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Consumer Behavior > Final Exam > Flashcards

Final Exam Flashcards

1
Q

attention

A

extent which processing activity is devoted to particular stimuli, which compete for attention

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2
Q

endogenous

A

top down. internal. focus of attention manipulated by demands of task.

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3
Q

exogenous

A

bottom up. external. contrast, size, color, position. out of ordinary or eye catching.

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4
Q

exposure vs attention

A

possibility of noticing info vs info noticed and recorded in some way

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5
Q

what are the 3 fields of vision for the eyes?

A

foveal, parafoveal, peripheral

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6
Q

perception

A

meaning attributed to incoming stimuli gathered through 5 senses (sight, sound, smell, taste, touch)

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7
Q

just noticeable difference

A

smallest change in stimulus that can be perceived by an individual

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8
Q

what are the perceptual filters?

A

stimulus > selective exposure > selective attention > comprehension > elaboration > retention > effect

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9
Q

McGurk effect

A

perceived difference between what you hear and see

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10
Q

draw the standard model of memory

A

stimulus > sensory registers > STM > LTM

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11
Q

3 R’s of memory

A

recording, rehearsal, retrieval

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12
Q

Iconic vs Echoic Storage

A

iconic - visual, lasts .5 - 2 seconds.

echoic - momentary memory sound & speech

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13
Q

sensory registers

A

hold info about a perceived stimulus for fraction of a second after stimulus appears

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14
Q

STM. how can you improve it?

A

short term memory. holds 7 +- 2 digits for 20 - 30 seconds. Improve by chunking, imagery, repetition, rehearsal, simple message, elaboration

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15
Q

LTM

A

permanently stored knowledge, large capacity

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16
Q

retrieval failures for LTM

A

decay (forgetting), interference (distractions, remember pieces), forget certain attributes, retrieval error

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17
Q

3 Measures of memory? define

A

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

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18
Q

Schema vs Script

A

Schema - web of knowledge and information

Script - timeline, usually form of if..then.. statements

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19
Q

4 factors affecting consumer decision making

A

Cultural - think Mormon culture
Social - reference groups, family, role, status
Personal - age, personality, lifestyle
Psychological - motivation, beliefs, attitudes

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20
Q

6 influence principles

A 
L - Liking
A - Authority
R - Reciprocity
C - Consistency/commitment
S - Social Proof
S - Scarcity
21
Q

5 Stages of Decision Making

A
  1. Problem recognition
  2. Info search
  3. Evaluation of alternatives
  4. Purchase decision
  5. Post-purchase evaluation
22
Q

Emotions vs. Moods vs. Traits

A

Emotions - short lived, hours
Mood - hours to days
Traits - personality, long-term

23
Q

5 Basic Emotions

A

Happiness, Sadness, Anger, Fear, Surprise

24
Q

Moral Emotions

A

Guilt, envy, jealousy, shame, embarrassment

25
Q

Positive/Negative Affect

A

Specific emotions don’t cause positive/negative. Anger is negative but reacts like it’s positive because it makes people feel in control.

26
Q

Hedonic treadmill

A

Desire for something > obtain > adaptation > need for newer/better

27
Q

Choice Sets

A

Universal set > awareness set > consideration set > choice set > choice

28
Q

Self-monitoring

A

how people feel they’re presented in social environments

29
Q

Ideal self

A

how people would like to be. the ideal.

30
Q

actual self

A

realistic view of qualities we do/don’t have

31
Q

looking glass self

A

imagining the reactions of others towards us. trying to project the impressions others have of us.

32
Q

What encourages consumers to incorporate objects as self?

A 
frequently perceiving it
owning it
creating it
thoroughly understanding it
giving it as a gift
33
Q

Aaker’s 5 dimensions of brand personality

A 
Sincerity
Competence
Ruggedness
Sophistication
Excitement
34
Q

What is the endowment effect?

A

people ascribe more value to something merely because they own it

35
Q

3 types of reference groups

A

Comparative - individuals dependent on others for information
Status - aspirational. individuals seek acceptance.
Normative - group used to define the norm.

36
Q

4 factors affecting reference group influence

A
  1. Cohesiveness - stable, long established
  2. Attractiveness - good goal & purpose attracts people
  3. Credibility - trustworthy, reliable, knowledgable
  4. Power - power influences behavior
37
Q

Reasons for social comparison

A

Accuracy
Downward (feel good about oneself)
Upward (look for improvement)
Process Info/Communicate Effectively

38
Q

Motivation Process

A

needs/wants/desires > tension > drive > behavior > goal/need fulfilled > tension reduction

39
Q

Maslow hierarchy of needs

A 
Top > Bottom
Self Actualization
Ego Needs
Belongingness
Safety
Physiological
40
Q

Mindless margin

A

Like just noticeable difference. It’s the area you can do more or less and not notice a difference.

41
Q

Consumer responses to failure

A

Increased motivation
Attempt at substitution
Defense mechanism

42
Q

Types of risk

A

performance, financial, physical/safety, social, psychological, time

43
Q

7 subselves

A
  1. self protection
  2. disease avoidance
  3. affiliation
  4. status
  5. mate acquisition
  6. mate retention
  7. kin care
44
Q

System 1 thinking

A

Intuition. effortless, fast, automatic

45
Q

System 2 thinking

A

Reasoning. controlled, slow, effortful

46
Q

Processing Biases

A 
Over-confidence
Gains & Losses
Status quo
Framing
Representativeness
Anchoring
Availability
47
Q

Operant Conditioning

A

Reward or punishment given to develop a certain behavior (dog given a treat when he sits)

48
Q

Classical Conditioning

A

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.

Consumer Behavior (1 decks)

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