Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

Clowning Behavior > Fucking Final > Flashcards

Fucking Final Flashcards

1
Q

What is meant by the term self-concept?

A

:the totality of an individual’s thoughts and feelings about him/herself

Includes: traits, values, self-esteem, feelings, goals, narratives, relationships, body image, gender identity, lifestyle

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What is the difference between an actual self and an ideal self? Actual social self and ideal social self?

A

Actual Self—how I see myself
Ideal Self—how I would like to be

Actual Social Self—how others see me
Ideal Social Self—how I would like others to see me

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What are the three types of consumer responses? (Know your ACB’s and how to apply to either an advertising example or a purchase decision.)

A

Affect - how consumers feel
Cognition - what consumers think
Behavior - what consumers do

nike ex.

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Describe several characteristics of the affective system.

A

Includes emotions, moods of varying intensity (strong, weak) and valence (positive, negative)

Physiological as well as psychological system (responses vary in level of arousal produced)

Reactive system (automatic)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are the processes/functions of the cognitive system?

A

A major function of cognitive systems is to interpret, make sense of and understand significant aspects of personal experience

-probs need goddamn more clown

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What are the 3 dimensions of the CST? Be able to apply these to an example.

A

Consumer Capability
Information
Choice

think of example mafk

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

What are the characteristics and function of short term memory?

A

-Holds 7 +/- 2 pieces of information
Items last for 18-30 seconds

  • Has sensory-based inputs (echoic / iconic memory)
  • Information loss (forgetting) due to rehearsal or encoding failure
  • Rehearsal and encoding move information from STM to LTM
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What is the primacy effect? The recency effect? How can they be applied to marketing practice?

A

easy shit- magazines

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What are the characteristics of long term memory?

A
  • Unlimited capacity
  • Items are permanent
  • Semantic (meaning-based)
  • Information never lost–forgetting due to retrieval failure
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Discuss 3 principles of LTM. Be able to give an example of how a marketer could use each principle.

A

Organization Principle: organization facilitates memory performance

Encoding-Specificity Principle: contextual or background cues present during learning and during retrieval influence memory performance

Association Principle: pieces of info stored in memory are connected to other related pieces of info

get example

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Explain the associative network model of memory (structure, how it works). What is spreading activation?

A

Structure:

  • Each piece of info stored in memory is represented by a node
  • Each node is linked to other nodes through associations
  • Closely related nodes may have a direct link; others may be connected through a series of associations
  • Some links are strong while others are weak (also called “trace strength”)

spreading activation is the theory of how the brain iterates through a network of associated ideas to retrieve specific information. -wikipedia lmao

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

List the stages of perception. Why is it important for a marketer to understand these?

A 
Environmental Stimuli
Exposure
Attention
Comprehension
Acceptance
Retention

They are able to better understand and communicate with their target market, for information get filtered out at every stage of the funnel

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What is the difference between intentional, accidental, and selective exposure? What are some ways marketers can facilitate intentional exposure and maximize accidental exposure? (Examples)

A

Intentional exposure occurs when a person purposefully searches for information relevant to a goal or problem

Accidental exposure occurs when a person unexpectedly encounters marketing or other information in the environments

Selective exposure occurs when a person screens out most stimuli and exposes him/herself to only a small portion of stimuli

o Facilitate intentional: SEO, easy to find content, opt into content (email lists, social media, website)
o Maximize accidental: magazine— back cover, middle of top story, front cover

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Be able to identify and/or explain the stimulus determinants of attention and give examples of how each works to attract the attention of the consumer

A

Size: blow up gorilla at car dealerships
Color: bright color in a magazine (context matters)
Contrast: silent Super Bowl ad
Directionality: where your eyes flow— hands to rings, nail polish flow
Movement/Scene Changes: mouse running, ASICS training “next”
• More likely to pay attention to moving things than static
Intensity: loud, bright, amped up, and attention grabbing
• Budweiser “not ponies” music/dark horses with base music
• Gatorade athlete intense commercial
Novelty: unusual, unexpected, creative,
• Love story on google search
• Dancing babies = Live Young
• Borrowed Interest - doesn’t have to do with your product/ad you just tag your brand at the end (Linkage is an issue)
Vividness: grabbing in an emotional or sensory way
• Tattoo insurance parlor
• Human heart ad about racism
Learned response: when something grabs attention because we’ve learned to respond to it
-door bell in commercial whiteboy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What is the difference between utilitarian motivation and hedonic motivation?

A

Utilitarian motivation – drive to accomplish

Hedonic motivation - drive to experience

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What is Maslow’s hierarchy of needs? Be able to give or recognize an example of a need at each level.

A 
Physiological needs (hunger, thirst)
Safety needs (security, protection)
Social needs (sense of belonging, love)
Esteem needs (self-esteem, recognition, status)
Self-actualization needs (self-development, realization)

Pyramid type of deal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

What is a means-end chain? Through what method can a marketer discover a consumer’s means-end chain? Why is this type of analysis useful for marketers?

