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186 Cards in this Set
- Front
- Back
consumer behavior |
set of value seeking activities that take place as people go about addressing their real needs |
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want |
a specific desire representing a way a consumer may go about addressing a recognized need |
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exchange |
acting out of the decision to give something up in return for something perceived to be of greater value |
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costs |
negative results of consumption experiences |
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benefits |
positive results of consumption experiences |
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consumption |
process by which consumers use and transform goods, services, or ideas into value |
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consumer behavior |
as a field of study study of consumers as they go about the consumption process; the science of studying how consumers seek value in an effort to address real needs |
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economics |
study of production and consumption |
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psychology |
study of human reactions to their environment |
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social psychology |
study that focuses on the thoughts, feelings, and behaviors that people have as they interact with other people |
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cognitive psychology |
study of the intricacies of mental reactions involved in information processing |
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neuroscience |
the study of the central nervous system including brain mechanisms associated with emotion |
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marketing |
multitude ofvalueproducing seller activities that facilitate between buyers and sellers, including production, pricing, promotion, distribution, and retailing |
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sociology |
the study of groups of people within a society, with relevance for consumer behavior because a great deal of consumption takes place within group settings or is affected by group behavior |
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anthropology |
field of study involving interpretation of relationships between consumers and the things they purchase, the products they own, and the activities in which they participate |
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consumer (customer) orientation |
way of doing business in which the actions and decision making of the institution prioritize consumer value and satisfaction above all other concerns |
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market orientation |
organizational culture that embodies the importance of creating value for customers among all employees |
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market orientation |
organizational culture that embodies the importance of creating value for customers among all employees |
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What are values in consumer behavior? |
Guides and determinants of social attitude, behavior, and ideologies. value = what you get - what you give |
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stakeholder marketing |
more than js buyer & seller in marketing process host of primary and secondary entities affect and are affected by the value creation process |
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relationship marketing
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activities based on the belief that the firm's important is enhanced through repeat business
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touchpoints |
direct contacts btwn the firm and a customer |
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resource-advantage theory |
theory that explains why companies succeed or fail the firm goes about obtaining resources from the consumer in return for the value the resource creates |
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attitude |
a part, or tangible feature, of a product that potentially delivers a benefit of consumption |
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product |
potential valuable bundle of benefits |
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undifferentiated marketing |
plan wherein the same basic product is offered to all customers |
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product orientation |
approach where innovation is geared primarily towards making the production process as efficient and economic and possible |
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differentiated marketers
|
firms that serve multiple markets segments, each with a unique product offering |
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one-to-one marketing |
plan wherein a different product is offered for each individual customer so that each customer is treated as a segment of one |
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niche marketing |
plan wherein a firm specializes in serving one market segment with particularly unique demand characteristics |
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interpretive research |
approach that seeks to explain the inner meanings and motivations associated with specific consumer experiences |
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qualitative research tools |
means for gathering data in relatively unstructured way, including case analysis, clinical interviews, and focus groups |
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research dependent |
subjective data that requires a researcher to interpret the meaning |
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phenomenology |
qualitative approach to studying consumers that relies on interpretation of the lived experience associated with some aspect of consumption |
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ethnography |
qualitative approach to studying consumes that relies on interpretation of artifacts to draw conclusions about consumption |
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netnography |
a branch of ethnography that studies the behavior of online cultures and communities |
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quantitative research |
approach that addresses questions about consumer behavior using numerical measurements and analysis tool |
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big data |
term used to represent the massive amounts of data available to companies, which can potentially be used to predict consumer behaviors |
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predictive analysis |
the application of statistical tools in an effort to discover patterns in data that allow prediction of consumer behavior |
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Consumer Value Framework (CVF) |
consumer behavior theory that illustrates factors that shape consumption-related behaviors and ultimately determine the value associated with consumption
when high value results, customers may become committed & loyal |
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Customer Relationship Management (CRM) |
systematic information management system that collects maintains and reports detailed information about customers to enable a more customer-oriented managerial approach. |
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relationship quality |
degree of connectedness between a consumer and retailer, brand, or service provider |
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service |
an organization's efforts applied towards value creation |
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internal influences |
