Midterm - Lecture 1 & 2

Question 0

Social Psychology

Answer 0

• emphasis on social relationships

- concern for what others think

Question 1

Cognitive Psychology

Answer 1

• emphasizes role of conscious thought

- humans are rational, thinking beings

Question 2

Behaviorism: Operant

Answer 2

• direct link between rewards and behaviors
• learning beings
• maximize positive and minimize negative consequences

Question 3

Behaviorism: Respondent

Answer 3

• direct link between stimuli and behaviors
• reacting beings
• reaction to externally available stimuli

Question 4

Motivational Psycology

Answer 4

• psychoanalytic theory

- unconscious thought processes and motives

Question 5

Humanistic Psycology

Answer 5

• integrative
• based on human needs and wants / improving all aspects of life
• love!

Question 6

Theory of Reasoned Action

Answer 6

Consumers consciously consider the consequences of alternative choices and then choose the option that leads to the most desirable consequences

Question 7

Cognitive Model

Answer 7

problem recognition ➡️ information search ➡️ alternative evaluation ➡️ purchase ➡️ post-purchase evaluation

Psychological, cultural,and situational influences ⤴️

Goal: Need X can be most effectively/efficiently satisfied with Product Y

Question 8

Cognitive Psychology Product Choice

Answer 8

Pg.11                  
                Total Set
Unawareness / Awareness
             Inept / Evoked
         Non Choice / Choice

Question 9

Compensatory Model

Answer 9

pg. 14

• highly positive brand attributes compensates for poor product attributes
• ex: Apple name/coolness helps with power

Question 10

Non-Compensatory Model

Answer 10

pg. 14

• absolute criteria or requirements on attributes
• ex: camera w/ price, zoomability, lenses

Question 11

Customer Satisfaction Equation Under Cognitive Psychology

Answer 11

pg. 15

Satisfaction = expectations - actual experience
EXPECTATIONS - actual experience =

Question 12

Cognitive Dissonance

Answer 12

pg. 17

• psychological distress caused by incongruity or between two sets of beliefs
• fear of buyer’s remorse
• ⬆️ due to risk of purchase (financial & social), attractiveness and similarities of alternatives

Question 13

Permission Structures

Answer 13

pg. 18
- arguments, endorsements, or “authentication” methods that “allow” a consumer to overcome discomfort or uncertainty regarding a purchase decision
- ex: show how an expensive product can represent a prudent economic decision
- especially important when trying to challenge consumer’s non-compensatory criteria

Question 14

High Involvement Model

Answer 14

• high involvement cdm

- brand loyalty

Question 15

Low Involvement Model

Answer 15

• variety seeking behavior

- routine problem solving

Question 16

Means-End Chain

Answer 16

Product as need satisfiers

• product has many attributes
• some provide benefits to consumers

Question 17

Associative Networks

Answer 17

Performance     ⤵️
           ⬆️
Mercedes Benz ➡️ expensive
                   ⬇️
                BMW        ⤴️

Question 18

Brand Categorization and Consumer Mental Association

Answer 18

“Where does this brand/product fit within my existing mental categorization of brand/products

• greater the similarity between brands, the more likely consumers will conceptualizer these brands as being in the same category
• greater dissimilarity, more likely to think as different categories