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42 Cards in this Set
- Front
- Back
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Exposure
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Proximity to stimulus
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Attention
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allocation of information processing capacity to incoming stimulus
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comprehension
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interpretation of the stimulus
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yield/acceptance
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persuaded by information
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retention
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transfer of stimulus to long term memory
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absolute threshold
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lowest level at which an individual can experience a sensation ( Limen )
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sublimenal
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below absolute threshold
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supraliminal
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stimuli transmitted above the absolute threshold
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sensation
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immediate and direct response of the sensor organs to simple stimuli
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adaptation
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getting used to sensations
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differential threshold
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minimum difference that can be detected between two stimuli Just Noticeable Difference
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webers law
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stronger initial stimulus, greater the additional intensity need for stimulus to be perceived as different.
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information processing
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selection, organization, ambiguity, defenses
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cognitive responses
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source support, source derogation, counter argumentation
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attitude
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learned predisposition to perceive and behave in a consistently unfavorable way, relatively enduring
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behavioral intentions
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best predictor of consumer behavior
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internalization
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value system
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identification
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like other groups
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compliance
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superficial
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cognitive component
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knowledge, perceptions that are measured by beliefs
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affective component
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emotions and feelings
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connate component
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actual behavior or purchase
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learning
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changes in an individual behavior resulting from previous experience
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motivation
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driving force within individuals
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drive
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tension arising from an unfulfilled need that stimulates action to reduce the tension
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cue
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stimulus in the environment that determines the type of response
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response
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individuals reaction to cues or drive
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positive reinforcement
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reduction in a drive that results from a satisfying response
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negative reinforcement
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unsatisfying response leading to extinction
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short term storage
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holds information we are currently processing, limited storage
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long term storage
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permanent storage that is unlimited
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elaborate rehearsal
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silent repetition of information to make more meaningful
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encoding
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select, assign a word or visual image to represent an object
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storage
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organize and reorganize information for short term or long term storage
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semantic storage
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according to significant concepts
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episodic storage
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stored in the order acquired
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retrieval
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process by which we recover information from long term memory
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knowledge structures
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memory storage units comprised of nodes and associated links
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node
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concept of larger category
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evoked set
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ability to recall a group of brands
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recognition
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identify brands from a list
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recall
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which brands can be retrieved from memory
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