Mkt 325 Midterm 1 - Chapter 7

Front 1

Automatic information processing

Back 1

mental processes that occur without awareness or intention, but nevertheless influence judgments, feelings, goals, and behaviors.

Front 2

For what types of products are consumers more likely to pursue impulse buys with minimal thought?

Back 2

highly familiar products (and usually low cost, i.e. a Snickers bar)

for products associated with strong attitudes that are highly accessible from memory, responses come to mind quickly and unintentionally (i.e. spinach)

Front 3

How does a mental process become automatic?

Back 3

practice

Front 4

What are the benefits of automatic information processing?

Back 4

When a mental process becomes automatic and subject to unconscious control, it becomes easier to pay attention to novel objects and ideas that require careful attention and thought

Front 5

What does the adaptive unconscious suggest?

Back 5

the unconscious mind can be trained to perform routine mental activities

Front 6

Thin Slice Theory

Back 6

posits that people can learn a surprisingly large amount of information from very quick "think slices," or brief observations of another person's behavior.

Front 7

Adaptive Unconscious

Back 7

suggests that the unconscious mind can be trained to perform routine mental activities

Front 8

Explicit memory task

Back 8

when consumers are aware that they are searching for information stored in memory and/or when they intend to do so

Front 9

Implicit memory task

Back 9

when memory is used as a tool without awareness or intention

Front 10

Priming effect

Back 10

occurs in situations in which consumers are subtly lead to think about a concept, such as a brand name, a product category, an attribute, a benefit or any idea

Front 11

Are people usually aware of the priming effect?

Back 11

No

Front 12

Assimilation effect

Back 12

when the target (some product/idea unrelated to what the consumer has been recently exposed to) is perceived as similar to the associated network because of a skewed reference point

(i.e. Chips Ahoy! & Chips Mate)

Front 13

Contrast effect

Back 13

when the target is judged as different from the prime associative network because of a skewed reference point in the associative network (we judge things as more dissimilar than they really are)

Front 14

Procedural priming effects

Back 14

when situations are linked to cognitive or motor processes via "if X, then Y" linkages

X = specific situation
Y = cognitive or behavioral activity

Front 15

Mindset priming effect

Back 15

the cognitive activity performed during the first session tends to be performed again in the second, even if the products considered during the two sessions are completely different (i.e. putting consumers in a buying mindset leads them to continue buying; or, after indicating a preference, a consumer is more likely to buy)

Front 16

Implicit association test

Back 16

a new producre for measuring sensitive beliefs, including those held without awareness or intention

Front 17

Truth effect

Back 17

when consumers are repeatedly exposed to a brand (or its advertisement), and, over time, the brand seems more famous, liking for the brand increases, judgments are held with greater confidence, and product claims seem more likely to be true

Front 18

In what to ways does the familiarity effect disappear?

Back 18

1. when the consumer thinks more carefully about why a product or claim seems familiar
2. when consumers are highly knowledgeable about a product

Front 19

What does social psychologist Dan Gilbert posit?

Back 19

that comprehension and beliefs are inseparable; consumers initially believe everything they see and hear--unbelieving or rejecting a false claim, is a separate process.

Front 20

What has recent research in subliminal priming found?

Back 20

Subliminal priming by itself does not increase persuasion, but subliminal priming combined with an already accessible need or goal can increase persuasion