Exam 2 Flashcards
A temporary increase in the ease with which ideas can be retrieved from memory information that is easy to retrieve often seems more relevant, familiar, accurate or valid
Priming effect- Products encountered frequently or recently are those products that become more favorable
The idea that there are two styles of thinking has had a profound effect on the research on judgment, decision-making, attention, reasoning and persuasion theoretical frameworks that describe the two styles of thinking
Dual process models
Mental processes that occur without awareness or attention, but nevertheless influence judgments, feelings, goals and behaviors
Automatic information processing (consumers do many things without their conscious awareness Ex: stockings)
Suggest that the unconscious mind can be trained to perform routine mental activities
Adaptive unconscious
More accurate for questions with subject of answers and are also more accurate when consumers have a lot of practice forming these and princes been when they receive a good deal or accurate feedback about the quality of their inferences
Thinslice references
When consumers are where they’re searching for information stored in their memory and or when they intend to do so
Explicit memory
When memory is used as a tool without awareness or intention
Implicit memory
Theories or assumptions about how the world works
Naïve theories
Presenting priming stimuli below the level of conscious awareness, can also influence consumer judgment and choice
Subliminal priming
A procedure for measuring sensitive believes, including those held without awareness or attention
The implicit Association test (IAT)
Implicit and explicit attitudes (google)
As familiarity increases a brand-name seems more famous, liking for the brand increases, judgments about the brand or help with greater confidence, and product claims seem to be more likely true
Truth effect
The best time to break a bad habit is when the context changes like when a person moves to a new apartment or a new house or when a person starts a new job
Habit theory
Behavioral intentions to perform specific actions at specific time and places
Implementation intentions
The driving force that moves or inside supposed to act and is the underlying basis of all behavior
Motivation
Affect a person’s feelings mood or arousal
Emotions
Physical changes in the body
Arousal
The degree or amount of tension influences the urgency with which actions are taken to return to the desired goal state
Drive
Movement toward a desired object or outcome
Approach
Movement away from an undesired object or outcome
Avoidance
People have several basics physiological needs such as for food, water,, Air
Drive theory
Distinguishes between Intrinsic motivation an extra motivation
Maslow’s hierarchy of needs
The desire to pursue an activity or goal for its own sake
Intrinsic motivation
The desire to put pursue an activity or goal in order to receive a reward such as money or praise
Extrinsic motivation
Information and facts are useful for changing attitudes
Knowledge function
Image of heels are useful for changing attitudes
Value expression function
Authority and fear appeals are useful for changing the attitude that serve the
Ego Defensive function
Pain or pleasure appeals are useful for changing the attitudes that serve the
Adjustment function
Suggest that consumers regulate or control their behavior by using a promotion focus or prevention focus
Focus theory
Concerned with the presence or absence of positive outcomes and with aspirations and Accomplishment
Promotion focus
Concerned with the presence or absence of a negative outcomes and with protection and responsibilities
Prevention focus
Consumers strive for consonance or consistency between a specific behavior and an attitude related to that behavior
Cognitive dissonance theory
Positive affect
Positive mood
Products customers use to enjoy positive experiences
Hedonic products
Ask customers use to solve a problem
Instrumental products
Attributes that can be judged or rated simply by examining a product without necessarily buying it
Search attributes
Attributes that can be judged or rated only by using the product
Experience attributes
A special type of experience attributes that can be judged or rated only after extended use
Creedence attributes
Based on direct experience with a product or what we see with our own eyes or here with our own ears
Descriptive believes
Based on indirect experience or on what other people tell us
Informational believes
Believes that go beyond the information given consumers often draw their own conclusions or an for believes about attributes and benefits based on both direct and indirect experience
Inferential beliefs
Evaluated judgments or ratings on how good or bad common favorable or unfavorable, or pleasant or unpleasant consumers find a particular person place outlet website or issue
Attitudes
Developed a theory suggesting that attitudes can be based on cognition, affect, and behavior
Zanna and rempel
A shift in judgment of the target toward the reference point
Assimilation affect
A shift in judgment of the target away from the reference point
Contrast effect
When information is excluded from the representation of the target
Subtraction bass contrast effect
Information is included in the representation of the reference point of the favorable information excluded from the representation of the target increases less favorable judgment of the target are formed
Comparison based contrast effect
One of the most important determinants of the amount of thinking or the personal relevance and importance of an issue or a situation.
