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33 Cards in this Set
- Front
- Back
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_______: is the content of what is exchanged with the outer world as we adjust to it and make our adjustment felt upon it.
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Information
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______: is the process through which consumers are exposed to information, attend to it, comprehend it, place it in memory, and retrieve it for later use.
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Information Processing
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Three important factors that influence information processing
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1. Perception
2.Involvement 3.Memory |
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______: is the process through which individuals are exposed to information, attend to the information and comprehend it.
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Perception
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3 stages of perception
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1. Exposure
2.Attention 3.Comprehension |
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________: consumers receive information through their senses
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Exposure Stage
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_____: consumers allocate processing capacity to a stimulus
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Attention Stage
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_____: consumers organize and interpret the information to obtain meaning from it
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Comprehension Stage
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__________: is the perceived personal imporance and/or interest attached to the aquistion, consumption, and disposition of a good, service, or idea.
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Consumer Involvement
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______: increases involvement
example: daisy ad by barry goldwater vs. johnson |
Fear Appeal
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_______: Occurs over a short time period and is associated with a specific situation, such as a need to replace a product that has broken
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Situational
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______: occurs when consumers show a consistent high-level of interest in a product and frequently spend time thinking about the product
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Enduring
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_______: agree/ disagree. " I think OSU is the greatest 1 ( being the least greatest).... 9 ( being the greatest)
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Likert Scale
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_______: or channel surfing, with the television remote control is a problem for advertisers
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Zapping
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______: blocked by secretary, messages not returned, etc.
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Industrial
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___________; something you don't pick up, but learn.
example: spoon, other than chop-stick. what you're brought up with |
Incidental Learning
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_______: is the minimal amount of difference in intensity of a stimuls that can be detected 50% of the time.
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Just Noticeable Difference Threshold ( JND)
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______; level of stimulus that can be detected 50% of the time
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Absolute Threshold
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______: states that as an intensity of the stimulus increases, the ability to detect a difference between the two levels of the stimulus decreases.
JND= Intensity X Constant |
Weber's Law
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______: rule of thumb, to change price in retail
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.20
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_______: ist he amount or level of teh stimulus to which the consumer has become accustomed
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Consumer Adaptation
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_____: is the idea that something slightly different may be perceived more positively
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Butterfly Curve
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______: is the unconscious process in which consumers automatically scan the features of the environment
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Preattention
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Attention can be ___ or _____
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Voluntary or Involuntary
voluntary: selective attention involuntary: teacher banging podium in class |
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__________: is trying to gain an understanding of something garnering our attention
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Interpretation
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______; interpretation and expression of beauty
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Aesthetics
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________; is the analysis of how people obtain meaning from signs
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Semiotics
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______: words, gestures, pictures and other symbols that convey meaning
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Signs
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Which of the below concepts is a possible explanation for subliminal perception?
a. Miller's Law b. Zeigarnik effect c. incremental effects theory d. von Restorff effect e. alimony effect |
C. Incremental effects theory
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______; first people to look at creativity, whole is greater than sum of all parts
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Gestalt Theory
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_______: learning one thing after another
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Serial Learning
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Ads in the _____sequence are the hardest to remember
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Middle
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________: Tiger woods and Nike with the bouncing ball AD and Drive Ad.Associate Nike Golf with Tiger Woods
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Law of Contiguity
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