24202 Chapter Notes - Chapter 1-14: Subliminal Stimuli, Classical Conditioning, Trait Theory
Revision
Intro!
•CB is a study of search, buy, use and dispose of products to satisfy consumer needs!
•There are four classifications for market segmentations - geographic, demographic,
psychographic and behavioural!
•Differentiated, undifferentiated and concentrated marketing strategies are used for market
positioning!
•Consumers do not buy products, instead they buy motive satisfaction or problem solutions!
Motivation!
•Motives that are known and freely admitted by consumers are called manifest motives!
•Latent motives are unknown to the individual or the individual is reluctant to admit them!
•Motivational research uses qualitative techniques!
•Cognitive motive focus on achieving a sense of meaning!
•Affective motives deal with the need to reach satisfying feeling states to achieve personal goals!
Personality!
•Success of new products often depends on adoption of the product by innovators!
•Personality is shaped by culture and individual experience!
•Traits are the features of an individual and help in defining the behaviour of consumers!
•Single-trait theory - stresses one personality trait as being of overwhelming importance!
•Research indicates that consumers prefer to use brands with images that reflect their ideal self
concept!
•Generally there is a relationship between self concept congruence and preference or choice of
brands!
Perception!
•Perception is the process through which we notice, attend to and interpret the objects,
messages and events (stimuli) that we encounter in the world around us!
•Perception and marketing strategies involve retail, brand name, logo development, media and
package design!
•Marketers use Weber’s Law (the change in a stimulus that will be just noticeable is a constant
ratio of the original stimulus) to vary price, quality, quantity, ratios and attribute mixes!
•Subliminal perception - presenting a stimulus below the level of conscious awareness in an
attempt to influence behaviour!
Learning!
•Classical conditioning - marketing strategy is all about execution of message themes!
•Operant conditioning - learning through trial and error; marketing strategy includes offering free
samples as a initial trial!
•Cognitive learning - marketing strategy involves reminder ads to reinforce established brands!
•Schema - total package of associations brought to mind when a cue is activated!
•Retention - product information stored in memory tends to be brand-based!
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