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Midterm 2 - behavioural marketing > Midterm 2 > Flashcards

Midterm 2 Flashcards

(54 cards)

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1
Q

what is sensory memory

A

the part of meteor that holds preliminarily analyzed sensory information for a fraction of a second to a few seconds. hearing, seeing, subliminal processing. lost if does not enter short-term memory

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2
Q

what is short term memory

A

-where info is temporarily stored while people are actively processing it.

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3
Q

what is discursive processing:

A

verbal processing, word logos

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4
Q

what is imagery processing

A

visualize an experience, word logos with a picture

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5
Q

what are the characteristics of short term memory

A
  • limited in duration: lost if not enter long term memory

- limited in capacity

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6
Q

what are people better at recognizing, discursive or imagery processings

A

people are better recognizing and recalling pictures than words.

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7
Q

what is dual coding theory

A

a theory that memory is improved when items can be represented by both discursive and imagery memory codes.

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8
Q

what is the capacity of STM

A
  • people can only hold about 7 items in their STM.
  • consumers that receive an overload of info can become frustrated. a rule of thumb in tv ads is to add no more than 4 bits of info.
  • involvemnet and motivation influence capacity of STM
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9
Q

what is long term memory

A

memory that has no capacity limits and hold information from minutes to an entire lifetime

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10
Q

How does LTM connect with STM

A
  • encoding: writing info from STM to LTM

- retrieval: obtaining info from LTM to STM

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11
Q

what are the characteristics of LTM

A
  • no limit to capacity

- no limit in duration

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12
Q

what is autobiographical (episodic) memory

A
  • knowledge we have about ourselves and our past

- personal and idiosyncratic

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13
Q

what is semantic memory

A
  • memory of general knowledge

- not associated with specific episodes

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14
Q

how can you enhance memory

A
  • chunking: grouping info into chunks
  • rehearsal: actively repeating verbal info
  • recirculation: being exposed to the same info repeatedly
  • elaboration: processing information at deeper levels
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15
Q

how is LTM organized

A
  • semantic/associative networks

- retrieval failures

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16
Q

What is a semantic (associative) network

A

example of someone going on a ski trip : what he remember the most, that appeal to him and what he doesn’t at all lie the busses to the mountain

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17
Q

what are retrieval failures

A

basically forgetting; failure to retrieve information from LTM

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18
Q

what is decay

A

forgetting occurs because trace strengths fades spontaneously over time

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19
Q

what is interference

A
  • semantic networks are so closely aligned that consumers fail to remember which features go with which brand.
  • caused by similar info encountered before or after learning
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20
Q

how do you minimize interference

A
  1. make info salient from the environment

2. make info as dissimilar as possible from earlier and later material

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21
Q

what are the types of retrieval

A
  • recognition

- recall

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22
Q

what is recognition

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A

when presented with a stimulus, people identify that stimulus as they have seen before

23
Q

what is recall

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A

-retrieve info from LTM without any aid which is more extensive than recognition

24
Q

how does consumers mood affect retrieval

Study These Flashcards
A

if in a positive mood it tends to enhance the recall of stimuli and positive info, compared to negative mood which recalls negative info

25
what is serial position effect
peoples ability to remember a piece of information depends on the position the information is put in the series of information
26
what is the primacy effect
the better recall of words at the beginning of a list
27
what is the recency effect
the better recall of words at the end of a list
28
how does the serial position effect-primacy effect and recency effect affect marketers?
- put the most important information at the beginning or at the end of the series - the modes of info matter: oral presentation (primacy) and printed material (both primacy and recency)
29
what is persuasion
the formation or change of attitudes or beliefs
30
what is attitude
relatively global and enduring evaluation of an object, issue, person or action
31
what are attitudes based on
cognition and affect
32
what is cognition
thoughts, beliefs
33
what is affect
emotions, how do we feel about something
34
what is the central route to persuasion
where consumers focus on the product messages in the ad, interpret them, form beliefs about product attributes and consequences, and integrate these meaning to form brand attitudes. more enduring attitudes
35
what is the peripheral route to persuasion
where consumers focus not on the product message in the ad but on the "peripheral" stimuli such as an attractive, well-known celebrity. consumers other feelings about these stimuli may influence beliefs and attitudes about the product. a more transient attitude
36
what influences our involvement
- motivation (personal relevance) - Ability (intelligence, education, age) - Opportunity (amount of information)
37
what is high MOA
- central route to persuasion | - higher involvement with product
38
what is low moa
lower involvement with product message | -peripheral route to persuasion
39
What is TORA
theory of reasoned action
40
what are attitudes based on low consumer efforts
cognitive attitude and affective attitude
41
what is cognitive attitude
-communication source
42
what is affective attitude
-mood
43
what are communication sources
-creidble sources
44
whats the message
large number of message arguments
45
what message context
message repetition
46
what is classical conditions
a neutral stimulus such as a brand name, is paired with a stimulus that elicits a response
47
what are some requirements for effective conditioning
- the neutral stimulus should precede in time the appearance of the unconditioned stimulus - the product is paired consistently with the unconditioned stimulus - both the conditioned stimulus and the unconditioned stimulus are highly salient to the consumer
48
what are the facts on mood
- mood and cognition can be separated - mood reflects cognition (mood can follow cognition) - mood can precede cognition - mood can influence cognition
49
define mood
- a state or quality of feeling at a particular time - mood influences consumers cognition/evaluation: if positive mood customer will like the offer and put more weight on the positive information and vice versa
50
what is prospect theory
describes decision between alternatives that involve risks (uncertainty) -interprets risk in terms of certain versus uncertain results
51
what are some types of perceived risk
- performance - financial - physical (safety) - social - psychological - time
52
are consumers risk-adverse?
- people tend to choose the certain option the domain of gains - they tend to choose the uncertain option the domain of losses
53
what is the framing effect
logically equivalent descriptions of objects or outcomes lead to different behavior, depending on whether people view the objects/outcomes as gains or losses (the way you choose to present your argument or frame your message has a significant influence on people choice)
54
what is the endowment effect
-consumers value a product or a service more once their property right to is has been established.

Midterm 2 - behavioural marketing (1 decks)

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