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mktg 183 > quiz 1 study guide > Flashcards

quiz 1 study guide Flashcards

1
Q

steps in decision making process

A
  1. problem recognition
  2. information acquisition
  3. information processing
  4. comparative evaluation purchase
  5. post purchase evaluations
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2
Q

what are 3 things that impact consumer behavior

A
  1. psychological core
  2. decision making process
  3. consumer culture
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3
Q

what are aspects in psychological core

A

motivation
ability
opportunity
exposure
attention
perception
memories

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4
Q

what are aspects in decision making process

A

problem recognition
search for information
judgements
decision
post decision evaluations

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5
Q

what are aspects of consumer culture?

A

consumer diversity
social class
household
values, personality, lifestyle
social influences

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6
Q

what leads a customer to engage in behavior?

A

the shift of both actual and ideal states to create new ideal states

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7
Q

what is motivation?

A

the inner state of arousal that a consumer has that convinces the consumer to go do something that solves this problem

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8
Q

3 important aspects of motivation

A
  1. value –> good/bad/importat
  2. needs –> internal tension
  3. goals –> outcomes we want
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9
Q

what is problem recognition

A

gap between actual and ideal state leading to tension where people are motivated to resolve

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10
Q

what is an actual state

A

where we are now

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11
Q

what is an ideal state

A

where we want to be

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12
Q

what is ability

A

resources available for consumers to use to consume things

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13
Q

what is current state of ability

A

consumers capability to actually engage in consumer changes based on current circumstances such as money

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14
Q

what is complexity of information

A

information overload (ex: 30 shampoo choices vs 5)

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15
Q

what is opportunity

A

the extent to which the presence/absence of external constraints restricts a given behavior

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16
Q

what are factors that are influencing opportunity

A

time
distractions
amount of information
repetition of information
control of information

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17
Q

what is internal information acquisition search?

A

searching through memory and trying to recall info that will help you make a decision

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18
Q

4 aspects that go into internal information search

A
  1. recall of brands
  2. recall of attributes
  3. recall of evaluations
  4. recall of experiences
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19
Q

what effects recall of brands?

A
  1. prototype
  2. brand preference
  3. brand familiarity
  4. retrieval cues
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20
Q

what is a prototype

A

the best example of a category that you will recall first

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21
Q

retrieval cues

A

seeing mascots or logos associated with a brand and immediately make us recall it

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22
Q

what is external search

A

searching from the environment to make a decision

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23
Q

what are 3 problems with internal and external search

A
  1. confirmation bias
  2. inhibition
  3. mood congruency effect
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24
Q

what is confirmation bias

A

we see what we want to see

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25
Q

what is inhibition

A

only paying attention/recalling information in small chunks which inhibits recall of other information

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26
Q

what is mood congruency effect

A

good mood = positive attribute
bad mood = negative attribute

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27
Q

information overload

A

considering options may lead consumers to make a bad decision by sticking to rules of thumbs

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28
Q

what are the three steps of information processing

A
  1. exposure
  2. attention
  3. perception
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29
Q

what is exposure

A

when stimulus is given / shown to consumers (factors under marketers vs consumers control)

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30
Q

what is attention

A

a person allocating part of their mental activity to a stimulus (selected, divided, limited)

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31
Q

what is proattentive processing

A

brain processing information even if we arent consciously paying attention to stimuli

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32
Q

what is the mere exposure effect

A

repeated exposure makes it easier to process the stimuli therefore a preference for it

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33
Q

what is perception

A

the process by which stimuli activates one of the 5 senses….noticing that stimulus exists in the first place

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34
Q

what is absolute threshold

A

the lowest level of stimulation required for us to detect nothing versus something

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35
Q

what are just noticeable differences

A

change in stimulus intensity required to result in the detection of a change

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36
Q

what is webers law

A

the stronger the initial stimulus, the greater the change required for the second stimulus to be seen as different

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37
Q

what is the formula for Weber’s law

A

change in stimulus intensity / initial stimulus intensity

38
Q

short term memory

A

stays with you during decision process

39
Q

long term memory

A

what we choose to store

40
Q

declarative long term memory

A

knowledge about facts (ex: my age, where my house is)

41
Q

2 types of declarative memory

A
  1. episodic (past experiences)
  2. semantic (knowledge about things)
42
Q

procedural memory

A

how to do things / accomplish tasks

43
Q

explicit memory

A

explicitly / consciously remember these memories like recall and recognition

44
Q

implicit memory

A

consumers are not consciously aware that they remember this (like an ad they saw driving might not stick)

