Exam 2 Flashcards
1
Q
What is learning in general
A
A permanent change caused by experience
2
Q
What is learning in consumer behavior?
A
The process when individuals acquire purchase knowledge that is applied to future related behavior
3
Q
Stimulus response from external events
A
Behavioral Learning
4
Q
Learning by analyzing
A
Cognitive learning
5
Q
Repetition and Association (paired things)
A
Classical Conditioning
6
Q
Who studied classical conditioning and using what?
A
Ivan Pavlov and used dogs
7
Q
Something that triggers naturally (smell of food)
A
Unconditioned stimulus
8
Q
Naturally occurring (dog salivation)
A
Unconditioned response
9
Q
Natural stimulus but after being presented with unconditioned stimulus and now provokes similar response
A
Conditioned stimulus
10
Q
The new response to formerly natural stimulus
A
Conditioned response
11
Q
A bell paired with food over and over = salivation
A
Conditioned response
12
Q
Who made a white rat fearful?
A
John B Watson
13
Q
The tendency to respond to things that resemble things already conditioned and know
A
Stim Generalization
14
Q
Berries having similar appearance is an example of
A
Stim generalization
15
Q
Look alike products use
A
Stim Generalization
16
Q
To respond differently to stimuli that are similar but not identical (we respond to the original and not other stimuli)
A
Stim discrimination
17
Q
Do songs in ads use classical conditioning?
A
Yes
18
Q
To learn to perform behaviors that produce proactive outcomes and avoid those that produce negative
A
Instrumental or Operant conditioning
19
Q
Who practiced Instrumental/Operant Conditioning and with what?
A
BF Skinner with Rats
20
Q
3 Steps to Memory
A
- Encoding 2. Storage 3. Recall/Retrieval
21
Q
What we store with any of our 5 senses and is very short (1/4-1 seconds)
A
Sensory memory
22
Q
Uses visual stimuli for a few hundred milliseconds
A
Iconic memory
23
Q
Stores sound stimuli (unique 2-4 seconds)
A
Echoic memory
24
Q
Type of memory that has unlimited capacity but very limited duration
A
Sensory memory
25
Type of memory with limited capacity and limited duration (18-30 sec)
Short Term Memory
26
Process of transferring into long term memory
Encoding
27
Process of transferring info back into working memory for additional processing
Retrieval
28
Average person remembers 7 items at a time (+/- 2) in short term memory
Miller’s law
29
Life time memory with unlimited capacity and duration
Long Term memory
30
Information you have to consistently try to remember
Explicit memory
31
What brand of smartphone did you see on TV last night is an example of what type of long term memory
Explicit Memory
32
Personal memory is also called
Eposodic Memory
33
General info memory is called
Semantic memory
34
Easy aspect of memory (multiple choice)
Recognition
35
Hard aspect of memory (essay, fill in the blank)
Recall
36
Unconscious memory (riding a bike)
Implicit memory
37
Long term memory organization- beliefs and attitudes
Cognitive structure
38
Long term memory organization- the network of natural pathways linking knowledge with memory
Associative network
39
What are nodes?
Concepts, feelings, events
40
What is a path?
Shows association between nodes
41
Clues or retrieval clues enhance memory (T/F)
True
42
Memories that are lost over time are called
Decay
43
Memories are lost because we get new acquired memories is called
Interference
44
Recent info gets in the way of trying to recall older info
Retroactive interference
45
School is an example of what type of interference
Retroactive interference
46
Old info gets in the way of trying to recall new info
Proactive interference
47
What is the weakest form of learning?
Repetition
48
When 2 senses are used to recognize a message
Dual Coding
49
What is it called when new info is better remembered when it is linked with what is already known
Meaningful endcoding
50
Effect when stimuli stand out making it easier to recall (isolation effect)
Von Restaff Effect
51
When we remember interrupted or incomplete tasks more easily than completed tasks (cliffhangers)
Zeigarnik Effect
52
Advertising type of when name of company is not showed until the end
Mystery Advertising
53
3 drivers of motivation
Homeostasis, needs, goals
54
The drive theory is…
Biological (hunger, heat…)
55
The expectancy theory is…
Cognitive
56
The behavior of people when they know they are being studied is called
The Hawthorne effect
57
The 5 tier hierarchy of needs
Maslow’s hierarchy of needs
58
Need 1 in hierarchy
Physiological (air, water, food)
59
Need 2 in hierarchy
Safety
60
Need 3 in hierarchy
Love
61
Need 4 in hierarchy
Esteem needs
62
Need 5 in hierarchy
Self actualization
63
Percentage of people that reach self
Actualization
2%
64
Added needs?
