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94 Cards in this Set
- Front
- Back
Post-decision dissonance
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when more than one alternative is attractive and the decision is important
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post-decision regret
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unfavorable comparison between the option you chose and the option you didn't choose
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disconfirmation
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discrepancy (positive or negative) between our prior expectation s and the product's actual performance
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expectations
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desired product/service outcomes and include "pre-consumption" beliefs about overall performance or the levels or attributes possessed by a product (service)
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attribution theory
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how individuals think about explanations for or causes of effects or behavior
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factors of attribution theory
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stability
focus controllability |
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equity theory
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inputs vs. outputs:
focuses on the nature of exchange between buyers and sellers |
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Responses to dissatisfaction
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Take no action
Discontinue Purchasing Complain to the company Engage in negative WOM |
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customer-retention
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practice of working to satisfy customers with the intention of developing long-term relationships with them
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disposition
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throwing away of meaningless or used-up items without giving the action much thought
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physical detachment
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process by which the item is physically transferred to another person or location
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emotional detachment
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detailed, lengthy, and painful process (ex: selling your first house)
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Teens and Generation Y
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media and tech savvy
social networks feel a sense of entitlement |
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Generation X
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Born 1965-1976
Some still have angst Boomerang kids high discretionary income delay marriage |
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Baby Boomer
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Born 1946-1964
Largest demographic Freedom to do what they want |
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Seniors
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65+ years old
Women outnumber men Perform limited search info |
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gray market
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women outnumber men because women tend to live longer
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agentic goals
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(men)
mastery self-assertiveness self-efficacy |
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communal goals
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(women)
forming affiliations and fostering harmonious relations |
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gender
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biological state
(male or female) |
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sexual orientation
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reflects a preference toward certain behaviors
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clustering
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"birds of a feather flock together"
consumers in the same neighborhood tend to buy the same types of cars, homes, appliances, etc. |
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satisfaction
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if needs and goals have been met
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dissatisfaction
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when consumers have a negative evaluation of an outcome
(can be related to tolerance, distress, sadness, regret, agitation, outrage) |
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utilitarian dimensions
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how well the product/service functions
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hedonic dimensions
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how the product makes someone feel
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Marketers should aim to satisfy consumers because
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1. tend to be highly loyal customers
2. consumers will influence others through WOM after contact |
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disconfirmation
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discrepancy (positive or negative) between prior expectations and the product's actual performance
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expectation
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desired product/service outcomes and include "preconsumption beliefs about overall performance"
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passives
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least likely to complain
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voicers
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complain directly to the retailer or service provider
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irates
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angry consumers who are most likely to engage in negative WOM
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activists
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engage heavily in all types of complaining, including third parties
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ethnic groups
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members who share a common heritage, set of beliefs, religion and experiences
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acculturation
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members of a subculture must learn to adapt to the host culture
influenced by family, friends and media and combines with traditional customs to form a unique consumer culture |
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multicultural marketing
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use of strategies that simultaneously appeal to a variety of cultures
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individualism vs. collectivism
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puts more emphasis on themselves as individuals than those part of the group vs. emphasize connections to others rather than their own individuality
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horizontal vs. vertical orientation
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equality vs. hierarchy
important to marketers of status-symbol products that will appeal to consumers influenced by vertical orientation |
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masculine vs. feminine
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aggressive/individual advancement vs. social relationship
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Hispanic levels of acculturation
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1) acculturated: mostly English
2) bicultural: English/spanish 3) traditional: mostly spanish |
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intensity of ethnic identification
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consumers who strongly identify with their ethnic group are less acculturated into the mainstream culture are more likely to exhibit the consumption patterns of the ethnic group
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Social class systems (3)
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High class
Middle class Lower class |
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over privileged
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have a disposable income and can purchase more than just necessities
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class average
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still able to afford the "American Dream" (home ownership, car)
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underprivileged
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have trouble making ends meet
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trickle-down effect
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lower classes copy trends that begin in the upper class
occurs because lower class aspires to be like upper class |
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status float
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trends start in the lower and middle classes and spread upward (tattoos, music, etc)
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income vs. social class
