Exam 2 Flashcards
What is learning in general
A permanent change caused by experience
What is learning in consumer behavior?
The process when individuals acquire purchase knowledge that is applied to future related behavior
Stimulus response from external events
Behavioral Learning
Learning by analyzing
Cognitive learning
Repetition and Association (paired things)
Classical Conditioning
Who studied classical conditioning and using what?
Ivan Pavlov and used dogs
Something that triggers naturally (smell of food)
Unconditioned stimulus
Naturally occurring (dog salivation)
Unconditioned response
Natural stimulus but after being presented with unconditioned stimulus and now provokes similar response
Conditioned stimulus
The new response to formerly natural stimulus
Conditioned response
A bell paired with food over and over = salivation
Conditioned response
Who made a white rat fearful?
John B Watson
The tendency to respond to things that resemble things already conditioned and know
Stim Generalization
Berries having similar appearance is an example of
Stim generalization
Look alike products use
Stim Generalization
To respond differently to stimuli that are similar but not identical (we respond to the original and not other stimuli)
Stim discrimination
Do songs in ads use classical conditioning?
Yes
To learn to perform behaviors that produce proactive outcomes and avoid those that produce negative
Instrumental or Operant conditioning
Who practiced Instrumental/Operant Conditioning and with what?
BF Skinner with Rats
3 Steps to Memory
- Encoding 2. Storage 3. Recall/Retrieval
What we store with any of our 5 senses and is very short (1/4-1 seconds)
Sensory memory
Uses visual stimuli for a few hundred milliseconds
Iconic memory
Stores sound stimuli (unique 2-4 seconds)
Echoic memory
Type of memory that has unlimited capacity but very limited duration
Sensory memory
Type of memory with limited capacity and limited duration (18-30 sec)
Short Term Memory
Process of transferring into long term memory
Encoding
Process of transferring info back into working memory for additional processing
Retrieval
Average person remembers 7 items at a time (+/- 2) in short term memory
Miller’s law
Life time memory with unlimited capacity and duration
Long Term memory
Information you have to consistently try to remember
Explicit memory
What brand of smartphone did you see on TV last night is an example of what type of long term memory
Explicit Memory
Personal memory is also called
Eposodic Memory
General info memory is called
Semantic memory
Easy aspect of memory (multiple choice)
Recognition
Hard aspect of memory (essay, fill in the blank)
Recall
Unconscious memory (riding a bike)
Implicit memory
Long term memory organization- beliefs and attitudes
Cognitive structure
Long term memory organization- the network of natural pathways linking knowledge with memory
Associative network
What are nodes?
Concepts, feelings, events
What is a path?
Shows association between nodes
Clues or retrieval clues enhance memory (T/F)
True
Memories that are lost over time are called
Decay
Memories are lost because we get new acquired memories is called
Interference
Recent info gets in the way of trying to recall older info
Retroactive interference
School is an example of what type of interference
Retroactive interference
Old info gets in the way of trying to recall new info
Proactive interference
What is the weakest form of learning?
Repetition
When 2 senses are used to recognize a message
Dual Coding
What is it called when new info is better remembered when it is linked with what is already known
Meaningful endcoding
Effect when stimuli stand out making it easier to recall (isolation effect)
Von Restaff Effect
When we remember interrupted or incomplete tasks more easily than completed tasks (cliffhangers)
Zeigarnik Effect
Advertising type of when name of company is not showed until the end
Mystery Advertising
3 drivers of motivation
Homeostasis, needs, goals
The drive theory is…
Biological (hunger, heat…)
The expectancy theory is…
Cognitive
The behavior of people when they know they are being studied is called
The Hawthorne effect
The 5 tier hierarchy of needs
Maslow’s hierarchy of needs
Need 1 in hierarchy
Physiological (air, water, food)
Need 2 in hierarchy
Safety
Need 3 in hierarchy
Love
Need 4 in hierarchy
Esteem needs
Need 5 in hierarchy
Self actualization
Percentage of people that reach self
Actualization
2%
Added needs?
