Term
| just noticeable difference |
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Definition
| the magnitude of change necessary for a change to be noticed. In class, we discussed the fact that this concept explains why offering a small discount off of a low-priced item may be effective but this same amount discounted from a high-priced item would not likely work |
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Definition
| The active processing of information in conjunction with other information already in the memory so as to identify meaning in the new information. it is considered to be one of the 3 ways of placing information in long-term memory. As the text suggest, it involves scrutinizing the information for meaning like you might do if you were exposed to some detailed product features of a Segway. |
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Definition
| The meaning that any characteristic or entity comes to ave in particular cultures. This concept helps to explain why some products are better received than others in a given country simply because the two products are different colors. |
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Term
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Definition
| Information being encoded non-objectively, resulting in the consumer seeing it as being different from reality. The text suggests this phenomenon may explain the varying interpretations people had regarding Chrysler's Super Bowl ad in which Clint Eastwood stated "it is half-time American and our second half is about to begin!" which ran the year Obama's second term started. |
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Term
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Definition
| The part of the brain where information is being held and being processed currently. It can only hold very small amounts of information -- 7 plus or minus 2 bits |
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Term
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Definition
| A stimulus to which the consumer already has a pre-existing response. For instance, the Bob Marley song in the sustainability video we watched in class would be an example of this type of stimulus. The video featured numerous celebrities talking (with consumption and production of products |
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Term
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Definition
| Psychological processes we employ to protect our ego. Consumer behavior-related examples include rationalization, aggression and regression |
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Term
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Definition
| This activity involves impacting the images of the brand name evokes in consumers' minds. It would be interesting to know what images Toyota had in mind when it made the decision to have one of its cars, the Echo, featured in numerous scenes in the One Hour Photo where Robin Williams' character sits in the car while stalking the family he developed film for at his job in the film department at the discount store they frequent. |
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Term
1. Integrate into the customer's environment
2. Add to the consumer's experience of the environment
3. Create engagement with the brand |
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Definition
| What must ambient ads do to be really effective? |
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Term
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Definition
| a research method directed at finding reasons for a person's behavior -- reasons the consumer is either unaware of or is not going to admit in direct questioning. One specific example of this is when two different groups of women were shown grocery shopping lists of a lady shopper and asked to describe the shopper. |
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Term
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Definition
| the process by which the human mind becomes aware of and interprets a stimulus. It is a particularly interesting and challenging process for marketers to understand because it is a subjective process and sometimes can result in unexpected reactions among consumers as was the case in the Bennetton ad showing two males handcuffed together. |
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Term
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Definition
| a process which involves extension of a pre-existing response from one stimulus onto another stimulus through exposure to the two stimuli simultaneously. The USPS running an ad campaign featuring Steve Miller's "Fly Like an Eagle" song along with images of U.S.P.S. trucks delivering the mail is an example of using this process as a strategy to influence consumer's response to the U.S.P.S. brand |
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Term
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Definition
| the set of tangible outcomes of a product usage (or an activity). Products with this enable us to manage our lives as biological and physical beings and manage our external physical environments. For instance, a Segway would be said to have this because they might help us to navigate physical distance. |
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Term
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Definition
| The sum total of values, self-concepts, personality and lifestyles. This concept can also be described as the broad term that is used to describe the set of segmentation variables marketers employ that is thought to more closely predict actual consumption behavior than basic demographics. |
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Term
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Definition
| This type of advertising involves the product's environment sending consumers messages pertinent to the purchase and consumption situation of the moment. |
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Definition
| a procedure to map a consumer's view of how a product's use ultimately fulfills his or her higher level values |
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Term
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Definition
| memories for objects and their properties |
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Term
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Definition
| comprises all the external entities and objects that we consider, with pride, part of ourselves |
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Term
| reverse score the items that have been negatively-worded |
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Definition
| In class we practiced responding to the 5 items of the Consumer Innovativeness Scale.What typically would be the first step you would take in order to use these responses to segment a target market into Innovators versus Non-innovators? |
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Term
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Definition
| Which of the following best describes the traits marketers have identified and used to describe consumer personalities? |
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Term
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Definition
| Which of the following components of personality are likely to be dominant if a consumer is considered to be particularly practical and guarding of their sense of self: |
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Term
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Definition
| If a person's goal in life is to be wealthy, this would be considered one of their: |
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Term
| survey, experiment and simulation |
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Definition
| Which of the following are considered quantitative data collection methods? |
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Term
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Definition
What type of scale are we using when we ask consumers to rate a brand on a scale like to the one below:
rugged 1 2 3 4 5 6 7 delicate |
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Term
1. Field research
2. Consumer narratives
3. Creative expression |
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Definition
| Which one of the following is an example of ethnographic research: |
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Term
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Definition
| in any visual, something is the background, and something is the focal object |
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Term
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Definition
| the study of humankind in its habitat |
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Term
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Definition
| the use of products/services for the sake of intrinsic enjoyment |
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Term
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Definition
| something in the world the acquisition or attainment of which will bring us happiness--by reducing our current discomfort or tension |
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Term
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Definition
| the degree of interest a consumer finds in a product or service or object or activity |
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