Consumer Behavior Exam #2 Flashcards
(35 cards)
What is assimilation?
When the stimulus fits into our categorization or schemas with little or no trouble.
Ex. “Oh, it’s an MP3 player”
What is contrast?
When something truly doesn’t fit with our current schema. Often we regret it because it’s usually “too far out there”
What is accommodation?
When the stimulus doesn’t fit very well, so we have to modify our schema to make it fit
What is absolute threshold?
Minimum amount of stimulation that can be detected
What is differential threshold?
Minimum amount of change or difference between two stimuli that a person can detect
What is JND?
Just noticeable difference
Weber’s Law?
The stronger the initial thing is, the larger the JND
What are the four sensory thresholds?
Absolute, Differential, JND, and Weber’s Law
What is gestalt psychology?
We see things as a whole, not as a collection of parts
Methods for gaining attention are:
Involuntary Attention and Orientation Relfex
Two factory theory on ad wear out?
Learning and Boredom/annoyance
What is semiotics?
The studying of signs and symbols
ex. Backgrounds, scenery setting
What are switching costs?
The consumers cost to switch brands
What is complaining behavior?
When a consumer actively seeks out someone to talk to about their negative experience with a marketer
What is Maslow’s hierarchy of needs?
describes consumers as addressing a finite set of prioritized needs
Share of wallet?
the percentage of the customer’s entire budget spent on that type of product that goes to one particular retailer or brandv
Types of involvements:
Product: Fashion market Shopping: Involved shoppers look for deals Situational: Temporary involvement Enduring: Continuing interest Emotional: Emotions
Approach-Approach Conflict is what?
Choice between two or more desirable alternatives
Approach-Avoidance conflict is what?
desired product has negative consequences
Avoidance-Avoidance conflict is what?
choice between two undesirable alternatives
What is Emotional Intelligence?
Ability to remain positive in a negative situation
What is Emotional Expressiveness?
Outward display of emotion
What is Emotional Involvement?
The level of emotional response a consumer has when involved in some consumption activity
What is classical conditioning?
a change in behavior that occurs simply through associating some stimulus with another stimulus that causes a reaction
