Vocabulary List
Shopper Marketing
Lecture 1: What is: Shopper marketing, Customer journeys & Shopping orientation?
8 mars 2022
Touchpoints = A touchpoint is any time a potential customer or
customer comes in contact with your brand–before, during, or
after they purchase something from you.
The Classical Customer purchase model = (1) Pericved need
→ (2) Information Retrieval → (3) Evaluation of alternatives →
(4) Purchase → (5) Consequences
Shopping Orientation = Shopping orientations (or shopping
motives), refer to a consumer's needs and wants related to the
choice of outlets. These orientations vary from consumer to
consumer, and they represent rather “enduring characteristics of
individuals”.
Customer Experience = Customer experience is the impression
your customers have of your brand as a whole throughout all
aspects of the buyer's journey.
Customer Journey = The customer journey in marketing refers
to the customer's path, via touch points, to their decision to
purchase an item.
Hedonism = Psychological hedonism, in philosophical
psychology, the view that all human action is ultimately
motivated by desires for pleasure and the avoidance of pain.
Marketing Strategy = A marketing strategy refers to a
business's overall game plan for reaching prospective consumers
and turning them into customers of their products or services. A
marketing strategy contains the company's value proposition,
key brand messaging, data on target customer demographics,
and other high-level elements.
Utilitarianism = Utilitarianism is a theory of morality that
advocates actions that foster happiness or pleasure and oppose
actions that cause unhappiness or harm. When directed toward
making social, economic, or
political decisions, a utilitarian philosophy would aim for the
betterment of society as a whole.
Customer Experience Management = Customer experience
management, often called CXM or CEM, is a system of
marketing strategies and technologies that focus on customer
engagement, satisfaction, and experience.
Construal level = Construal level theory (CLT) is a theory in
social psychology that describes the relationship between
psychological distance and the extent to which people's thinking
(e.g., about objects and events) is abstract or concrete
Lecture 2: Online Shopper Marketing
9 mars 2022
Visual complexity = Visual complexity is broadly defined as
the level of detail or intricacy contained within an image
(Snodgrass & Vanderwart, 1980).
Online Retailing = Electronic retailing is the sale of goods and
services through the internet. E-tailing can include business-tobusiness (B2B) and business-to-consumer (B2C) sales of
products and services. E.g; Amazon.com (AMZN) is by far the
largest online retailer providing consumer products and
subscriptions through its website.
Perceived variety = Perceived variety represents a psychosocial
experience that gives rise to, and supports the maintenance of,
an individual’s well-being.
Product assortment = Product assortment, also known as
product or merchandise mix, is the variety of merchandise that a
business offers to customers. In the eyes of a customer, this
assortment defines a retailer's image and why they shop there.
Product assortment will also determine a company's dependence
on particular inventory
Mobile shopping channel = In this article, we are concerned
with shopping that employs functionalities specific to a mobile
app that are separate from the store’s webpage and directly
accessible through the app. The mobile app adds convenience
and capabilities over and above the online channel. Compared
with the traditional online channel that can be used only when
sitting in front of a computer, the uniqueness of mobile apps can
be summarized as mobility (or portability), ubiquity,
personalization, identity, and localizaion.
Mobile Shopper marketing = Mobile shopper marketing is
defined as the planning and execution of mobile-based
marketing activities that influence a shopper along and beyond
the path-to-purchase: from a shopping trigger, to purchase,
consumption, repurchase, and recommendation stages. (Shankar
et al., 2016)
Perceptual fluency = Perceptual fluency is the ease of
processing stimuli based on manipulations to perceptual quality.
Retrieval fluency is the ease with which information can be
retrieved from memory.
Attention = Attention is the process by which a consumer
selects information in the environment to interpret. Also, it is the
point at which a consumer becomes aware or conscious of
particular stimuli in the environment.
Shopping channel introduction = In the article it is expected
that customers will switch their purchases from competitors to
the focal retailer following app adoption, which means mobile
app introduction generates competitive advantages.
Lee Cheng and Cheng (2007) show a mobile app, as
a tool for frontline staff to improve person- to-person
interaction, generates additional value for a firm.
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Nysveen et al. (2005) verify mobile push media as a
tool for improving brand relationships between
purchases or interactions.
willingness to click on links, the prevalence of comparison
shopping, among others.
Environmental psychology = Environmental psychology
examines the interrelationship between environments and
human behavior. The field defines the term environment very
broadly including all that is natural on the planet as well as
social settings, built environments, learning environments, and
informational environments.
Environmental Psychology emphasizes how humans
change the environment and how the environment
changes humans' experiences and behaviors. The
field defines the term environment broadly,
encompassing natural environments, social settings,
built environments, learning environments, and
informational environments.
E.g; Conducting research on messages that motivate
people to change their behavior. Spreading the word
about environmental solutions. Uncovering why
people may not adopt positive behaviors.
Encouraging people to rethink their positions in the
natural world.
Multichannel marketing = Multichannel marketing refers to
the practice by which companies interact with customers via
multiple channels, both direct and indirect, to sell them goods
and services. Companies use direct channels, ones in which the
company proactively reaches the customer -- such as physical
stores, catalogs, and direct mail -- or indirect ones in which they
push content via websites or social media, also known as
inbound marketing.
Retailing = Note grocery retailing differs significantly from
many other shopping contexts. Unlike B2B, entertainment, and
apparel, groceries are a necessity to consumers, and household
total spending on groceries does not change drastically from
month to month. Therefore, determining whether the addition of
a mobile app for a necessity market, such as groceries, simply
shifts consumers’ grocery shopping from existing channels to
the new channel, resulting in a zero net gain for the focal chain,
or increases consumers’ total grocery spending with the focal
chain by strengthening its competitive standing in the local
grocery market is important.
