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M405: Consumer Behavior > Exam 2 Vocabulary > Flashcards

Exam 2 Vocabulary Flashcards

1
Q

Attitude

A

an overall evaluation of how much we like or dislike

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2
Q

Attitudes can be based on… (2)

A

Cognitions (thoughts)

Affect (feelings)

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3
Q

Cognitive response

A

the thoughts we have when we see message

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4
Q

Cognitive responses can be classified as… (3)

A
  • Counterarguments
  • Support arguments
  • Source derogations
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5
Q

Counterargument

A

“This product will never work.”

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6
Q

Support arguments

A

“This product sounds great!”

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7
Q

Source derogations

A

“This guy was paid to say this.” (mismatch between product and source.)

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8
Q

1-vs.2-sided marketing

A

REMEMBER: Only talk about your product
1 sided: only talk about good things
2 sided: presents both sides of argument (e.g., Listerine tastes bad but you know it works!)

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9
Q

Comparative marketing

A

Compare your product to another product and only give the positives of your product (paper towels, dating sites, Mac vs. PC)

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10
Q

Affective foundations of attitudes

A

Consumers use their feelings as a source of information and rely on those feelings to evaluate stimuli (such as the ads)

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11
Q

When do fear appeals work? (4)

A
  1. Must suggest immediate action that will reduce fear
  2. Moderate level of fear
  3. Depends on consumer’s motivation to process info (context)
  4. Source must be credible
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12
Q

Classical conditioning in marketing

A

Consumers conditioned to associate product with positive things – in the store, consumer will still feel positive stimulus from association

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13
Q

Consumer memory

A

Our own PERSONAL storehouse or prior knowledge about products, services consumption experiences, etc.

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14
Q

Sensory memory

A

Our ability to store sensory experiences temporarily as they are produced– stored in sensory form (“amazing” as it sounds, not as a synonym)

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15
Q

Short-term memory

A

Where we encode or interpret incoming information in light of existing knowledge. Limited, short-lived. Where most of our processing takes place.

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16
Q

Long-term memory

A

Info transferred from short-term to long-term memory for retrieval later. Where info is ultimately stored. Unlimited capacity and duration

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17
Q

Two types of long-term memory

A
  1. Semantic: knowledge @ world that is detached from specific episodes (shared knowledge)
  2. Autobiographical: knowledge @ ourselves and our past- personal and idiosyncratic
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18
Q

Nostalgia marketing

A

Makes you feel like semantic memories are autobiographical

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19
Q

Misremembering

A

brain looks for patterns and tries to make meaning wherever it can (sleep example)

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20
Q

Schemas

A

Set of associations linked to a concept

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21
Q

Associative network

A

Connects many schemas– consumers store concepts, feelings, events in “nodes” that are connected by varying strengths

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22
Q

How is memory enhanced through marketing? (3)

A
  1. Chunking (acronyms, telephone numbers)
  2. Rehearsal (jingles)
  3. Recirculation (repeat same basic msg.)
23
Q

Stages of consumer decision making (4)

A
  1. Problem recognition
  2. Information search (internal or external)
  3. Evaluation of alternatives
  4. Product choice
24
Q

Decision framing

A

How a task is defined or represented (menu engineering!)

25
Q

External framing

A

Framing by marketer (75% lean vs. 25% fat)

26
Q

Framing by consumer

A

Based on personal goals (e.g., justifying buying clothes to look more professional)

27
Q

Availability heuristic

A

When examples are easily brought to mind, people see the event as more likely. It’s a mental short-cut

28
Q

Anchoring

A

When an initial value is presented, people anchor and make adjustments. However, the adjustments are typically insufficient

29
Q

Operant conditioning cycle for consumers

A

Tactic –> Choice –> Usage –> Outcome –> Learning

30
Q

Brand loyalty tactic

A

Would turn down other brands in favor of Brand A

31
Q

Price tactic

A

Go with cheapest option

32
Q

Normative tactic

A

Influenced by others

33
Q

Affect tactic

A

Emotion

34
Q

Variety-seeking tactic

A

Goal is to change it up

35
Q

Choice overload

A

Consumers paralyzed by too many choices and not as likely to purchase (jam study) consumers use shortcuts (heuristics) when making judgments and decisions

36
Q

Maximizer

A

will not be satisfied unless you look at all options

37
Q

Satisficers

A

will choose something that just passes their threshold

38
Q

Post-decision regret

A

Regret after the decision, duh

39
Q

Anticipated regret

A

regret before decision, may cause decision paralysis

40
Q

Near miss

A

when you were close to the desired outcome

41
Q

Counterfactual

A

thinking about what could be- the ideal

42
Q

Sunk cost

A

cost that is no longer relevant because money has been spent (irrational to make decisions based on sunk costs)

43
Q

Consumer satisfaction

A

When consumer feels their needs have been met :)

44
Q

Consumer dissatisfaction

A

when consumers have a negative evaluation of an outcome

45
Q

What is the key to consumer satisfaction?

A

Expectations management

46
Q

Negative WOM

A

When consumers are motivated to tell others in order to relieve frustration and convince others not to do business with the company– spreads VERY quickly (thanks, Facebook.)

47
Q

Fundamental Attribution Error

A

Ignoring influence of situation on behavior and emphasizing personality traits alone

48
Q

How can a company handle a PR nightmare?

A
  • Admit mistake, offer resources
  • Financial compensation
  • Keep people informed (avoid FAE!)
  • Keep brand ambassadors happy
49
Q

Affective forecasting

A

Predicting what makes us happy

50
Q

Hedonic treadmill

A

You become acclimated to what you have and it loses its ability to make you happy (kind of like habituation)

51
Q

What makes us happy? (3 main things)

A
  • Expressing gratitude
  • Cultivating optimism
  • Doing more of what engages you (FLOW!)
  • Acts of kindness, nurturing relationships, practicing religion, taking care of your body
52
Q

FLOW

A

Balance between skill set and difficulty - active engagement

53
Q

Hedonic adaptation

A

Within two years of a major event, most people return to their standard level of happiness

M405: Consumer Behavior (3 decks)

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