45
Q

3 types of implicit memory

A
  1. free association (first word that comes to mind)
  2. fragment completion
  3. stem completion
46
Q

4 ways to enhance memory

A
  1. chunking
  2. rehearsal
  3. recirculation
  4. elaboration
47
Q

rehearsal

A

voluntarily trying to remember things like test materials or what to purchase at a store

48
Q

recirculation

A

involuntarily by seeing repeated ads

49
Q

schemas

A

set of associations linked together (ex: two concepts co occurring together)

50
Q

spreading of activation

A

how marketers trigger us to activate that portion of our decision making (Ex: showing cute animals = recycle more )

51
Q

priming

A

activation outside of conscious awareness (fastfood –> quickness. so display a McD logo and you think quick)

52
Q

repositioning

A

changing schemas (facebook to meta

53
Q

product crisis

A

protecting brand personality

54
Q

retrieval

A

accessing info from semantic network

55
Q

what does low effort decision making entail

A

fast, intuition based, feeling based, low involvement products, less risk

56
Q

what is a heuristic

A

mental shortcuts that humans learn over time

57
Q

representative heuristic

A

making a judgment by comparing the object to a belief (ad showing only men means the product is only for men )

58
Q

availability heuristic

A

if its easy to recall then it must be true

59
Q

normative tactics

A

choose the one others recommend

60
Q

price tactics

A

choosing cheapest price

61
Q

choice tactics

A

simple rules of thumb

62
Q

hedonic products

A

consumed for fun, enjoyment, luxury

63
Q

utilitarian products

A

consumed for a useful or practical purpose, achieve a goal

64
Q

what do high effort decision making products entail to the consumer

A

slow, careful reasoning, high involvement products, fully engaged, effortful

65
Q

what is the fishbien model

A

attitude prediction, measurement, and attitude change calculation

66
Q

Ao in fishbien

A

what attributes do i want in a product

67
Q

bi in fishbien

A

the brands i am looking at, to what extent do they possess the attribute i want

68
Q

how do we shift consumers from high effort to low effort decision making?

A
  1. decrease mental resources available
  2. create cognitive load
  3. time pressure
69
Q

cognitive load

A

mental effort required by consumers to process information

70
Q

accessibility

A

what is accessible at that moment in that environment to the consumer

71
Q

framing

A

principal of loss aversion (we want to avoid losses as much as possible)

72
Q

mental accounting

A

when purchasing multiple things they may attribute each purchase to a different account

73
Q

extreme aversion (the compromise effect)

A

when there are two extreme options they may prefer the middle option

74
Q

operant conditioning

A

all behavior is a function of the reinforcements / punishments received in the past

75
Q

post purchase dissonance

A

psychological discomfort or unease that consumers may experience after making a purchase decision. high amounts of dissonance would lead to regret

usually happens with high involvement products, with info overload, or if comparisons are present

76
Q

disconfirmation theory

A

when expectations didnt match performance (either below or above)

77
Q

performance > expectation

A

positive disconfirmation

78
Q

performance < expectations

A

negative disconfirmation

79
Q

performance = expectations

A

confirmation

80
Q

attribution theory

A

people try to find reasons for what happens (stability, focus, controllability)

81
Q

stability

A

is the reason for the bad outcome temporary or permaent

82
Q

focus

A

is the reason for the bad outcome due to me or the marketer

83
Q

controllability

A

does the marketer have control over the reason for the bad outcome

84
Q

internal attribution

A

i myself am doing this good thing (ex: going to a non mandatory class)

85
Q

external attribution

A

external force (ex: strict attendance policy will make you go to class)

86
Q

mood lifting cue

A

products that you know will put you in a better mood

87
Q

spontaneous affective emotion

A

emotion being triggered more for the consumer making them want to consume it more (ex: putting a cake in front of someone vs just showing them a picture)

88
Q

self concept

A

the extent to which we believe we possess a set of attributes

89
Q

licensing effect

A

if we engage in something virtuous, it boosts our self-confidence that associations of indulgence are more appealing (ex: going on a run means i can eat the cake

90
Q

licensing condition

A

indulgence

91
Q

control condition

A

less indulged

mktg 183 (2 decks)

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