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Consumer Behavior > Test 2 > Flashcards

Test 2 Flashcards

1
Q

process of remembering or accessing what was previously stored in memory

A

retrieval

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2
Q

input from the five senses store temporarily in memory

A

sensory memory

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3
Q

portion of memory where incoming info is encoded or interpreted in the context of existing knowledge, and kept available for more processing

A

working memory

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4
Q

type of processing that resembles closely to what the object looks feels like

A

imagery processing

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5
Q

part of memory where info is permanently stored for later use

A

long term memory

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6
Q

knowledge we have about ourselves and our personal past experiences, including emotions and sensation

A

episodic (autobiographical) memory

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7
Q

one vivid event produces strong lasting memory

A

operant conditioning

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8
Q

general knowledge about an entity, detached from specific episodes

A

semantic memory

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9
Q

when consumers consciously aware that they remember something

A

explicit memory

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10
Q

memory without any conscious attempt at remembering something

A

implicit memory

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11
Q

process of identifying whether we have previously encountered a stimulus when re-exposed to it

A

recognition

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12
Q

the ability to retrieve info from memory without being reexposed to it

A

recall

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13
Q

how we organize knowledge

A

knowledge structure

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14
Q

set of associations linked to a concept

A

schema

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15
Q

process by which retrieving a concept or association spreads to retrieval or a related concept or association

A

spreading of activation

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16
Q

increased sensitivity to certain concepts and associations due to prior experience based on implicit memory

A

priming

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17
Q

3 dimensions crucial to maintaining strong brands

A

favorability, uniqueness, salience

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18
Q

specific type of schema that captures what a brand stands for and how favorably it is viewed

A

brand image

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19
Q

set of associations included in a schema that reflect a brands personification

A

brand personality

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20
Q

special type of schema that represents knowledge of a sequence of actions involved in performing an activity

A

script

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21
Q

using the brand name of a product with a well-developed image on a product in a different category

A

brand extension

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22
Q

how consumers classify a group of objects in memory in an orderly often hierarchical way, based on their similarity to one another, coke, diet, coke pepsi as soft drinks

A

taxonomic categories

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23
Q

best example of a cognitive category

A

prototype

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24
Q

object is rep of its category

A

prototypicallity

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25
Q

broadest level of hierarchical categorization

A

superordinate level

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26
Q

finest level of hierarchical differentiation

A

subordinate level

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27
Q

things viewed as belonging in same category because they serve the same goals, baby wipes, powder, diapers

A

goal derived category

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28
Q

theory describing dif levels of abstractness in the associations that a consumer has about concepts and how the consumers psychological distance from these concepts influences his behavior

A

construal level theory

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29
Q

weakening of memory strength over time

A

decay

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30
Q

when the strength of a memory deteriorates over time because of competing memories

A

interferences

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31
Q

tendency to show greater memory for info that comes first or last in sequence

A

primacy and recency effect

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32
Q

stimulus that facilitates activation of a memory

A

retrieval cue

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33
Q

process by which consumer comes in physical contact with stimulus

A

exposure

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34
Q

information about offerings communicated either by the marketer or by nonmarketing sources

A

marketing stimuli

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35
Q

fast forwarding through commercials on a program recorded earlier

A

zipping

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36
Q

use of a remote control to switch channels during commercial breaks

A

zapping

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37
Q

how much mental activity a consumer devotes to a stimulus

A

attention

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38
Q

nonconscious processing of stimuli in peripheral vision

A

preattentive processing

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39
Q

best at processing music, graphing visual, and spatial info, forming inferences, and drawing conclusions

A

right hemisphere

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40
Q

processing unite that can be combined, counting, unfamiliar words, forming sentences

A

left hemisphere

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41
Q

intensity of stimuli that causes them to stand out relative to the environment

A

prominence

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42
Q

extent to which stimuli is capable of being imagined

A

concreteness

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43
Q

process by which stimulus loses attention getting abilities by virtue of its familiarity

A

habituation

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44
Q

process of determining the properties of stimuli using vision, hearing, taste, smell, touch

A

perception

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45
Q

using music or sounds to identify a brand

A

sonic identity

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46
Q

gathering info from hearing brands name

A

sound symbolism

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47
Q

minimal level of stimulus intensity needed to detect stimulus

A

absolute threshold

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48
Q

intensity difference needed between two stimuli before they are perceived to be different, detecting dif between two eye lenses

