Lecture 1: Introduction to CB; Perception, Learning, and Memory Flashcards
Consumer behavior reflects the totality of consumers’ decisions with respect to the acquisition, consumption and disposition of goods, services, activities, and ideas by decision making units.
True
Consumer behaviour involves more than buying.
True
Consumer behaviour involves products, services, activities, and ideas.
True
Consumers’ culture involves social class, household, social groups, opinion leaders, culture, marketing, political and economic environment.
True
The “psychological core” consists of perception, learning, memory, understanding, knowledge, motivation, values, involvement, attitudes, self, and identity.
True
Perception occurs when stimuli are registered by one of our five senses: vision, hearing, taste, smell, and touch.
True
Exposure reflects the process by which a consumer comes into physical contact with a stimulus.
True
Attention is the process by which we devote mental activity to a stimulus.
True
Attention is selective, can be divided and is limited.
True
Interpretation refers to the meaning that people assign to sensory stimuli.
True
Consumer characteristics include needs, involvement, sensory and cognitive skills, familiarity and expertise.
True
Stimuli are registered if they fall below the perceptual threshold.
False
Stimuli are not registered if they fall below the perceptual threshold.
True
The absolute threshold is the maximum level of stimulus intensity needed for a stimulus to be perceived.
False
The absolute threshold is the minimum level of stimulus intensity needed for a stimulus to be perceived.
True
The differential threshold refers to the intensity difference needed between two stimuli before people can perceive that the stimuli are different.
True
The differential threshold is the minimum level of stimulus intensity needed for a stimulus to be perceived.
False
The absolute threshold refers to the intensity difference needed between two stimuli before people can perceive that the stimuli are different.
False
Stimuli perceived subliminally can elicit primitive feeling responses, but they are often not sufficiently strong enough to alter consumers’ preferences or to make a brand more memorable.
True
Stimuli perceived subliminally can elicit primitive feeling responses, and are strong enough to alter consumers’ preferences to make a brand more memorable.
False
Sensory marketing refers to smell, touch, sound, taste and sight.
True
Learning is acquiring a response to a stimulus. It refers to a relatively permanent change in behaviour which comes with experience.
True
Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
True
Instrumental learning occurs as the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.
True
Instrumental learning occurs as a result of mental processes, by acquiring new information.
False
Cognitive learning occurs as the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.
False
Cognitive learning occurs as a result of mental processes, by acquiring new information.
True
Observational learning occurs when people watch the actions of others and note the reinforcements they receive for their behaviours.
True
Sensory memory is defined as the permanent storage of information, unlimited capacity, long or permanent duration.
False
Sensory memory is defined as the temporary storage of information, high capacity, very short duration.
True
Short-term memory is defined as temporary storage of sensory information, high capacity, very short duration.
False
Short-term memory is defined as brief storage of information, currently being used limited capacity, short duration.
True
Long-term memory is defined as permanent storage of information, unlimited capacity, long or permanent duration.
True
Elaboration is described as active processing of information with other information already in memory to identify meaning in new information.
True
Retrieval is the process of identifying a stimulus as having been encountered before.
False
Retrieval is the process whereby information is accessed from long-term memory.
True
Recognition is the process whereby information is accessed from long-term memory.
False
Recognition is the process of identifying a stimulus as having been encountered before.
True
Recall is described as accessing information without any clues (unaided) or with some clues (aided).
True
Recognition scores are lower than recall scores; they tend to be less reliable as they decay over time.
False
Recognition scores are higher than recall scores; they tend to be more reliable as they do not decay over time.
True
Decay is when memory strength is weakened.
True
Interference is when memory strength deteriorates because of competing memories.
True
Primary or recency effects is defined as a tendency to show greater memory for information that comes first or last in a sequence.
True
A script is a set of associations that are linked to a concept (e.g. tree: leaves, green, big, nature).
False
A script represents knowledge of a sequence of events (e.g., process of having lunch at university).
True
Schemas represent knowledge of a sequence of events (e.g., process of having lunch at university).
False
Schemas are a set of associations that are linked to a concept (e.g. tree: leaves, green, big, nature..).
True
Knowledge content reflects the information consumers have already learned about brands, companies, stores, ads, etc.
True
Knowledge structure refers to the way consumers organize knowledge objects.
True
Knowledge structure reflects the information consumers have already learned about brands, companies, stores, ads, etc.
False
Knowledge content refers to the way consumers organize knowledge objects.
False
Objects can be organized in orders, hierarchically structured categories, with similar objects in the same category.
True
The prototype is that category member perceived to be the best example of the category (e.g. iPhone is/used to be a prototypical smart phone).
True
