Consumer Behavior

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    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

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