RSM353H1 Study Guide - Final Guide: Disintermediation, Richard A. Lutz, George Loewenstein

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27 Jan 2013
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RSM353 Readings Exam Notes
1 | P a g e
Co-Creating: Harvesting the Unconscious to Create Value for Business & Society By Gerald Zaltman
Illusion that consciousness directs most of our thoughts and actions rather than resulting form then
Co-creation = process in which neural clusters are co-activated and associated, there is blending among
some of them that yields another meaningful cluster, creating a new thought
o Simplified refers to the emergence of new thoughts as previously independent thoughts
encounter one another and produce a new meaning or thought
Example: person searching for a ‘rugged’ vehicle might encounter an ad featuring a truck’s suspension
system creates a new idea of ‘off-road driving freedom’ while notion of rugged and suspension system
are retained as part of the altered schema
Act of memory involves reconstruction of information, leading to distortion engage memory as if our
mind had its own version of photoshop
Immediate Stimuli = meaningful information to the individual, that it fits within their knowledge structure
Example: 2 groups one told to write about the ‘accident’ video while others told to write about the ‘crash’
video. Those who wrote about ‘accident’ took more of a neutral stance while ‘crash’ side recalled broken
glass
Purpose: the emergence of new thoughts as existing thoughts meet and blend with newly encountered
stimuli
o Help to produce altered memories and the newly-created thoughts or ‘blends’ become a previous
experiences
Aspect of insight element of time
‘aha’ moment or ‘click of comprehension’ insight typically involves seeing previously-obscured
relationships between different information domains
Parahippocampal = cortex is also involved in making associations which are the foundations for making
meaning
Metaphor = a representation of one thing in terms of another that involves connecting a source domain with
a target domain
o First serve a clarifying function by helping consumers better understand the product or service
o Second when the metaphor and object being explained interact, they may sometimes create a
new idea not inherent in either domain alone
Consumption Vision = imagined fantasies stories arising from playing with patterns about the
consequences of one or more consumer choice behaviors
o Example: whether one will feel guilty or pampered by indulging in a snack food based off
personal goals and values
o Created when brand story blends with a consumer story
Brand story concerns what a brand does and how it differs from other brands
Consumer story consists of the psychological and social consequences of using a product
Harnessing the Science of Persuasion By Robert B. Cialdini
Persuasion works by appealing to a limited set of deeply rooted human drive/need
Can be taught, learned, applied
6 Principles of Persuasion
1. Liking: people like those who like them. uncover real similarities and offer genuine praise
o Idea of Tupperware party where everyone buys to please the hostess and they weight the fondness
of hostess over the actual product
o 2 factors that increase liking: [1] similarity, [2] Praise
2. Reciprocity: people repay in kind. give what you want to receive
o Idea that when someone else smiles at you, you smile back
o Example: charity put small gift in envelop sent get more donations
o Helps with first mover advantage to foster positive attitude and productive relationship
3. Social Proof: people follow the lead of similar others. use peer power whenever its available
o Human social creates rely on what others do around them
o Ex. Charity shows list of neighbors and friends who donate then will increase donation
o Influence is often best exerted horizontally rather than vertically
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