Cognitive, aesthetic, and transcendence (CAT)
65
With added needs self actualization is what number
7
66
Knowledge and need for meaning is what need
Cognitive
67
Appreciation and search for beauty is what need
Aesthetic
68
The service for other is what need
Transcendence
69
Issues with needs are…
Restrictive, the order can vary, intensity and the level of satisfaction can vary
70
Functional need
Utilitarian need
71
Emotionally satisfying need
Hedonic need
72
Consuming food for pleasure is called
Hedonic hunger
73
Known and freely admitted motive
Manifest motive
74
Unknown and reluctant to admit motive
Latent motive
75
Conflicting motives- 2 desirable options
Approach-approach conflict
76
Conflicting motives- one object is desirable and undesirable
Approach-avoidance conflict
77
Conflicting motives- due undesirable options
Avoidance-avoidance conflict
78
Conflicting motives- each has desirable and undesirable options
Double/multiple approach-avoidance conflict
79
Conflicting motives- ex choosing between 3 good universities
Double/multiple approach-avoidance conflict
80
Recording of body/facial reactions and physiological responses type of measure of emotion
Autonomic measures
81
Verbal rating and picture matching is what type of measure of emotion
Self report measure
82
Emotional display by one person influences others
Emotional contagion
83
Consumers feeling uneasy buying things others have touched
Product contagion
84
To strengthen behavior
Reinforcement
85
To weaken behavior
Punishment
86
Add pleasant stimulus to encourage behavior and give example
Positive reinforcement (loyalty programs)
87
Remove unpleasant stimulus to encourage behavior and give example
Negative reinforcement (min purchase to qualify for free shipping)
88
Add unpleasent stimulus to deter behavior and give example
Positive punishment (extra hw for being late to class)
89
Removing pleasant stimulus to deter behavior and give ex
Negative punishment (taking away break for bad behavior)
90
Positive =
To add Stim
91
Negative =
To remove Stim
92
Attitudes are
Learned, can’t be studied, and consistent
93
ABC model of attitude
Affect (feelings), Behavior, Cognitions (beliefs)
94
The attitude object serves utility
Utilitarian function
95
The attitude object expresses our values
Value expression function
96
Protects our egos and develops attitudes to enhance self image
Ego defensive function
97
The attitude that gives us the confort of knowing (to like iPhones cause I know how they work)
Knowledge function
98
The attempt to change an attitude
Persuasion
99
ELM- Elaboration likelihood model uses what 2 routes
Central and peripheral routes
100
Route that uses content
Central route
101
Route that uses non product related information (context)
Peripheral route
102
Hierarchy effects theory is made of what three stages
Cognitive, affective, and behavioral
103
2 steps of Cognitive stage
Awareness and knowledge
104
2 steps of Affective stage
Liking and Preference
105
2 steps of behavioral stage
Conviction and purchase
106
Indirectly compares against competitor
Indirect comparative advertising
107
Directly compares against competitor
Direct comparative advertising
108
Does it make sense to do comparative advertising as market leader
No
109
Info is best remembered at beginning or end of list or ad
Serial position effect
110
People remember more at beginning of list
Primacy effect
111
People remember more at end of list
Recency effect
112
Effect that says attractiveness makes people seem better at everything
Halo effect
113
Effect that makes a single negative effect make people seem poor in other aspects
Horn effect
114
Jealousy effect (positives of others make us feel negative towards them)
Reverse horn effect
115
Theory of influence on unconscious mind
Physchodynamic theory
116
Theory of genetics and experience
Trait theory
117
Signing Freud 3 parts
ID, Ego, Superego
118
ID is…
Devil, temptation, pleasure
119
Ego is…
The ref
120
Superego is…
The angel and virtue
121
Defense mechanisms- justify non logical purchases
Rationalization
122
Defense mechanisms- project/blame negative feelings on others
Projection
123
Defense mechanisms- frustration when insecure
Aggression
124
Defense mechanisms- to repress negative emotions
Repression
125
Defense mechanisms- to retreat from problems by pulling away emotionally or physically
Withdrawal
126
Defense mechanisms- to revert to childhood behaviors to cope with stress or anxiety
Regression
127
Who says all humans have collective unconscious through universal experiences
Carl Jung
128
The concept of Introversion and extroversion is studied by…
Carl Jung
129
Measure of characteristics that define a person is called
Trait theory
130
The study of what we share with others
Nomothetic perspective
131
The study of what makes us unique
Idiographic perspective
132
When people are open and embrace new products
Innovativeness
133
The belief people have of themselves is called (Carl Rodgers)
Self concept theory
134
Belief person holds of themselves
Self image
135
Value of worth of ourselves
Self esteem
136
What we want to become
Ideal self