A

A means-end chain connects consumers’ meanings about product attributes, benefits, and values.

2idk maybe laddering

Means-end chain analysis provides a more complete understanding of consumers’ product knowledge.

18
Q

Give an example of a means end chain for a favorite brand/product.

A

Give an example of a means end chain for a favorite brand.
 Brand: hydro flask / Razor
 Attribute: double insulation/ 5 Blades
 Functional benefits: keeps water cold/ Closer Shave
 Psychosocial benefits: I enjoy cold water so I drink it more often and feel healthier / I’m hot
 Values: achievement, self esteem, hedonic / I’m confident when I feel good

idk though fuckboy lmao

19
Q

What is involvement? Describe the various types. What factors influence involvement with a purchase?

A

The perceived importance or personal relevance of an object or event

Enduring involvement – ongoing, personal

  • Product: always having a love for cars, love wine
  • Shopping: people love to shop! It is fun
  • Emotional: environment, cause, person

Situational involvement - temporary
-Moving to Spokane from SD, I need a winter coat

20
Q

How does classical conditioning work? What are the four parts? What factors affect how well it works? What are some marketing examples of classical conditioning?

A

Theory of behavioral learning
-Offers explanation of how experience leads to changes in knowledge, attitudes, and behavior

Concerned with building associations between objects

like pepsi example- positive stimuli (puppies and kids) generates a positive affect. When that positive stimuli is used in conjunction with a brand, we feel positive affect to that brand. kinda like transitive property clown

21
Q

How does operant (instrumental) conditioning work? What is positive reinforcement? What is negative reinforcement? What is punishment? What are the three reinforcement schedules? What are some marketing examples of operant conditioning?

A

Another behavioral learning theory—learning by doing (and experiencing consequences)

Reinforcement: increases likelihood of behavior in similar circumstances in future

positive: reward, pleasant stimulus
negative: removal of adverse stimulus

Punishment: decreases likelihood of behavior in similar circumstances in future
punishment: adverse stimulus added or pleasant stimulus removed
ppt

goddamn

22
Q

What is vicarious learning? What factors affect how well it works? How is it used in marketing?

A

Process by which people change their behaviors because they observe the actions of others and the consequences that occur (+ or -)

Factors influencing:
Model characteristics
-Model attractiveness, credibility, similarity to observer

Modeled behavior characteristics
-Detail of demonstration, difficulty of behavior

Observer characteristics
-Cognitive and/or physical ability, motivation

Characteristics of the modeled consequences
-Salient, observable, valued

The goal of vicarious learning in marketing is for potential customers to be able to see themselves in a situation. Such as with the Boosted skateboard commercial, can we picture ourselves as the sweaty guy walking and aspiring to be the not sweaty guy on his skateboard. We learn the best way to get to work is with Boosted board.

asshat

23
Q

How does the multiattribute model of attitude formation work? (Know how to use this model if given a data example as on the previous exam.) Be able to give or recognize an example of each attitude change strategy under this model.

A

Multi-attribute Model is an (belief based attitude)

• objective / functional / utilitarian criteria – price, warranty, features
• subjective / hedonic criteria – style, appearance, brand image
• Ao = S wi Ixi - biI
o Ao = Attitude toward object
o wi = importance weight of attribute i
o xi = ideal level on attribute i
o bi = belief about brand on attribute i

attitude change strategies:
Add attribute
Change importance of attribute
Change ideal point on attribute
Change belief on attribute (attribute rating)

review on ppt- this shit what we did in class on tues pretty cake

24
Q

Explain the primacy of affect model of attitude formation.

A

Takes a global attitude view

Affect (feelings, moods, emotions) is the primary driver of attitude

This approach says people don’t rationally think through their decisions with an equation, rather its your gut that decides not a computation! fucker

25
Q

What are the five steps in the consumer decision making process and what happens during each? Example

A 
1. Problem Recognition
Occurs when the consumer:
perceives a difference between his/her actual and ideal states, and 
is motivated to resolve this difference
(I want a nicer car).
  1. Information Search
    -Internal (Memory search)
    -External
    -Firsthand Experience
    -Secondhand Experience
    -Personal
    -Marketer-controlled
    -Public
    -Intentional
    -Accidental
    (I see drive by a car dealership and proceed to research about new cars later that night).
  2. Alternative Evaluation
    Consideration Set: the options (brands, products) considered in making a purchase decision
    (I compare different car brands, i.e Toyota, Tesla, etc based on price, style).
  3. Purchase Decision
    choice strategy
    (Through the disjunctive strategy, I chose the Tesla due to its superior style and sustainability.
  4. Post-purchase Evaluation
    The consumer re-evaluates the purchase decision after use or consumption to determine satisfaction

Satisfaction/dissatisfaction judgments lead to learning
(After re-evaluating my purchase, I am satisfied with my choice.)

fuck

26
Q

What is the difference between firsthand and secondhand experience? What is the advantage/disadvantage of each?

A

i don’t even really know whitey- common sense tho

im weak

27
Q

What is a heuristic?

