Complete and Submit Your Final ProjectYour Final Project due in Unit 6 addresses the nature of consumer behavior when designing an integrated marketing strategy focused on consumer adoption.For your Final Project, you will assume you are employed by a well-known marketing strategy firm as their Senior Vice President of Consumer Behavior Expert. The marketing strategy firm is attempting to bring in new business. One potential new client, a very large consumer product corporation, wants assurance that the marketing strategy firm is competent in the area of understanding consumer behavior. More specifically, the potential new client wants to see application of consumer behavior concepts as related to one of their consumer products.For this Final Project, you may choose the consumer product.Your Final Project is to write at least 12â15 pages APA formatted paper (plus title page and reference page) demonstrating your thorough knowledge of consumer behavior; based upon your own knowledge and by applying and citing at least five relevant references to support your paperâs content.In this paper, apply at least 50 of the 87 glossary words provided below related to designing a marketing strategy for your chosen consumer product.Bold all glossary words in your paper.It is important not just to use the glossary words, but also to use them in context, in a cohesive and compelling manner.Remember, the intent of the paper is to assure the consumer product corporationâs decision-makers (potential new client) that you and your marketing strategy firm will be the best representative; based upon your knowledge of consumer behavior and your ability to apply this knowledge to designing a marketing strategy for a consumer product.Your paper must clearly demonstrate your understanding of consumer behavior when designing an integrated marketing strategy. This Final Project APA formatted document should be 12â15 pages (plus a title page and a references page).Apply relevant information from theConsumer Behaviortextbook and from at least four additional relevant, respected, and credible resources, cited within the paper and included on a references page.APA formatting is required for formatting of the paper and citation of references.Your Final Project is due by the end of Unit 6.Note:Final Projects will not be accepted late due to Kaplan’s short turnaround for end of term grading.Glossary of Consumer Behavior Terms1. Acceptance strategy:A marketing strategy based on information search patterns; similar to preference strategy except complicated by lack of brand awareness by consumer seeking information thus brand awareness must be a priority.2. Acculturation:The degree to which an immigrant has adapted to his or her new culture.3. Affective choice:Consumer decision based upon how they feel; purchase often based exclusively on immediate emotional response to the product.4. Antecedent states:Features of the individual person that are not lasting or relatively enduring characteristics.5. Attention:Stage two of information processing; occurs when the stimulus activates one or more sensory receptor nerves and the resulting sensations go the brain for processing.6. Attitude:Enduring organization of motivation, emotional, perceptual, and cognitive processes with respect to some aspect of the environment; learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object.7. Attitude-based choice:Consumer decision based up general attitudes, summary impressions, intuition; no attribute-by attribute comparisons made at time of choice.8. Attribute-based choice:Consumer decision based upon knowledge of specific attributes at the time the choice is made and involves attribute-by-attribute comparisons across brands.9. Bounded rationality:Consumersâ limited capacity for processing information.10. Brand community:Non-geographically bound community based on a structured set of social relationship among owners of a brand and the psychological relationship they have with the brand itself, the product in use, and the firm.11. Brand image:Schematic memoryâs interpretation of attributes, benefits, usage situations, users, characteristics; what people think of and feel then they hear or see a brand name.12. Capture strategy:A marketing strategy based on information search patterns; used when decision method is limited; often at point of purchase or brand website.13. Cohort analysis:Process of describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behavior.14. Compensatory decision rule:Consumer chooses the brand that rates highest on the sum of the consumerâs judgments of the relevant evaluative criteria.15. Conditioning:Involves presenting two stimuli in close proximity so eventually the two are perceived, consciously or unconsciously, to be related or associated the two forms of conditioning are classical and operant.16. Conjunctive decision rule:Established minimum required performance standards for each evaluative criterion and selects the first or all brands that meet or exceed these minimum standards.17. Consumer behavior:Processes used by individuals, groups , or organizations to select, secure, use and dispose of products, services, experiences, or