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81 Cards in this Set
- Front
- Back
Consumer behavior
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the totality of activities with respect to the acquisition, usage, and disposition of products by human decision making units (over time).
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marketing
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the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
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Marketing concept
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discover and satisfy wants/needs of customers
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Consumer decision process
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-Need recognition -Information search -Evaluation of alternatives -Choice (purchase) -Post-choice evaluation |
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3 perspectives
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-decision making perspective -behavioral influence perspective -experiential perspective |
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Decision making perspective
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Consumers are rational with biases |
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Behavioral influence perspective
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Consumers are impulive
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experiential perspective
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Consumers relate to products
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Above average effect
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People believe themselves to be above average
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Below average effect
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People believe themselves to be below average
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3 steps of info processing
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-exposure -attention -perception |
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Absolute threshold
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Lowest point at which we can detect something (dog whistle)
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Just noticeable difference
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Smallest increment/ change we can detect |
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adaptation
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Becoming desensitized to stimuli
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Exposure leads to
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familiarity
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4 selective exposures
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-avoidance -zipping (fast forward) -zapping (changing channels) -muting |
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attention
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Devoting cognitive resources to a stimulus |
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salience
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How prominent something is
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usefulness
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Relevance to self or current needs and goals
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Factors of getting attention
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-novelty/ surprise -sound/ motion/ color -thinking/ humor/ curiosity -attractive visuals -position in visual field |
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Factors of giving attention
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-motivation -ability -clutter -arousal |
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perception
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the process by which people select, organize, and interpret information to form a meaningful picture of the world
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motivation
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An internal drive state that serves to activate behavior toward a goal
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Motivation is characterized by
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-arousal -strength -direction |
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consequences of motivation
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involvement Behavior |
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cognitive
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Relating to thinking |
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affective
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Relating to mood/emotions
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involvement
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an interest in an offering or product, personal relevance of the product or situation
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2 types of motivation
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-extrinsic -intrinsic |
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Extrinsic motivation
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encouragement from an outside force, rewards |
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Intrinsic motivation
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Motivation stemming from inside oneself
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extrinsic= ____term motivation
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short
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intrinsic=_____term motivation
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long
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Laddering technique
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Asking why over and over again to get to the fundamental human need
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need
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A discrepancy between an actual and a desired state
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2 ways to get a consumer to perceive a need
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-move perceived desired state up -move perceived actual state down |
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Regulatory focus theory (2 focuses)
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-promotion focus (aspirational/accomplishment) -prevention focus (protection/avoidance) |
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Triggers of need recognition
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Inventory runs out Dissatisfaction Boredom, novelty seeking Changing reference groups Marketing communications Family life cycle |
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Maslow's Hierarchy of Needs
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-Physiological -safety -social -esteem -self-actualization |
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Maslow's Hierarchy of Needs (primary needs)
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-physiological -safety and security |
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Maslow's Hierarchy of Needs (secondary needs)
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-social -esteem -self-actualization |
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Cognitive needs
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-consistency -attribution -categorization -autonomy -stimulation |
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Affective needs
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-expression -ego defense -affiliation -identification -modeling |
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3 need conflicts
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-approach/approach -approach/avoid -avoid/avoid |
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If intrinsic motivation is high= ______ rewards
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congruent
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If intrinsic motivation is low= ______ rewards
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incongruent
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Hedonic purchase= ________ reward
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Necessity
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Utilitarian purchase= _______ reward
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luxury
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Low effort= ______ reward
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necessity
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High effort= ______ reward
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luxury
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Goal gradient effect
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increasing motivation as reaching goal
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Future of rewards programs (2 categories)
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-digitization -gamification |
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personality
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An individual’s distinctive pattern of thinking, feeling, and behaving
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trait
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a single consistent characteristic
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Traits- Five Factor Model (Big 5) Hint= OCEAN |
-openness -conscientiousness -extroversion -agreeableness -neuroticism (emotional instability) |
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gamification |
builds on natural needs & motivations to encourage repetitive behaviors (ESPN game outcome guessing) |
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Classical conditioning
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Use existing associations to create positive or negative associations for product or brand(Pavlov's dogs)
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Father of modern advertising
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Pavlov
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operant conditioning
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the learning process
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Operation conditioning- carrot and sticks (4 things)
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-positive reinforcement (get something) -negative reinforcement (something bad stops happening) -positive punishment (get punishment) -negative punishment (take something good away) |
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Continuous reinforcement= ______ learning
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quick
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Partial reinforcement (intermittently)= _______ learning
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lasting
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Vicarious learnings
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Learning contingencies without directly experiencing them
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encoding
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transferring information into memory
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retrieval
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remembering and accessing what is stored in memory
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Sensory memory
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Information that comes in through our senses
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Short term memory
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Currently activated portion of memory
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Long term memory |
Permanently stored knowledge
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Long term autobiographical memory
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knowledge about ourselves & our own experiences
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Long term semantic memory
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knowledge about the world
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Long term procedural memory
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knowledge about how to do things
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3 types of categories
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-basic -superordinate -subordinate |
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superordinate categorization
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more general; broader, higher category than basic
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subordinate categorization
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more specific; narrower, lower category than basic
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prototypes
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When brand becomes synonymous with category itself
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3 ways to help encoding
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-Chunking -repetition -elaboration |
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recognition
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Drawing out associations once the stimulus is present, limited |
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recall
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Drawing out associations on demand, strong
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2 memory retrieval failures
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-decay -interference |
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First-Mover Advantage (pioneer)
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Being the first in the market, people associate the product to your specific company (ipod) |
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