Involvement
Alternative gambles can be ranked from best to worst in terms of expected value
Dominance principle
Stages of gamble. Should cancel out if they are identical for 2 gambles
Cancellation.
Just that when consumers suspect I’ll tear your motive’s on the part of markers they attempt to resist the markers persuasion attempts
Persuasion knowledge model
Carried out automatically with little conscious effort frequently Purchased,low cost products such as chewing gum and milk
Routine choice
Involves limited information search in the liberation consumers are not motivated to evaluate each alternative so that you simple decision rule rules to aid there decision making
Intermediate problem-solving
Requires a deliberate and systematic effort. Consumers generally do not have well-established criteria to evaluate brands or may be on for Milyer with the product category. Product such as automobiles investments and home security systems
Extensive problem-solving
The possibility of negative outcomes then consumers are more likely to demonstrate higher levels of involvement
Perceived risk
consumers natural inertia toward a product or service based on familiarity and convenience rather than a fundamental commitment to a brand consumer sometimes stick with old familiar brands for no apparent reason other than the fact that they have purchased it before and it seems fine
Brand laziness
Involve intrinsic commitment to a brand based on distinctive benefits for values that provides to consumers
Brand loyalty
Describe situations where consumers brand switching is either externally imposed or Extrinsically motivated
Derives varied behavior
A consumer who seeks variety for the pleasure of change and positive stimulation it brings
Intrinsic variety seeking
Brands that possess functionally equivalent attributes making one brand is satisfactory substitute for others
Parity products
Characteristics of a product that are most likely to affect the buyers final choice
Determinant attributes
When a consumer acknowledges a significant difference between what is perceived as a desired state and what is perceived as the actual state
Want-got gap
Browsing through catalogs, windowshopping, surfing the Internet without the intent of making a purchase
Ongoing search
Describes a consumers long term and continuous interest in a brand or product Category
Enduring involvement
Reflects a consumers of relative Lee temporary and context dependent interest in a product or category
Situational involvement
Overwhelmed by the number of available brands and as a result you quickly grab the one most familiar to you
Brand overload
People who search accumulate and share product knowledge with others
Market mavens
The idea that consumers can only make a rational decisions within the limits of time and cognitive capability
Bounded rationality
Gathering and using product information under uncertainty
Uncertainty reduction model
Represents all brands that exist along with measures of each of their Attributess
Actual brand
What is in the consumers head is not the set of actual brands
Perceived brands
Create noise during information search and cause a consumer perceive brands to differ from actual brands
X ternal uncertainty
What a consumer believes their reaction will be to various brands and their attributes, differs from their true preference
Perceived preference
Uncertainty about the consumer himself cause a consumer is perceived preference to differ from his true preference
Internal uncertainty
The number of brands the consumer places in a cluster
Cluster size
The degree to which brands within a single cluster are dissimilar from each other
Cluster variance
The best possible combination of attributes observed without a cluster
Cluster frontier
They consumers awareness of uncertainty as to an individual brand attributes
Brandon variance
A simple, error prone way to make a decision in which the person does not consider trade-offs. Example is easier to decide whether to drink a caffeinated drink or a caffeine drink then it is to decide which caffeinated drink to drink
Nan composite Tori process
Requires weighing and trade-offs. For example, Redbull taste better than hype but height is less expensive, is red Bulls additional taste worth the additional price
Compensatory process
Suggest that consumers form expectations about product performance prior to purchasing a brand
Expectancy disconfirmation model
Shows the opposite can’t be true consumers who set and meet lower expectations are typically less satisfied then customers who set and meet a higher expectations
Formance beast satisfaction
The group of brands that consumers think about buying when they make a purchase
Consideration set
Involves presenting the names of just some brands when consumers are trying to recall as many rounds as possible
Part-list cuing
Marketers attempt to influence which specific brands consumers are likely to compare and evaluate the target brand seems more attractive when it is compared to inferior brands and less attractive when compared to Superior Brands
The attraction of fact
The increased probability of buying a compromise brand, is Especially likely to occur when consumers are concerned about making a bad decision
Compromise affect
When consumers can directly and physically observe all Rogan brands in the consideration set and their brand attributes
Stimulus based choice
When none of the relevant brands and attributes that directly and physically observable
Memory base choice
Consumers can see some brands but must remember others
Mix choice
A combination of everything known about all brands and selecting the one with the highest valuation
Attitude based choice
Consumers compare the specific attributes or features of each brand and then select the one that performs best on key attributes
Attribute based choice
