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Actual Self
what you actually are... TERM 2
Ideal Self
DEFINITION 2 what you want to be TERM 3
Self-Esteem
DEFINITION 3 Positivity of your attitude towards yourselfGap btw actual and ideal is larger there is lower __ ____?e.g. I feel good about my self - High ___ ____? TERM 4
Compensatory Consumption
DEFINITION 4 Using aproduct to compensate your low SE. low SE --> more likely to buy things --> restore your SE e.g. Feel Powerless -> have no control over life -> tend to eat and spend more TERM 5
Self-Congruency Theory
DEFINITION 5 Self <-----> Product (who you think you are will <--------> determine what product you use)E.g. I am cheap -> use coupons or sales -> go to shop at walmart
Semiotics
Who you think you are - and do you want to show that...e.g. spurs fan as a supporter I wear a jersey TERM 7
ABC Model
DEFINITION 7 Affect: how you feel about a product...I really like the S Behavior: action or intention to take action about a product...I always buy Apple MacsCognition: beliefs you hold about a product.. Volvo vehicles are the safest car in the world. TERM 8
Hierarchy of Effects High Involvement
DEFINITION 8 : how consumers make the decision of a purchase Think --> Feel --> Do e.g. Prof. Rogers - want to buy a laptop for his daughter, (think)searches lots of info. --> (think)comparesdifferent models -->(feel)feel the Mac is best. -->(do)Bought Mac for his daughter. (similar to cognitive decision making) TERM 9
Hierarchy of Effects Low Involvement:
DEFINITION 9 Do --> Feel --> Think e.g. Simi - she is not quite sure about which gum to buy --
buy and try multiple options -- -> one or two make her feel great. --> try to buy the one she likes TERM 10
Hierarchy of Effects Experiential:
DEFINITION 10 Feel --> Do --> Think e.g. Eva - vacation in NY --> controls her spending --> see a beautiful designed handbag --> makes her feel great --
buys the handbag --> when she comes back she feels
regret
Social Judgement Theory
new stimuli <---(comparing)---> with existing attitude => forms your attitudeAssimilation Effect -if new stimuli is consistent with existing attitudeContrast Effect -if new stimuli is inconsistent with existing attitudee.g. Tom smoker - -> existing attitude towards smoking is good (creates good health) --> new stimuli is bad TERM 17
Behavioral Intention Model:
DEFINITION 17 Attitudes(true preference) ---------------------> B I ----------> BehaviorsSubjective Norms (what others think you should do) /^e.g. Caroline (HS Grad) - apply for College wants to go to another state (Attitude) (Subjective Norms)parents want her to go to thesame uni.teachers say to go to best uni., friends want her to goto party uni. TERM 18
Source
DEFINITION 18 who send the message matters a lot --> credibility / attractiveness TERM 19
Credibility
DEFINITION 19 expertise... objectivity.Consumer Report - more objective E.g. corporate social responsibility - adds credibility to company In Ads you will see a man or a woman in a white coat Knowledgeable spokes person... Locks expert in ad TERM 20
Attractiveness
DEFINITION 20 appearance / social status/ similarity to yourself Halo-effect : beautiful person ->gives you good feeling -> spoil over to product -> attitude change
Arguments &
Appeals
Two Sided Message: Include both positive and neg argumentsSex, Humor and Fear Appeals: given three advertisments and distinguish which is which TERM 22
Change Beliefs Emphasize on Different
Aspects
DEFINITION 22 not good at one aspect but very good at others TERM 23
Change Beliefs Attitude
Tracking
DEFINITION 23 Monitor consumers attitude over time...E.g. MarketPro-> collects data which is Att. Tracking TERM 24
ELM (Elaboration Liklihood Model)
DEFINITION 24 Central Route :process info deeply, consider pos and neg arg. are those info related to usability of productCentral cues - related to product e.g. if your an expert of sports cars you will have a Periperal RoutePeripheral Cues - not related to product e.g. color of background, price, cheaper products etc. TERM 25
Interpersonal Influence Primary vs. Secondary
DEFINITION 25 (freuquent and direct contact, e.g. family)vs.(no direct contact, nosocialties e.g. brand community - a group of consumers who are interested in a product e.g. Harley Davidson)