A

differential threshold

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49
Q

activation of sensory receptors by stimuli presented below the perceptual threshold

A

subliminal perception

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50
Q

subliminal ads influence people against their will

A

strong effect

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51
Q

sub advertising influence people in ways consistent with their current goals

A

weak effect

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52
Q

process by which stimuli are organized into meaningful units

A

perceptual organization

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53
Q

people interpret stimuli in context of background

A

figure and ground

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54
Q

individuals need to organize perceptions so they form a meaningful whole

A

closure

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55
Q

tendency to group stimuli to form a unified picture or impression, napkins by napkin holders

A

grouping

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56
Q

tendency to perceive more value in whole than in combined parts that make up a whole

A

bias for the whole

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57
Q

process of extracting higher order meaning from what we perceived in the context of what we already know

A

comprehension

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58
Q

process of determining what the perceived stimulus actually is

A

source identification

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59
Q

consumers accurately understand the message a sender intended to communicate

A

objective comprehension

60
Q

consumer understand from the message, regardless of whether it is accurate

A

subjective perception

61
Q

ease with which info is processed

A

perceptual fluency

62
Q

inner state of arousal that provides energy needed to achieve a goal

A

motivation

63
Q

processing info that allows consumers to reach conclusion that they want to reach

A

motivated reasoning

64
Q

self reported arousal or interest in an offering, activity or decision

A

felt involvemenet

65
Q

long term interest in offering, activity, decision

A

enduring involvement

66
Q

temporary interest

A

situational involvement

67
Q

interest in thinking about and learning info pertinent to offering

A

cognitive involvement

68
Q

interest in expending emotional energy and evoking deep feelings about offering

A

affective involvement

69
Q

interest in certain decisions and behaviors

A

response involvement

70
Q

mental view of who we are, motivates our behavior

A

self concept

71
Q

internal state of tension caused by disequilibrium from ideal/desired physical or psychological state

A

need

72
Q

maslows 5 categories of needs

A

physiological, safety, social, egoistic, self-actualization

73
Q

motivate search for products that solve consumption related problems

A

functional needs

74
Q

need that relates to how we perceive ourselves, how others perceive us, and esteem we are held by others

A

symbolic need

75
Q

need relating to sensory pleasure

A

hedonic need

76
Q

inner struggle about consuming that fulfills one need but fails to fulfill another, teenagers with smoking cigs

A

approach avoidance conflict

77
Q

inner struggle about what to consume when each can satisfy an important but different need, both needs equally desirable

A

approach approach conflict

78
Q

inner struggle about what to buy when neither can satisfy an important but different need, going home alone after party or staying extra hour at friends

A

avoidance avoidance conflict

79
Q

promotion focused goal

A

motivated to act to achieve positive outcomes, hopes, wants accomplishments

80
Q

prevention focused goal

A

act in ways to avoid negative outcomes

81
Q

theory of emotion that proposes that emotions are based on individuals assessment of situation or outcome and its relation to their goals

A

appraisal theory

82
Q

outcome of decision making effort that results in mental resources being exhausted

A

ego depletion

83
Q

connection between mind and body that influences consumer self control and behavior

A

embodiment

84
Q

perceived risk is higher when

A

little info available about offering, new offering, high price, tech complex, differ in quality, low consumer confidence, opinions of others are important

85
Q

what affects ability

A

financial resources, cognitive, emotional, physical, social and cultural

86
Q

how attitudes influence feelings

A

affective function

87
Q

how attitudes influence our behavior

A

connative function

88
Q

how long our attitude lasts

A

attitude persistence

89
Q

attitude formation and process when effort is high

A

central route processing

90
Q

attitude formation and change process when effort is low

A

peripheral route processing

91
Q

thought that discounts or attacks source of message

A

source derogation

92
Q

when message is different from what consumer believes

A

belief discrepency

93
Q

how we feel about doing something

A

attitude toward the act

94
Q

how others feel about doing something

A

subjective norm

95
Q

source is credible when

A

trustworthiness, expertise, status

96
Q

best features or central merits of offering in convincing manner

A

strong arguments

97
Q

message that presents both positive and negative info

A

two sided message

98
Q

indirect comparative ads

A

offering compared with unnamed competitors

99
Q

direct comparative ads

A

ads explicitly name and attack competitors based on attribute or benefit

100
Q

emotional route to persuasion

A

regulatory fit

101
Q

source must be appropriate for product/service

A

match up hypothesis

102
Q

theory which deals with how we cope with the threat of death by defending our world view of values and beliefs

A

terror management theory

103
Q

when an ad provides info

A

utilitarianism dimension

104
Q

when ad creates pos or neg feelings

A

hedonic dimension

105
Q

persistence of learning over time, via the storage and retrieval of info, consciously or non-consciously

A

consumer memory

106
Q

evaluations made after brief judgements

A

thin slice judgements

107
Q

beliefs based on peripheral cues

A

simple inferences

108
Q

simple rules of thumb used to make judgements

A

heuristics

109
Q

belief based simply on the number of supporting arguments or amount of repitions

A

frequency heuristics

110
Q

when consumers believe a statement simply because it has been repeated a number of times

A

truth effects

111
Q

relating a message to ones own experience or self image

A

self referencing

112
Q

ad in which brand isnt revealed until end of message

A

mystery ad

113
Q

learning that occurs from repetition rather than from conscious processing

A

incidental learning

114
Q

when familiarity leads to a consumers liking an object

A

mere exposure effect

115
Q

becoming bored with a stimulus

A

wearout

116
Q

producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces

A

classical conditioning, dogs w bell

117
Q

special case of classical conditioning, producing an affective response by repeatedly pairing a neutral conditioned stimulus with an emotionally charge unconditioned stimulus

A

evaluative conditioning

118
Q

explains how attitudes toward the ad influence brand attitudes

A

dual mediation hypothesis

119
Q

soothing relaxing quiet pleasant responses

A

deactivation feelings

120
Q

feelings of warmth tenderness caring

A

social affection

121
Q

low effort communication source likeability

A

attractiveness, likable, celebs

122
Q

low effort message affectiveness

A

pleasant pics, music, humor, sex

123
Q

ads that try to increase emotional involvement with the product or service

A

transformational advertising, associates use of product with unique set of psychological characteristics

124
Q

ads with character, plot, story

A

dramas, bertolli

125
Q

katz 4 functions of attitudes

A

knowledge, value expressive, utilitarianism, ego-defensive

126
Q

attitudes serve as means of organizing beliefs about objects or activities

A

knowledge function

127
Q

other attitudes are formed and serve to express an individuals central values and self concept

A

value function, relevant to lifestyle analyses

128
Q

utilitarianism function

A

based on operant conditioning, form favorable attitudes towards objects and activities that promise rewards and negative attitudes towards those that are not

129
Q

ego defensive function

A

attitudes formed to defend ego and images against threats and shortcomings, protect from insecurity, housewives not using instant coffee

130
Q

characteristics of attitude

A

favorability, accessibility, confidence, persistence, resistance

131
Q

shiv and fedorkin

A

remembering high load caused people to buy cake

132
Q

consistency principle

A

consumers value harmony among thoughts feelings or behaviors to be consistent with other experiences

133
Q

when theres inconsistencies, take action to reduce these by changing an attitude or modifying behavior

A

theory of cognitive dissonance

134
Q

multiattribute models specify 3 elements

A

attributes, beliefs, importance weights

135
Q

3 components of attitude measured in fishbein model

A

salient beliefs, object attribute linkages, evaluation

136
Q

true or false: attitude is not a very good predictor of behavior

A

true

137
Q

3 emotional dimensions to ads

A

pleasure, arousal, intimidation

138
Q

feelings generated by ad

A

upbeat, warm, negative

139
Q

knowledge accessibility depends on

A

frequency, recency, strength, numbers

140
Q

knowledge accessibility influences

A

perception, evaluation, retrieval

141
Q

enhancing attention

A

personally relevant, pleasant, surprising, easy to process

142
Q

what do warm and cool colors encourage

A

warm: activity and excitement, cool: soothing and relaxing

143
Q

webers law

A

stronger the initial stimulus, greater the change must be for it to be noticed

144
Q

warsnik and van ittersum

A

elongated shapes

145
Q

ramanathan naylor

A

unhealthy food = tasty

146
Q

shiv carmon

A

placebo effect of price

Consumer Behavior (5 decks)

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