A

simple rules / cognitive shortcuts to aid in decision making

28
Q

Be able to use/identify the formal choice heuristics (decision rules) like we did in class.

A

Lexicographic–best brand on most important attribute

Lexicographic semiorder–close values treated like ties

Elimination-by-aspects–compare alternatives on most important attribute, eliminate options that don’t meet minimum cutoff, proceed until one option remains

Majority of confirming dimensions–pairwise comparisons, brand with greatest number of superior attributes is chosen

do you motherfuckin know what’s good right now???

29
Q

How are satisfaction judgments made, according to the expectancy-disconfirmation model?

A

Expectations formed before purchase

If product meets or exceeds expectations satisfaction

If product fails to meet expectations dissatisfaction

30
Q

What is cognitive dissonance in general? When might it occur (specific examples)? What factors affect the likelihood of it occurring? How can a person reduce dissonance?

A

Focuses on attitude-behavior consistency (consonance)

When attitudes and behaviors are in conflict, dissonance occurs
e.g., buyer’s remorse (action of purchasing not consistent with current negative attitude toward product)

e.g., feeling guilty about a lie (action of lying not consistent with negative attitude toward dishonesty)

Cognitive Dissonance is more likely when:
Decision is important
Decision is difficult (involves tradeoffs)
Alternatives are dissimilar

Cognitive Dissonance is less likely when:
Consequences of attitude-discrepant behavior are low
Incentives or force are present
Bad feelings may be misattributed to something else

  1. Revoke the decision
  2. Increase the perceived attractiveness of the alternative chosen
  3. Decrease the perceived attractiveness of the alternative not chosen
  4. Increase the perceived similarity of the alternatives

goddamn

31
Q

What is persuasion?

A

An active attempt to change the beliefs, attitudes, or behaviors (ACB’s) of others

32
Q

What is the Elaboration Likelihood Model? What are the two routes to persuasion and how does each work? What determines the route taken? What is elaboration? Be able to analyze an ad from the perspective of each route.

A

Theory of persuasion which identifies two routes through which a persuasive communication may be processed (central and peripheral)

The route taken depends on the motivation and ability / opportunity of the message recipient to process the message

Consequently, the influence exerted by various communications elements will depend on the elaboration that occurs during processing

damn just check ppt whiteboy

33
Q

What kind of appeals does Protection Motivation Theory help explain? What are the three factors that impact whether or how well this sort of appeal will work?

A

Explains the effectiveness of Fear Appeals

3 factors that influence:
Likelihood of danger (a real threat exists)
Coping effectiveness (something can be done)
Self-efficacy (I can do it)

peep the graph-highest persuasion at moderate level of fear

34
Q

What is Balance Theory? When do balance and imbalance occur (be able to give examples)?

A

Focuses on relationship triads

Balance occurs when:
all relationships are positive
two relationships are negative and one is positive

Imbalance occurs when:
all relationships are negative
two relationships are positive and one is negative

ex: peyton manning and papa john lmao

35
Q

Know the 7 social influence principles and the underlying principle that explains how/why each works. Give or recognize examples of how marketers (and others) use each of these techniques.

A 
Automaticity
Commitment and Consistency
Reciprocity
Scarcity
Social Validation
Liking
Authority
36
Q

What is automaticity? The because heuristic?

A

In many situations, people behave automatically or mindlessly, using heuristics

Because heuristic–people are more likely to comply with a request that includes the word “because”

Price-Quality heuristic–people use price to infer quality

37
Q

What is the commitment and consistency principle? What is labeling? How does Foot-in-the-door work? Low balling?

A

People are expected to be consistent and will change beliefs, attitudes, and behaviors in order to do so

Labeling—increases likelihood that a person will engage in label-consistent behavior

Foot-in-the-door technique–small request followed by larger request

Low-ball technique–changing terms of deal after commitment

38
Q

What is reciprocity? How do door-in-the-face, that’s-not-all, and even-a-penny work?

A

People feel obligated to return favors and concessions (even uninvited ones)

That’s-not-all technique—sweetening the deal

Even-a-penny technique—making an extremely small request

Door-in-the-face technique—large request followed by smaller request

39
Q

What is the scarcity principle?

A

People want objects (e.g., products, information) that they perceive to be in short supply

Two reasons it works:
Useful heuristic
Psychological reactance

40
Q

What is the social validation principle?

A

The perceived validity of an idea increases with the number of people supporting the idea

List technique–showing a long list of other supporters

Downsides:
Pluralistic ignorance
Bystander nonintervention

41
Q

What is the liking principle? What are some factors that influence liking?

A

People are more likely to comply with requests of people they like

Factors:

  • Physical Attractiveness
  • ——-Halo effect
  • Similarity
  • Compliments / Ingratiation
  • Familiarity
42
Q

What is the authority principle? What are the “trappings of authority”?

A

People are obedient to authority (and to the trappings of authority)
Trappings: titles, clothing/uniforms, fancy cars, etc.

Clowning Behavior (3 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions