Brainscape's Knowledge GenomeTM


Top Flashcards (Certified)
All Flashcards

mktg 183 > quiz 1 study guide > Flashcards

quiz 1 study guide Flashcards

(91 cards)

Start Studying
1
Q

steps in decision making process

A
  1. problem recognition
  2. information acquisition
  3. information processing
  4. comparative evaluation purchase
  5. post purchase evaluations
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

what are 3 things that impact consumer behavior

A
  1. psychological core
  2. decision making process
  3. consumer culture
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

what are aspects in psychological core

A

motivation
ability
opportunity
exposure
attention
perception
memories

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

what are aspects in decision making process

A

problem recognition
search for information
judgements
decision
post decision evaluations

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

what are aspects of consumer culture?

A

consumer diversity
social class
household
values, personality, lifestyle
social influences

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

what leads a customer to engage in behavior?

A

the shift of both actual and ideal states to create new ideal states

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

what is motivation?

A

the inner state of arousal that a consumer has that convinces the consumer to go do something that solves this problem

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

3 important aspects of motivation

A
  1. value –> good/bad/importat
  2. needs –> internal tension
  3. goals –> outcomes we want
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

what is problem recognition

A

gap between actual and ideal state leading to tension where people are motivated to resolve

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

what is an actual state

A

where we are now

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

what is an ideal state

A

where we want to be

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

what is ability

A

resources available for consumers to use to consume things

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

what is current state of ability

A

consumers capability to actually engage in consumer changes based on current circumstances such as money

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

what is complexity of information

A

information overload (ex: 30 shampoo choices vs 5)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

what is opportunity

A

the extent to which the presence/absence of external constraints restricts a given behavior

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

what are factors that are influencing opportunity

A

time
distractions
amount of information
repetition of information
control of information

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

what is internal information acquisition search?

A

searching through memory and trying to recall info that will help you make a decision

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

4 aspects that go into internal information search

A
  1. recall of brands
  2. recall of attributes
  3. recall of evaluations
  4. recall of experiences
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

what effects recall of brands?

A
  1. prototype
  2. brand preference
  3. brand familiarity
  4. retrieval cues
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

what is a prototype

A

the best example of a category that you will recall first

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

retrieval cues

A

seeing mascots or logos associated with a brand and immediately make us recall it

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

what is external search

A

searching from the environment to make a decision

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

what are 3 problems with internal and external search

A
  1. confirmation bias
  2. inhibition
  3. mood congruency effect
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

