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Basic Research

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to study and research that is meant to increase our scientific knowledge base. It is executed without thought of a practical end goal, without specific applications or products in mind.

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Primary Data

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Data observed or collected directly from first-hand experience

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Secondary Data

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refers to data that were collected for other studies.

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Independent Variable

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In an experiment, this is the variable that is varied or manipulated by the researcher. Presumed cause

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Dependent VAriable

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is the response that is measured. Presumed effect.

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Focus Group

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is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Advantages: Specific Questions and Answers

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Surveys

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is used most often to describe a method of gathering information from a sample of individuals. Advantages: allow researchers to collect a large amount of data in a relatively short period of time. Disadvantages: Design issues, and Human uncertainty

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Observations

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Watching how people act with your product. Advantages: Depth of information, Answers specific questions. Disadvantages: Hard to determine ideal users, hard to determine why or how.

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Correlation Studies

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Where you measure the independent variable (e.g., ad dollars spent) and look to see if it is related to the dependent variable (e.g., sales revenue)

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Experimentation

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are controlled studies where research involves manipulation and control

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Sensation

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refers to the immediate response of our sensory receptors (eyes ears nose mouth fingers) to basic stimuli such as light, color, sound, odor and texture

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Perception

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The process by which people select, organize, and interpret these sensations. Focuses what we add to raw sensations in order to give them meaning

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Sensory Marketing

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Where companies pay extra attention to the impact on sensations on our product experiences

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Absolute Threshold

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The lowest level of stimuli an organism can detect

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Differential Threshold

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refers to the ability of a sensory system to detect changes or differences between two different stimuli

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Sensory Threshold

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is the weakest stimulus that an organism can detect

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Exposure Effect

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is a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them

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Subliminal Perception

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Occurs when the stimulus is below the level of the consumers awareness

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Attention

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refers to the extent to which processing activity is devoted to a particular stimuli

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Sensory Overload

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Where one is exposed to far more information than they could process

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Multitasking

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where they process from more than one medium at a time

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Cherry experiment

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Selective attention unattended ear test

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Mckay Experiment

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People affected the meaning of the word in the attended ear. "bank" Bank

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Interpretation

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refers to the meanings we assign to sensory stimuli

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Perceptual Confirmation

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We perceive and interpret ambiguous data to be in line with our expectations and beliefs.

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Semiotics

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the study of signs and symbols as elements of communicative behavior; and their roles in how we assign meanings

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Object

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Product that is the focus of message, a component of semiotics

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Sign

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is the sensory image that represents the intended meaning of the object, a component of semiotics

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Interpretation

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The meaning we derive from the sign, a component of semiotics.

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Motivation

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refers to the process that lead people tp behave like they do

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Need for affiliation

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is relevent to products and services for people in groups, such as participating in sports, or hanging at shopping malls. (to be in the company of others

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Need for Power

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Products that allow us to feel that we have mastery over our surroundings, such as hopped up muscle cars, and luxury resorts with people that respond to the whimsical needs of its guests (To control our environment)

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Need for uniqueness

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products that assert ones individual qualaties; a type of need

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Maslow's Hierarchy

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The theory that we must satisfy our most basic needs first before we progress "up the ladder"

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Approach-approach conflict

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When one must chose between two desirable alternatives

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Approach Avoidance conflict

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when we desire a goal but wishnto avoid it at the same time "fur coat" example.

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avoidance-avoidance conflict

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When we face a choice between two undesirable options, and where marketers hence stress the unforseen benifits of choosing one option.

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Drive Theory

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Focuses on the biological needs that produce unpleaseant states of arousal, and the arousal this tension causes motivates us to try and reduce it

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Expectance Theory

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where expectations that we will achieve desirable outcomes motivate us

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Value

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Belief that some condition is preferrable to its oppisite

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Core Values

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Those Values that define a culture

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Hofstede's Cultural dimensions

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Power Distance, Individualism, Masculinity, Uncertainty Avoidance, Long-Term Orientation

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Attitude

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A lasting, general evaluation of people (including oneself), objects, advertisements, or issues.

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Affect

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Describes how a consumer feels about an attitude object

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Behavior

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refers to a consumers intentions to take action about his feelings for an object

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Cognition

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What one believes about an attitude object to be true

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Standard Learning Hierarchy

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Think -> Feel ->Do

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The Low-Involvement Hierarchy

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Do -> Feel -> Think

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The Experiential Hierarchy

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Feel -> Think -> Do

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The Fishbein Model

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1. Salient Beliefs- (the beliefs people believe about an object during Evaluation) 2. Object- Attribute Linkage (the probablility that a particular object has an important attribute) 3. Evalution- of each of the important attributes.

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Theory of Reasoned Action

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an improved revised version of Fishbien model

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Functional Theory of Attitudes

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Daniel Katz's theory to explain how attitudes facilitate social behavior

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Utilitarian Function

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We develop attitudes toward products simply because they provide pleasure or pain

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Value-expressive function

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These attitudes relate to the consumers central values, what kind of man reads playboy.

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Ego-Defensive function

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Attitudes we form to protect us from external threats

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Knowledge Function

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We form attitudes because we need order structure or meaning

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Elaboration Likelihood Model (ELM

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Assumes that under conditions of high involvement we take central route to persuasion. Under low involvement we take a peripheral route.