Concreteness = The thing about concreteness is that it makes
people think that you're very much capable of doing anything
that leads to success. From your delivery to your content, we
will make sure that you will have what it takes to build an
advertisement that will carry your purest intentions to the public.
E-tail = E-tailing is short for electronic retailing and refers to
the specific activities related to selling retail products and
services via the internet. The keywords in this definition are
“retail products and services.”
Digital commerce = Digital commerce is the process of buying
things online without human intervention.
Web aesthetics = Aesthetics refers to the visual appearance of
the website, web application, or mobile app developed using
front-end technologies.
Satisfaction = Satisfaction is the consumer's fulfillment
response. It is a judgment that a product or service feature, or
the product or service itself, provided (or is providing) a
pleasurable level of consumption-related fulfillment, including
levels of under-or over-fulfillment.
Online service quality = Service quality is a measure of how an
organization delivers its services compared to the expectations
of its customers. Customers purchase services as a response to
specific needs. Results show that e-service quality is a fourdimensional construct: website design, customer service,
security/privacy, and fulfillment. The hierarchical model also
has a higher predictive ability of consumer behavior than other
existing measurements.
Eleven dimensions of online service quality: access,
ease of navigation, efficiency, flexibility, reliability,
personalization, security/privacy, responsiveness,
assurance/trust, site aesthetics, and price knowledge.
Online consumer behavior = The phrase “online consumer
behavior” describes the process of online shopping from a
consumer's perspective. It is often described as the study of
trends, including the influence of online advertising, consumer
Information processing = Information processing, the
acquisition, recording, organization, retrieval, display, and
dissemination of information. In recent years, the term has often
been applied to computer-based operations specifically.
Market information processing, then, is a function of
what the organization has learned in terms of both
facts about its relevant markets and its particular way
of acquiring, distributing, interpreting, and storing
information.
Need for cognition = Need for Cognition (NC) refers to “the
tendency for an individual to engage in and enjoy thinking”
(Cacioppo and Petty, 1982, p. 116)
Picture size = For the visual stimuli, large and small picture
sizes were operationally defined as 400 × 480 pixels and 150 ×
180 pixels, respectively.
Product presentation = What is a presentation of products? A
presentation of products introduces customers to a new product
that a company wants to offer. Product presentations often
involve prepared statements given by a public speaker, and they
might use visual aids like slideshows, photographs or videos.
Lecture 3: Assortment Strategies
14 mars 2022
Shelf space = The total amount of space available in a store to display goods for sale, or the amount of space for particular goods: shelf
space for sth A store that orders too many copies of one book has less money and shelf space for others.
Shelf space elasticity = The relationship between shelf space and sales is usually measured in terms of the shelf space elasticity, that is, the
ratio of changes in sales to changes in space.
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Meta-analysis = A meta-analysis is a statistical analysis that combines the results of multiple scientific studies. Meta-analyses can be
performed when there are multiple scientific studies addressing the same question, with each individual study reporting measurements that
are expected to have some degree of error.
Lecture 4: In-store Atmospherics
16 mars 2022
Arousal = Arousal generally refers to the experience of increased physiological (inside-the-body) activity. This can include an increased
(faster) heart rate, perspiration, and rapid breathing. In some cases, the term arousal is used to specifically refer to sexual feelings (and the
resulting bodily changes).
From a psychophysiological point of view, arousal is a fundamental feature of behavior. As reported in different empirical
studies based on insights from theories of consumer behavior, store atmosphere should evoke phasic arousal reactions to attract
consumers.
Pleasantness = The quality of being enjoyable, attractive, friendly, or easy to like…
Lecture 5: Sustainable Shopper Marketing
22 mars 2022
Corporate social responsibility = Corporate social
responsibility, also known as CSR, is the concept that a business
has a responsibility to do good. CSR means that a company
should self-regulate its actions and be socially accountable to its
customers, stakeholders, and the world at large.
Ecological behavior = Ecological behavior means “actions
which contribute towards environmental preservation and/or
conservation”
Environmentally friendly behavior = Pro-environmental or
green behavior is behavior that minimizes harm to the
environment as much as possible or even benefits it (Steg &
Vlek, 2009). Examples include minimizing energy use and
reducing waste. More simply, it has been described as 'doing
good and avoiding bad' (Cushman-Roisin, 2012).
Sustainable consumer behavior = Three important sets of
attitudes that influence consumers' willingness to engage with
sustainability issues are perceived personal relevance, social
responsibility, and trust.
Sustainable Behavior = Individuals and society participate in
achieving the goals of sustainability by means of engagement in
sustainable behavior (SB). SB is the set of deliberate and
effective actions that result in the conservation of natural and
social resources; it encompasses pro-ecological, frugal,
altruistic, and equitable behaviors.13
Sustainable Customer = Sustainable customer service means
identifying the CORE elements that customers require AND that
are reasonable in terms of the company's business processes. For
example, whatever a company does to meet the needs of
customers must not result in damage to the company.
Nudging = A popular term for describing efforts to foster
sustainable behaviors is “nudging”. Nudging can be described as
initiatives to foster desirable behaviors (e.g., environmentally or
socially sustainable choices) through different interventions
(e.g., the design of the product, service, assortment, or store
environment) that steer consumers towards such behaviors
without forcing them.
SHIFT Framework = The framework is represented by the
acronym SHIFT, and it proposes that consumers are more
inclined to engage in pro-environmental behaviors when the
message or context leverages the following psychological
factors: Social influence, Habit formation, Individual self,
Feelings and cognition, and Tangibility.
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