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MKT 807 > Exam 2 Studying > Flashcards

Exam 2 Studying Flashcards

1
Q

Three different types of memory storage systems

A
  • sensory memory
  • short-term memory (working memory)
  • long term memory
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2
Q

Sensory memory

A
  • pre attention stage

- stimulus analyzed to determine if it will additional processing

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3
Q

Short term memory

A

Information temporarily stored while it is being processed, like RAM in a computer

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4
Q

Long-term memory

A
  • connected to short term memory through encoding and retrieving
  • like the disk drive in a computer
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5
Q

Rehearsal

A

Silently repeating information to encode it into long term memory

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6
Q

How long does information get lost if not rehearsed in working memory

A

30 seconds

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7
Q

Millers law

A

People can handle 7 bits (+-2) of information at a time

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8
Q

Information overload

A

When more information is received than can be processed in short term memory

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9
Q

Recognition

A

When information is placed before the consumer. The goal is to determine if the information has been seen before

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10
Q

Recall (Retrieval)

A

When the consumer must receive the information from long term memory without any prompting.

-requires greater depth of incoming

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11
Q

Consumer knowledge definition

A

The amount of experience a person has about particular products or services

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12
Q

Semantic memory

A

How people store the meanings of verbal material in long term memory

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13
Q

Associative memory

A

A web of schemas that connect to each other about a topic

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14
Q

Five types of information stored in nodes

A
  • brand names
  • brand characteristics/attributes
  • ads about a brand
  • product category
  • evaluative (affective) reactions to the brand and the ad
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15
Q

Association

A

mental connection between concepts, events, or mental states that usually stems from specific experiences

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16
Q

Guided association

A

When you give a prompt that activates associative information

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17
Q

Schemas

A

Organized sets of expectations and associations about objects

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18
Q

What is memory’s role in branding

A

It is the critical component

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19
Q

Motivation

A

Activated state within a person that leads to goal directed behavior

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20
Q

Need recognition

A

When a perceived discrepancy exists between an actual and a desired state of being

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21
Q

Expressive needs

A

Desired by consumers to fulfill social or aesthetic requirements

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22
Q

Utilitarian needs

A

Desires by consumers to solve basic problems

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23
Q

Content theories of motivation

A

Seeks to identify the factors that influence behavior

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24
Q

Process theories of motivation

A

Seeks to understand the mental process people go through in deciding on alternative courses of action

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25
Q

Some content theories of motivation

A
  • Maslow’s hierarchy

- McClelland’s theory of learned needs

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26
Q

McClelland’s theory of learned needs

A
  • achievement motivation
  • need for affiliation
  • need for power
  • need for uniqueness
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27
Q

Process theories of motivation

A

Reinforcement theory
Equity theory
Attribution theory
Expectancy- instrumentality - valence

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28
Q

Reinforcement theory

A

Based on behaviorism

  • positive reinforcement
  • negative reinforcement
  • punishment
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29
Q

Positive reinforcement

A

Do something good, get something good in return

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30
Q

Negative reinforcement

A

Do something good, something bad is taken away

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31
Q

Punishment

A

Do something bad, something bad happens to you

32
Q

Attribution theory

A
  • identify the causes of events and outcomes

- the cause a person attributes an outcome to will affect future behavior

33
Q

What produces attribution processing

A
  • violation of expectations

- blocking a goal

34
Q

Emotion definition

A
  • Identifiable, specific feeling

- emotions are strong, relatively uncontrolled feelings that affect behavior

35
Q

What is more important in advertising, emotion or the message

A

Emotion is more important

36
Q

Approaches to studying emotions

A
  • dimensional approach

- categorical approach

37
Q

cognitive appraisal theories of emotion

A
  • emotions are the result of cognitive processing that follow the exposure to a stimulus
  • cognitive appraisals are how the situation will impact the individual
38
Q

russel circumplex

A
  • two axis, 4 quadrants
  • no arousal to arousal
  • displeasure to pleasure
39
Q

ways to measure emotion

A
  • surveys
  • dials
  • Galvanic Skin Response (GSR)
  • Functional Magnetic Resonance Imaging (FMRI)
  • facial action coding system (FACS)
40
Q

instant response focus groups

A

use dials, and surveys, think super bowl ads

41
Q

GSR measure of emotional arousal

A

galvanic skin response

  • small electrodes that measure electrical resistance of the skin
  • changes in perspiration accompany arousal
42
Q

fMRi

A

specialized MRI used to measure change in blood flow related to neural activity of the brain

43
Q

facial coding

A

-taxonomies of expressions to measure mood

44
Q

individual difference variables

A

how one person varies from another with their behavior

45
Q

personality

A

distinctive patterns of behavior including thoughts, emotions
-characterize individuals adaption to the situations in their life

46
Q

self concept

A

how an individual views themselves

47
Q

psychographic analysis

A

attempt to measure the lifestyle of consumers

48
Q

warning about psychographics

A

they can lead to stereotypes and discrimination

49
Q

managerial implications about psychographics (5)

A
  • research
  • scan the environment
  • choose segments
  • choose position
  • develop mix
50
Q

brand image

A

what someone thinks or feels when they hear or see a brand name

51
Q

dimensions of brand personality

A
  • sincerity
  • excitement
  • competence
  • sophistication
  • ruggedness
52
Q

consumer situations

A 
physical 
social 
time 
task definition 
antecedent states
53
Q

reference groups

A 
primary 
aspirational 
dissociative 
informal 
formal
54
Q

consumer environment

A

factors external to the consumer, the firm, and the transaction

55
Q

physical situations

A

concrete and physical aspects of the surroundings during a transaction

56
Q

social situations

A

effects of other people in a transaction process

57
Q

time situations

A

the presence or absense of time in a transaction process

58
Q

task definition

A

reasons or occasion that make someone need to participate in a transaction

59
Q

antecedent states

A

temporary mood

60
Q

atmospherics

A

all the ways managers can manipulate all aspects of a store for the customer experience

61
Q

primary groups

A
  • person is member of group

- intimate relationship between members

62
Q

aspirational groups

A

-a group that someone wishes they could belong to

63
Q

dissociative group

A

group person doesn’t want to be associated with

64
Q

informal group

A
  • no official organizational structure

- socially based (like a group of friends

65
Q

formal group

A

-structure of group is official and defined in writing

66
Q

brand community

A

groups that share a deep seeded devotion to a brand

67
Q

extended family

A

nuclear family plus other relatives

68
Q

nuclear family

A

husband, wife, offspring

what a fucking outdated definition

69
Q

household

A

all people occupying a living unit

70
Q

word-of-mouth communication models

A

mavens, innovators, opinion leaders.

-a result of necessity from receiver and sender of information

71
Q

market mavens

A

individuals who have information about many kinds of products, places to shop, websites, etc

72
Q

innovators

A

a small set of people who are the first to buy new products

73
Q

opinion leaders

A

those who influence the purchase decisions of others

74
Q

consumer situations DEFINITION

A

temporary situation during a transaction process

75
Q

reference group DEFINITION

A

groups whose values, norms, attitudes, or beliefs are used as a guide for behavior

MKT 807 (5 decks)

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