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Consumer Behavior > Chapter 4 Flash cards > Flashcards

Chapter 4 Flash cards

1
Q

What is comprehension?

A

the way people understand things

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2
Q

What is signal theory?

A

explains ways in which communications convey meaning beyond the explicit or obvious interpretation

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3
Q

What is PMG?

A

price matching guarantee.

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4
Q

What is physical characteristics?

A

tangible elements or the parts of a message that can be sensed

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5
Q

What is golden section?

A

a preferred ratio of objects, equal to 1.62 to 1.00

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6
Q

what is message congruity?

A

extent to which a message is internally consistent and fits surrounding information

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7
Q

What is figure?

A

object that is intended to capture a person’s attention, the focal part of any message

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8
Q

what is ground?

A

background in a message

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9
Q

what is figure-ground distinction?

A

notion that each message can be separated into the focal point (figure) and the background (ground)

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10
Q

what is figurative language?

A

use of expressions that send a nonliteral meaning

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11
Q

what is expertise?

A

amount of knowledge that a source is perceived to have about a subject

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12
Q

what is trustworthiness

A

how honest and unbiased the source appears to be

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13
Q

what is credibility?

A

extent to which a source is considered to be both an expert in a given area and trustworthy

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14
Q

what is counterarguments?

A

thoughts that contradict a message

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15
Q

what is support arguements?

A

thoughts that further support a message

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16
Q

what is habituation?

A

process by which continuous exposure to a stimulus affects the comprehension of, and response to, the stimulus

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17
Q

what is adaption level?

A

level of a stimulus to which a consumer has become accustomed

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18
Q

what are expectation?

A

beliefs about what will happen in some future situation

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19
Q

what is brain dominance?

A

Some people tend to be either right brain– or left brain–dominant

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20
Q

what is metaphor?

A

in a consumer context, an ad claim that is not literally true but figuratively communicates a message

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21
Q

what is information intensity?

A

amount of information available for a consumer to process within a given environment

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22
Q

what is framing?

A

a phenomenon in which the meaning of something is influenced (perceived differently) by the information environment

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23
Q

what is prospect theory?

A

how an aruement is framed impacts how a customer will do risk assesments

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24
Q

what is priming?

A

cognitive process in which context or environment activates concepts and frames thoughts and therefore affects both value and meaning

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25
Q

what is Construal level?

A

whether or not we are thinking about something using a concrete or an abstract mindset

26
Q

what is memory?

A

process by which knowledge is recorded

27
Q

what is multiple store theory of memory?

A

theory that explains memory as utilizing three different storage areas within the human brain: sensory, workbench, and long-term

28
Q

What is sensory memory?

A

area in memory where a consumer stores things exposed to one fo the five senses

29
Q

what is iconic storage?

A

storage of visual information

30
Q

what is echoic storage?

A

storage of auditory information in sensory memory

31
Q

what is haptic perception?

A

interpretations created by the way some object feels

32
Q

what is work bench or working memory?

A

storage area in the memory system where information is stored while it is being processed and encoded for later recall

33
Q

what is encoding?

A

process by which information is transferred from workbench memory to long-term memory for permanent storage

34
Q

what is retrieval?

A

process by which information is transferred back into workbench memory for additional processing when needed

35
Q

what is repetition?

A

simple mechanism in which a thought is kept alive in short-term memory by mentally repeating the thought

36
Q

what is dual coding?

A

coding that occurs when two different senses are used to remember something

37
Q

what is meaningful encoding?

A

long-term memory is placed on the workbench and attached to the information on the workbench in a way that the information can be recalled and used later

38
Q

what is chunking?

A

process of grouping stimuli by meaning so that multiple stimuli can become one memory unit. Examples phone numbers.

39
Q

what is cognitive interference?

A

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

40
Q

what is a chunk

A

single memory unit

41
Q

what is response generation?

A

reconstruction of memory traces into a formed representation of what they are trying to remember or process

42
Q

what is long term memory?

A

repository for all information that a person has encountered

43
Q

what is semantic coding?

A

type of coding wherein stimuli are converted to meaning that can be expressed verbally

44
Q

what is memory trace?

A

mental path by which some thought becomes active

45
Q

what is spreading activation?

A

way cognitive activation spreads from one concept (or node) to another

46
Q

what is tag?

A

small piece of coded information that helps with the retrieval of knowledge

47
Q

what is rumination?

A

unintentional but recurrent memory of long-ago events that are spontaneously (not evoked by the environment) triggered

48
Q

what is nostaliga?

A

a yearning to relive the past that can produce lingering emotions

49
Q

what is elaboration?

A

extent to which a consumer continues processing a message even after an initial understanding is achieved

50
Q

what is personal elaboration?

A

process by which people imagine themselves somehow associating with a stimulus that is being processed

51
Q

what is associative network?

A

network of mental pathways linking knowledge within memory; sometimes referred to as a semantic network

52
Q

what is decrative knowledge?

A

cognitive components that represent facts

53
Q

what are nodes?

A

concepts found in an associative network

54
Q

what are paths?

A

representations of the association between nodes in an associative network

55
Q

what is schema?

A

a portion of an associative network that represents a specific entity and thereby provides it with meaning

56
Q

what is exemplar?

A

proposes that human memory assigns objects and ideas into broad categories and when confronted with a new object, the mind is able to place the new object into its appropriate category.

57
Q

what is prototype?

A

best or average exemplar of a category. For example, the prototypical bird is some kind of mental average of all the different kinds of birds of which a person has knowledge or with which a person has had experience.

58
Q

what is script?

A

schema representing an event

59
Q

what is episodic memory?

A

memory for past events in one’s life

60
Q

what is social schema?

A

Knowledge of how people behave in certain situations. Helps us know how to behave.

61
Q

what is social sterotype?

A

another word for social schema

62
Q

what is social identity?

A

the idea that one’s individual identity is defined in part by the social groups to which one belongs

Consumer Behavior (8 decks)

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