MKT 313 Study Guide - Midterm Guide: Miller Lite, Snack, Impulsivity

• School: University of Alabama
• Department: MKT
• Course: MKT 313
• Professor: Stacey Robinson

Document Summary

Schemas type of associative network representing meaning: snack food brand schema sometimes brands identify schemas, other times they let consumer interpret, sometimes the schema is tough, schema-based affect: emotions can become a part of schema it helps provide meaning/direction. Why/how do consumers strive to improve or maintain existing state: example; eating to survive, maintaining is more about survival. Improving statuses and buying designer brands: about looking/feeling good. Individual difference variables: personality: thoughts, emotions, intentions, behavior that are consistent given various environmental settings/contexts, unique combinations of traits/characteristics that are relatively stable, aggregations, thoughts: cognitions, emotions: affective. Depth interviews qualitative study/ethnographic study: motivational research seeks to understand inner motives, problems with this approach, social desirability bias inability to express motives, subconscious thoughts. Trait research/approach looks at a combination of traits on behavior predictability: nomothetic perspective: across consumers, commonality. Idiographic perspective: individual consumer, deeper level: over 18,000 named human traits, predictive ability (accuracy) is stronger with this approach.