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36 Cards in this Set
- Front
- Back
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sensation
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Responses of the sensory receptors to a stimulus and transmission of this information to the brain
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exposure
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The act of deliberately or accidentally coming into contact with stimuli
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attention
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The allocation of mental capacity to a stimulus
Planned, involuntary, and spontaneous attention |
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selective: attention, exposure
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Selective Exposure and Attention
A tendency of consumers to ignore stimuli that are unimportant to them A tendency to heed information of interest as well as to avoid irrelevant or threatening information Perceptual defense Selective sensitization environmental stimuli ->selective exposure-> selective attention-> perception |
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perception
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The process of selecting, organizing, and interpreting sensation into a meaningful whole.
Although our senses (sight, hearing, smell, taste, and touch) play a major role in our comprehension of an event, our interpretation of the sensation may distort the intended message. Our frame of reference affects how we interpret a message. |
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Perceptual overloading
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the inability to perceive all stimuli competing for one’s attention
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Threshold levels
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Absolute Threshold
Lowest intensity level at which one can detect a stimulus Terminal Threshold A point beyond which intensity increases of a stimulus produce no greater sensation Differential Threshold (JND) The smallest increment in the intensity of a stimulus that one can detect |
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Situational Variables on Perception
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Situational variables are environmental circumstances that constitute the context within which purchases occur
They include: Physical surroundings of the site Task definition of the shopper Shopper’s antecedent states Social surroundings of the site Shopper’s time perspective |
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Gestalt issues
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A modern view that we perceive cohesive wholes and formulate total impressions rather than note solitary stimuli
Some Gestalt principles: Closure Grouping Proximity Context Figure and Ground |
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Gestalt issues: definitions
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Closure: our tendency to perceive a complete object even thought some parts are missing
Grouping: our tendency to perceive large data chunks rather than small units Proximity: objects close together seem to relate Context: refers to the setting (e.g., the medium type) in which a stimulus (e.g., an ad) is presented Figure and ground: objects or figures are perceived in relationship to background |
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Halo Effect
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generalized impressions we form about products, brands, or stores to simply shopping
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Schema
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a set of expectations maintained by consumers that provides a structure for evaluating and interpreting incoming information
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Script
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appropriate behaviors or steps that we expect to go through in order to perform a familiar task
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Learning
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A process by which changes occur in the content or organization of a person’s long-term memory
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Classical Conditioning
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Involves linking a conditioned stimulus and an unconditioned stimulus
Learning, according to this view, is a process of establishing linkages between two concepts, or a fusing of two separate items to form a new and unique entity different from either. In a consumer behavior context: Conditioned stimuli include products, brands, and stores Unconditioned stimuli might include celebrities, music, and humor. |
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Operant Conditioning
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Learning is driven by the positive or negative consequences of behavior
Operant conditioning proposes a sequence in which behavior occurs first. It is then reinforced (or punished). Reinforcement or punishment are instrumental in bringing about desired behavioral changes. Learning occurs via trial and error. Positive Reinforcement: an inducement to repeat a behavior in order to receive a reward Negative Reinforcement: an inducement to repeat a behavior in order to remove an adverse situation Punishment: an aversive consequence that decreases the likelihood a particular response will recur |
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Cognitive Learning
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Views humans as goal-oriented, problem solvers, and information processors
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Behavior shaping
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breaks down a complex behavior into a series of simple component actions and reinforces learners at each successive step.
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Stimulus Generalization
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Our tendency to assign commonality to similar stimuli
Our response to one stimulus becomes extended to other similar stimuli Case in point: Halo effect |
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Stimulus Discrimination
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Our tendency to distinguish between similar--but non-identical--stimuli
Gives marketers the opportunity to differentiate their products |
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Attitudes
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Attitudes are learned predispositions (favorable or unfavorable) to respond in a consistent manner to a given object
This definition reveals that attitudes are: Learned Consistent Responsive |
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Valence
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An attraction or repulsion felt toward an attitude object
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Intensity
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The magnitude of one’s feelings toward an attitude object
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Centrality
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Closeness of the attitude to one’s core values and beliefs
Central vs. peripheral attitudes |
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The Elaboration-Likelihood Model
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The degree to which we elaborate on a message depends on its relevance to us
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Two routes to persuasion:
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The Central Route: Consumers under high involvement conditions diligently process message information
The Peripheral Route: Consumers under low involvement conditions act as cognitive misers |
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Cognitive Dissonance Theory
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Inconsistencies between our beliefs & behavior cause psychological tension
To change consumers’ attitudes, a cognitive dissonance state is created by marketers. |
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The Multi-Attribute Model of Attitudes
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An attitude object can have a number of attributes that differ in importance to the same person
Fishbein hypothesized that attitude-toward-the-object is a function of: A person’s beliefs about an object (beliefs that an object possesses or doesn’t possess specific features The person’s evaluative aspects of those beliefs (the importance of those features) |
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The Traditional model of attitudes
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Cognitive Component: what we think we know about an attitude object
LEADS TO.. Affective Component: our positive or negative reaction to an attitude object LEADS TO.. Behavioral Component: Our action tendency toward an attitude object |
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The PAD
(Pleasure-Arousal-Dominance) |
The PAD (Pleasure-Arousal-Dominance) Semantic Differential Scale is the most widely-used instrument for measuring emotions.
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Motivational Conflict
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Situations where multiple contradictory needs simultaneously act upon an individual
Lewin’s 3 types of motivational conflict: 1) Approach-Approach: ex. buying new car vs. going on vacation 2) Approach-Avoidance: ex. Buy a huge house vs. Incur a huge mortgage 3)Avoidance-Avoidance: Surrender license for speeding vs. Pay $100 fine to keep license |
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Arousal Theories
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Suggest that people often seek stimulation rather than avoid it.
High sensation seekers (HSS) have a stronger than average urge to pursue challenges and thrills. Low sensation seekers (LSS) tend to avoid excitement and challenges. An individual’s optimal stimulation level (OSL) can be measured via the General Sensation Seeking Scale (GSSS). |
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Drive Theories
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Suggest that behavior reflects our efforts to restore physical or psychological equilibrium.
When equilibrium is disturbed, the automatic homeostatic mechanism is no longer in harmony. Imbalance causes the organism to become aroused to correct the deficit. |
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Instinct theories
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Suggest that behavior is innate.
Instincts are the physical and behavioral characteristics of a species that enable it to survive. Marketers still find instinct theories useful in formulating ad appeals. Freud’s psychoanalytical theory viewed sexual instincts as a primary motivator of human behavior |
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Theories of Motivation
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Four groups of theories are of particular relevance to the field of consumer behavior:
Instinct Theories Drive Theories Arousal Theories Cognitive Theories |
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Arousal
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A tension state resulting from unfulfilled needs
A number of conditions can trigger arousal: Physiological cues Emotional cues Cognitive cues Environmental cues |
