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Consumer Behavior > Chapter 9 > Flashcards

Chapter 9 Flashcards

1
Q

Accessibility

A

the likelihood and ease with which information can be recalled from Long Term Memory LTM

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2
Q

Advertising wear out

A

too much repetition can cause consumers to actively shut out the message evaluate it negatively or disregard it

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3
Q

Analogical reasoning

A

an inference process that allows consumers to use an existing knowledge base to understand a new situation or object. Individuals use thinking to restructure and recombine existing and new information to form new associations and concepts

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4
Q

Analytical reasoning

A

most complex form of cognitive learning, ability to look at information be it qualitative or quantitative in nature and discern patterns within the information

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5
Q

Brand equity

A

the value consumers assign to a brand above and beyond the functional characteristics of the product

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6
Q

Brand image

A

the schematic memory of a brand. It contains the target market’s interpretation of the product’s attributes, benefits, usage situations, users and manufacturer/ market characteristics. It is what people think of and feel when they hear or see the brand name

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7
Q

Brand leverage

A

family branding, brand extension or umbrella branding refers to marketers capitalize on brand equity by using an existing brand name for new products

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8
Q

Classical conditioning

A

the process of using an established relationship between one stimulus and response to bring about the learning of the same response to a different stimulus.

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9
Q

Cognitive learning

A

encompasses all the mental activities of humans as they work to solve problem or cope with situations

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10
Q

Concepts

A

are abstractions of reality that capture the meaning of an item in terms of other concepts

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11
Q

Conditioning

A

a set or procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned

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12
Q

Elaborative activities

A

the use of previously stored experience, values, attitudes, beliefs, and feeling to interpret and evaluate information in working memory as well as to add relevant previously stored information

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13
Q

Episodic memory

A

the memory of sequence of event in which a person participated

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14
Q

Explicit memory

A

conscious recollection of an exposure event

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15
Q

Extinction

A

forgetting, the desired response decays or dies out if learning is not repeated and reinforced

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16
Q

Flashbulb memory

A

acute memory for the circumstances surrounding a surprising and novel event

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17
Q

High-involvement learning

A

the consumer is motivated to process or learn the material

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18
Q

Iconic rote learning

A

learning a concept or the association between two or more concepts in the absence of conditioning

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19
Q

Imagery

A

involve concrete sensory representation of ideas, feelings and object. It permits a direct recovery of aspects of past experience. Involves the recall and mental manipulation of sensory images, including sight, smell, taste and tactile touch sensation

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20
Q

Implicit memory

A

the nonconscious retrieval of previously encountered stimuli

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21
Q

Involvement learning

A

consumer has little or no motivation to process or learn the material

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22
Q

Learning

A

any change in the content or organization of long-term memory or behavior and is the result of information processing

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23
Q

Long-term memory (LTM)

A

is that portion of the total memory devoted to permanent information storage

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24
Q

Low-involvement learning

A

situation is one in which the consumer has little or no motivation to process or learn the material

25
Q

Maintenance rehearsal

A

the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long term memory

26
Q

Memory interference

A

have difficulty retrieving a specific piece of information because other related information in memory gets in the way

27
Q

Modeling

A

a person observe the behavior of another and then imitates that behavior

28
Q

Operant conditioning

A

or instrumental learning involves rewarding desirable behavior that serves to reinforce the behavior. A response that is reinforced is more likely to be repeated when the same or similar situation arises in the future

29
Q

Perceptual mapping

A

useful technique for measuring and developing product’s positions. Takes consumer’s perception of how similar various brand or products are to each other and relates these perception to product attributes.

30
Q

Product positioning

A

decisions by marketers to try to achieve a defined brand image relative to competition within a market segment

31
Q

Product repositioning

A

a deliberate decisions to significantly alter the way the market views a product

32
Q

Pulsing

A

a regular cycle of advertising in which a product is advertised a lot, then not advertised at all then advertised a lot again.

33
Q

Punishment

A

it is any consequence that decreases the likelihood that a given response will be repeated in the future

34
Q

Reinforcement

A

anything that increases the likelihood that a given response will be repeated in the future

35
Q

Retrieval failure

A

forgetting, information that is available in the Long Term Memory (LTM) cannot be accessed. Cannot be retrieved from Long Term Memory LTM into Short Term Memory STM

36
Q

Schema

A

Knowledge structure, pattern or thought or behavior that organize categories of information and the relationship among them

37
Q

Script

A

memory of how an action sequence should occur

38
Q

Self-referencing

A

consumers are relating brand information to themselves

39
Q

Semantic memory

A

basic knowledge and feeling an individual has about a concept

40
Q

Shaping

A

process of encouraging partial responses leading to the final desired response

41
Q

Short-term memory (STM)

A

working memory it that portion of total memory that is currently activated or in use

42
Q

Stimulus discrimination

A

or differentiation refers to the process of learning to respond differently to similar but distinct stimuli

43
Q

Stimulus generalization

A

rub-off effect occurs when a response to one stimulus is elicited by a similar but distinct stimulus

44
Q

Vicarious learning

A

learning that allows individuals to learn from the experience of others. Behaviors are learned by watching the outcomes of other’s behavior or by imagining the outcome of a potential behavior

45
Q

Information processing

A

a series of activities by which stimuli are perceived, transformed into information and stored

46
Q

Chunking

A

organizing individual items into group of related items that can be processed as a single unit Can greatly aid in the transfer and recall of information from memory

47
Q

Vivid

A

they are relatively concrete representation of reality rather than an abstract

48
Q

Nodes

A

concepts, events and feelings are stored within memory

49
Q

Associative links

A

connect various concepts to from the complete meaning assigned to an item

50
Q

Evoke set

A

Brands in the schematic memory that come to mind are recalled for a specific problem or situation

51
Q

Top-of-mind awareness

A

refers to a brand or specific product being firs tin customers mind when thinking of a particular industry or category

52
Q

Spillover

A

scandals don’t always hurt just the scandalized brand can damage competitors in that industry especially similar competitors.

53
Q

Corrective advertising

A

a government requirement that firms remove inaccurate learning caused by past advertising

54
Q

Importance

A

refers to the value that consumer place on the information to be learned.

55
Q

Positive reinforcement

A

is a pleasant or desired consequence

56
Q

Negative reinforcement

A

involve the removal or the avoidance of an unpleasant consequence

57
Q

Echoic memory

A

memory of sound, including words in another memory mode that appears to have characteristics distinct from visual and verbal memory.

58
Q

recency planning

A

involves trying to plan advertising exposures so that they occur as close in time to a consumer purchase as possible.

59
Q

Brand equity

A

the ability to benefit from a brand image

Consumer Behavior (20 decks)

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