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Sender, message, media, consumers
4 key components of a communication TERM 2
Elaboration likelihood/ heuristic systematic
model
DEFINITION 2 Suggests that a person's level of involvement during message processing and his/her ability to process information are critical factors in determining which route to persuasion is likely to be effective TERM 3
massage characteristics, receiver's
motivation, receiver's ability
DEFINITION 3 the amount of meaning derived from the message is a function of these things TERM 4
Communication strategy
DEFINITION 4 define objective Create awareness, promote sales, increase usage TERM 5
righteous buyer
DEFINITION 5 buyer that loves consumer reports
social buyer
type of buyer that relies on friends TERM 7
Pragmatic buyer
DEFINITION 7 buyer that searches for value TERM 8
audience participation
DEFINITION 8 improves communication TERM 9
Fear
DEFINITION 9 Type ofadvertisingthat is effective when depicting social consequences TERM 10
Humor
DEFINITION 10 Type of advertising that attracts attention and does not harm comprehension but does not enhance source credibility
Actual state types
when a product does not work satisfactorily their needs get activatedex computer is old so someone needs to search for problem solving info TERM 17
Desired state types
DEFINITION 17 those who have a need for something new ex changing car or computer every year TERM 18
Need recognition
DEFINITION 18 the realization by a consumer that there is a difference between what is and what should be TERM 19
Pre-purchase
search
DEFINITION 19 -internal search from memory or past -external source shopping and research TERM 20
Evaluation of Alternatives
DEFINITION 20 consumer appraises the benefits derived from each product alternatives considered. Based on two criteria:List of brands available and criteria to evaluate each brand
Compensatory decision rules
Consumer evaluates each brand in terms of each relevant attribute and then selects the brand with highest weighted score TERM 22
Lexicographic Rule
DEFINITION 22 first rank on importance then compare attributes scores, continue on each attribute. Brand scoring higher is selected TERM 23
Consumer socialization
DEFINITION 23 tool by which parents influence children. Intergenerational socialization TERM 24
Normative reference group
DEFINITION 24 influence broadly defined values and behavior TERM 25
Comparative reference group
DEFINITION 25 friends that you want to emulatenot family or friend, its someone else-acts as benchmarks for narrowly defined attitudes/ behaviorindirect groups- ethnicities or celebrities
