Consumer Behavior Ch. 1 Through 5 Terms

Front 1

Minimum amount of stimulation that can be detected on a given sensory channel

Back 1

Absolute Threshold

Front 2

the Gestalt principle that describes a person's tendency to supply missing information in order to perceive a holistic image

Back 2

Closure Principle

Front 3

The ability of a sensory system to detect changes or differences among stimuli

Back 3

Differential Threshold

Front 4

An initial stage of perception during which some sensations come within range of consumer's sensory receptors

Back 4

Exposure

Front 5

the Gestalt principle whereby one part of a stimulus configuration dominates a situation while other aspects recede into the background

Back 5

Figure-ground principle

Front 6

the becoming real of what is initially simulation or "hype"

Back 6

Hyperreality

Front 7

A sign that is connected to a product because they share some property

Back 7

Index

Front 8

Minimum difference between two stimuli that can be detected by a perceiver

Back 8

JND

Front 9

In semiotic terms, the product that is the focus of a message

Back 9

Object

Front 10

To process information from more than one medium at a time

Back 10

Multitask

Front 11

The process by which stimuli are selected, organized, and interpreted

Back 11

Perception

Front 12

The process whereby meanings are assigned to stimuli

Back 12

Interpretation

Front 13

A sign that resembles the product in some way

Back 13

Icon

Front 14

Research tool used to understand how a brand is positioned in consumers' minds relative to competitors

Back 14

Perceptual map

Front 15

Tendency for consumers to be more aware of stimuli that relate to their current needs

Back 15

Perceptual vigilance

Front 16

The science that focuses on the physical environment is integrated into the consumer's subjective experience

Back 16

Psychophysics

Front 17

the Gestalt principle that describes how consumers tend to group objects that share similar physical characteristics

Back 17

Principle of similarity

Front 18

An organized collection of beliefs and feelings represented in a cognitive category

Back 18

Schema

Front 19

The immediate response of sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, color, or shape rather than in terms of more complex, learning meanings

Back 19

Sensation

Front 20

The sensory imagery that represents the intended meanings of the object

Back 20

Sign

Front 21

A sign that is related to a product through either conventional or agreed-upon associations

Back 21

Symbol

Front 22

Color combinations that become strongly associated with a corporation

Back 22

Trade dress

Front 23

The principle that the stronger the initial stimulus the greater its change must be for it to be noticed

Back 23

Weber's Law

Front 24

Approaches to memory stressing different levels of processing that occur and activate some aspects of memory rather than others, depending on the nature of the processing task

Back 24

Activation models of memory

Front 25

A process whereby information retained for further processing is transferred from sensory memory to short-term memory

Back 25

Attentional gate

Front 26

The perspectives on learning that assume that learning takes place as a result of responses to external events

Back 26

Behavioral learning theories

Front 27

Learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially doesn't elicit a response on its own but will cause a similar response over time because of its association with the first stimulus

Back 27

Classical conditioning

Front 28

Approaches that stress the importance of internal mental processes. This perspective views people as problem solvers who actively use information from the world around them to master their environment

Back 28

Cognitive learning theory

Front 29

Process in which information from short-term memory enters into long-term memory in a recognizable form

Back 29

Encoding

Front 30

Those products already in memory plus those prominent in the retail environment that is actively considered during a consumer's choice process

Back 30

Evoked set

Front 31

Process whereby a learned connection between a stimulus and response is eroded so that the response is no longer reinforced

Back 31

Extinction

Front 32

Marketing technique that reinforced regular purchasers by giving them prizes with values that increase along with the amount of purchase

Back 32

Frequency marketing

Front 33

Phenomenon that occurs when people react to other, similar stimuli, in much the same way they respond to the original stimulus

Back 33

Halo effect

Front 34

Also called operant conditioning, this occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

Back 34

Instrumental conditioning

Front 35

One way that forgetting occurs; as additional information is learned, it displaces the earlier information

Back 35

Interference

Front 36

Organized systems of concepts relating to brands, stores, and other concepts

Back 36

Knowledge structures

Front 37

Relatively permanent change in behavior caused by experience

Back 37

Learning

Front 38

Strategy that hides a product's origin

Back 38

Masked branding

Front 39

Process whereby the environment weakens responses to stimuli so that inappropriate behavior is avoided

Back 39

Negative reinforcement

Front 40

Data that are connected by associative links within knowledge structures

Back 40

Nodes

Front 41

Process whereby rewards provided by the environment strengthen responses to stimuli and appropriate behavior is learned

Back 41

Positive reinforcement

Front 42

Learning that occurs when a response is followed by unpleasant events

Back 42

Punishment

Front 43

Process by which desired information is recovered from long-term memory

Back 43

Retrieval

Front 44

Prominence of a brand in memory

Back 44

Salience

Front 45

Symbolic associations in memory

Back 45

Semantic meaning

Front 46

Stimulus is understood in terms of its basic characteristics such as color or shape rather than in terms of more complex, learning meanings

