure

process by which a consumer comes into physical contact with a stimulus

marketing stimuli

messages & information about products or brands communicated via sources

selective exposure

consumes choose what they are exposed to because they can control whether exposure occurs or not

zipping

record tv show & ff through commercials----way of showing selective exposure

zapping

actually changing the channel during tv programing

attention

process by which we devote mental activity to stimulus

vital after we perceive the ad

it is selective, capable of being divided, & limited

preattentive processing

extent to which we process from out peripheral vision, even if we are not aware we are doing so

right hemispher of brain

holistic--better processing music, pictures

left hemisphere

units, counting words processing more efficient

prominence

stimuli stands out relative to rest of the environment

can be done by size length

habituation

stimulus becomes familiar & can loose attention getting ability

Absolute threshold

Minimum level of stimulus intensity needed to detect a stimulus

bias for the whole

tendency to perceive more value in the whole than in the combined parts that make up the whole

closure

says individuals need to organize perceptions so that they form a meaningful whole

differential threshold.JND

intensity difference needed between 2 stimuli before they are perceived to be different

Webers Law

the stronger the intial stimulus, the greater the additional intensity needed for the 2nd stimulus to be perceived as different

subliminal perception

below the threshold something is shown

attention direction squarely at stimulus

figure & ground

people interpret incoming stimuli in context of the background

perceptual organization

level of processing rather than things just register in mind

grouping

we often group stimuli to form unifies picture, making it easier to processs

knowledge context

information consumers have already learned about brands, companies, categories, stores, ads, etc

knowledge structure

way consumers organize knowledge

Basic level

2nd level of categorization-contains objects in more refined categories

brand image

subset of salient and feeling-related associations stored in brand schema

categorization

process of labeling or identifying an object. involves relating what we perceive in our external environment to what we already know

correlated associations

extent to which 2 or more associations linked to schema go together

goal derived category

things viewed as belonging in same category because they serve the same goal

ex: weight loss, beauty

graded structure

fact that category members vary in how well they represent a category

perceptual fluency

ease with which information is processed

prototype

best example of cognitive (mental) category

schema

set of associations linked to a concept

script

special type of schema that represents knowledge of a sequence of events

subordinate

below basic--objects very finely differentiated into categories

superordinate

broadest- different objects share few associations but still in same category

taxonomic category

classification of objects with similar objects in the same category

Many basketball fans consider Dennis Rodman as belligerent, unmotivated, and strange. These descriptors constitute a(n):

attitude

Because she had read an article about Godiva chocolates only yesterday, Rosemary could easily retrieve her attitude from memory. Rosemary's attitude about Godiva chocolates is:

Accessible

Despite choosing towels dried with Fresh'n'Free discount fabric softener sheets over those dried with the more expensive Bounce sheets, Mary persists in buying Bounce. Mary's attitude about Bounce is:

affectively based

A message supporting a ban on abortions will stimulate counterarguing among members of the National Abortion Rights Action League. This is because:

belief discrepancies lead to counterarguments

Bill never makes plans for the weekend without consulting his wife because they believe that considerate behavior includes sharing decisions about leisure time. For Bill, his wife exerts a large amount of:

normative influences

A passive recipient of a message

probably has low MAO

"I always buy the brand of spaghetti that's on sale," says Jill. "They're all the same quality anyway, and it's not worth my time to comparison shop." Jill is relying on:

a heuristic

Larry prefers Jell-O^TM brand gelatin desserts for their light, fruity taste. After seeing an ad for Jell-O^TM brand gummy bear candies, he concludes that the candies also have a light, fruity taste. Larry is relying on:

schema-consistent information

Which of the following is a useful marketing tool for increasing consumer involvement with a message?

use self-referencing within a message

The famous "Tastes Great, Less Filling" ad campaign that introduced Miller Lite beer repeatedly exposed consumers to information about the product's basic features and benefits in hopes that the repetition would result in:

incedental learning

About this deck

By: Hilary Scherer
Created: 2011-05-02
Size: 72 flashcards
Views: 10

About StudyBlue

“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis