Vocab CH 5

Question 1

Consumer behavior

Answer 1

The psychological and social processes people undergo in the acquisition, use, or disposal of products

Question 2

Conspicuous consumption

Answer 2

The acquisition of luxury goods that publicly display economic power

Question 3

Brand personality

Answer 3

A set of human characteristics that people associate with a brand, and which reflect the stereotypic image of the typical user of the brand

Question 4

Thinking goods

Answer 4

Products that predominantly serve a utilitarian function

Question 5

Feeling goods

Answer 5

Products that have a significance that goes beyond their utilitarian function

Question 6

Low involvement

Answer 6

Repetitive or habitual choices (cleaning products, toiletries, dairy products)

Question 7

High involvement

Answer 7

Infrequently bought and expensive goods (automobiles, cameras, houses)

Question 8

Three behavioral intentions of action:

Answer 8

Attitudes, Subjective norms, and perceived behavioral control

Question 9

Impulse buying

Answer 9

A sudden and often powerful and persistent urge to buy a good immediately, characterized by the absence of a pre-purchase intention, a lack of reflection, and a diminished regards for its consequences

Question 10

Self-control dilemmas

Answer 10

A behavioral conflict that arises when the immediate enjoyment of hedonically rewarding experience violates long-term personal goals (e.g. passing an exam, fitness, weight loss)

Question 11

Self-control

Answer 11

The process of regulating behavior in the service of long-term personal goals

Question 12

Heuristic processing

Answer 12

Applying rules of thumb to communication to decide on their validity, without having extensive elaboration of the arguments

Question 13

Dual-Process Theories of Persuasion

Answer 13

The extent to which individuals scrutinize (hinterfragen) arguments will depend on their processing motivation and ability

Question 14

Evaluative conditioning

Answer 14

A process through which the emotional value associated with a stimulus is transferred to a simultaneously presented other stimulus, thereby altering the evolution of the latter stimulus.

Question 15

Pavlovian or classical conditioning

Answer 15

A process of associative signal learning, in which a natural occurring response is repeatedly paired with a neutral stimulus; as a result, the neutral stimulus will eventually trigger the response

Question 16

Valence

Answer 16

The emotional value associated with a stimulus

Question 17

Subliminal advertising

Answer 17

Advertising in which the brand logo or a picture of a product is (repeatedly) presented visually, at such brief exposure times that viewers are not capable of consciously reading or processing the brand name. The idea is that it will make the brand name more cognitively accessible.