Final Exam Flashcards
attention
extent which processing activity is devoted to particular stimuli, which compete for attention
endogenous
top down. internal. focus of attention manipulated by demands of task.
exogenous
bottom up. external. contrast, size, color, position. out of ordinary or eye catching.
exposure vs attention
possibility of noticing info vs info noticed and recorded in some way
what are the 3 fields of vision for the eyes?
foveal, parafoveal, peripheral
perception
meaning attributed to incoming stimuli gathered through 5 senses (sight, sound, smell, taste, touch)
just noticeable difference
smallest change in stimulus that can be perceived by an individual
what are the perceptual filters?
stimulus > selective exposure > selective attention > comprehension > elaboration > retention > effect
McGurk effect
perceived difference between what you hear and see
draw the standard model of memory
stimulus > sensory registers > STM > LTM
3 R’s of memory
recording, rehearsal, retrieval
Iconic vs Echoic Storage
iconic - visual, lasts .5 - 2 seconds.
echoic - momentary memory sound & speech
sensory registers
hold info about a perceived stimulus for fraction of a second after stimulus appears
STM. how can you improve it?
short term memory. holds 7 +- 2 digits for 20 - 30 seconds. Improve by chunking, imagery, repetition, rehearsal, simple message, elaboration
LTM
permanently stored knowledge, large capacity
retrieval failures for LTM
decay (forgetting), interference (distractions, remember pieces), forget certain attributes, retrieval error
3 Measures of memory? define
Recall - Unaided: name first 5 pres of US
Recall - Aided: give first letter of last name, then name 5 pres of US
Recognition: like multiple choice, seeing something you learned
Re-learn: we learn quicker when we’ve learned the material before
Schema vs Script
Schema - web of knowledge and information
Script - timeline, usually form of if..then.. statements
4 factors affecting consumer decision making
Cultural - think Mormon culture
Social - reference groups, family, role, status
Personal - age, personality, lifestyle
Psychological - motivation, beliefs, attitudes
6 influence principles
L - Liking A - Authority R - Reciprocity C - Consistency/commitment S - Social Proof S - Scarcity
5 Stages of Decision Making
- Problem recognition
- Info search
- Evaluation of alternatives
- Purchase decision
- Post-purchase evaluation
Emotions vs. Moods vs. Traits
Emotions - short lived, hours
Mood - hours to days
Traits - personality, long-term
5 Basic Emotions
Happiness, Sadness, Anger, Fear, Surprise
Moral Emotions
Guilt, envy, jealousy, shame, embarrassment
Positive/Negative Affect
Specific emotions don’t cause positive/negative. Anger is negative but reacts like it’s positive because it makes people feel in control.
Hedonic treadmill
Desire for something > obtain > adaptation > need for newer/better
Choice Sets
Universal set > awareness set > consideration set > choice set > choice
Self-monitoring
how people feel they’re presented in social environments
Ideal self
how people would like to be. the ideal.
actual self
realistic view of qualities we do/don’t have
looking glass self
imagining the reactions of others towards us. trying to project the impressions others have of us.
What encourages consumers to incorporate objects as self?
frequently perceiving it owning it creating it thoroughly understanding it giving it as a gift
Aaker’s 5 dimensions of brand personality
Sincerity Competence Ruggedness Sophistication Excitement
What is the endowment effect?
people ascribe more value to something merely because they own it
3 types of reference groups
Comparative - individuals dependent on others for information
Status - aspirational. individuals seek acceptance.
Normative - group used to define the norm.
4 factors affecting reference group influence
- Cohesiveness - stable, long established
- Attractiveness - good goal & purpose attracts people
- Credibility - trustworthy, reliable, knowledgable
- Power - power influences behavior
Reasons for social comparison
Accuracy
Downward (feel good about oneself)
Upward (look for improvement)
Process Info/Communicate Effectively
Motivation Process
needs/wants/desires > tension > drive > behavior > goal/need fulfilled > tension reduction
Maslow hierarchy of needs
Top > Bottom Self Actualization Ego Needs Belongingness Safety Physiological
Mindless margin
Like just noticeable difference. It’s the area you can do more or less and not notice a difference.
Consumer responses to failure
Increased motivation
Attempt at substitution
Defense mechanism
Types of risk
performance, financial, physical/safety, social, psychological, time
7 subselves
- self protection
- disease avoidance
- affiliation
- status
- mate acquisition
- mate retention
- kin care
System 1 thinking
Intuition. effortless, fast, automatic
System 2 thinking
Reasoning. controlled, slow, effortful
Processing Biases
Over-confidence Gains & Losses Status quo Framing Representativeness Anchoring Availability
Operant Conditioning
Reward or punishment given to develop a certain behavior (dog given a treat when he sits)
Classical Conditioning
Use relationships to bring about a reaction from certain stimulus. Think of the office. Unconditioned stimulus creates unconditioned response. Find a conditioned stimulus that will lead to a conditioned response.
