Final Exam

Question 1

attention

Answer 1

extent which processing activity is devoted to particular stimuli, which compete for attention

Question 2

endogenous

Answer 2

top down. internal. focus of attention manipulated by demands of task.

Question 3

exogenous

Answer 3

bottom up. external. contrast, size, color, position. out of ordinary or eye catching.

Question 4

exposure vs attention

Answer 4

possibility of noticing info vs info noticed and recorded in some way

Question 5

what are the 3 fields of vision for the eyes?

Answer 5

foveal, parafoveal, peripheral

Question 6

perception

Answer 6

meaning attributed to incoming stimuli gathered through 5 senses (sight, sound, smell, taste, touch)

Question 7

just noticeable difference

Answer 7

smallest change in stimulus that can be perceived by an individual

Question 8

what are the perceptual filters?

Answer 8

stimulus > selective exposure > selective attention > comprehension > elaboration > retention > effect

Question 9

McGurk effect

Answer 9

perceived difference between what you hear and see

Question 10

draw the standard model of memory

Answer 10

stimulus > sensory registers > STM > LTM

Question 11

3 R’s of memory

Answer 11

recording, rehearsal, retrieval

Question 12

Iconic vs Echoic Storage

Answer 12

iconic - visual, lasts .5 - 2 seconds.

echoic - momentary memory sound & speech

Question 13

sensory registers

Answer 13

hold info about a perceived stimulus for fraction of a second after stimulus appears

Question 14

STM. how can you improve it?

Answer 14

short term memory. holds 7 +- 2 digits for 20 - 30 seconds. Improve by chunking, imagery, repetition, rehearsal, simple message, elaboration

Question 15

LTM

Answer 15

permanently stored knowledge, large capacity

Question 16

retrieval failures for LTM

Answer 16

decay (forgetting), interference (distractions, remember pieces), forget certain attributes, retrieval error

Question 17

3 Measures of memory? define

Answer 17

Recall - Unaided: name first 5 pres of US
Recall - Aided: give first letter of last name, then name 5 pres of US
Recognition: like multiple choice, seeing something you learned
Re-learn: we learn quicker when we’ve learned the material before

Question 18

Schema vs Script

Answer 18

Schema - web of knowledge and information

Script - timeline, usually form of if..then.. statements

Question 19

4 factors affecting consumer decision making

Answer 19

Cultural - think Mormon culture
Social - reference groups, family, role, status
Personal - age, personality, lifestyle
Psychological - motivation, beliefs, attitudes

Question 20

6 influence principles

Answer 20

L - Liking
A - Authority
R - Reciprocity
C - Consistency/commitment
S - Social Proof
S - Scarcity

Question 21

5 Stages of Decision Making

Answer 21

1. Problem recognition
2. Info search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase evaluation

Question 22

Emotions vs. Moods vs. Traits

Answer 22

Emotions - short lived, hours
Mood - hours to days
Traits - personality, long-term

Question 23

5 Basic Emotions

Answer 23

Happiness, Sadness, Anger, Fear, Surprise

Question 24

Moral Emotions

Answer 24

Guilt, envy, jealousy, shame, embarrassment

Question 25

Positive/Negative Affect

Answer 25

Specific emotions don't cause positive/negative. Anger is negative but reacts like it's positive because it makes people feel in control.

Question 26

Hedonic treadmill

Answer 26

Desire for something > obtain > adaptation > need for newer/better

Question 27

Choice Sets

Answer 27

Universal set > awareness set > consideration set > choice set > choice

Question 28

Self-monitoring

Answer 28

how people feel they're presented in social environments

Question 29

Ideal self

Answer 29

how people would like to be. the ideal.

Question 30

actual self

Answer 30

realistic view of qualities we do/don't have

Question 31

looking glass self

Answer 31

imagining the reactions of others towards us. trying to project the impressions others have of us.

Question 32

What encourages consumers to incorporate objects as self?

Answer 32

``` frequently perceiving it owning it creating it thoroughly understanding it giving it as a gift ```

Question 33

Aaker's 5 dimensions of brand personality

Answer 33

``` Sincerity Competence Ruggedness Sophistication Excitement ```

Question 34

What is the endowment effect?

Answer 34

people ascribe more value to something merely because they own it

Question 35

3 types of reference groups

Answer 35

Comparative - individuals dependent on others for information Status - aspirational. individuals seek acceptance. Normative - group used to define the norm.

Question 36

4 factors affecting reference group influence

Answer 36

1. Cohesiveness - stable, long established 2. Attractiveness - good goal & purpose attracts people 3. Credibility - trustworthy, reliable, knowledgable 4. Power - power influences behavior

Question 37

Reasons for social comparison

Answer 37

Accuracy Downward (feel good about oneself) Upward (look for improvement) Process Info/Communicate Effectively

Question 38

Motivation Process

Answer 38

needs/wants/desires > tension > drive > behavior > goal/need fulfilled > tension reduction

Question 39

Maslow hierarchy of needs

Answer 39

``` Top > Bottom Self Actualization Ego Needs Belongingness Safety Physiological ```

Question 40

Mindless margin

Answer 40

Like just noticeable difference. It's the area you can do more or less and not notice a difference.

Question 41

Consumer responses to failure

Answer 41

Increased motivation Attempt at substitution Defense mechanism

Question 42

Types of risk

Answer 42

performance, financial, physical/safety, social, psychological, time

Question 43

7 subselves

Answer 43

1. self protection 2. disease avoidance 3. affiliation 4. status 5. mate acquisition 6. mate retention 7. kin care

Question 44

System 1 thinking

Answer 44

Intuition. effortless, fast, automatic

Question 45

System 2 thinking

Answer 45

Reasoning. controlled, slow, effortful

Question 46

Processing Biases

Answer 46

``` Over-confidence Gains & Losses Status quo Framing Representativeness Anchoring Availability ```

Question 47

Operant Conditioning

Answer 47

Reward or punishment given to develop a certain behavior (dog given a treat when he sits)

Question 48

Classical Conditioning

Answer 48

Use relationships to bring about a reaction from certain stimulus. Think of the office. Unconditioned stimulus creates unconditioned response. Find a conditioned stimulus that will lead to a conditioned response.