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income can overlap social classes
income increases with age dual-career families can earn more |
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inherited status
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adopted from parents at birth
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earned status
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acquired later in life from personal achievements
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Computerized Status Index (CSI)
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assesses consumers' education, occupation, area of residence and income
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status crystallization
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consumers are consistent across social class, income, etc
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How social class changes over time
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Upward mobility
downward mobility social class fragmentation |
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upward mobility
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educational or occupational achievement
go back to school limited by opportunity and resources |
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downward mobility
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job loss
creates disappointment and dillusionment |
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social class fragmentation
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upward/downward have blurred class divisions
increased availability of mass media leading to idiosyncrasies advances in communication technology have increased communication and interaction across class lines |
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conspicuous consumption
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attempt to offset deficiencies or lack of esteem by devoting attention to consumption
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status symbols
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good or services indicate their owners place in social hierarchy
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parody display
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status symbols that move in a reverse direction
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fraudulent symbols
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if certain symbols become widely possessed they can lose their status connotations
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compensatory consumption
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used in an effort to offset frustrations through consumption
seek gratification to make up for disappointment |
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nuclear family
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consists of father, mother and children
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extended family
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nuclear family plus relatives (aunts, uncles, grandparents, etc)
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delayed marriage
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career is seen as a higher priority
couples can typically find themselves in a better financial position |
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cohabitation
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consumers who decide to live with members of the opposite sex outside marriage
unmarried couples are more frequent consumers of entertainment, transportation and vacations |
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dual-career families
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1) woman seeks career advancement and personal fulfillment
2) woman works out of financial necessity and considers her employment (just a job) |
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gatekeeper
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household members who collect and control information important to the decision
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influencer
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household members who try to express their opinions and influence the decision
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decider
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the person or persons who actually determine which product or service will be chosen
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buyer
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household member who physically acquires the product or service
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user
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household members who consume the product
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instrumental
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relate to tasks affecting the buying decision
when and how much to purchase |
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expressive
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indicate family norms
choice of color or style |
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Household role conflict based on
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reasons for buying
who should make the decision which option to choose who uses the product or service |
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autonomic decision
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equally likely to me made by the husband or wife, but not by both
(luggage, toys, games, cameras) |
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syncratic decision
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made jointly by husband and wife
vacations, refrigerators, TVs, living room, furniture |
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Type of household determines the nature of children's influence
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authoritarian households stress obedience
neglectful households exert little control democratic households encourage self expression permissive households remove constraints |
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psychographics
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description of consumers on the basis of psychological and behavioral characteristics
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values
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enduring beliefs that a given behavior outcome is desireable or good
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value system
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our total set of values and their relative importance to us
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terminal values
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highly desired end states
salvation/happiness/self-respect |
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instrumental
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needed to achieve desired end-states
belief in God |
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domain-specific
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relevant only to particular areas of activity
religion, family or consumption |
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materialism
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people gauge satisfaction in terms of what they have or have not acquired in life and in terms of desired possessions
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individualism vs collectivism
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degree to which a culture focuses on the individuals rather than a group
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uncertainty avoidance
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extent to which a culture prefers structured to unstructured situations
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masculinity vs femininity
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extent to which a culture stresses masculine values (assertiveness, success, and competition over feminine values (quality of life, warm personal relationships, caring
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power distance
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degree to which people are equal in terms of status
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personality
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distinctive patterns of behaviors, tendencies, qualities or personal dispositions that make one individual different from another and lead to a consistent response to environmental stimuli
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locus of control
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interpretation of why things happen
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internal locus
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people place the responsibility for good and bad outcomes on themselves
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external locus
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responsibility is placed on others
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optimal stimulation level
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people prefer it somewhere in the middle
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dogmatism
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tendency to be resistant to change and new idea
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