ideas to satisfy needs and wants.18. Consumer decision process:How consumers make decisions; includes emotion, situation, and attribute-based purchasing decisions.19. Consumer situation:Set of factors outside of and removed from stable characteristics of the individual consumer and focal stimulus, and include communications, purchase, usage, and disposition.20. Consumer skills:Capabilities necessary for purchases to occur such as understanding money, budgeting, and product evaluation.21. Consumption-related attitudes:Cognitive and affective orientations toward marketplace stimuli such as advertisement, salespeople, and warranties.22. Consumption-related preferences:Knowledge, attitudes, and values that cause people to attach differential evaluations to products, brands, and retail outlets.23. Culture:Complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society.24. Cultural values:Widely held beliefs that affirm what is desirable.25. Customer value:Difference between all of the benefits derived from a total product and all the costs of acquiring those benefits.26. Demographics:Describes a population in terms of its size, structure, and distribution27. Diffusion process:Manner in which innovations spread throughout a market.28. Disjunctive decision rule:Establishes a minimum level of performance for each important attribute.29. Disrupt strategy:A marketing strategy based on information search patterns; used when the decision method is nominal and brand awareness is low.30. Elimination-by-aspects decision rule:Consumer ranks the evaluative criteria in terms of importance and to establish a cutoff point for each criterion.31. Emotions:Strong, relatively uncontrolled feelings that effect behavior; strongly linked to needs, motivation, and personality.32. Environment-oriented values:Reflect a societyâs relationship to its economic and technical, as well as its physical environment.33. Ethnic subculture:Members unique shared behaviors are based on a common racial, language, or national background.34. Evaluative criteria:Various dimensions, features, or benefits a consumer looks for in response to a specific problem.35. Exposure:Stage one of information processing; occurs when a stimulus is placed within a personâs relevant environment and comes within range of their sensory receptor nerves and provides consumers with the opportunity to pay attention to available information.36. Extended decision making:Involves an extensive internal and external information search followed by a complex evaluation of multiple alternatives and significant post-purchase evaluation; occurs when there is high purchase involvement.37. External search:Consumer expands search for information after completing their internal search for a solution to include additional resources.38. Family decision making:Process by which decisions that directly or indirectly involve two or more family members are made; many family purchases are inherently emotional and affect the relationship between the family members.39. High-involvement learning:Situation when the consumer is motivated to process or learn the material.40. Household life cycle (HLC):Tool for segmenting markets based upon age, marital status, and presence and age of children.41. Identification reference group influence (also known as value-expressive reference group influence):Occurs when individuals have internalized the groupâs values and norms.42. Information processing:Series of activities by which stimuli are perceived, transformed into information and stored; usually has four stages: exposure, attention, interpretation, and memory.43. Information search:Phase two of the consumer decision process; once the consumer recognizes the problem in phase one, the consumer searches for more information, first using internal search, then using external search.44. Informational reference group influence:Occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information.45. Innovation:Idea, practice, or product perceived to be new by the relevant individual or group; categories of innovation include continuous, dynamically continuous, and discontinuous.46. Intercept strategy:A marketing strategy based on information search patterns; used when decision method is limited and brand awareness is low; goal is to get consumerâs attention while they are searching for information elsewhere.47. Internal search:Consumer utilizes their own memory to determine potential solutions after recognizing there is a problem.48. Interpretation:Stage three of information processing; the Assignment of meaning to sensations and is related to how people comprehend and make sense of incoming information based on characteristics of the stimulus, the individual and the situation.49. Learning:Any change in the content or organization of long-term memory or behavior and is the result of information processing.50. Lexiographic decision rule:Requires the consumer to rank the criteria in order of importance; the consumer then selects the brand that performs best on the most important attribute.51. Lifestyle:How a person lives; how a person enacts his or her self-concept and is determined by past experience, innate characteristics, and