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34 Cards in this Set

  • Front
  • Back
-process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of five senses
-consumer's immediate response to a stimulus
-purposeful allocation of information processing capacity toward developing an understanding of stimulus
-attempt to derive meaning from information
Cognitive Organization
-process by which human brain assembles sensory evidence into something recognizable
-state the results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category
-state that occurs when a stimulus shares some but not all characteristics that would lead it to fit neatly in an existing category
-consumers must process exceptions to rules about the category
-state the results when a stimulus does not share enough in common with existing categories to allow categorization
Selective Exposure
-process of screening out certain stimuli and purposely exposing oneself to other stimuli
Selective Attention
-process of paying attention to only certain stimuli
Selective Distortion
-process by which consumers interpret information in ways that are biased by their previously held beliefs
Subliminal Processing
-way that the human brain deals with very low-strength stimuli, so low that one cannot notice anything
Absolute Threshold
-level over which strength of a stimulus must be greater so that it can be perceived
Subliminal Persuasion
-persuasion that results from subliminal processing
-just noticeable difference
-condition in which one stimulus is sufficiently stronger that another so that someone can actually notice that the two are not the game
Weber's Law
-law stating that a consumer's ability to detect differences between two levels of stimulus decreases as the intensity of the initial stimulus increases
-just meaningful difference
-smallest amount of change in a stimulus that would influence consumer consumption
Mere Exposure Effect
-effect that leads consumers to prefer a stimulus to which they've previously been exposed
-effect that occurs without attention
Implicit Memory
-memory for things that person did not try to remeber
Explicit Attention
-memory that developed when the person was trying to remember a stimulus
Product Placement
-products that have been placed conspicuously in movies or TV shows
Involuntary Attention
-attention that is beyond the consciousness control of the consumer
Orientation Reflex
-natural reflex that occurs as a response to something threatening
-the personal relevance toward, or interest in a particular product
Unintentional Learning
-learning that occurs when behavior is modified through a consumer-stimulus interaction without any effort
Intentional Learning
-customers set out to learn about a product
Classical Condition
-change in behavior that occurs simply through associating one stimulus with another
Unconditional Stimulus
-stimulus with which a behavioral response is already associated
Unconditioned Response
-response that occurs naturally as a result of exposure to an unconditioned stimulus
Conditioned Stimulus
-object or even that does not cause the desired response naturally but that can be conditioned to do so by pairing with an unconditioned stimulus
Conditioned Response
-response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus
Instrumental Conditioning
-where a behavioral response can be conditioned through either punishment or rewards associated with the desired behavior
-process through which behavior cease because of lack of reinforcement