...Section 2 AFFECT AND COGNITION AND MARKETING STRATEGY Chapter 3. Introduction to Affect and Cognition Chapter 4. Consumers’ Product Knowledge and Involvement Chapter 5. Attention and Comprehension Chapter 6. Attitudes and Intentions Chapter 7. Consumer Decision Making Chapter 3 INTRODUCTION TO AFFECT AND COGNITION Authors' Overview of the Chapter This is the introductory chapter on consumers' affect and cognition, and it provides a foundation for the rest of this section. Students need to understand the basic concepts presented here in order to apply them throughout the course. We begin the chapter by briefly reviewing the four elements in our basic model, the Wheel of Consumer Analysis. Then we discuss in some detail two broad, internal aspects of consumers' responses--affect and cognition. We describe affect and cognition in terms of two psychological systems that sense, interpret, and respond to information in the environment. The affective and cognitive systems can be thought of as essentially independent, yet highly interrelated modes of psychological response. Affect. Affect concerns people's feelings and emotional reactions. We identify four types of affective responses--emotions, strong feelings, moods, and evaluations--that vary in intensity and level of arousal (see Exhibit 3.2, p. 42). We emphasize that the affective system is largely reactive...
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...Course Description Seminar in Marketing Strategy: Builds upon marketing concepts learned in other courses and presents an integrated approach to marketing strategy. Uses a number of real-life cases and requires students to work in groups and make project presentations. Adv & Integrated Mktg Comm: Examines advertising principles, techniques, technologies, and methods; artistic and creative aspects; psychological appeals; and production. Covers advertising and promotion management, including organization and planning, problems and strategies, media selection and evaluation, and agency-client relationships. Professional Personal Selling: Prepares students for business-to-business personal selling careers. Uses role-playing and experiential exercises to teach the latest strategies and tactics in prospecting and qualifying, planning sales calls, approaching prospects, making sales presentations, negotiating resistance, confirming and closing "win-win" agreements, and servicing customers to ensure satisfaction. New Product Development: Analyzes the process of discovering new product opportunities and creating new product ideas that are strategically sound. Covers demand analysis, futuristics, new product strategy, creativity techniques, product evaluation, interacting with research and development departments, and developing a marketing plan. Interactive Marketing: Addresses the principles, techniques, and methods of direct, interactive marketing in an era of emerging global...
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...Your next task is to consider how marketing research can help Sonic support its marketing strategy. Jane Melody also asks you how Sonic can measure results after the marketing plan is implemented. She wants you to answer the following three questions. · What surveys, focus groups, observation, behavioral data, or experiments will Sonic need to support its marketing strategy? Be specific about the questions or issues that Sonic needs to resolve using marketing research. · Where can you find suitable secondary data about total demand for Smartphones over the next two years? Identify at least two sources (online or off-line), describe what you plan to draw from each source, and indicate how the data would be useful for Sonic’s marketing planning. · Recommend three specific marketing metrics for Sonic to apply in determining marketing effectiveness and efficiency. Chapter 5 Sonic has decided to focus on total customer satisfaction as a way of encouraging brand loyalty in a highly competitive marketplace. With this in mind, you’ve been assigned to analyze three specific issues as you continue working on Sonic’s marketing plan. · How (and how often) should Sonic monitor customer satisfaction? · Would you recommend that Sonic use the Net Promoter method? Explain your reasoning. · Which customer touch points should Sonic pay particularly...
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...ASSIGNMENT Gorn, Gerald J., The effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach, Journal of Marketing 46:1 (1982:Winter) p.94 Summary of Gorn, Gerald J., The effects of Music in Advertising on Choice Behavior: A Classical Conditioning Approach, Journal of Marketing 46:1 (1982:Winter) p.94 The research conducted by Gerald J. Gorn is connected with Consumer Behavior through the general topic of learning: how do consumers’ behavior can be influenced by experience. In this case experience can be assimilated with music during advertising or more generally sensory features, which leads us more in depth of the Behavioral Learning Theories that emphasizes the learning process that occurs as consumers are facing external events. Its is to say do these external factors such as music during advertising influence the attention and the process of information, or do they directly takes part of the forming attitude process. Then we can especially focus on the Classical conditioning approach and effects on attitude (if there is) as Gerald J. Gorn does in his research. But before explaining the theory, on which the research is based, let focus on its objectives. As explained earlier, the purpose of the two experiments are to demonstrate if there is a scientific connection between the sensory features added to information in an advertisement and the attitude(s) and preference(s) shaped toward the attitude...
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...Chapter 1: CONSUMERS RULE CHAPTER OBJECTIVES When students finish this chapter they should understand that: • Consumers use products to help them define their identities in different settings. • Consumer behavior is a process. • Marketers need to understand the wants and needs of different consumer segments. • The Web is changing consumer behavior. • Consumer behavior is related to other issues in our lives. • Consumer activities can be harmful to individuals and to society. • A wide range of specialists study consumer behavior. • There are two major perspectives on understanding and studying consumer behavior. CHAPTER SUMMARY After reading this chapter, students should understand that: Consumers use products to help them define their identities in different settings. A consumer may purchase, use, and dispose of a product, but different people may perform these functions. In addition, we can think of consumers as role players who need different products to help them play their various parts. Consumer behavior is a process. Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. Marketers need to understand the wants and needs of different consumer segments. Market segmentation is an important aspect of consumer behavior. Consumers can be segmented according to many dimensions, including product usage...