Back 46

Sensory meaning

Front 47

Schema guiding behavior in commercial settings

Back 47

Service scripts

Front 48

learning of a desired behavior over time by rewarding intermediate actions until the final result is obtained

Back 48

Shaping

Front 49

Meanings in memory are activated indirectly; as a node is activated, other nodes linked to it are also activated so that meaning spread across the network

Back 49

Spreading activation

Front 50

Process that occurs when the behavior caused by a reaction to one stimulus occurs in the presence of other, similar stimuli

Back 50

Stimulus generalization

Front 51

Person must choose between two desirable alternatives

Back 51

Approach-approach conflict

Front 52

Person desires a goal but wishes to avoid it at the same time

Back 52

Approach-avoidance conflict

Front 53

Person faces a choice between two undesirable alternatives

Back 53

Avoidance-avoidance conflict

Front 54

Items that command fierce consumer loyalty and devotion

Back 54

Cult products

Front 55

Desire to satisfy a biological need in order to reduce physiological arousal

Back 55

Drive

Front 56

Concept that focuses on biological needs that produce unpleasant states of arousal

Back 56

Drive theory

Front 57

Process of learning the beliefs and behaviors endorsed by one's own culture

Back 57

Enculturation

Front 58

Process of learning the beliefs and behaviors endorsed by another culture

Back 58

Acculturation

Front 59

Perspective that behavior is largely "pulled" by expectations of achieving desirable outcomes, or positive incentives, rather than "pushed" from within

Back 59

Expectancy theory

Front 60

Situation in which consumers are truly involved with a product, an ad, or website

Back 60

Flow state

Front 61

Process whereby purchase decisions are made out of habit because the consumer lacks the motivation to consider alternatives

Back 61

Inertia

Front 62

Goals endorsed because they are needed to achieve desired end states, or terminal values

Back 62

Instrumental values

Front 63

Motivation to process product-related information

Back 63

Involvement

Front 64

Technique for uncovering consumer's associations between specific attributes and general values

Back 64

Laddering

Front 65

Internal state that activates goal-oriented behavior

Back 65

Motivation

Front 66

End states desired by members of a culture

Back 66

Terminal values

Front 67

Perspective that argues that anxiety and awareness of mortality motivates people to cling to deep-seated cultural beliefs

Back 67

Terror management theory

Front 68

Theory based on the premise that a state of tension is created when beliefs or behaviors conflict with one another; people are motivated to reduce this inconsistency and thus eliminate unpleasant tension

Back 68

Theory cognitive dissonance

Front 69

Belief that draws on mass media as a resource to satisfy needs

Back 69

Value

Front 70

Culture's ranking of the relative importance of values

Back 70

Value system

Front 71

People who believe that once basic material needs are satisfied, additional income does not lead to happiness

Back 71

Voluntary simplifiers

Front 72

The particular form of consumption chosen to satisfy a need

Back 72

Want

Front 73

Person's realistic appraisal of his or her qualities

Back 73

Actual self

Front 74

Emphasis on self-assertion and mastery, often associated with traditional male gender roles

Back 74

Agentic goals

Front 75

Person's feelings about his or her own body

Back 75

Body cathexis

Front 76

Consumer's subjective evaluation of his or her physical self

Back 76

Body image

Front 77

Emphasis on affiliation and the fostering of harmonious relations, often associated with traditional female gender roles

Back 77

Communal goals

Front 78

Definition of self-created by the external objectives with which one surrounds oneself

Back 78

Extended self

Front 79

Self-included shift in consciousoness, often focusing on some unattainable or improbable goal; sometimes is a way of compensating for a lack of external stimulation or for dissastisfaction with the actual self

Back 79

Fantasy

Front 80

model or exemplar, of appearance valued by culture

Back 80

Ideal of beauty

Front 81

Process of imagining the reaction of others towards oneself

Back 81

Looking-glass self

Front 82

Beliefs a person holds about his or her own attributes and how he or she evaluates these qualities

Back 82

Self-concept

Front 83

Approaches based on the prediction that products will be chosen when their attributes match some aspect of the self

Back 83

Self-image congruence models

Front 84

Sociological approach stressing that relationships with other people play a large part in forming the self; people live in a symbolic environment, and the meaning attached to any situation or object is determined by a person's interpretation of these symbols

Back 84

Symbolic interactionism

Front 85

Perspective that people who have an incomplete self-definition in some context will compensate by acquiring symbols associated with a desired social identity

Back 85

Symbolic self-completion theory

Front 86

Tracking consumer's buying habits very closely, and then crafting products and messages tailored precisely to people's wants and needs based on this info

Back 86

Database marketing

Front 87

Japanese philosophy that translates customers' feelings into design elements

Back 87

Kansei engineering

Front 88

The process involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires

Back 88

Consumer behavior

Front 89

A person who identifies a need or desire, makes a purchase and/or disposes of the product

Back 89

Consumer