things that go on inside the mind and heart of the consumer or that are truly a part of the consumer psychologically |
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cognition |
thinking or mental process that go on as we process and store things that can become knowledge |
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affects
|
feelings associated with objects or activities |
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individual differences |
characteristic traits of individuals, including demographics, personality and lifestyle. |
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external influences |
social and cultural aspects of life as a consumer |
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social environment |
elements that specifically deal with the way other people influence consumer decision making and value. |
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situational influences |
things unique to a time or place that can affect
consumer making and the value received from consumption |
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value |
a personal assessment of the net worth obtained from an activity valuable actions address motivations that manifest themselves in needs and desires |
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Utilitarian value |
gratification derived because something helps a consumer solve a problem or accomplish some task
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hedonic value |
value derived from the immediate gratification that comes from some activity's experience itself & emotions associated w/ consumption. |
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marketing strategy |
ways firms go about creating value for customers |
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marketing myopia |
a common condition in which a shortsighted company views itself in a product business rather than in a value- or benefits- producing business |
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augmented product |
actual physical product purchased plus any services such as instillation & warranties necessary. |
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Total value concept |
business practice wherein companies operate with the understanding that products provide value in multiple ways |
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corporate strategy |
way a firm is defined and its general goals |
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value co-creation
|
the realization that consumer is necessary and must play a part in order to produce value |
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marketing mix |
4 p's used to implement marketing strategy |
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elasticity |
reflects how sensitive a consumer is to change in come product characteristic |
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product differentiation |
marketplace condition in which consumers do not view all competing products as identical to one another |
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product positioning
|
way a product is perceived by a consumer |
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perceptual maps |
tool used to depict graphically the positioning of competing products |
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blue ocean strategies |
positioning a firm far away from competitors' positions so that it creates an industry of its own & for a time isolate itself from competitors |
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ideal point
|
combination of product characteristics that provide the most value to an individual consumer or market segmet |
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customer lifetime value (CLV) |
approximate worth of a customer to a company in economic terms; overall probability of an individual customer. |
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learning |
change in behavior resulting from some interaction between a person and a stimulus |
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perception perceptual process |
consumer's awareness and interpretation of reality. Three stages: sensing stimuli, organizing input from human senses, reacting as a result of this organization. |
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exposure |
process of bringing some stimulus within proximity of a customer so that the customer can sense it with one of our five human sense |
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sensation
|
consumer's immediate response to stimulus |
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sensory marketing |
actively seeking to engage customers' senses as the primary aspect of the value proposition |
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attention
|
purposeful allocation of info- processing capability toward developing an understanding of some stimuli |
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cognitive organization |
process by which the human brain assembles sensory evidence into something recognizable |
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assimilation |
state that results when a stimulus has characteristics such that consumers really recognize, it is as belonging to some specific category |
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accommodation |
state that results when a stimulus shares some but not all of the characteristics that would lead it to fit into existing category
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contrast |
state that results when a stimulus does not share enough in common with existing categories to allow categorization |
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anthropomorphism |
giving human-like characteristics to inanimate objects |
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selective exposure |
process of screening out certain stimuli & positively exposing oneself to another stimuli |
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implicit memory |
things person did not try to remember |
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When someone learns something after only a simple exposure to stimuli... |
implicit memory |
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explicit memory
|
info processing & cognitive learning; consumer actively tries to remember |
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selective distortion
|
process by which consumers interpret info in ways that are biased by previous held beliefs
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subliminal processing |
way that the human brain deals with very low-strength stimuli, so low that the person has no conscious awareness |
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absolute threshold |
minimum strength of a stimulus that can be perceived |
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subliminal persuasion |
behavior change induced by subliminal processing |
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JND -Just noticeable difference |
condition in which one stimuli is sufficiently stronger than another so that someone can actually notice that the two are not the same
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Weber's Law |
law that states that a consumer's ability to detect differences between two levels of a stimulus decreases as the intensity of the initial stimulus increases |
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JMD -just meaningful difference |
smallest amount of change in a stimulus that would influence consumer consumption and choice |
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preattentive effects |
learning that occurs without attention |
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mere exposure effect |
effect that leads consumers to prefer a stimulus to which they've previously been exposed |
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mere association effect |
