Test 2 Flashcards
process of remembering or accessing what was previously stored in memory
retrieval
input from the five senses store temporarily in memory
sensory memory
portion of memory where incoming info is encoded or interpreted in the context of existing knowledge, and kept available for more processing
working memory
type of processing that resembles closely to what the object looks feels like
imagery processing
part of memory where info is permanently stored for later use
long term memory
knowledge we have about ourselves and our personal past experiences, including emotions and sensation
episodic (autobiographical) memory
one vivid event produces strong lasting memory
operant conditioning
general knowledge about an entity, detached from specific episodes
semantic memory
when consumers consciously aware that they remember something
explicit memory
memory without any conscious attempt at remembering something
implicit memory
process of identifying whether we have previously encountered a stimulus when re-exposed to it
recognition
the ability to retrieve info from memory without being reexposed to it
recall
how we organize knowledge
knowledge structure
set of associations linked to a concept
schema
process by which retrieving a concept or association spreads to retrieval or a related concept or association
spreading of activation
increased sensitivity to certain concepts and associations due to prior experience based on implicit memory
priming
3 dimensions crucial to maintaining strong brands
favorability, uniqueness, salience
specific type of schema that captures what a brand stands for and how favorably it is viewed
brand image
set of associations included in a schema that reflect a brands personification
brand personality
special type of schema that represents knowledge of a sequence of actions involved in performing an activity
script
using the brand name of a product with a well-developed image on a product in a different category
brand extension
how consumers classify a group of objects in memory in an orderly often hierarchical way, based on their similarity to one another, coke, diet, coke pepsi as soft drinks
taxonomic categories
best example of a cognitive category
prototype
object is rep of its category
prototypicallity
broadest level of hierarchical categorization
superordinate level
finest level of hierarchical differentiation
subordinate level
things viewed as belonging in same category because they serve the same goals, baby wipes, powder, diapers
goal derived category
theory describing dif levels of abstractness in the associations that a consumer has about concepts and how the consumers psychological distance from these concepts influences his behavior
construal level theory
weakening of memory strength over time
decay
when the strength of a memory deteriorates over time because of competing memories
interferences
tendency to show greater memory for info that comes first or last in sequence
primacy and recency effect
stimulus that facilitates activation of a memory
retrieval cue
process by which consumer comes in physical contact with stimulus
exposure
information about offerings communicated either by the marketer or by nonmarketing sources
marketing stimuli
fast forwarding through commercials on a program recorded earlier
zipping
use of a remote control to switch channels during commercial breaks
zapping
how much mental activity a consumer devotes to a stimulus
attention
nonconscious processing of stimuli in peripheral vision
preattentive processing
best at processing music, graphing visual, and spatial info, forming inferences, and drawing conclusions
right hemisphere
processing unite that can be combined, counting, unfamiliar words, forming sentences
left hemisphere
intensity of stimuli that causes them to stand out relative to the environment
prominence
extent to which stimuli is capable of being imagined
concreteness
process by which stimulus loses attention getting abilities by virtue of its familiarity
habituation
process of determining the properties of stimuli using vision, hearing, taste, smell, touch
perception
using music or sounds to identify a brand
sonic identity
gathering info from hearing brands name
sound symbolism
minimal level of stimulus intensity needed to detect stimulus
absolute threshold
intensity difference needed between two stimuli before they are perceived to be different, detecting dif between two eye lenses
differential threshold
activation of sensory receptors by stimuli presented below the perceptual threshold
subliminal perception
subliminal ads influence people against their will
strong effect
sub advertising influence people in ways consistent with their current goals
weak effect
process by which stimuli are organized into meaningful units
perceptual organization
people interpret stimuli in context of background
figure and ground
individuals need to organize perceptions so they form a meaningful whole
closure
tendency to group stimuli to form a unified picture or impression, napkins by napkin holders
grouping
tendency to perceive more value in whole than in combined parts that make up a whole
bias for the whole
process of extracting higher order meaning from what we perceived in the context of what we already know
comprehension
process of determining what the perceived stimulus actually is
source identification
consumers accurately understand the message a sender intended to communicate
objective comprehension
consumer understand from the message, regardless of whether it is accurate
subjective perception
ease with which info is processed
perceptual fluency
inner state of arousal that provides energy needed to achieve a goal
motivation
processing info that allows consumers to reach conclusion that they want to reach
motivated reasoning
self reported arousal or interest in an offering, activity or decision
felt involvemenet
long term interest in offering, activity, decision
enduring involvement
temporary interest
situational involvement
interest in thinking about and learning info pertinent to offering
cognitive involvement
interest in expending emotional energy and evoking deep feelings about offering
affective involvement
interest in certain decisions and behaviors
response involvement
mental view of who we are, motivates our behavior
self concept
internal state of tension caused by disequilibrium from ideal/desired physical or psychological state
need
maslows 5 categories of needs
physiological, safety, social, egoistic, self-actualization
