FINAL Flashcards
Chapters 10-12
memory’s role in learning
consumer behavior is learned behaviors
learning
any chance in the content or organization of long-term memory of behavior
memory
- short-term memory (working memory): the portion of total memory that is currently active
- long-term memory: permanent information storage (semantic or episodic)
short-term memory
short lived: consumer must constantly refresh information through maintenance rehearsal or it will be lost
- limited capacity
- elaborative activities serve to redefine or add new elements to memory and can involve both
semantic memory
basic knowledge and feelings an individual has about a concept
episodic memory
sequence of events in which a person participated
schemas (schematic memory)
associated with memories/a certain concept
- scripts
- retrieval from LTM (top of mind, explicit vs implicit memory)
learning under high involvement
motivated to learn
learning under low involvement
little or no motivation to learn
conditioning
presenting two stimuli together to create a perceived connection between the two
classical conditioning
connecting between stimulus and response (pavlov’s dog)
operant conditioning
associations between response and outcome (reinforced vs punishers)
motivation
the reason for behavior
motives
a construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response
Maslow’s hierarchy of needs
- self-actualization
- esteem
- love/belonging
- safety
- psychological
manifest motives in a purchase situation
the linkage between behavior and motives that are known and freely admitted
latent motives in a purchase situation
the linkage between behavior and motives that either are unknown or are such that the consumer is reluctant to admit or reveal them
how to get a latent motives?
- projective techniques
- ladders/mean-ends/benefit chain
project technique
tells us reasons why “other people” would buy a brand
laddering/means-end/benefit chain
why of you take daily vitamin?
- fewer colds
why do you want to experience fewer colds?
- more efficient at work
- more energy
- looking better
involvement
a motivational state caused by consumer perceptions that a product, brand, or advertising is relevant or interesting
marketing strategy based on multiple motives
- involvement
- customer involvement
consumer involvement
increases attention, analytical processing, information search, and word of mouth
motivation theory and marketing strategy
- approach approach motivation conflict
- approach avoidance motivation conflict
- avoidance avoidance motivational conflict