Consumer - Black Box

Question 1

What are the components of the Black Box?

Answer 1

• Perceptions
• Existing Attitudes and Beliefs
• Motivation or underlying needs
• Decision-Making Process
• Emotions

Question 2

What is the Construal Level Theory תיאוריית רמת ההבניה

Answer 2

A theory dealing with how decisions are made; distant events (like a vacation in two years) are thought of abstractly, whereas closer events (like a vacation next week) are considered more practically. The same applies to geographically distant versus nearby trips.

Question 3

What are the two main components of Russel’s Model of Affect?

Answer 3

1. Valence (Pleasant-Unpleasant) - This dimension represents the positivity or negativity of an emotion.
2. Arousal (High-Low) - This dimension measures the intensity or activation level of an emotion.

Question 4

What are the main variations in Internal Responses?

Answer 4

• Personality Traits
• Moods
• Expectations Match:
• Purpose of Being in the Service Environment
• Human/Technological Service

Question 5

What is the definition of Behavior in a consumer context?

Answer 5

The behavior is the observable action that results from the processing of the stimulus within the “black box.” This could be a purchase decision, the choice to ignore the stimulus, or any other consumer action.

Question 6

What are some examples of consumer behavior (response)?

Answer 6

• Deciding to buy the new smartphone after seeing the ad, visiting the restaurant recommended by a friend, ignoring the discount offer because it doesn’t seem appealing.

Question 7

what is the general model of consumer behavior?

Answer 7

Stimulus –> Response (product use, purchase, word of mouth, complaints)

Question 8

What is Marketing Stimulus

Answer 8

Sometimes lowering a product’s price leads to fewer purchases as consumers suspect something is wrong with it, or raising the price results in increased sales as it suggests higher quality. The consumer is in the middle between the stimulus and the response.

Question 9

What is the Perception Process?

Answer 9

Stimuli
Sensory Receptors (Five Senses)
Exposure
Attention
Interpretation

Question 10

Exposure - What is the Sensory Threshold?

Answer 10

The perception range—absolute threshold is the minimum stimulus intensity needed to create a sensation. The absolute threshold is a personal trait, like a billboard in the desert. The denser the environment, the harder it is to notice stimuli

Question 11

Exposure - What is Difference Threshold?

Answer 11

The minimum change in stimulus intensity a person can detect. If you don’t want the customer to notice, reduce the stimulus below the difference threshold.

Question 12

Exposure - What is Weber’s Law?

Answer 12

Weber’s Law law states that the smallest detectable difference between two stimuli is proportional to the magnitude of the original stimulus. In simpler terms, the larger the initial stimulus, the greater the change needed for a consumer to notice the difference.

Question 13

What is Attention? (Perception Process)

Answer 13

The ability to select from the sea of stimuli surrounding us those on which to focus our attention, and those to ignore.

Question 14

Attention - What are some examples of Voluntary Attention?

Answer 14

A unit of recognition. For example, a lecturer in a noisy classroom wanting to quiet the room by saying “on the exam…” gets everyone’s attention. Or, in a noisy building, the word “bomb” catches attention. For instance, if you want to wake someone, you call them by name. Our name is our unit of recognition.

Question 15

Attention - What is involuntary attention?

Answer 15

Attention driven by external factors, enforced by the characteristics of the stimulus: prominence, contrast, size, colors, location.

Question 16

Interpretation (Preception Process) - Describe Key Term

Answer 16

The same stimulus can be perceived differently, depending on our experiences, culture, background, age, gender, mood, etc.

Question 17

Interpretation - what is Gestalt Psychology?

Answer 17

It’s a European approach contrasting the American approach of examining components. But even Americans in marketing understand the whole is the sum of its parts.

Question 18

Interpretation - how do predispositions affect perception?

Answer 18

If a brand is known to you, your interpretation is positive. The influence of a brand name on perceptions is enormous. For example, if you buy a generic product from a company and later find out it’s from a well-known brand, your satisfaction will increase. Marketing can manipulate brand reputation to increase sales.

Question 19

Learning - what are the 4 main approached to learning?

Answer 19

Behavioral
Mediating (Social)
Gamification
Cognitive

Question 20

Learning - what is conditioning?

Answer 20

A behavioral approach to learning. learning identifies an existing reflex and builds upon it through the process of pairing. (Pavlov)

Question 21

Learning - What is differentiation?

Answer 21

In classical conditioning (behavioral learning), stimulus meanings can be transferred to similar stimuli. This is why companies fight against imitation—similar logos, colors, or names may lead the consumer to assume they are the same product

Question 22

Learning (Behavioral Approach) What is the difference between Positive and Negative Reinforcement and Punishment?

Answer 22

• Positive Reinforcement: A reinforcement perceived positively after certain behavior, increasing the likelihood of that behavior occurring under similar circumstances
• Negative Reinforcement: Negative reinforcement is not punishment but rather the cessation of an unpleasant event.
• Punishment This reduces the frequency of a response, such as avoiding a restaurant after a bad meal.

Question 23

Learning - What is the Mediating Approach?

Answer 23

Social learning.
For example, Mexican infants aren’t born liking spicy food, but they get used to it. It is called “mediating” because learning occurs through parents, teachers, etc.

Question 24

What are the three types of the Meditaing (Social) approach to learning?

Answer 24

• Observation and Imitation: For instance, McDonald’s hired actors to clear their trays at the end of a meal, teaching others to do the same.
• Model Behavior: Can induce new behaviors or increase the frequency of existing ones
• Extinguishing Undesirable Behaviors: Model behavior can also eliminate unwanted behaviors.

Question 25

What is gamification as a learning approach?

Answer 25

Through play, a person learns certain behaviors. A reward system is integral.

Question 25

Learning - what are the key elements of gamification?

Answer 25

• A dynamic digital environment.
• Provides short- and long-term goals
• Quick and frequent feedback.
• Rewards for most or all efforts (points systems, leaderboards, virtual goods, small incentives)
• Encouragement of competition and comparison with others.
• Gaining status within a community

Question 26

Learning - Cognitive Approach - what is it?

Answer 26

Cognitive processing is the process of information processing, understanding, and drawing conclusions. For example, due to the pandemic, we haven’t traveled abroad for three years (the current situation), but the desired situation is to travel.

Question 27

Learning - Cognitive Approach - what are examples of low and high involvement in a product?

Answer 27

• Low Involvement in a Product: If there is low involvement, the process is short - when buying bottled water, consumers rely on memory, advertisements, or recommendations from friends, rather than deep decision-making processes.
• High Involvement in a Product: When the consumer is highly involved, the consumer undergoes thorough research, comparison, and market analysis, as seen when buying a computer, car, or home.

Question 28

Memory - What are the Stages?

Answer 28

External Input
Encoding
Storage/Information Retention
Retrieval
Stimulus Processing (Exposure, Attention, Interpretation) -Encoded in Memory

Question 29

What are the elements of Memory Storage?

Answer 29

• Semantic Network: Most of our information is stored in semantic networks, with terms related to each other.
• Schema: A system of beliefs, encompassing all associations related to a concept.
• Density: The number of branches from each node, indicating the richness of meanings. This concept signifies deep cognitive processing that increases access paths to the concept, enhancing its recall.
• Dynamism in the Semantic Network: The number, scope, and connections of concepts can change: new concepts, increasing the number of concepts, strengthening existing connections, canceling existing ones.
• Script Memory: Operates on the sequence of actions.
• Episodic Memory: Encodes sequences of semantic objects that appeared in the past, either with or without causal connection.