Consumer Behavior
Use MS Word (1 margin all around, double space, 12 point Times New Roman)
Pick at least three magazine, newspaper, TV and/or web advertisements. Describe the ads and analyze each one using at least 20 different theories, concepts, and/or terminologies from the list below. Type them in boldface.
You may answer the following questions:
What is the target market? (Discuss both physical and psychological characteristics.)
How does it try to position the brand?
What need does it try to satisfy?
What perceptions does it try to create?
What type of learning does it try to trigger (behavioral or cognitive)?
Is it trying to change consumer attitudes? How?
What type of message is used?
What is the purpose of the ad?
Does it use a celebrity, character, or model? Is it appropriate?
How does it try to motivate consumers to buy?
Does it use any technique the textbook mentions?
Key concepts and terminologies
1. Segmentation (Geographic, Demographic, Psychographic, Behavior) and targeting
2. Positioning
3. Stakeholder concept
4. Hedonic value, utilitarian value
5. Relationship marketing
6. Touch points
7. Augmented product concept
8. Price elasticity of demand
9. Customer lifetime value
10. Personal values
11. Perception
12. Assimilation, accommodation, contrast
13. Selective perception
14. Absolute threshold
15. Adaptation
16. JND
17. Mere exposure effect
18. Classical conditioning theory
19. Instrumental conditioning
20. Message congruity
21. Figure/ground distinction
22. Framing
23. Sensory, short term, long term memory
24. Exemplar
25. Episodic memory
26. Cognitive schema
27. Priming
28. Motivation
29. Homeostasis and self improvement
30. Maslows hierarchy of needs
31. Motivational conflicts
32. Consumer involvement
33. Cognitive appraisal theory
34. Mood
35. Flow
36. EQ
37. Personality
38. ID, ego, superego
39. Karen Horneys trait theory
40. Trait approach
o Value consciousness
o Materialism
o Innovativeness
o Complaint proneness
o Need for cognition
o Competitiveness
o Generalized self confidence
o Self consciousness
o Optimum stimulation level (OSL)
o Impulsiveness
41. Five Factor Model
42. Lifestyle
43. VALS
44. PRIAM
45. Self image
o Actual self
o Ideal self
o Social self
o Ideal social self
46. Extended self
47. Self congruency theory
48. Symbolic consumption
49. Consumer attitudes
50. Compliance, identification, internalization
51. ABC Approach
52. Functions of attitude
53. Situational influences
54. Fishbein Multi-attribute attitude model
55. ELM: central route to persuasion and peripheral rout
56. Appeals: sex, humorous, fear
57. Two-sided message/argument
58. Comparative advertising
59. Groups: primary, secondary, formal, informal, aspirational, dissociative
60. Conformity and peer pressure
61. Social powers: referent, legitimated, expert, reward, coercive
62. Reference group
63. Buzz marketing
64. Organic and amplified word of mouth
65. Stealth marketing and ambush marketing
66. Opinion leaders
67. Surrogate consumer
68. Market maven
69. Diffusion process
70. Consumer socialization
71. Adver-Timing
72. Shopping activities: acquisitional, epistemic, experiential
73. Utilitarian and hedonic shopping
74. Unplanned and impulsive shopping
75. Diderot Effect
76. Type of shoppers: economic, personalized, ethical, apathetic, recreational
77. Shopper-Tainment
78. Routine, limited, and extended decision making
79. Brand inertia
80. Satisficing
81. How to recognize needs: dissatisfaction, depletion, comparison, new situation, new product
82. Consideration, inert, inept sets
83. Conjunctive, disjunctive, lexicographic decision making rules.
84. Decision heuristics
85. Rituals
86. Sacred and profane consumption
87. Desacralization and sacralization
88. Expectancy disconfirmation
89. Contrast effect
90. Types of expectations: predictive, normative, ideal, equitable
91. Equity theory
92. Inequitable treatment
93. Attribution theory: locus, control, stability
94. Cognitive dissonance
95. Complaint behavior
96. Switching behavior
97. Consumer inertia
98. Antiloyal consumer
99. Switching costs
