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Consumer Behavior > Chapter 4- Memory and knowledge > Flashcards

Chapter 4- Memory and knowledge Flashcards

1
Q

Consumer memory

A

persistence of learning over time

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2
Q

Sensory memory

A

input from five senses stored temporarily in memory

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3
Q

Working memory

A

incoming info is interpreted with existing knowledge and kept available for processing

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4
Q

Long term emory

A

info is permanently stored

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5
Q

episodic memory

A

knowledge we have about ourselves

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6
Q

semantic memory

A

General knowledge about an entity

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7
Q

Explicit memory

A

remembering something on purpose

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8
Q

implicit memory

A

remembering something not on purpose

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9
Q

recognition

A

identifying if stimuli has been encountered before

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10
Q

recall

A

retrieving info without hints

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11
Q

elaboration

A

transferring memory into long-term memory

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12
Q

Chunking

A

bits of info into large

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13
Q

Rehearsal

A

Hints

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14
Q

Schema

A

Set of associations linked to a concept

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15
Q

spreading of activation

A

retrieving one concept leads to retrieve of others

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16
Q

Priming

A

increased sensitivity to certain concepts due to implicit memory

17
Q

Brand image

A

schema that captures what a brand stands for and how it is viewed

18
Q

Brand personality

A

schema that lead to brand personality

19
Q

Script

A

schema: knowledge of a sequence of actions

20
Q

Brand extension

A

brand name on different product

21
Q

Taxonomic category

A

classification of group of objects: hierarchy

22
Q

prototype

A

best example of a category representation: Ex. Amusement park- disney

23
Q

prototypicality

A

object is representative of its category

24
Q

Goal derived category

A

Things viewed as belonging in same category because they serve same goals

25
Q

construal level theory

A

abstract thoughts on concepts on how it directs behavior

26
Q

Decay

A

weakening of memory strength over time

27
Q

Interference

A

strength of memory deteriorates over time because of competing memories

28
Q

Primary and recency effect

A

better at recalling info that comes first or last in a sequence

Consumer Behavior (6 decks)

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