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...INTRODUCTION: Marketing is essential factor in the whole processing of the firm. The term ‘Marketing’ can be simple defined, as “meeting needs profitably”. (kotler, et al ,p5,2006). Marketing mix is the most important aspect of the concept ‘Marketing’, which is a set of controllable tools that is used by the company in order to get expected response from the targeted market. (Khan, p 95, 2014) The marketing mix includes the main elements of marketing that is 4Ps, Price, Product, Place and Promotion. In the article by E. Constantinides (2006) ‘The Marketing Mix Revisited Towards the 21st Century Marketing’… tries to present the current standing of the main elements that is 4Ps of marketing. The purpose of presenting this article is to write a critical review. This will involve critically evaluating the journal article and highlighting the main objectives and limitations...
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...Marketing 347 – Consumer Behavior Professor Sheridan Abraham Michelle Ramsay Assignment #1- Chapter 1. 1. Consumer behavior studies the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. It takes into consideration how we fit these into our lives. 2. Demographics are the objective aspects of a population. They are the observable measurements of a population’s characteristics. Three examples of such characteristics are: age distribution, gender, and income. 3. Consumers can be segmented according to many dimensions. It is a vital aspect of consumer behavior and describes how marketers divide the population according to those who have special interests/desires for products or services. Once there is an interest displayed by this segment or portion of consumers then that becomes a target market. 4. Role Theory is the perspective that much of a consumer’s behavior resembles actions in a play. We can liken this to the fact that consumers act as role players who need different products to help them play their various parts. 5. Exchange is a transaction in which two or more organizations or people give and receive something of value. It emphasizes the entire consumption process, which includes the issues that influence consumer behavior before, during, and after a purchase. 6. Heavy users indicate which consumers are the most faithful ones. Marketers can most often make their predictions...
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...factors. After discussing different definitions of corporate image, concluding remarks are made. The authors of this article discuss the topicality of corporate image management subsequently and name the factors that form corporate image, laying out the basis to manage particular factors. The first two parts of this paper provide a theoretical basis for further discussion. The third part of this article outlines insights for causality between corporate social responsibility and corporate image as well as links between the two. Concluding the reviewed literature and the newest empirical data, it is noted that corporate social responsibility has positive impact on corporate image. Positive impact can be seen through various phenomena: positive consumer attitude, positive word of...
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...Environmental and Consumer Influences Analysis Hilary Sievers PSY/322 May 20, 2013 Morgan Cloward Environmental and Consumer Influences Believe it or not, there is a science behind consumer behavior. Specifically in the financial industry, there are various factors within the environment that drive the behavior and psychology of investors. In fact, whether the consumers consciously know it or not, many companies take these factors into significant consideration when planning and executing the marketing strategy for a brand or product. Factors such as motives, perception, attitudes, personality, family, and social class are the mold for psychological considerations in marketing; while external factors, such as social, political, and ecological also have a fundamental impact on consumer decisions as well. In the financial industry, consumers have historically had a tight grip on the direction of the market based on the trends in the environment around them. Psychological Variables The primary motive for investors is easy; to secure the foundation of a financially sound future for either themselves and/or their family likewise. In some situations, affluent investors are also looking to multiply their millions. The abstract of all situations, however, is driven by the human need for financial gain. Or, is it? Maybe the feeling of “need” is realistically a “want”. Let’s consider some of the other psychological factor of investors...
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...Market Analysis of Froyo Loco The Influencing Cultural, Social and Personal Factors The goal of marketing Froyo Loco in El Paso is to make sure that the service meets and satisfies the targeted customer’s needs and wants better than the local frozen yogurt shops already established in the area. In order to accomplish this task, we must look at the potential customer base and understand how they live in order to ensure we reach our targeted consumer. This analysis will define what cultural, social and personal factors are likely to most influence consumer purchasing of Froyo Loco products and services. Cultural Factors El Paso, Texas is located on the most western tip of Texas and shares a border with Mexico and New Mexico. According to facts found at the Center for Interdisciplinary Health Research and Evaluation for University of Texas at El Paso (UTEP), “The majority (80%) of El Paso's population is Hispanic and many people are fluent only in Spanish”(2011). The large Hispanic population of El Paso will be the major cultural factor to consider when marketing Froyo Loco. Social Factors In addition to cultural factors, social factors must be taken into consideration. Two primary membership groups will influence the marketing of Froyo Loco. The first membership group to consider is the families of El Paso as they will be the main target consumer for the cafe. Another membership group that must be analyzed is the college students attending UTEP. Since previous...