what is confirmation bias

A

we see what we want to see

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
what is inhibition
only paying attention/recalling information in small chunks which inhibits recall of other information
26
what is mood congruency effect
good mood = positive attribute bad mood = negative attribute
27
information overload
considering options may lead consumers to make a bad decision by sticking to rules of thumbs
28
what are the three steps of information processing
1. exposure 2. attention 3. perception
29
what is exposure
when stimulus is given / shown to consumers (factors under marketers vs consumers control)
30
what is attention
a person allocating part of their mental activity to a stimulus (selected, divided, limited)
31
what is proattentive processing
brain processing information even if we arent consciously paying attention to stimuli
32
what is the mere exposure effect
repeated exposure makes it easier to process the stimuli therefore a preference for it
33
what is perception
the process by which stimuli activates one of the 5 senses....noticing that stimulus exists in the first place
34
what is absolute threshold
the lowest level of stimulation required for us to detect nothing versus something
35
what are just noticeable differences
change in stimulus intensity required to result in the detection of a change
36
what is webers law
the stronger the initial stimulus, the greater the change required for the second stimulus to be seen as different
37
what is the formula for Weber's law
change in stimulus intensity / initial stimulus intensity
38
short term memory
stays with you during decision process
39
long term memory
what we choose to store
40
declarative long term memory
knowledge about facts (ex: my age, where my house is)
41
2 types of declarative memory
1. episodic (past experiences) 2. semantic (knowledge about things)
42
procedural memory
how to do things / accomplish tasks
43
explicit memory
explicitly / consciously remember these memories like recall and recognition
44
implicit memory
consumers are not consciously aware that they remember this (like an ad they saw driving might not stick)
45
3 types of implicit memory
1. free association (first word that comes to mind) 2. fragment completion 3. stem completion
46
4 ways to enhance memory
1. chunking 2. rehearsal 3. recirculation 4. elaboration
47
rehearsal
voluntarily trying to remember things like test materials or what to purchase at a store
48
recirculation
involuntarily by seeing repeated ads
49
schemas
set of associations linked together (ex: two concepts co occurring together)
50
spreading of activation
how marketers trigger us to activate that portion of our decision making (Ex: showing cute animals = recycle more )
51
priming
activation outside of conscious awareness (fastfood --> quickness. so display a McD logo and you think quick)
52
repositioning
changing schemas (facebook to meta
53
product crisis
protecting brand personality
54
retrieval
accessing info from semantic network
55
what does low effort decision making entail
fast, intuition based, feeling based, low involvement products, less risk
56
what is a heuristic
mental shortcuts that humans learn over time
57
representative heuristic
making a judgment by comparing the object to a belief (ad showing only men means the product is only for men )
58
availability heuristic
if its easy to recall then it must be true
59
normative tactics
choose the one others recommend
60
price tactics
choosing cheapest price
61
choice tactics
simple rules of thumb
62
hedonic products
consumed for fun, enjoyment, luxury
63
utilitarian products
consumed for a useful or practical purpose, achieve a goal
64
what do high effort decision making products entail to the consumer
slow, careful reasoning, high involvement products, fully engaged, effortful
65
what is the fishbien model
attitude prediction, measurement, and attitude change calculation
66
Ao in fishbien
what attributes do i want in a product
67
bi in fishbien
the brands i am looking at, to what extent do they possess the attribute i want
68
how do we shift consumers from high effort to low effort decision making?
1. decrease mental resources available 2. create cognitive load 3. time pressure
69
cognitive load
mental effort required by consumers to process information
70
accessibility
what is accessible at that moment in that environment to the consumer
71
framing
principal of loss aversion (we want to avoid losses as much as possible)
72
mental accounting
when purchasing multiple things they may attribute each purchase to a different account
73
extreme aversion (the compromise effect)
when there are two extreme options they may prefer the middle option
74
operant conditioning
all behavior is a function of the reinforcements / punishments received in the past
75
post purchase dissonance
psychological discomfort or unease that consumers may experience after making a purchase decision. high amounts of dissonance would lead to regret ## Footnote usually happens with high involvement products, with info overload, or if comparisons are present
76
disconfirmation theory
when expectations didnt match performance (either below or above)
77
performance > expectation
positive disconfirmation
78
performance < expectations
negative disconfirmation
79
performance = expectations
confirmation
80
attribution theory
people try to find reasons for what happens (stability, focus, controllability)
81
stability
is the reason for the bad outcome temporary or permaent
82
focus
is the reason for the bad outcome due to me or the marketer
83
controllability
does the marketer have control over the reason for the bad outcome
84
internal attribution
i myself am doing this good thing (ex: going to a non mandatory class)
85
external attribution
external force (ex: strict attendance policy will make you go to class)
86
mood lifting cue
products that you know will put you in a better mood
87
spontaneous affective emotion
emotion being triggered more for the consumer making them want to consume it more (ex: putting a cake in front of someone vs just showing them a picture)
88
self concept
the extent to which we believe we possess a set of attributes
89
licensing effect
if we engage in something virtuous, it boosts our self-confidence that associations of indulgence are more appealing (ex: going on a run means i can eat the cake
90
licensing condition
indulgence
91
control condition
less indulged

mktg 183 (2 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2025 Bold Learning Solutions. Terms and Conditions