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Consumer Behavior > Test 1 > Flashcards

Test 1 Flashcards

(84 cards)

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1
Q

Marketing

A

multitude of value-producing seller activities that facilitate exchanges between buyers and sellers

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2
Q

Market Orientation

A

organizational culture that embodies the importance of creating value for customers among all employees

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3
Q

Consumer Behavior

A

set of value-seeking activities that take place as people go about addressing realized needs

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4
Q

Consumption

A

process by which goods, services, or ideas are used and transformed into value

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5
Q

Costs

A

negative results of consuption

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6
Q

Benefits

A

positive results of consuption

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7
Q

Attributes

A

a product feature that delivers a desired consumer benefit

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8
Q

product

A

potentially valuable bundle of benefits

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9
Q

Quantitative

A

approach that addresses questions about consumer behavior using numerical measurement and analysis tools

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10
Q

Qualitative

A

gathering data in a relatively unstructured way, including case analysis, clinical interviews, and focus groups interviews

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11
Q

Relationship Marketing

A

activities based on the belief that the firm’s performance is enhanced through repeat business

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12
Q

Touchpoints

A

direct contacts between the firm and a customer

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13
Q

Value

A

a personal assessment of the net worth obtained from an activity

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14
Q

Wants

A

way a consumer goes about addressing a recognized need

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15
Q

Differentiated Marketing

A

serve multiple market segments each with a unique product offering

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16
Q

Undifferentiated Marketing

A

plan wherein the same basic product is offered to all customers

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17
Q

Niche Marketing

A

plan wherein a firm specializes in serving one market segment with particularly unique demand characteristics

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18
Q

Consumer

A

Person who uses the product or service

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19
Q

Customer

A

person who buys the product or service

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20
Q

Accommodation

A

state that results when a stimulus shares some but not all of the characteristics that would lead it to fit neatly in an existing category, and consumers must process exceptions to rules about the category

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21
Q

Assimilation

A

state that results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category

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22
Q

Attention

A

purposeful allocation of information-processing capacity toward developing an understanding of some stimulus

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23
Q

Behavioral influence decision-making perspective

A

assumes many consumer decisions are actually learned responses to environmental influences

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24
Q

Behavioral Intentions model

A

model developed to improve the ATO model, focusing on behavioral intentions, subjective norms, and attitude toward a particular behavior

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25
Behaviorist approach to learning
theory if learning that focuses on changes in behavior due to association, without great concern for the cognitive mechanics of the learning process
26
Classical conditioning
change in behavior that occurs simply through associating some stimulus that naturally causes some reaction; a type of unintentional learning
27
Comprehension
the way people cognitively assign meaning to things they encounter
28
Conditioned Response
response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus
29
Conditioned stimulus
object or event that does not cause the desired response naturally but that can be conditioned to do so by pairing with an unconditioned stimulus
30
Explicit Memory
memory that develops when a person is exposed to, attends, and tries to remember information
31
Implicit memory
memory for things that a person did not try to remember
32
Info processing perspective
learning perspective that focuses on the cognitive processes associated with comprehension and how these precipitate behavioral changes
33
Intentional learning
process by which consumers set out to specifically learn information devoted to a certain subject
34
Unintentional Learning
Learning that occurs when behavior is modified through a consumer-stimulus interaction without any effortful allocation of cognitive processing capacity toward that stimulus
35
Involvement
the personal relevance toward, or interest in, a particular product
36
JMD
just meaningful difference; smallest amount of change in a stimulus that would influence consumer consumption and choice
37
JND
just noticeable difference; condition in which one stimulus is sufficiently stronger than another so that someone can actually notice that the two are not the same
38
Mere Exposure effect
Simply being exposed to something leads to more positive feelings about it
39
Perception
customer’s awareness and interpretation of reality
40
Preattentive effects
learning that occurs without attention
41
Product placements
products that have been placed conspicuously in movies, television shows, music, or video games
42
Selective attention
process of paying attention to only certain stimuli
43
Selective Distortion
process by which consumers interpret information in ways that are biased by their previously held beliefs
44
Selective exposure
process of screening out certain stimuli and purposely exposing oneself to other stimuli
45
Subliminal persuasion
behavior change induced by subliminal processing
46
Subliminal processing
way that the human brain deals with very low-strength stimuli, so low that the person has no conscious awareness
47
Unconditioned Response
response that occurs naturally as a result of exposure to an unconditioned stimulus
48
Unconditioned Stimulus
stimulus with which a behavioral response is already associated
49
Weber's Law
law that states that a consumer’s ability to detect differences between two levels of a stimulus decreases as the intensity of the initial stimulus increases
50
Associative Network
network of mental pathways linking to all knowledge within memory; sometimes referred to as a semantic network
51
Chunking
process of grouping stimuli by meaning so that multiple stimuli can become one memory unit
52
Cognitive Interference
notion that everything else that the consumer is exposed to while trying to remember something is also vying for processing capacity and thus interfering with memory and comprehension
53
Comprehension
the way people cognitively assign meaning to things they encounter
54
Declarative knowledge
cognitive components that represent facts
55
Dual Coding
coding that occurs when two different sensory traces are available to remember something
56
Echoic Storage
storage of auditory information in sensory memory
57
Iconic Storage
storage of visual information in sensory memory and the idea that things are stored with a one-to-one representation with reality
58
Elaboraation
extent to which a consumer continues processing a message even after an initial understanding is achieved
59
Retrieval
process by which information is transferred back into workbench memory for additional processing when needed
60
Encoding
process by which information is transferred from workbench memory to long term memory for permanent storage
61
Episodic Memory
memory for past events in one’s life
62
Exemplar
concept within a schema that is the single best representative of some category; schema for something that really exists
63
Prototype
schema that is the best representative of some category but that is not represented by an existing entity; conglomeration of the most associated characteristics of a category
64
Schema
cognitive representation of a phenomenon that provides meaning to the entity
65
Memory
psychological process by which knowledge is recorded
66
Priming
cognitive process in which context or environment activates concepts and frames thoughts and therefore both value and meaning
67
Paths
representations of the association between nodes in an associative network
68
Nodes
concepts found in an associative network
69
Factors affecting comprehension
- characteristics of the message - characteristics of the message receiver - characteristics of the environment
70
Autobiographical Memories
cognitive representation of meaningful events in one’s life
71
Consumer Affect
feelings a consumer has about a particular product or activity
72
Consumer Involvement
degree of personal relevance a consumer finds in pursuing value from a particular category of consumption
73
Types of consumer involvement
- product involvement - shopping involvement - situational involvement - enduring involvement - emotional involvement
74
Emotional effect on memory
relatively superior recall for information presented with mild affective content compared to similar information presented in an affectively neutral way
75
Emotional Expressiveness
extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences
76
Emotional Intelligence
awareness of the emotions experienced in a given situation and the ability to control reactions to these emotions
77
Emotions
a specific psychobiological reaction to a human appraisal
78
Types of motivation
utilitarian vs hedonic
79
Maslow's Hierarchy
a theory of human motivation which describes consumers as addressing a finite set of prioritized needs
80
Mood
transient and general affective state
81
Mood-congruent judgments
evaluations in which the value of a target is influenced in a consistent way by one’s mood
82
Mood-congruent recall
consumers will remember information better when the mood they are currently in matches the mood they were in when originally exposed to the information
83
Motivations
inner reasons or driving forces behind human actions that drive consumers to address real needs
84
Schema-based affect
emotions that become stored as part of the meaning for a category

Consumer Behavior (3 decks)

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