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...REVIEW QUESTIONS – Solomon’s Chapter 1 1. Provide a definition of consumer behavior. 2. What are demographics? Give three examples of demographic characteristics. 3. What is the difference between a culture and a subculture? 4. Define market segmentation. 5. What is role theory, and how does it help us to understand consumer behavior? 6. What do we mean by an exchange? 7. Why is it important for businesses to learn about their heavy users? 8. What is database marketing? Give an example of a company that uses this technique. 9. What is popular culture, and how does this concept relate to marketing and consumer behavior? 10. The chapter states that “people often buy products not for what they do, but for what they mean.” Explain the meaning of this statement and provide an example. 11. Describe two types of relationships a consumer can have with a product. 12. What is meant by the term “global consumer culture”? 13. What is the difference between B2B and B2C e-commerce? 14. The economics of information perspective argues that advertising is important. Why? 15. Provide two examples of important legislation that relates to American consumers. 16. Define social marketing and give an example of this technique. 17. Define consumer addiction and give two examples. 18. What is an example of a consumed consumer? 19. What is shrinkage, and why is it a problem? 20. Define anticonsumption...
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...China and India Trends towards Western-Style Consumption Roseanna Lasley BUS 330 Principles of Marketing Instructor Kristie Elmore March 31, 2014 “China and India are the world’s fastest-growing major emerging markets; over the first decade of the 2000s China sustained an annual gross domestic product (GDP) growth rate of 9 percent, while India achieved 7 percent growth (Rand, 2011). With U.S. growth sluggish and Europe experiencing its own economic crisis, it is no wonder the “Asian giants” are attracting the interest of marketers.” White, S. (2012) The population growth that has occurred over the past couple decades has been dramatic not just in the U.S., but in several other countries as well. There are many forces that directly affect marketing strategies. Such forces are called micro and macro environmental forces. The economy is now being dominated by a youth-oriented market. The products and services that today's youth focuses on, varies greatly from past generations. With such technological advances that have been made, it's no wonder that the times have changed. The generation of today focuses on speed, convenience, and quality. Marketers of today understand that in order to attract the youth consumer market, they must offer them products and services that interest them. Such products and services should focus on technology, music, fashion, and other influential factors that are important to today's youth. The western style of consumption consists of increased...
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...boundaries of social marketing: activism or advertising? By Walter Wymer Journal of Business Research - J BUS RES , vol. 63, no. 2, pp. 99-103, 2010 Article Review: Walter Wymer is currently a faculty member in the Management department of University of Lethbridge, Canada. He has done extensive research in areas of nonprofit organizations’ marketing strategies and their effectiveness. His areas of expertise are nonprofit studies, volunteerism, business ethics and social activism. In the above mentioned article, Wymer aims to highlight the ineffectiveness of tactics of social marketers in trying to promote healthy food consumption by the public. The main focus of the article is to imply that conservative approach of social marketing in no longer helpful in yielding positive response from the people and a more rigorous approach is needed to negate the unhealthy consumer behavior. Marketing strategies around the world are enhancing, more and more is being invested in trying to influence peoples’ decisions and behaviors through marketing and advertisements. Social marketing agencies are highly lacking the right skills needed to direct the behavior of consumers whereas commercial marketing industries are vigilantly taking advantage of the wide array of mediums like television, radio, internet, social media websites, blogs, vlogs, etc to promote their products. Wymer emphasizes about the extent of influence on people created by commercial marketing. The current trend...
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...Consumer buying behavior is the buying behavior of consumers who purchase products for personal or household use and not for business purposes. So marketer’s main concern is to establish and maintain satisfaction of the consumer needs and the best way to do that is through consumer reports. I feel that the step of the information search has the most impact of the buyer decision process. After the consumer recognizing their needs or problems the information search will narrow the categories down to the product that that will fit them best. The involvement level has a physical and mental affect on the buyer’s decision making. The consumer union and consumer reports help consumers with value motivation by directing them toward their needs based on goals and satisfaction. The information search has a big impact on buyer’s decision because information is viewed from public sources that are trusted to true and not biased against competitors in the same market. An information search is made up of two aspects; the internal search which is when and buyers search their memories for information about a product (Pride, 2007). The other is the external search which is when communicating with friends or relatives, and other public sources (Pride, 2007). Many buyers have different ways of processing information because some are experienced and some are inexperienced. This is when the learning process is important; the learning process is the changes in a person’s thought processes and behavior...
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...Buying behavior with evolution of ecommerce in Fashion Industry Introduction At about 150 million Internet consumers, India now has the third biggest Internet population in the world, next to China (at 575M) and the US (at 275M). According to the Internet and Mobile Association of India (IAMAI), the total of Social Media users in Urban India reached 66 Million by June 2013 and is expected to cross 80 million users by mid-2014. This clearly demonstrates that India is growing fast and public is becoming habitual of using the Internet as the development of human society, the development in Interaction processes and Digital Convergence open up groundbreaking opportunities and challenges for Marketing. Subsequently, the Internet has moved fast...
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