Culture

Date: 2015-10-07; view: 585.

Social class

Reference group

Repetition

Reward

Contiguity

Meaning

Attitude

Perception

Emotional

Rational

Motive

Special Terms

The Consumer

A desire that moves a consumer to act upon a need. The motive for a purchasing decision may be conscious or unconscious, rational or emotional.

Based on intellect and reason.

Based on feeling.

How a person perceives sense stimuli. Perception is subjective and selective.

A person's opinion or feeling about someone or something.

A learning theory principle, used to relate advertising content to consumers in a personal way.

Another learning theory principle. In advertising, it is used to asso­ciate the product with an agreeable situation.

Another principle of learning theory. It is used in advertising that promises favorable results from product use..

A fourth principle of learning theory, in advertising, it is the reitera­tion of a brand name or an advertisement.

A group to which someone may or may not belong, but to which one refers for guidance. It helps to form one's values, opinions.

A stratum of society. One's membership in a social class is based on such factors as family background, occupation, and education.

The pattern of behavior, values, and attitudes transmitted from one generation to another.