the transfer of meaning between objects that are similar by chance, only accidental association
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involuntary attention |
attention that is automatic , meaning beyond the conscious control of a consumer |
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orientation reflex
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natural reflex that occurs as response to something threatening |
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involvement |
the personal relevance toward, or interest in a particular product
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unintentional learning |
learning that occurs when behavior is modified through |
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cognitive/ info processing perspective |
learning perspective that focuses on the cognitive process associated with comprehension |
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Classical conditioning |
change in behavior that occurs simply through associating some stimulus with another that naturally causes some reaction. Type of unintentional learning. |
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unconditioned stimulus |
stimulus to which a behavioral response is already associated |
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conditioned stimulus |
object or event that does not cause the desired response naturally |
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unconditioned response
|
response that occurs naturally as a result of exposure to an unconditioned stimulus |
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conditioned response |
response that occurs naturally as a result of exposure to unconditioned stimuli |
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instrumental conditioning |
type of learning in which a behavioral response can be conditioned through reinforcement- either punishment or rewards associated with undesirable/ desirable behavior |
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discriminative stimuli
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stimuli that occur solely in the presence of a reinforcer
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shaping
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process through which a desired behavior is altered over time; in small increments |
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punishers |
stimuli that decrease the likelihood that a behavior will persist |
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extinction |
process through which behaviors cease due to lack of reinforcements |
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comprehension |
the way people cognitively assign meaning to things they encounter |
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signal theory |
explains ways in which communications convey meaning beyond the explicit or obvious interpretation |
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PMG |
price matching gaurantee |
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physical characteristics |
tangible elements or the parts of a message that can be sensed. |
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Golden selection |
a preferred ratio of objects, equal to 1.62 to 1.0 |
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message congruity |
extent to which a message is internally consistent and fits surrounding info |
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figure |
object that is intended to capture a person's attention, the focal part of any message |
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ground
|
background in a message
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figure-ground distinction |
notion that each message can be can be separated into the focal point (figure) and the background (ground) |
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habituation |
process by which continuous exposure to a stimulus affects the comprehension of, and response to the stimulus |
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adaptive level |
level of a stimulus to which a customer has become accustomed |
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dostats |
russian word that can be roughly translated as "acquiring things with great difficulty" |
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multiple store theory of memory
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processing info involves three separate storage areas; sensory, work-bench (short-term) and logn-term memory
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Chunking |
a way that multiple stimuli can become one memory unit |
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information intensity
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amount of info available for a consumer to process within a give time environment
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framing |
a phenomenon in which the meaning of something is influenced by the information environment |
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prospect theory |
theory suggests a decision/ argument can be framed in different ways that the framing affects risk assessments consumers make |
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sensory memory
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area in memory where a consumer stores things exposed to one of the 5 sense
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iconic storage |
storage of visual info in sensory memory and the idea that things are stored with a one-to-one representation with reality |
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echoic storage |
storage of auditory info in sensory memory
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haptic perception |
interpretations created by the way some objects feel |
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workbench memory
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short-term, where memory is processed and encoded for later use. |
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chunking chunk- single memory unit |
process of grouping stimuli by meaning so that multiple stimuli can become one memory unit |
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cognitive interference |
processing capacity limited while trying to remember something and exposed to everything else |
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response generation |
reconstruction of memory traces into a formed recollection of info
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semantic coding
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type of coding wherein stimuli are converted to meaning that can be expressed verbally |
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memory trace
|
mental path by which some thoughts become active |
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ruminatino |
unintentional but recurrent memory of long ago events spontaneously triggered by something in the environment |
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tag
|
small piece of coded info helps w/ retrieval of knowledge |
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nodes |
concepts found in an associative network |
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paths |
representations of the association between nodes in an associative network |
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schema - ex: prototype represents non existing identity |
a portion of an associative network that represents a specific entity and thereby provides it with meaning |
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exemplar
|
concept w/in a schema that is the single best representative of some category |
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script |
schema representing an event |
