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Consumer Behavior > WEEK 1 - THE PSYCHOLOGICAL CORE > Flashcards

WEEK 1 - THE PSYCHOLOGICAL CORE Flashcards

1
Q

What is the process that lead from a exposure stimulus to consumer response?

A

Stimuli - senses - perception - memory - intention - action - response
(Attention is needed)

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2
Q

When does sensation happen?

A

When we are exposed to stimuli and we unconsciously devote our attention to it.

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3
Q

When does perception happen?

A

When we are aware of the stimuli and a specific sense is consciously stimulated by it.

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4
Q

What are 3 types of organizing sensory evidence in the brain?

A
  1. assimilation = fit with knowledge
  2. accommodation = moderate fit with knowledge
  3. contrast = no fit, new information
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5
Q

What is this perception theory: Traditional dissociation paradigm?

A

the fact that consumers are influenced by stimuli even when they are not aware of it.

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6
Q

When is a stimuli not detected by our senses?

A

Below the objective threshold

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7
Q

When is a stimuli still unconsciously detected by our senses? And what is this stimuli called?

A

Above the objective threshold and underneath the subjective threshold. This unconscious stimuli is called a subliminal stimuli.

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8
Q

What is a subliminal stimuli? How can this be measured?

A

A stimuli where people are not aware of. Can be measured by affect (change in mood)

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9
Q

When is a stimuli consciously detected by our senses? And what is this stimuli called?

A

Above the subjective threshold. This conscious stimuli is called the supraliminal stimuli.

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10
Q

What is a supraliminal stimuli? How can this be measured?

A

A stimuli where people are aware of. Can be measured by recognition.

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11
Q

Of which stimuli are people more influenced by? Subliminal or supraliminal?

A

Research says we are more influenced by stimuli if we are not aware of it, so subliminal stimuli.

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12
Q

What is the mere exposure effect?

A

When frequently exposed to stimuli, we tend to like it more.
This effect is true for the subliminal stimuli, and not for the supraliminal stimuli.

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13
Q

What is the defintion of attention?

A

The act of devoting our cognitive resources to the stimuli.

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14
Q

What are the characteristics of human attention?

A
  • limited cognitive capacity
  • selective; we chose to remember certain things
  • can be divided; we can give our attention to multiple things at the same time
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15
Q

What draws our attention in images?

A
  • Pictures
  • Color
  • Motions
  • Big sizes of objects
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16
Q

What are the two types of attention?

A
  1. Bottom-up attention
  2. Top-down attention
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17
Q

What is Bottom-up attention?

A

A stimulus-driven attention which is involuntary. A certain stimuli draws our attention.

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18
Q

How can marketeers promote Bottom-up attention?

A
  • create a more salienced stimuli
  • be more clear in messaging
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19
Q

What is Top-down attention?

A

A goal-driven attention which is voluntary. We chose to give our attention to something.

20
Q

How can marketeers promote Top-down attention?

A
  • make things personal relevant
  • consider customer needs
21
Q

What are the 3 rules of the Gestalt rules of visual perception?

A
  1. Proximity
  2. Similarity
  3. Continuity
22
Q

What does the rule of proximity mean?

A

People tend to see element that are close to each other as one group than elements spaced farther apart.

23
Q

What does the rule of similarity mean?

A

People tend to perceive elements that are similar in shape, size, color etc. as one thing that belongs to each other.

24
Q

What does the rule of continuity mean?

A

Incomplete tend to be viewed as completed patterns/ objects.

25
Q

What violations needs to be done to attract attention through the unexpected?

A
  • visual expectations
  • previous knowlegde
  • norms
26
Q

What are our biological visual preferences that draw attention?

A
  • sex
  • faces
  • eyes
27
Q

What location draw our attention?

A
  • preference of symmetry
  • preference of centrality
  • central fixation bias
28
Q

What does Horizontal centrality / central-stage effect mean?

A

This describes our preference for the center. Products in the center are the most popular, therefore increases visual attention in the center.
- higher fixation rate and fixation duration.

29
Q

What does Inference mean? And how can it be measured?

A

the perception that the best products are in the center. Can be measured by quality perception, popularity and attractiveness.

30
Q

What is the central fixation bias?

A

People tend to look at the center the most, due to biological explanations of the pupil and the idea that the center can provide the best information of the whole picture.
- true for the first and last seconds of the gaze duration.

31
Q

What is the gaze cascade effect?

A

People tend to chose the items that was looked at in the final seconds of the gaze duration.

32
Q

What is the definition of Memory?

A

the psychological process by which knowledge is stored and processed. It consists of a network of associated nodes.

33
Q

What are the 3 types of memory

A
  1. sensory memory
  2. working memory
  3. long-term memory
34
Q

What is the function of sensory memory?

A

Temporarily stored input of the 5 senses?

35
Q

What are the 5 senses?

A
  1. touching
  2. smelling
  3. tasting
  4. hearing
  5. seeing
36
Q

What is the function of working memory?

A

Incoming information is interpreted with existing knowledge, and kept for further processing.

37
Q

What are two types processing of working memory?

A
  1. imagery processing = visualizing a mental image or sensory experience.
  2. discursive processing = dealing with words and numbers.
38
Q

What is the function of long-term memory?

A

Information is permanently stored for later use. The stimuli is converted to meaning.

39
Q

What are two types of long-term memory?

A
  1. Episode memory = knowledge about ourselves based on past experience.
  2. Semantic memory = general info.
40
Q

What are two ways to retrieve from long-term memory?

A
  1. mental tagging = provide people with small pieces of coded information.
  2. rumination = unintentionally thinking about something over and over again.
41
Q

What are memory associations?

A

Things that come in mind when a concept is presented?

42
Q

What is the mere association effect?

A

Implicit transfer of affect or meanings from logically unrelated stimuli. Individual develop preferences based on associations with positive or negative stimuli.

43
Q

How is sensory marketing used?

A

Based on the 5 senses can marketeers influence consumer perception and behavior.

44
Q

What is the insight of Touching?

A
  • associated with positive feelings (in the right context and environment)
  • creates a greater sense of ownership of that product. Explained by the endowment effect a high sense of ownership increases value and willingness to pay.
45
Q

What is the insight of Smell?

A
  • Scents increases memories for associated information.
  • scents can trigger emotions.
  • can enhance brand evaluations, shopping time and variety seeking.
46
Q
A

Consumer Behavior (1 decks)

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