MKT 325
Planted 02022-10-10
Classical vs. Operant conditioning:
- Classical conditioning: involuntary response associated with a stimulus
- Operant conditioning: voluntary behavior associated with a consequence (encourage/discourage with reinforcement)
Flashbulb vs Semantic memories:
- Flashbulb memories: form of autobiographical memory involving activation of episodic memory
- Semantic memory: everyday memories of facts, ideas, and concepts
Big Five Personality Traits (OCEAN)
- Openness to experience (inventive/curious vs. consistent/cautious)
- Conscientiousness (efficient/organized vs. extravagant/careless)
- Extroversion (outgoing/energetic vs. solitary/reserved)
- Agreeableness (friendly/compassionate vs. critical/rational)
- Neuroticism (sensitive/nervous vs. resilient/confident)
Dimensions of Brand Personality (Aaker, 1997)
- Sincerity (e.g., typified by Hallmark cards)
- Excitement (e.g., MTV channel)
- Competence (e.g., The Wall Street Journal newspapers)
- Sophistication (e.g., Guess jeans)
- Ruggedness (e.g., Nike tennis shoes)
Mapped:
- Openness to experiences: ruggedness
- Conscientiousness: competence
- Extroversion: excitement
- Agreeableness: sincerity
- Neuroticism: sophistication
Low self-monitor vs High self-monitor
- Low self-monitors: consistent, less likely to change behavior to fit in
- High self-monitors: motivated and skilled at adapting to the expectations of the situation
- Utilitarian attitudes
- Social-adjustive attitudes (status)
- Value-expressive attitudes (true to self)
- Ego-defensive attitudes (Associative boost to self-esteem, BIRF: Basking In Reflected Glory; CORF Cutting Off Reflected Failure)
- Knowledge attitudes (philosophy)
Balance theory: Associations affect affective valence of a brand. Associative endorsement.