Cognitive, aesthetic, and transcendence (CAT)
With added needs self actualization is what number
7
Knowledge and need for meaning is what need
Cognitive
Appreciation and search for beauty is what need
Aesthetic
The service for other is what need
Transcendence
Issues with needs are…
Restrictive, the order can vary, intensity and the level of satisfaction can vary
Functional need
Utilitarian need
Emotionally satisfying need
Hedonic need
Consuming food for pleasure is called
Hedonic hunger
Known and freely admitted motive
Manifest motive
Unknown and reluctant to admit motive
Latent motive
Conflicting motives- 2 desirable options
Approach-approach conflict
Conflicting motives- one object is desirable and undesirable
Approach-avoidance conflict
Conflicting motives- due undesirable options
Avoidance-avoidance conflict
Conflicting motives- each has desirable and undesirable options
Double/multiple approach-avoidance conflict
Conflicting motives- ex choosing between 3 good universities
Double/multiple approach-avoidance conflict
Recording of body/facial reactions and physiological responses type of measure of emotion
Autonomic measures
Verbal rating and picture matching is what type of measure of emotion
Self report measure
Emotional display by one person influences others
Emotional contagion
Consumers feeling uneasy buying things others have touched
Product contagion
To strengthen behavior
Reinforcement
To weaken behavior
Punishment
Add pleasant stimulus to encourage behavior and give example
Positive reinforcement (loyalty programs)
Remove unpleasant stimulus to encourage behavior and give example
Negative reinforcement (min purchase to qualify for free shipping)
Add unpleasent stimulus to deter behavior and give example
Positive punishment (extra hw for being late to class)
Removing pleasant stimulus to deter behavior and give ex
Negative punishment (taking away break for bad behavior)
Positive =
To add Stim
Negative =
To remove Stim
Attitudes are
Learned, can’t be studied, and consistent
ABC model of attitude
Affect (feelings), Behavior, Cognitions (beliefs)
The attitude object serves utility
Utilitarian function
The attitude object expresses our values
Value expression function
Protects our egos and develops attitudes to enhance self image
Ego defensive function
The attitude that gives us the confort of knowing (to like iPhones cause I know how they work)
Knowledge function
The attempt to change an attitude
Persuasion
ELM- Elaboration likelihood model uses what 2 routes
Central and peripheral routes
Route that uses content
Central route
Route that uses non product related information (context)
Peripheral route
Hierarchy effects theory is made of what three stages
Cognitive, affective, and behavioral
2 steps of Cognitive stage
Awareness and knowledge
2 steps of Affective stage
Liking and Preference
2 steps of behavioral stage
Conviction and purchase
Indirectly compares against competitor
Indirect comparative advertising
Directly compares against competitor
Direct comparative advertising
Does it make sense to do comparative advertising as market leader
No
Info is best remembered at beginning or end of list or ad
Serial position effect
People remember more at beginning of list
Primacy effect
People remember more at end of list
Recency effect
Effect that says attractiveness makes people seem better at everything
Halo effect
Effect that makes a single negative effect make people seem poor in other aspects
Horn effect
Jealousy effect (positives of others make us feel negative towards them)
Reverse horn effect
Theory of influence on unconscious mind
Physchodynamic theory
Theory of genetics and experience
Trait theory
Signing Freud 3 parts
ID, Ego, Superego
ID is…
Devil, temptation, pleasure
Ego is…
The ref
Superego is…
The angel and virtue
Defense mechanisms- justify non logical purchases
Rationalization
Defense mechanisms- project/blame negative feelings on others
Projection
Defense mechanisms- frustration when insecure
Aggression
Defense mechanisms- to repress negative emotions
Repression
Defense mechanisms- to retreat from problems by pulling away emotionally or physically
Withdrawal
Defense mechanisms- to revert to childhood behaviors to cope with stress or anxiety
Regression
Who says all humans have collective unconscious through universal experiences
Carl Jung
The concept of Introversion and extroversion is studied by…
Carl Jung
Measure of characteristics that define a person is called
Trait theory
The study of what we share with others
Nomothetic perspective
The study of what makes us unique
Idiographic perspective
When people are open and embrace new products
Innovativeness
The belief people have of themselves is called (Carl Rodgers)
Self concept theory
Belief person holds of themselves
Self image
Value of worth of ourselves
Self esteem
What we want to become
Ideal self
