Exam 2 Flashcards
Electrodes to measure brain activity.
Can be used to measure different types of activity from different parts of the brain.
Easy to use, but not as precise as alternative methods.
EEGs (Electroencephalographs)
Measures blood flow to different regions of the brain.
When these regions “light up”, that tells us they are being activated in a given consideration or
judgment.
Because certain parts of the brain are associated with certain cognitive processes, we can see which processes are being activated in a task.
Functional Magnetic Resonance Imaging (fMRI)
Tracks the movement of a user’s eyes,
as well as their duration of viewing a
particular area to generate a
“heatmap.”
Eyetracking
The capacity to influence others [stemming] from the control over valuable resources and the ability to
administer rewards and punishments
Power
The extent to which an individual or group is respected or admired
by others
Status (specifically, social status)
When we make purchases to make up for our self-perceived
shortcomings.
Individuals who feel low status frequently make purchases which they feel will increase their felt status.
compensatory consumption
Consumers will make
impractical purchases to
signal economic power
conspicuous consumption
this type of behavior signals that you
have the status to ”afford” it, either monetarily or status wise
Red Sneaker Effect
Are consumers always
successful in their
signaling attempts?
No
Who can be in a
consumer’s reference
group?
Anyone
When we talk about people letting others influence their purchase behaviors, these “others” are their ___ ___
Reference group
These reference groups can be with
people with whom we don’t have actual
connections.
Parasocial relationship
Our visual attention can be
steered by what others
around us are looking at
gaze
People often also conform for the sake of fitting in.
Bandwaggon effect
___ in a CB context, is when consumers react negatively to threats to their autonomy.
Reactance
People tend to feel more observed than they actually are
This can lead consumers towards making purchase decisions under the incorrect assumption that everyone will notice them
Spotlight Effect
They found that when consumers enjoy experiences with close relationships (e.g., a significant other), they value togetherness relatively more than the actual experience quality.
Joint consumption
Does research find
that consumers make
similar choices in solo
versus joint
consumption?
No, joint leads to different consumption
Looking at those who we think are “better” than us on a given dimension
Upward social comparison
looking at those who we
think are “worse” than us on a given dimension)
Downward social comparison
The extent to which a culture values
individual achievement and self-reliance.
Individualism
The extent to which a culture values
communal success and cohesion
Collectivism
Informal communications directed at other consumers about the ownership, usage, or characteristics of particular goods and services, and their sellers.
Word of mouth
Consumers use WOM to signal
what type of person they are and,
more generally as an opportunity
to impress others.
Impression Management
Consumers use WOM to vent,
seek social support, and generally as a tool to feel good.
Emotional Regulation
Consumers use WOM to seek
advice and solve problems.
Information Acquisition
Consumers use WOM to feel
more socially included and
validate their existing views.
Social Bonding
Consumers use WOM as a
means of persuading others of
their viewpoints.
Persuasion
What tends to characterize content
that gets high WOM?
High arousal
Which types of goals does research show social media primarily cues?
Self-presentations goals
The extent to which you appreciate unusual and varied experiences
Openness to Experience
The extent to which you have discipline and impulse control.
Conscientiousness
The extent to which gain energy from the external world
Extraversion
The extent to which you value social cohesion and are optimistic about humanity.
Agreeableness
The extent to which you are likely to have strong negative emotions, like anxiety or anger.
Neuroticism
The extent to which a brand is seen as honest and down-to-earth.
Sincerity
The extent to which a brand is
seen as high-energy and imaginative.
Excitement
The extent to which a brand
is seen as reliable and trustworthy
Competence
The extent to which a brand is seen as luxurious and upper-class.
Sophistication
The extent to which a brand is seen as outdoorsy and tough
Ruggedness
- Sincerity
- Excitement
- Competence
- Sophistication
- Ruggedness
Brand personality traits
- Impression management
- Emotional regulation
- Information Acquisition
- Social bonding
- Persuasion
WOM traits
- Openness to Experience
- Conscientiousness
- Extraversion
- Agreeableness
- Neuroticism
Big 5 personality traits
The theory that we maintain a baseline level of happiness, and major negative and positive events only move us
away from that baseline for short bursts of time.
Hedonic adaptation
It’s controversial, but research looking at wealth and happiness seems to
find happiness continuously ___ with wealth.
Increasing
The extent to which you want to engage in high-effort cognitions.
Need for Cognition (NFC)
The extent to which a consumer believes material possessions
are an important source of happiness
Materialism
Motivation that comes from an
internal drive and anticipated personal rewards (or punishments).
Intrinsic motivation
Motivation that comes from the potential for an external reward (or punishment).
Extrinsic motivation
____ is the notion that exposure to a stimulus can trigger a reaction without our intending or knowing.
Priming
There is emerging research on
___ that is worth mentioning.
____ are what they sound like,
situations where we an event occurs,
without interruption, a notable
amount of times
Streaks
___ try to get the absolute best they can out of their goal pursuits
Maximizers
___ go for “good enough.”
Satisficers
The closer we get to completing a goal, the more motivated we are to make progress.
Goal-Gradient Hypothesis
Consumers that fall under this segment tend to engage in consistently eco-friendly consumption across purchase choices.
Green consumption
Because of these
____ ____,
consumers will sometimes
overuse eco-friendly products,
believing them to be less
effective.
compensatory inferences
A commonly proposed reason consumers engage in
prosocial behaviors is the “___ ___” it offers
Warm glow
The ___ ___ ___ is the observation that
people are more willing to single, identifiable victims, rather than larger, ambiguous groups
Identifiable Victim Effect
This refers to people believing they have earned the right to engage in immoral behaviors, since they have previously engaged in moral ones
Moral licensing
The lay belief that people get what
they deserve
This is not entirely selfish though, it is proposed that this belief stems from a need to believe the world is a fair and balanced place.
Just world hypothesis
Frequent observation that people have stronger stated preferences for privacy than revealed preferences.
The privacy paradox
A distaste for algorithms relative to human alternatives
Algorithm aversion
The tendency for an investor to
biasedly prefer domestic to international investments.
Home bias
