24202 Chapter Notes - Chapter 1-14: Brand Loyalty, Baby Boomers, Reference Group
CB Glossary
•Ability - The extent to which consumers have the resources knowledge, intelligence, and money
necessary to make an outcome happen"
•Absolute threshold - The minimal level of stimulus intensity needed to detect a stimulus"
•Accomodation theory - The more effort one puts forth in trying to communicate with an ethnic
group, the more positive the reaction"
•Activities, interests, opinions (AIO) - The three components of lifestyles"
•Actual state - The way things actually are"
•Addiction - Excessive behaviour typically brought on by a chemical dependence"
•Adoption - A purchase of an innovation by an individual consumer or household"
•Affect - Low-level feelings"
•Affective Decision making - Decisions based on feelings and emotions"
•Anchoring and adjustment process - Starting with an initial evaluation and adjusting it with
additional information"
•Aspirational reference group - Group that we admire and desire to be like"
•Associative reference group - Group to which we currently belong"
•Attitude - A relatively global and enduring evaluation of an object, issue, person, or action"
•Attraction effect - The adding of an inferior brand to a consideration, which increases the
attractiveness of the dominant brand"
•Attribute processing - Comparing brands, one attribute at a time"
•Attribution theory - A theory of how individuals find explanations for events"
•Availability heuristic - Basing judgments on events that are easier to recall"
•Baby boomers - Individuals born between 1946 and 1964"
•Brand image - A subset of salient and feeling-related associations stored in a brand schema"
•Brand loyalty - Buying the same brand repeatedly because of a strong preference"
•Brand personality - The set of associations that reflect the personification of the brand"
•Brand processing - Evaluating one brand at a time"
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•Central route processing - The attitude formation and change process when effort is high"
•Classical conditioning - Producing a response to a stimulus by repeatedly pairing it with another
stimulus that automatically produces this response"
•Clustering - The grouping of consumers according to common characteristics using statistical
techniques"
•Comparative message - Messages that make direct comparisons to competitors"
•Compensatory consumption - The consumer behaviour of buying products or services to offset
frustrations or difficulties in life"
•Compensatory model - A mental cost-benefit analysis model to make a decision"
•Comprehension - The process of deepening understanding. Involves using prior knowledge to
understand more about what we have categorised"
•Compulsive consumption - An irresistible urge to perform an irrational consumption act"
•Consumer behaviour - The totality of consumers' decisions with respect to the acquisition,
consumption, and disposition of goods, services, time, and ideas by human decision-making
units over time"
•Continuous innovation - An innovation that has a limited effect on existing consumption
patterns"
•Credibility - Extent to which the source is trustworthy, expert, or has status"
•Decay - The weakening of nodes or links over time"
•Decision making - Making a selection between options or courses of action"
•Diagnostic information - That which helps us discriminate among objects"
•Differential threshold (just noticeable difference) - The intensity difference needed between two
stimuli before they are perceived to be different"
•Diffusion - The percentage of the population that has adopted an innovation at a specific point
in time"
•Disconfirmation - The existence of a discrepancy between expectations and performance"
•Discontinuous innovation - An offering that is so new that we have never known anything like it
before"
•Disposition - The process by which a consumer parts with or gets rid of a possession / offering"
•Dissociative reference group - Group we do not want to emulate"
•Downward mobility - Losing one's social standing"
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