consumer research
Terms
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- attitude
- a relatively global and enduring evaluation of an object, issue, person, or action
- the importance of attitudes
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1. they guide our thoughts (the cognitive function)
2. they influence of feelings (the affective function)
3. affect our behavior (the connative function) - cognitive function
- how attituteds influence our thoughts
- affective function
- how attitudes influence our feelings
- connative function
- how attitudes influence our behavior
- the characteristics attitudes
- favorability, attitude accessibility, attitude confidence, persistence, resistance
- forming and changing attitudes
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the foundation of attitudes
the role of effort in attitude formation and change - the foundation of attitudes
- cognitions, emotions, elaboration
- 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
- the cognitive response model
- consumers' thought reactions to a message affect their attitudes.
- cognitive responses
- counterarguments, support arguments, source derogations
- expectancy-value model
-
a widely used model that explains how attitudes form and change based on:
1. the beliefs and knowledge they have about an object or an action
2.their evaluation of their particular beliefs - theory of reasoned action
- a model that provides an explanation of how, when, and why attitudes predict behavior
- attitude specificity
- how specific the attitude is to the behavior being predicted
- normative influence
- social pressure designed to encourage conformity to the expectations of others
- how cognitively based attitudes are influenced
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communication source
- sleeper effect
- consumers forget the source of a message more quickly than they forget the message
- one-sided message
- a marketing message that presents only positive info
- two sided message
- a marketing message that presents both pos and neg info
- the affective (emotional) foundations of attitudes
- emotional reactions, independent of cognitive structure, may serve as a way of creating attitudes resistance to change.
- emotional appeal
- messages that elicit an emotional response
- how affectively based attitudes are influenced
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the source
-attractiveness
-match-up hypothesis
the message
-emo appeals
-fear appeals - attitude toward the ad
- 1. informative ads tend to be better liked
- when do attitudes predict behavior?
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-level of involvement/ elaboration
-knowledge &experience
-analysis of reasons
-accessibility of attitudes
-attitude confidence
-specificity o attitudes
-attitude-behavior relationships over time
-situational factors
-normative factors
-personality variables - high effort vs low effort routs to persuasion
-
low mao,
using peripheral route persuasion rather than key message arguments
peripheral cues - cognitive basis of attitude when consumer effort is low
- simple inference, inferences, heuristics (rules of thumb)truth effect
- how cog attitudes are influenced
- the source, the message, the context
- affective bases of attitudes when consumer effort is low
- the mere exposure effect, classical conditioning, attitudes toward the ad, consumer mood
- how affective attitudes are influenced when effort is low
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comm source
-attractive, likable, celeb
message
-pleasant pics, music, humor, sex, emotional content
context - consumer memory
- a personal storehouse of knowledge about products and services, shopping and consumption experiences
- retrieval
- the process of remembering what we have stored in our memory
- types of memory
- sensory, short term, long term
- sensory memory
- sensory experiences stored temporarily in memory
- Echoic memory
- sensory, short term, things we hear
- iconic memory
- sensory - short term - things we see.
- characteristics of sensory memory
-
-stored in sensory form
-very short term - short term memory defined
- the portion of memory where incoming info is encoded of interpreted in light of existing knowledge
- info in stm can take one of several forms
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discursive processing - words
imagery processing - sensory form - characteristics of STM
- limited and short lived
- marketing implications of stm and imagery processing
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imagery can:
create a liking for the product
stimulate memories
affects evaluation
affects satisfaction - Long term memory defined
- the part of memory where information is placed for later use; permanently stored knowledge.
- types of LTM
-
autobiographical memory
semantic memory - autobiographical memory
- knowledge we have about ourselves and our personal experiences
- semantic memory
- knowledge about an entity that is detached from specific episodes
- marketing implications of semantic marketing
-
-affecting decision making
-promoting empathy and identification
-cueing and preserving autobiographical memories
-reinterpreting memories - how memory is enhanced
- chunking, rehearsal, recirculation, and elaboration
- chunk
- a group of items that can be processed as a unit
- rehearsal
- the process of actively reviewing material in an attempt to remember it
- recirculation
- the process by which info is remembered via simple repetition w/out active rehearsal
- elaboration
- transferring info into long term memory by processing it at deeper levels
- semantic network
- a set of associations in memory that are linked to a concept
- organization of long term memory
- represented in a semantic network
- what is retrieval?
- the process of remembering. when we retrieve info from memory, we access it from a semantic network
- the semantic network: factors that affect what we remember
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1. trace strength
2. spreading of activation - trace strength
- the extent to which an association is strongly or weakly linked to a concept in memory.
- spreading the activation
- creating more ways in which someone can link a memory to other memories? priming - activation of a node in memory, often without conscious awareness
- decay
- the weakening of nodes or links over time
- retrieval failures
- decay, interference, primacy effect, recency effect
- retrieval errors
- inaccurate memory
- types of retrieval
- explicit and implicit memory
- explicit memory
-
memory of some prior episode achieved by active attempts to remember
-recognition
-recal - implicit memory
- memory for things without any conscious attempt at remember them
- marketing implications of retrieval
-
retrieval as:
-a comm objective
-affects consumer choices
recall relates to ad effectiveness
consumer segments and memory - how is retrieval enhanced
-
stimulus itself
what its linked to
way its processed
characteristics of consumers - characteristics of the stimulus
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salience (prominence)
prototypicality in its category
redundant cues
the medium in which the stimulus is processed - what the stimulus is linked to
- retrieval cues
- how a stimulus is processed in short term memory
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better through imagery than discursively. pictures and words -
dual coding - the representation of a stimulus in 2 modalities in memory - consumer characteristics affecting retrieval
- mood,expertise