receiving, selecting, organizing, and interpreting information to create a meaningful picture of the world

(a)  

- Selective Exposure

- Selective Attention

- Selective Comprehension

- Selective Retention

(a)  

ability to perceive a stimulus that is below the level of conscious awareness; contraversial tactic with strong ethical implications

(a)  

consider the context as a whole, focusing on the relationships between objects

Ex. East Asians more likely to attend to the context

(a)  

focus on individual objects, assigning them to categories based on their attributes.

Ex. Westerners more likely to focus on an object within the context

(a)  

Immediate, direct response of the senses to stimulus

(a)  

Internal psychological factors determine what one focuses on and/or ignores

(a)  

Organizing and categorizing information

(a)  

Results from the higher number of complexities of the marketing stimuli a person is exposed to

(a)  

Consumers chooses whether or not to make themselves available to information

(a)  

Consumers choose to focus attention on certain stimuli and not others

(a)  

Consumers interpret information on the basis of their own attitudes, beliefs, motives, and experiences

(a)  

Consumers do not remember all the information they see, hear, or read even after attending to and comprehending it

(a)  

- self as separate, unique, distinct from others

- own goals are more important than others'

- life goals: become independent, self- reliant, pursue happiness, choose based on your preferences

(a)  

- self as interconnected, socially embedded, obligated

- subordinate own goals to those of others

- life goals: fulfill your obligations and duties, connect with others, help the group, overcome selfish preferences, let others choose for you

(a)  

Smaller segments within a culture, whose beliefs, values, norms, and patterns of behavior set them apart from the larger cultural mainstream

(a)  

Homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and behaviors can be grouped

(a)  

group whose presumed perspectives or vales are being used by an individual as the basis for his or her judgements, opinions, and actions

(a)  

specific situation in which consumers plan to use the product or brand directly affects their perceptions, preferences, and purchase behaviors

types: usage, purchase, and communications situation

(a)  

passing of information or exchange of ideas; process of establishing a commonness of thought between a sender and a receiver

(a)  

- source/sender

- encoding

- channel message

- decoding

- receiver

(a)  

Person or organization that has information to share with another person or group of people

(a)  

Putting thoughts, ideas, or information into a

symbolic form

(a)  

Contains the information or meaning the source hopes to convey

(a)  

facilitates communication between sender and receiver

- non- personal channel or mass media

- personal channel or direct communication between two or more persons

(a)  

informal communication among consumers about products and services

(a)  

generating positive word-of-mouth discussion

(a)  

propagating marketing- relevant messages with the help of individual consumers

(a)  

identifying and choosing the initial group of consumers who will be used to start spreading the message

(a)  

person with whom the sender shares thoughts or information

(a)  

transforming the sender's message into thought

(a)  

unplanned distortion in the communication process

(a)  

receiver's set of reactions after seeing, hearing, or reading the message

(a)  

receiver's response that is communicated back to the sender

(a)  

A model that depicts the successive stages a buyer passes through in the personal-selling process, including attention, interest, desire, and action

(a)  

A model of the process by which advertising works that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action

(a)  

A model that represents the stages a consumer passes through in the adoption process for an innovation such as a new product. The series of steps includes awareness, interest, evaluation, trial, and adoption

(a)  

- Delineate the steps involved in taking potential purchasers from unawareness of a product to readiness to purchase it

- Identify which “stage” in the hierarchy a potential buyer is in!

- Used as intermediate measures of communication effectiveness

(a)  

- AIDA model

- Hierarchy of effects model

- innovation adoption model

(a)  

- cognitive stage

- affective stage

- behavioral stage

(a)  

Represents what the receiver knows or perceives about the particular product or brand

(a)  

Receiver’s feelings or affect level for the particular brand

(a)  

Refers to the consumer’s action toward the brand

(a)  

- the standard learning hierarchy

- the dissonance/attribution hierarchy

- the low involvement hierarchy

(a)  

learn → feel → do

(a)  

do → feel → learn

(a)  

learn → do → feel

(a)  

Consumers can connect with one another, discuss

products/services, and interact with marketers

(a)  

Marketers should target stages in decision journey

(a)  

1. Consider

2. Evaluate

3. Buy

4. Experience

5. Advocate

6. Bond

(a)  

Consumer considers purchase. Views your brand on retailer site and is impressed by enthusiastic user reviews

(a)  

Consume evaluates the brand. Watches YouTube video posted by enthusiastic owner showing the product's innovative uses

