New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Week 7 notes

by: Cheyanne Skaggs

Week 7 notes JOUR 2500

Cheyanne Skaggs
GPA 4.0
Introduction to Strategic Communication
Carson Wagner

Almost Ready


These notes were just uploaded, and will be ready to view shortly.

Purchase these notes here, or revisit this page.

Either way, we'll remind you when they're ready :)

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Happy week 7. Hope you did well on your exams.
Introduction to Strategic Communication
Carson Wagner
Class Notes
25 ?




Popular in Introduction to Strategic Communication

Popular in Journalism Core

This 4 page Class Notes was uploaded by Cheyanne Skaggs on Sunday October 4, 2015. The Class Notes belongs to JOUR 2500 at Ohio University taught by Carson Wagner in Fall 2015. Since its upload, it has received 36 views. For similar materials see Introduction to Strategic Communication in Journalism Core at Ohio University.

Similar to JOUR 2500 at Ohio

Popular in Journalism Core


Reviews for Week 7 notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 10/04/15
Introduction to Strategic Communication J 2500 Carson Wagner Week 7 1 Consumer Choice 11 Consumer Effects 111 Consumer Choice pt 2 1 Consumer Choice 1 Consumer Choice the ability of a consumer to make a decision about a product or service based on heuristics and effort Most often consumers use heuristics to determine what brands they consider what information gets used about a product and how that information is used 2 Consumer Set a group of products recent enough or internalized enough to be considered when choosing a brand Available brands typically consist of 12 or more out of those a consideration set is made of about 9 72 with one being the brand to which the costumer is more faithful After a consideration set is made the consumer makes a choice based availability heuristics and effort involved 3 Brand Awareness how aware a consumer is about a brand The consumer must be aware in order to put something into consideration We can make a consumer more aware of a product through advertising using salience and vividness to our advantage 4 Memory memory is an important factor in determining a consideration set because consideration sets change over time due to the way in which memory works What in uences our memory again relies on salience vividness and personal factors as well as an individual s cognitive capacity and effort in which that particular individual is able to give The three factors that in uence choice besides the basic principles of memory are how recent something is in our memory how frequently it appears or how often we think about it and how elaborately we consider that information time and effort Consideration sets change over time 5 Partial List Cuing when consumers are given an incomplete list of known products they are more likely to choose one of the products presented in the partial list Ex In giving piecemeal data you may list Brand X Brand Y and Brand Z Even if the consumer has more products in their considered set this reduces that set and they are more likely to choose one of those brands given in the partial list because it is more recent How it works 1 When we search of memories and keep retrieving the same product repeatedly it gives us the impression that the list of products we know is exhaustive 2 A strong association that comes with fewer retrievals A partial list strengthens this association 4 We strop searching our memory because we think we ve exhausted all possibilities 9 11 Consumer Effects 1 Attraction Effect a method of marketing in which a firm adds a brand s inferior product to a category or purchase to increase the appeal of other products This works and makes the middle ground product look more practical because we can only make meaning in comparison to other things The new product highlights the product line and price quality relationship InClass Example There are two bread makers One has all the functions you need while the other has these functions as well as other high tech features Since you don t need the unnecessary bells and whistles there is no inferior product because the pricevalue relationship in this instance suggests that the functional one is the better buy because you only need a functional bread maker This leads to 2 The Compromise Effect the tendency of consumers to pick the middle brands as opposed to the extremes Manufacturers know this so they purposefully product more middle of the ground brands 3 Tradeoff Contrast Effect the value of a products tend to be clearer with the more effort we put into our search and decision making process how much we may elaborately think We tend to come to a decision more coherently in this instance since it is effortfully made III Consumer Choice pt 2 Attitude and Attribute Based Heuristics 1 Choice Heuristics heuristics are mental shortcuts or rules of thumb Choice heuristics therefore are heuristics as they pertain to consumer choice There are two main types a Attitudebased Heuristics a consumers overall impressions of a product whether it be thoughts and feelings or logical conclusions Attitudes may or may not be based on relevant information because they are made in memory Attitudes can differ from global to personal but in uence our decisions by making us lean toward the most available brand for which we have the most favorable memory b Attributebased Heuristics there are two types of attribute heuristics or specifics B etweenalternative Heuristics when we differentiate between many brands one attribute at a time The best given attribute is the most important Withinalternative Heuristics when we look at just one brand but many attributes at one time 2 Conjunctive Heuristic when we set a minimum standard for a product by assigning the most important attributes and the first product to then meet those standards is chosen 3 Disjunctive Heuristic there is a higher cutoff of attributes and the first product to meet the standard on one very important attribute is chosen Take away because of factors like availability time effort etc only 13 of the time when we make a decision do we make it effortful


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Janice Dongeun University of Washington

"I used the money I made selling my notes & study guides to pay for spring break in Olympia, Washington...which was Sweet!"

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.