Mkt 302 exam 2 outline
Personality and Understanding consumer behavior
• Social Character o Inner Directness - Tend to rely on own inner values or standards in evaluating new products and are likely to be consumer innovators (e.g. early adopters)
Like ads with personal benefits o Other-directedness - look to others for guidance for what is appropriate or inappropriate
Like ads that feature an approving social environment or social acceptance
• Need for Uniqueness (NFU)
• Optimum Stimulation Level (OSLs) - Linked with greater willingness to take risks, try new products, be innovative, seek purchase related information than low OSLs
• Sensation Seeking (SS) - A trait characterized by the need for varied, novel, and complex sensations and experience, and the willingness to take physical and social risks for the sake of such experience
Cognitive Personality Factors
• Need for Cognition (NFC) - A persons craving for or enjoyment of thinking o High NFC - Central Route o Low NFC - Peripheral Route
• Visualizers Versus Verbalizers o Visualizers - Consumers who prefer visual information and products that stress the visual, such as a membership in a video tape only club o Verbalizers - consumers who prefer written or verbal information and products, such as a membership in book clubs or audiotape clubs)
Cosmopolitanism - considers the world to be his marketplace and would consciously be attracted to products, experiences and places from other cultures
Product Anthropomorphism - Attributing human characteristics to something that is not human
Sensory Dynamics of Perception
• Perception - the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world
• Sensation - the immediate and direct response of the sensory organs to stimuli
• Stimulus - any unit of input to any of the senses
The absolute threshold - the lowest level at which an individual can experience a sensation
• The point at which a
• Social Character o Inner Directness - Tend to rely on own inner values or standards in evaluating new products and are likely to be consumer innovators (e.g. early adopters)
Like ads with personal benefits o Other-directedness - look to others for guidance for what is appropriate or inappropriate
Like ads that feature an approving social environment or social acceptance
• Need for Uniqueness (NFU)
• Optimum Stimulation Level (OSLs) - Linked with greater willingness to take risks, try new products, be innovative, seek purchase related information than low OSLs
• Sensation Seeking (SS) - A trait characterized by the need for varied, novel, and complex sensations and experience, and the willingness to take physical and social risks for the sake of such experience
Cognitive Personality Factors
• Need for Cognition (NFC) - A persons craving for or enjoyment of thinking o High NFC - Central Route o Low NFC - Peripheral Route
• Visualizers Versus Verbalizers o Visualizers - Consumers who prefer visual information and products that stress the visual, such as a membership in a video tape only club o Verbalizers - consumers who prefer written or verbal information and products, such as a membership in book clubs or audiotape clubs)
Cosmopolitanism - considers the world to be his marketplace and would consciously be attracted to products, experiences and places from other cultures
Product Anthropomorphism - Attributing human characteristics to something that is not human
Sensory Dynamics of Perception
• Perception - the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world
• Sensation - the immediate and direct response of the sensory organs to stimuli
• Stimulus - any unit of input to any of the senses
The absolute threshold - the lowest level at which an individual can experience a sensation
• The point at which a