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social schema |
cognitive representation that gives a specific type of person meaning |
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social stereotype |
another word for social schema |
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sentiment analysis |
sometimes called conversation analysis, automatic procedures that search social media networks for any words coded with emotional meaning |
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motivations
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inner reasons or driving forces behind human actions that drive consumers to address real needs
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homeostasis
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state of equilibrium wherein the body naturally reacts in a way so as to maintain a constraint, normal bloodstream
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regulatory focus theory
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puts forward the notion that consumers orient their behavior either through a prevention or promotion focus |
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Maslow's hierarchy of needs |
a theory of human motivation that describes consumers as addressing a finite set of prioritized needs |
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utilitarian motivation |
drive to acquire products that can be used to accomplish something |
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hedonic motivation |
drive to experience something emotionally gratifying |
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consumer involvement |
degree of personal relevance in perusing value from category |
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moderating variable |
variable that changes the nature of the relationship between two other variables |
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product & shopping involvement
|
personal relevance to category in each
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situational involvement |
temporary interest in some imminent purchase situation
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enduring involvement |
ongoing interest in some product or opportunity |
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emotion |
specific psychobiological (psychological & physical) reaction to human appraisal |
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visceral response |
certain feeling states tied to physical reaction |
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PAD pleasure- arousal- dominance |
self report measure to rate feelings using semantic differential items
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flow |
extremely high emotional involvement in which consumer a consumer is engrossed in an activity highly involved consumers can obtain flow experiences, which create a lot of value ex- facebook & gaming |
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emotional effect on memory |
relatively superior recall for info presented affectively |
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mood-congruent recall |
consumers will remember info better if present mood matches first memory's mood |
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schema-based affect |
emotions that become stored as part of the meaning for a category (schema) schema has high levels (+) affect, high brand equity... |
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product contamination |
diminished positive feelings once handled by another consumer |
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individual difference variables |
descriptions of how individual consumers differ according to specific trait patterns of behavior |
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aggregation approach
|
approach to studying personality in which behavior is assessed at a number of points in time |
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psychoanalytic approach to personality -Sigmund Freud |
suggests personality results from a struggle btwn inner motives and societal pressures to follow rules and expectations id: seeking motives & immediate gratification ego: rational, balance btwn id & super superego: against id, matching societal norms with behavior |
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value consciousness trait |
tendency of consumers to be highly focused on receiving value in their purchases
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materialism trait |
extent to which material goods have importance in a consumer's life. |
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Need for cognition trait |
refers to degree to which consumers enjoy engaging in effortful cognitive info processing. |
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nomothetic perspective |
variable-centered approach focuses on particular variables or traits that exist across a # of consumers |
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idiographic perspective |
approach to personality that focuses on understanding the complexity of each idiv. consumer |
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popular psychographic method in consumer research |
divides consumers into groups based on resources and consumer behavior motivations |
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PRIZM |
popular geodemographic technique that combines demographic and behavioral info |
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single-trait approach vs multi-trait approach |
approach in trait research focus on one or combination of traits |
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five-factor model |
multiple trait perspective that proposes that the human personality consists of five traits: agreeableness, extroversion, openness to experience or create, conscientiousness & neurotic-ism. |
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hierarchical approaches to personality |
assumes that personality traits exist at varying levels of abstraction
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psychographics |
quantitative investigation of consumer lifestyles |
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geodemographic techniques |
combine data with geographic information to identify commonalities in consumption patterns of households in various regions |
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demographics |
observable, statistical aspects of populations ex age, gender or income used to locate and understand lifestyle segments |
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self-congruency theory |
consumer behavior can be explained by the congruence of a consumer's self-concept & image of typical users of a focal product when congruency becomes strong, consumers use brands to help promote consumer identities & form strong organizational indentification |
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self-concept |
totality of thoughts and feelings that an individual has about himself or herself consumers are motivated to act in accordance with their self-concept |
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attitudes |
relatively enduring overall evaluations of objects, products, services, issues/ people. |
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ABC approach to attitudes |
attitudes compass one's affect, behavior, beliefs |
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affect |
feelings associated with objects or activities |
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functional theory of attitudes |
theory of attitudes that suggests that attitudes perform four basic functions: •utilitarian (rewards > costs) •knowledge •ego-defensive |
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hierarchy of effects |
attitude approach suggests that affect, behavior and cognitions |