motivate search for products that solve consumption related problems
functional needs
need that relates to how we perceive ourselves, how others perceive us, and esteem we are held by others
symbolic need
need relating to sensory pleasure
hedonic need
inner struggle about consuming that fulfills one need but fails to fulfill another, teenagers with smoking cigs
approach avoidance conflict
inner struggle about what to consume when each can satisfy an important but different need, both needs equally desirable
approach approach conflict
inner struggle about what to buy when neither can satisfy an important but different need, going home alone after party or staying extra hour at friends
avoidance avoidance conflict
promotion focused goal
motivated to act to achieve positive outcomes, hopes, wants accomplishments
prevention focused goal
act in ways to avoid negative outcomes
theory of emotion that proposes that emotions are based on individuals assessment of situation or outcome and its relation to their goals
appraisal theory
outcome of decision making effort that results in mental resources being exhausted
ego depletion
connection between mind and body that influences consumer self control and behavior
embodiment
perceived risk is higher when
little info available about offering, new offering, high price, tech complex, differ in quality, low consumer confidence, opinions of others are important
what affects ability
financial resources, cognitive, emotional, physical, social and cultural
how attitudes influence feelings
affective function
how attitudes influence our behavior
connative function
how long our attitude lasts
attitude persistence
attitude formation and process when effort is high
central route processing
attitude formation and change process when effort is low
peripheral route processing
thought that discounts or attacks source of message
source derogation
when message is different from what consumer believes
belief discrepency
how we feel about doing something
attitude toward the act
how others feel about doing something
subjective norm
source is credible when
trustworthiness, expertise, status
best features or central merits of offering in convincing manner
strong arguments
message that presents both positive and negative info
two sided message
indirect comparative ads
offering compared with unnamed competitors
direct comparative ads
ads explicitly name and attack competitors based on attribute or benefit
emotional route to persuasion
regulatory fit
source must be appropriate for product/service
match up hypothesis
theory which deals with how we cope with the threat of death by defending our world view of values and beliefs
terror management theory
when an ad provides info
utilitarianism dimension
when ad creates pos or neg feelings
hedonic dimension
persistence of learning over time, via the storage and retrieval of info, consciously or non-consciously
consumer memory
evaluations made after brief judgements
thin slice judgements
beliefs based on peripheral cues
simple inferences
simple rules of thumb used to make judgements
heuristics
belief based simply on the number of supporting arguments or amount of repitions
frequency heuristics
when consumers believe a statement simply because it has been repeated a number of times
truth effects
relating a message to ones own experience or self image
self referencing
ad in which brand isnt revealed until end of message
mystery ad
learning that occurs from repetition rather than from conscious processing
incidental learning
when familiarity leads to a consumers liking an object
mere exposure effect
becoming bored with a stimulus
wearout
producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces
classical conditioning, dogs w bell
special case of classical conditioning, producing an affective response by repeatedly pairing a neutral conditioned stimulus with an emotionally charge unconditioned stimulus
evaluative conditioning
explains how attitudes toward the ad influence brand attitudes
dual mediation hypothesis
soothing relaxing quiet pleasant responses
deactivation feelings
feelings of warmth tenderness caring
social affection
low effort communication source likeability
attractiveness, likable, celebs
low effort message affectiveness
pleasant pics, music, humor, sex
ads that try to increase emotional involvement with the product or service
transformational advertising, associates use of product with unique set of psychological characteristics
ads with character, plot, story
dramas, bertolli
katz 4 functions of attitudes
knowledge, value expressive, utilitarianism, ego-defensive
attitudes serve as means of organizing beliefs about objects or activities
knowledge function
other attitudes are formed and serve to express an individuals central values and self concept
value function, relevant to lifestyle analyses
utilitarianism function
based on operant conditioning, form favorable attitudes towards objects and activities that promise rewards and negative attitudes towards those that are not
ego defensive function
attitudes formed to defend ego and images against threats and shortcomings, protect from insecurity, housewives not using instant coffee
characteristics of attitude
favorability, accessibility, confidence, persistence, resistance
shiv and fedorkin
remembering high load caused people to buy cake
consistency principle
consumers value harmony among thoughts feelings or behaviors to be consistent with other experiences
when theres inconsistencies, take action to reduce these by changing an attitude or modifying behavior
theory of cognitive dissonance
multiattribute models specify 3 elements
attributes, beliefs, importance weights
3 components of attitude measured in fishbein model
salient beliefs, object attribute linkages, evaluation
true or false: attitude is not a very good predictor of behavior
true
3 emotional dimensions to ads
pleasure, arousal, intimidation
feelings generated by ad
upbeat, warm, negative
knowledge accessibility depends on
frequency, recency, strength, numbers
knowledge accessibility influences
perception, evaluation, retrieval
enhancing attention
personally relevant, pleasant, surprising, easy to process
what do warm and cool colors encourage
warm: activity and excitement, cool: soothing and relaxing
webers law
stronger the initial stimulus, greater the change must be for it to be noticed
warsnik and van ittersum
elongated shapes
ramanathan naylor
unhealthy food = tasty
shiv carmon
placebo effect of price
