Consumer Behavior Exam 2

Front 1

comprehension most important process in cons. beh. bc...(2)

Back 1

-consumers ACT on perceptions and beliefs
-perceptions not always true

Front 2

result of information process

name and book def.

Back 2

learning!

def:Any change in the content or organization of long-term memory or behavior.

Front 3

STM is an ___, ____ process.

used for ____.

AKA ___.

2 characteristics

Back 3

ACTIVE, DYNAMIC process.

used for holding info. temporarily while interpretted.

working memory aka.

2 ch.=limited, and short-lived

Front 4

elaborate activities

1.define
2. used in ST or LT memory?
3. involve 2 concepts

Back 4

1.book def: he use of previously stores experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

2. ST
3. concept(dictionary word) and imagery (sensory representations)

Front 5

semantic vs. episodic memory

1. in ST or LT memory
2. difference btwn 2

Back 5

1. LT-unlimited, permanent storage
2. semantic-basic knowledge/feelings of concept (ex./cadillac=luxury car)

episodic-memory of personal experience (ex./cadillac=learning to drive)

Front 6

2 memory structures

name and define
2.

Back 6

SCHEMATIC memory/knowledge memory- web of associations, what the consumer thinks of when brand name is mentioned. all are stored in NODES.

2. SCRIPTS-type of schema memory. how an action sequence should occur. (ex. consumption script in America doesnt always include proper recycling! boo.)

Front 7

explicit vs implicit memory

1. aka
2. brand name is mostly which one?

Back 7

1. actually remembering vs. "knowing"

2. implicit

Front 8

conditioned learning- 2 forms

name, define, explain

low or high involvement learning?

ex. 1. xmas music 2. shaping

Back 8

1. classical conditioning-association between stimulus and response (brand name and buying that brand) LOW involvement
ex1./xmas music in store will cause of to think of response giving and sharing aka buy more.


2. operant conditioning-associating between response and outcome that REINFORCES response (buying that brand and satisfaction) HIGH involvement learning

ex2./eating a free sample of tomato soup (response) and having a good taste (outcome) positively reinforces. this increases probability of continued consumption.

Front 9

shaping

Back 9

uses both types of CONDITIONING.
eat sample=>use coupon to buy at discounted price=>buy full price

Front 10

cognitive learning

book def


3 types names

Back 10

def: Encompasses all the mental activities of humans as they work to solve problems or cope with situations.

3 types:
1.iconic rote learning: low-involvement, relates something new with something old (concepts) ex./ ketoprofin(new) is a headache remedy (familiar).

2.vicarious learning/modeling- both involvement. model after observing others.

3. analytical learning- high involvement. restructure and recombine existing and new information to form new concepts. ex. analogies

Front 11

learning theory: iconic rote learning

low/high involvement?
conditioning present?
__ is critical for iconic rote learning.
ex.

Back 11

cognitive learning

low-involvement, relates something new with something old (concepts) ex./ ketoprofin(new) is a headache remedy (familiar).

no conditioning present!

-repetition is important

Front 12

learning theory: vicarious learning/modeling

Back 12

- both involvement. model after observing outcomes of others or imagining outcome of potential behavior.

Front 13

learning theory: analytical thinking

Back 13

high involvement. restructure and recombine existing and new information to form new concepts. ex. analogies

Front 14

forgetting, or retrieval failure is minimized when STRENGTH OF LEARNING is enhanced by these 6 factors.

Back 14

1.importance-value placed on info to be learned. what category is it in?

**2.message involvement-ex./singing along to like a rock chevy commercial. 3 issues: scent, role of suspense, **self-referencing.

3. mood

4. reinforcement- likelihood to repeat. can be positive (go to restaurant again) and negative (drink medicine again bc stopped cold). opposite is punishment (service was bad, do NOT go there again.)

**5. repetition-increases accessibility of information or strengthens associative linkages between concepts. quantity and timing affects effectiveness. when PULSING, do not ADVERTISING WEAROUT. (ex./politicians)

6. dual coding- storing information in 2 internal paths. social vs. work THEME, visual vs. audio MODES.

Front 15

competitive advertising causes _____, which is defined as...

Back 15

memory inference
def: when other related info gets in the way of you remembering something

Front 16

how do you decrease memory inference? (4)

Back 16

1. avoid competing advertising-don't advertise in same newspaper as competitor. recency planning(ex./ place restaurant ad at dinnertime)

2. strengthen initial learning- ex./dual coding

3. be unique.

4. more external retrieval cues, external pathway to info stored (ex./ brand name, got milk? campaign)

Front 17

brand image definition

the ability to benefit from a brand image is called ___.

Back 17

schematic memory of the brand

brand equity.

Front 18

product positioning goal of competition differentiation is the opposite of ___.

Back 18

stimulus discrimination

Front 19

difference between product positioning and brand image

Back 19

product positioning-has a reference to another competitor/industry

brand image does not.

Front 20

how can one measure and develop a product's position?

Back 20

perceptual mapping

Front 21

what are nodes?

how are associative links created?

car and road analogy

Back 21

nodes-place in brain where concepts, feelings, and events stored

links created through experience and knowledge

turn on car(node), drive along road(associative links). nicer roads(stronger links) traveled on first.

Front 22

recall, cued recall, recognition

relate to exam formats

Back 22

short answer, fill in blank, m.c.

Front 23

outcomes of good brand equity (3)

Back 23

increase market share, decrease price sensitivity, higher marketing efficiency

Front 24

brand leverage. 4 dimensions new products must fit

Back 24

1.complement
2.substitute
3.transfer-same manufacturing skills
4.image-same key components

Change the Size of the Truck Immediately.