(a)  

Consumer buys product. Photographs the product in store, posts it for others to comment on and receives personal message with coupon from the brand

(a)  

Consumer interacts with brand after purchase. "Follows" your expert on Twitter to receive product updates retweets to friends

(a)  

Consumer advocates for brand. Comments on your representative's helpful advice in a user forum, then "likes" your Facebook page

(a)  

Consumer bonds. "Tips" friends on Foursquare after revisiting your store to purchase again

(a)  

Thoughts that occur to individuals while reading, viewing,

and/or hearing a communication

(a)  

- counterarguments

- support arguments

(a)  

Thoughts the recipient has that are opposed to the

position taken in the message; relate negatively to message acceptance

(a)  

contains the information or meaning the source hopes to convey

(a)  

- source derogations

- source bolsters

(a)  

negative thoughts about the spokesperson or organization making the claims

(a)  

positive thoughts about the spokesperson or organization making the claims

(a)  

- attitude toward the ad

(a)  

represents the receivers feelings of favorability or unfavorability toward the ad

(a)  

- product/message- related thoughts

- source- oriented thoughts

- ad execution- related thoughts

(a)  

focuses on the way consumers respond to persuasive messages, base on the amount and nature of elaboration or processing of information

(a)  

Ability and motivation to process a message is high and close attention is paid to message content

(a)  

Ability and motivation to process a message is low; receiver focuses more on peripheral cues than on message content

(a)  

elohartion likelihood is a function of:

(a)  

sales presentation should contain arguments that are difficult to refute

(a)  

peripheral cues are more important than detailed message arguments

(a)  

human communication that is devised to influence the actions and judgments of others

(a)  

Helps marketers see how each controllable element interacts with the consumer’s response process

(a)  

- independent variables

- dependent variables

(a)  

controllable components of the communication process

(a)  

the steps a receiver goes through in being persuaded

(a)  

- source

- message

- channel

- receiver

- destination

(a)  

- message presentation

- attention

- comprehension

- yielding

- retention

- behavior

(a)  

- source

- message

- channel

(a)  

- direct source

- indirect source

- source credibility

- source attractiveness

(a)  

person involved in communicating a marketing message

(a)  

delivers a message and/or endorses a product or service

(a)  

draws attention to and enhances the appearance of an ad

(a)  

Extent to which the recipient:

- Sees the source as having relevant knowledge, skill, or experience

- Trusts the source to give unbiased, objective information

(a)  

Adopting the opinion of a credible communicator and the belief that information from this source is accurate

(a)  

Characteristic that encompasses

similarity, familiarity, and likability

(a)  

Receiver is motivated to seek

some type of relationship with the source.

• Adopts similar beliefs, attitudes, preferences, or behavior

(a)  

Strongest arguments should be presented early or late in the message but never in the middle

(a)  

information presented first is most effective

(a)  

last arguments presented are most persuasive

(a)  

Messages with explicit conclusions are more easily

understood and effective in influencing attitudes

(a)  

mentions only positive attributes or benefits, effective if target audience:

- already holds a favorable opinion about the topic

- is less educated

(a)  

presents both good and bad points, effective when the target audience:

- holds an opposing opinion

- is highly educated

(a)  

communicator presents both sides of an issue and then refutes the opposing viewpoint

(a)  

use of pictures increases immediate and delayed real

(a)  

addition of pictures does not increase recall

(a)  

Directly or indirectly naming competitors in an ad and comparing one or more attributes

- helps get new brands into the evoked set of the consumer

- often used for brands with small market share

(a)  

evoke an emotional response to a threat and arouse individuals to take steps to remove the threat

effective when the recipient is:

- self- confident and prefers to cope with dangers

- a non- user of the product

(a)  

- Attract and hold consumers’ attention

- Put consumers in a positive mood

- Increase consumers' liking of the ad and their feeling

toward the product

- Distract the consumer from counterarguing against the message

- May wear out faster than serious appeals

(a)  

Information received from personal channels is more

persuasive than that received from the mass media.

(a)  

Readers process the ad at their own rate and study it as long as they desire

• Newspapers, magazines, direct mail, and Internet

(a)  

Transmission rate is controlled by the medium

• Radio and television

(a)  

influence the medium has on a message

- image of the media vehicle affect reactions to the message

(a)  

amount of advertising in a medium

- all the non program material that appears in the broadcast environment

(a)