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Comparative Advertising

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refers to a strategy in which a message compares two or more recognizable brands and weighs them in terms of one or more specific attributes.

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Cognitive-Dissonance Theory

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When a person is confronted with inconsistencies among attitudes or behaviors, he will take some action to restore consistenccy.

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Self-Perception theory

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It assumes that we observe our own behavior to determine just what our attitudes are, much that we assume that we know what another persons attitude is when we waatch what he does

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Foot-In-Door Theory

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a consumer is more likely to comply with a bg request if he agrees to a smaller one.

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Low-ball

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offer a deceptively or unrealistically low estimate

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Door-in-the-face

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The persuader attempts to convince the respondent to comply by making a large request that the respondent will most likely turn down, much like a metaphorical slamming of a door in the persuader's face. The respondent is then more likely to agree to a second, more reasonable request, compared to the same reasonable request made in isolation.[

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Reciprocity

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the practice of exchanging things with others for mutual benefit, especially privileges granted by one country or organization to another.

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Scarcity

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The state of being in short supply; Shortage

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Liking

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a feeling of regard or fondness.

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Heiders Balance theory

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the cognitive consistency motive as a drive toward psychological balance. The consistency motive is the urge to maintain one's values and beliefs over time.

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Memory

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is the process of acquiring information and storing it over time so that it will be available for retrieval when needed

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Memory system

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In the encoding stage, information enters the system in a way will recognize, in the storage stage, we integrate the knowlede with what is already in memory, during retrieval we access desired information

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Episodic memories

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relates to events persomally relevent

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sensory memory

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stores information we recieve from our senses

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Details of sensory memory

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Very Temporary "Holding Cell" Holds information from the sensory registers before it is processed further Very Short Lived (1-2 Seconds) Much of the Information in Sensory Memory is Not Passed on for Further Processing Unconscious

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short term memory

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Stores information for a limited period of time and has limited capacity

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chunking

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the process combining small memory pieces into larger ones (using memories we recieve accoustically (how it sounds) qand semantically (what it means)

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primacy

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remembering first few items on a list

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recency

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remembering last few

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Long term memory

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the system that allows us to retain information for a long time

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Elaborative Encoding

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is the process of actively relating new information to knowledge that is already in memory.

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Associative network

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According to activation models of memory, and incoming piece of information get stored in here that contains many bits of related information.

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Knowledge structures

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Organized systems of concepts that relate to brands, manufacturers, and stores stored in our memory. Think complex spiderwebs filled with pieces of data.

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Recall

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This type of memory retrieval involves being able to access the information without being cued. Answering a question on a fill-in-the-blank test is a good example of this

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Recollection

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This type of memory retrieval involves reconstructing memory, often utilizing logical structures, partial memories, narratives or clues. For example, writing an answer on an essay exam often involves remembering bits on information, and then restructuring the remaining information based on these partial memories.

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recognition

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This type of memory retrieval involves identifying information after experiencing it again. For example, taking a multiple-choice quiz requires that you recognize the correct answer out of a group of available answers.

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Relearning

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This type of memory retrieval involves relearning information that has been previously learned. This often makes it easier to remember and retrieve information in the future and can improve the strength of memories.

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Factors influencing retrieval

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Frequency of Exposure Unexpected/Incomplete Stimuli Affect-Related Information Quality of Cues

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Learning

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is a relatively permanent change in behavior caused by experience.

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Classical conditioning

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Occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response of its own

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Instrumental Conditioning

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Occurs when the individual learns to perform behaviors that produce positive outcomes and avoid behaviors that yield negative outcomes

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extinction

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the process whereby a learned connection between a stimulus and response is eroded so that the response is no longer enforced. This can occur when a product is over exposed in the marketplace and loses its allure.

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Stimulus generalization

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is the tendency for the conditioned stimulus to evoke similar responses after the response has been conditioned. In other words, which is when we respond not only to the original stimulus, but also to other similar stimuli. For example, if a child has been conditioned to fear a stuffed white rabbit, it will exhibit fear of objects similar to the conditioned stimulus such as a white toy rat.

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Stimulus Discrimination

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is when we learn to respond only to the original stimulus, and not to other similar stimuli.

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Positive reinforcement

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The presence of reward after behavior. A feedback in instrumental conditioning

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Negative reinforcement

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Removal of negative outcome. A feedback for instrumental conditioning

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Punishment

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Presence of Unpleasant Events after Response. A feedback of instrumental conditioning

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Retroactive interference

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This is when a person has difficulty recalling old information because of newly learned information. For example, you may have difficulty skiing because of recently learning how to snowboard.

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Proactive interference

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Difficulty in learning new information because of already existing information. For example, an English speaking person may have greater difficulty learning Spanish because of his or her tendency to want to apply English grammar to the new language.

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Part-list cuing

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with regard to a remember test, disability of the ability to remember individual objects if some of the other objects in the list examined are rendered as retrieval cues.

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Observational learning

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The process of acquiring information by observing others. Learning to tie your shoe by observing another individual perform the task would be an example of

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