Consumer Behavior Exam #2 Flashcards
What is assimilation?
When the stimulus fits into our categorization or schemas with little or no trouble.
Ex. “Oh, it’s an MP3 player”
What is contrast?
When something truly doesn’t fit with our current schema. Often we regret it because it’s usually “too far out there”
What is accommodation?
When the stimulus doesn’t fit very well, so we have to modify our schema to make it fit
What is absolute threshold?
Minimum amount of stimulation that can be detected
What is differential threshold?
Minimum amount of change or difference between two stimuli that a person can detect
What is JND?
Just noticeable difference
Weber’s Law?
The stronger the initial thing is, the larger the JND
What are the four sensory thresholds?
Absolute, Differential, JND, and Weber’s Law
What is gestalt psychology?
We see things as a whole, not as a collection of parts
Methods for gaining attention are:
Involuntary Attention and Orientation Relfex
Two factory theory on ad wear out?
Learning and Boredom/annoyance
What is semiotics?
The studying of signs and symbols
ex. Backgrounds, scenery setting
What are switching costs?
The consumers cost to switch brands
What is complaining behavior?
When a consumer actively seeks out someone to talk to about their negative experience with a marketer
What is Maslow’s hierarchy of needs?
describes consumers as addressing a finite set of prioritized needs
Share of wallet?
the percentage of the customer’s entire budget spent on that type of product that goes to one particular retailer or brandv
Types of involvements:
Product: Fashion market Shopping: Involved shoppers look for deals Situational: Temporary involvement Enduring: Continuing interest Emotional: Emotions
Approach-Approach Conflict is what?
Choice between two or more desirable alternatives
Approach-Avoidance conflict is what?
desired product has negative consequences
Avoidance-Avoidance conflict is what?
choice between two undesirable alternatives
What is Emotional Intelligence?
Ability to remain positive in a negative situation
What is Emotional Expressiveness?
Outward display of emotion
What is Emotional Involvement?
The level of emotional response a consumer has when involved in some consumption activity
What is classical conditioning?
a change in behavior that occurs simply through associating some stimulus with another stimulus that causes a reaction
What is conditioned stimulus?
Object or event that does not cause the desired response
What are the three kinds of memory storage?
- Sensory
- Short Term
- Long Term
Sensory Memory:
Capacity & Duration
Types of Info Stored
Iconic - Visual
Echoic - Auditory
1 - 3 seconds
Short Term Memory:
Capacity & Duration
Types of Info Stored
7 +/- 2 chunks on information
less than 20 seconds
Long Term Memory:
Capacity & Duration
Types of Info Stored
Unlimited Capacity
Permanent
Retrieval is the challenge, no storage
What is the Starch Test?
A paid service measuring recall and recognition of print ads
What is the two factor theory of ad wearout?
When ads are run two much or too long and consumers adapt to seeing it and no longer catch their attention
What does CS stand for?
Conditioned stimulus (neutral)
What does UCS stand for?
Unconditional Stimulus (no training, already there)
What are the 5 stages to the processing model? In order!
Exposure -> Attention -> Comprehension -> Acceptance -> Retention
Every Asshole Can Accept Rimming
What is share of visits?
percentage of a customer’s total visits to that type of retailer (or purchases of that type of product) are given to a particular retailer (marketer)
