Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
21 Cards in this Set
- Front
- Back
|
Automatic Information Processing |
mental process that occurs without awareness or intention, but influences judgements, feelings, goals and behaviours |
|
|
Subliminal Priming |
- Must have inherent traits or active goals for the prime to have any influence -People CANT be subconsciously made to do things against their will. -can activate certrain concepts that influence behaviour -Hunger, thirst, competitiveness, creativity, honesty |
|
|
Benefits of Automatic Processing |
Useful and adaptive - complex environment - limited cognitive capacity -enables people to perform some simple tasks without thinking -freeing up our minds to focus on more important tasks |
|
|
How does the mental process become automatic? |
- Learning and Practice - The adaptive unconscious can be trained to perform routine mental activities Examples: Walking, writing, driving, athletics, music (Even purchasing decisions) (not always beneficial: player tackles own teammate) |
|
|
Minimal Thought |
consumers base decisions on attitudes that come to mind automatically |
|
|
Impulse purchases |
often made with little or no conscious thought |
|
|
Thin Slice Inferences |
- Brief observations provide a surprising large amount of information - Help us form inferences about personality, feelings and goals of others. |
|
|
First Impressions are most accurate when... |
-They are bases on brief observations - Focused on nonverbal information (facial expressions, gestures, voice tone, body movements) - People have less control over nonverbal cues |
|
|
Explicit Memory |
- Aware of memory search, and memory is consciously activated - Intentional and deliberate |
|
|
Implicit Memory |
- Memory is used without awareness, and is unconsciously activated - Unintentional Priming is a common cause of implicit memory activation |
|
|
Priming |
exposure to a stimulus influences responses to a subsequent stimulus. -being exposed to a concept activates other concepts from memory (spread activation) |
|
|
Why would marketers want to use priming technique? |
Marketers can use priming to subtly lead consumers to think about a concept, such as brand name, attribute, or benefit. |
|
|
Subliminal Priming |
presenting priming stimuli below the level of conscious awareness |
|
|
Assimilation Contrast |
a target object is perceived as similar to the primed object or concept. a target object is perceived as different from the primed object or concept. |
|
|
What can priming influence? |
Perceptions: people who watch a lot of TV might overestimate the amount of crime, violence, number of police officers or lawyers Behaviour: people unintentionally imitate others speech and mannerisms in social encounters. |
|
|
What is the Implicit Association Test (IAT)? |
A procedure for measuring underlying beliefs and attitudes. - uses response times to measure the strength of associations as an estimate of attitude strength. - originally designed to study beliefs and attitudes about controversial subjects (e.g, sexuality, race, politics, religion - Now also used for testing products and brands |
|
|
Explicit vs. Implicit Attitudes |
- People don't always reveal their true beliefs and attitudes - Consumers can't always explain their preferences or choices - As a result, self-reported beliefs , attitudes and explanations are not always accurate |
|
|
What does Familiarity Effect? |
Familiarity can effect and influence judgement subconsciously. - advertising and promotion increase brand familiarity. |
|
|
Mere exposure effect |
familiarity signals liking |
|
|
Truth effect |
familiarity signals truth; the more you hear a product claim the more you believe it. |
|
|
Distraction Effect |
Distractions while processing new information can lead to false beliefs. - Consumers initially believe everything in order to understand. Unbelieving is a separate process, requiring time and effort. |
