Consumer Behavior Test #2 Spring 2016

Front 1

Explain Behavioral Learning

Back 1

Consumers associate one stimulus with another, such as celebrity endorsing a product

Hint 1

Think Pavlov's dog

Front 2

Explain Operant Conditioning

Back 2

Behavior changes based on consequences. Widely used in marketing to encourage repeat consumers.

Front 3

Explain Cognitive Learning

Back 3

Learning goes beyond stimulus responses. New information is merged with existing information.

Front 4

Define Gestaltism

Back 4

Problem solving is not a conditioned behavior, but done through reorganization of problems.

Front 5

Experimental Marketing

Back 5

Establish a connection at emotional and rational levels

Front 6

Define Stimulus Generalization

Back 6

Once a response is learned, likely to be generalized to other similar stimuli

Hint 6

Used in family brandimg

Front 7

List the Selective Process

Back 7

1) Exposure

2) Attention

3) Perception

4) Retention

Front 8

Explain Passive Learning Theory

Back 8

Low involvement with advertisements with repeated exposures leading to low involvement learning

Front 9

Contrast the way Experts and Novices evaluate products and information

Back 9

Experts look for more information and can better process it.

Novices process information at a lower level with more speed, though not necessarily correctly.

Front 10

Explain attitudes

Back 10

The way a consumer consistently respond to stimuli

Front 11

List and define the structural approaches to attitudes

Back 11

Cognitive: A person's beliefs about an issue.

Affective: Feelings about the issue of the object.

Behavioral: How likely to respond based on what they know and feel about it.

Front 12

List and explain the functional approaches to attitude

Back 12

Create positive attitude before purchase.

Self Concepts Theory: What the product says about you.

Ego Defense: attitude about the product.

Knowledge: We want order and meaning

Front 13

Explain the Theory of Reasoned Action

Back 13

Possibility of outcomes and what others think leads to certain attitudes eventually leading to target behaviors

Front 14

Explain the biggest difference between Theory of Planned Behavior and Theory of Reasoned Action

Back 14

Theory of Planned Behavior includes a part that evaluate the consumers ability to use the product.

Front 15

Explain credibly

Back 15

Includes expertise and trustworthiness. The more credible the source, the more it can affect attitude.

Front 16

List the different types of Impulse Buying

Back 16

Accelerator: stocking up for future needs

Compensatory: using a purchase as a reward

Breakthrough: resolve emotional conflict

Blind: No apparent impulse.

Front 17

Define After Shock

Back 17

The after purchase that requires positive reinforcement

Front 18

Define the Central Route of the Elaboration Likelihood Model

Back 18

Consumers seek out information about product and spend time evaluating outcomes

Front 19

Define the Peripheral Route of Elaboration Likelihood Model

Back 19

Consumers pay limited attention to product info, processing done unconsciously