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Fall 2013 > Consumer Behavior Exam #2 > Flashcards

Consumer Behavior Exam #2 Flashcards

1
Q

What is assimilation?

A

When the stimulus fits into our categorization or schemas with little or no trouble.

Ex. “Oh, it’s an MP3 player”

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2
Q

What is contrast?

A

When something truly doesn’t fit with our current schema. Often we regret it because it’s usually “too far out there”

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3
Q

What is accommodation?

A

When the stimulus doesn’t fit very well, so we have to modify our schema to make it fit

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4
Q

What is absolute threshold?

A

Minimum amount of stimulation that can be detected

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5
Q

What is differential threshold?

A

Minimum amount of change or difference between two stimuli that a person can detect

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6
Q

What is JND?

A

Just noticeable difference

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7
Q

Weber’s Law?

A

The stronger the initial thing is, the larger the JND

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8
Q

What are the four sensory thresholds?

A

Absolute, Differential, JND, and Weber’s Law

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9
Q

What is gestalt psychology?

A

We see things as a whole, not as a collection of parts

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10
Q

Methods for gaining attention are:

A

Involuntary Attention and Orientation Relfex

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11
Q

Two factory theory on ad wear out?

A

Learning and Boredom/annoyance

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12
Q

What is semiotics?

A

The studying of signs and symbols

ex. Backgrounds, scenery setting

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13
Q

What are switching costs?

A

The consumers cost to switch brands

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14
Q

What is complaining behavior?

A

When a consumer actively seeks out someone to talk to about their negative experience with a marketer

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15
Q

What is Maslow’s hierarchy of needs?

A

describes consumers as addressing a finite set of prioritized needs

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16
Q

Share of wallet?

A

the percentage of the customer’s entire budget spent on that type of product that goes to one particular retailer or brandv

17
Q

Types of involvements:

A 
Product: Fashion market
Shopping: Involved shoppers look for deals
Situational: Temporary involvement
Enduring: Continuing interest
Emotional: Emotions
18
Q

Approach-Approach Conflict is what?

A

Choice between two or more desirable alternatives

19
Q

Approach-Avoidance conflict is what?

A

desired product has negative consequences

20
Q

Avoidance-Avoidance conflict is what?

A

choice between two undesirable alternatives

21
Q

What is Emotional Intelligence?

A

Ability to remain positive in a negative situation

22
Q

What is Emotional Expressiveness?

A

Outward display of emotion

23
Q

What is Emotional Involvement?

A

The level of emotional response a consumer has when involved in some consumption activity

24
Q

What is classical conditioning?

A

a change in behavior that occurs simply through associating some stimulus with another stimulus that causes a reaction

25
Q

What is conditioned stimulus?

A

Object or event that does not cause the desired response

26
Q

What are the three kinds of memory storage?

A
  1. Sensory
  2. Short Term
  3. Long Term
27
Q

Sensory Memory:
Capacity & Duration
Types of Info Stored

A

Iconic - Visual
Echoic - Auditory
1 - 3 seconds

28
Q

Short Term Memory:
Capacity & Duration
Types of Info Stored

A

7 +/- 2 chunks on information

less than 20 seconds

29
Q

Long Term Memory:
Capacity & Duration
Types of Info Stored

A

Unlimited Capacity
Permanent
Retrieval is the challenge, no storage

30
Q

What is the Starch Test?

A

A paid service measuring recall and recognition of print ads

31
Q

What is the two factor theory of ad wearout?

A

When ads are run two much or too long and consumers adapt to seeing it and no longer catch their attention

32
Q

What does CS stand for?

A

Conditioned stimulus (neutral)

33
Q

What does UCS stand for?

A

Unconditional Stimulus (no training, already there)

34
Q

What are the 5 stages to the processing model? In order!

A

Exposure -> Attention -> Comprehension -> Acceptance -> Retention

Every Asshole Can Accept Rimming

35
Q

What is share of visits?

A

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)

Fall 2013 (7 decks)

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