current situation; also known as psychographics.52. Limited decision-making:Involves recognizing a problem for which there are several possible solutions; uses internal and limited amount of external search.53. Low-involvement learning:Situation when the consumer has little to no motivation to process or learn the material.54. Maintenance Strategy:A marketing strategy based on information search patterns attending to quality and reinforced marketing messages.55. Marketing psychology:How consumers think, feel, reason, are motivated, and select between different alternatives (e.g., brands, products, and retailers); how marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.56. Market segment:Portion of a larger market whose needs differ somewhat from the larger market.57. Maslowâs Hierarchy of Needs:A macro level motivation theory designed to account for most human behavior in general term and based upon four premises.58. McGuireâs Psychological Motives:A classification system that organizes motives into sixteen categories.59. Memory:Stage four of information processing; total accumulation of prior learning experiences.60. Monochronic time perspective:Time is seen as linear and fixed; orientation toward the present and short-term future.61. Nominal decision making (also known as habitual decision-making):Occurs when there is very low involvement with the purchase; includes brand loyal purchases and repeat purchases.62. Normative reference group influence:Occurs when an individual fulfills group expectations to gain a direct reward or to avoid a sanction.63. Norms:Boundaries, culture sets on behavior that specifies or prohibit certain behaviors in specific situations.64. Opinion leader:A âgo-toâ person who informally gives product information and advice to others; has greater long-term involvement with a product or brand.65. Other-oriented values:Reflect a societyâs view of the appropriate relationship between individuals and groups within that society.66. Perception:Includes stages one, two, and three of information processing; process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world.67. Personality:An individualâs characteristic response tendencies across similar situations.68. Physical surroundings:Include location, décor, sound, aromas, lighting weather, and display of merchandise.69. Polychronic time perspective:People and relationships take priority over schedules; orientation toward the present and the past.70. Post-purchase dissonance:Doubt or anxiety experience by consumer after purchase is made; most associated with high-involvement purchases.71. Preference strategy:A marketing strategy based on information search patterns; used when decision method is extended and search involves multiple brands, many attributes and variety of information sources; requires a strong integrated positioning strategy.72. Problem recognition:First stage in the consumer decision process; result of a discrepancy between a desired stated and an actual state.73. Product position:Image of the product or brand in the consumerâs mind relative to competing products and brands.74. Purchase involvement:The temporary level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase.75. Reference group:A group whose presumed perspective or values are being used by an individual as the basis for his or her current behavior; the three forms of reference groups are informational, normative, and identification.76. Ritual situation:Set of interrelated behaviors that occur in a structured format that have symbolic meaning and that occur in response to socially defined occasions77. Self-concept:Totality of an individualâs thoughts and feelings having reference to himself or herself as an object.78. Self-oriented values:Reflect the objectives and approaches to life that the individual members of society find desirable.79. Situational characteristics:Five dimensions that influence consumer behavior: physical surroundings, social surroundings, temporal perspectives, task definition, and antecedent states.80. Situational influence:All those factors particular to a time and place that do not follow from knowledge of the stable attributes of the consumer and the stimulus that and that have an effect on current behavior.81. Social marketing:Application of marketing strategies and tactics to alter or create behavior that has a positive effect on the targeted individuals or society as a whole.82. Social surroundings:Persons present who could have an impact on the individual consumerâs behavior.83. Societal rank:Oneâs position relative to others on one or more dimensions valued by society.84. Subculture:Segment of a larger culture whose members share distinguishing values and patterns of behavior.85. Subjective discretionary income:Estimate by the consumer of how much money he or she has available to spend on nonessentials.86. Task definition:Purpose or reason for engaging in the consumption behavior.87. Temporal perspectives:The effect of time on consumer behavior.Directions for Submitting Your Final ProjectWrite your Final Project in an MS Word document. Once you are ready, submit your Final Project into theUnit 6: Final ProjectDropbox.
