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87 Cards in this Set
- Front
- Back
Stages in COnsumer Decision Making
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Problem Recognition
Information Search Evaluation of Alternatives Product Choice Outcomes |
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Rational Perspective to Decision making
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People integrate what the know with new info, weigh alternatives, and make the best choice
--not usually followed |
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COnstructive processing
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People evaluate the effort required to make a particular choice and then chooce a strategy suited to this effort level
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Behavioral Influence Perspective
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-low involvement
- decision is a learned response to environmental cues, like physical surroundings and product placement |
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Experiential perspective
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high involvement
-involves totality of product/service -marketers measure ones affective responses to a product and develop offerings appropriate to them |
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DImension
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The ammount of effort that goes into a decision each time it must be made
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extended problem solving
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follows rational way of thinking, carries fair degree of risk and usually related to the self concept
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evaluation
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considering the attributes of one brand at a time and seing how they shape up to some set of desired characteristics
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limited problem solving
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more straight forward and simple
-not motivated to search for info or to rigorously evaluate each alternative |
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cognitive shortcuts
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enable people to fall back on general guidlines instead of starting from scratch each time a decision must be made
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automaticity
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choices are performed with minimal effort and witout conscious control
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problem recognition
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discovering a discrepency between a current state and some desired state
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need recognition vs. opportunity recognition
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need- actual state's quality moves downward
opportunity- ideal state's quality moves upward |
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primary vs. secondary demand
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primary- encourages to buy a cateory of product
secondary- after primary exists, encouraged to buy a particular brand in that category |
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information search
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surveying ones environment for appropriated info to make a reasonable decision
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internal vs. external search
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internal- drawing upon previous searches for info or previous experiences
external- ads, friends, people watching |
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deliberate vs. incidental leanring
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deliberate- intentional, directed learning
incidental- taken in through mere exposure |
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economics of information
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assumes people will gather enough info to make an informed decision
----not always true ---low incomes search less then affluent |
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mental accounting
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being influenced by the way a problem is posed, and by whether it is put in terms of gains or losses
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sunk cost fallacy
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people are hesitant to get rid of things they already paid for
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loss aversion
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people tend to place a greater emphasis on loss then on gain
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prospect theory
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utility is a function of fains and losses, and risk differs when the person faces options involving gains vs. those involving losses
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relationship b/t product knowledge and info search is?
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a BELL SHAPE!!!!
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selective search
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experts have a better idea of what is relevant, and are more focused and efficient
-not influenced by price, brand.... |
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evoked vs. inert vs. inept set
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evoked- those that one is aware of and is actively considering
inert- those that a person is aware of, but won't consider inept- those that a person isn't aware of and thus won't consider |
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cognitive structure
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a set of factual knowledge about products and the way these beliefs are organized
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levels of categoriization
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basic middle- most useful-wide range of products, but decent alternatives
-superordinate- most broad, abstract level subordinate- most specific, includes brands |
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exemplar products
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if a product is a really good example of a profuct catefory, it is more familiar and call call the shots by defining the evaluative criteria that should be used to evaluate all catefory members
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evaluative criteria
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the dimensions used to judge the merits of competing options
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determinant attributes
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the attributes actually used to differentiate among choices
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procedural learning
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the decision about which attributes to use and the series of cognitive steps before making a decision
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A new decisions criteria should include: (3 things)
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1. Point out that there are significant differences among brands on an attribute
2. supply the consumer with a decision making rule 3. make sure the rule is easy enough to integrate with the original rule |
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Heuristics
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Mental rules of thumb that lead to a speedy decision
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covariation
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association among events
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market beliefs
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specific beliefs about relationships in the marketplace
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inertia
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buying a brand out of habit b/c less effort is required
----easier to change these people's preference |
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brand parity
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the belief that all brands are the same
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noncompensetory rule
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a product iwth low standing on one attribute can't make up for it
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lexiographic
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brand that ranks the best on the most important attribute is selected
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elimination by aspects rule
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brands evaluated by attributes, specific cuttoffs imposed, process of elimination used
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conjunctive rule
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processing by brand, cuttoffs established for each attribute
brand chosen if it meets all cutoffs -brand will be rejected if it doesn't |
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simple vs. complex compensation rule
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simple- brand with largest number of positive attributes wins
complex- uses weighted attributes |
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situational self image
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the role a person plays at any time
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situational matrix
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lists all the possible users and all the contexts where the product is used
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density vs. crowding
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density- the actual number of people occupying a space
crowding- a psychological condition that ecists only if a negative affective state occurs b/c of a spaces density |
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economic vs. psychological time
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economic- an actual commodity that must be divided up
psychological- how time is experienced |
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queing theory
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people tend to have a negative association with service if their wait in line is bad
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linear seperable time vs. procedural time
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l.s.t.- events procede in an orderly sequence and there is a time and place for everything
p.c.- ignores teh clock completely, do things when time is right |
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2 dimensions to positive or negative reactions to a store environment
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pleasure- enjoy a situation or not
arrousal- the intensity of stimulation |
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5 motives for shopping
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Instant status
Interpersonal attraction social experience thrill of the chase sharing a common interest |
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shopping orientation
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general attitutes towards shopping
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5 types of shoppers
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1. economic- concerned with getting the most value from ones money
2. Personalized- one who forms strong attachment to staff 3. ethical- roots for small, local companies 4. apathetic- shops only b/c they have to 5. recreational- one who view it as a fun, social activity |
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atmospherics
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the conscious designing of space and its various dimensions to evoke a certain effect in buyers, such as colors, scents, and sounds
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unplanned vs. impulse buying
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unplanned- may occur when a person is unfamiliar with a stores layout, is under time restraints, or is reminded of an item they need to get
impulse- a sudden, irresistable urge. |
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exchange theory
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every interaction involves an exchange of value
---this is why salespeople are such an important in-store factor |
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commercial freindships
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when service personnel and customers form fairly warm personal relationships
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interaction style
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the degree of adaptability and assertiveness
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expectancy disconfirmation model
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consumers form beliefs about a product's performance based upon prior experience with the product and by talking about it
-a product that meets these expectations are taken for granted -product that doesn't results in a negative affect -product that exceeds it pleases and satisfies |
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3 courses of action to take if disatisfied
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voice response- return/exchange
private response- negative talk/boycott third party- Better bus. b., tv stations |
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lateral cycling
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selling or exchanging already used items
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organizational buyer
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people who purchase goods and services on behalf of a company
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b2b marketers
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people who focus on meeting the needs of organizations
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buyers perception of the purchase decision affected by
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expectations of the supplier, business climate of the company, and personal asessment of his or her own performance
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differences b/t organizational and consumer decisions
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-few are impulse buys
-involve many people -products bought according to technical specifications -decisions are often high risk -companies usually make up a small customer base and a large ammount of dollars -HOWEVER, brand loyalty, long term relationships, and aesthetic concerns still exist |
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internal vs. external stimuli
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internal- buyers psychological characteristics
external- nature of org and overal market |
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greater the complexity, novelness, or riskiness of a decision......
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more searching for info and comparing alternatives is done
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straight rebuy vs. modified rebuy vs. new task
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straight- out of habit, little thinking
modified- limited decision making, some changes new buy- extensive problem solving |
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Initiator
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the person who brings up an idea or need
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gatekeeper
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the person who searches for information and who controls the flow to the group
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influencer
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a person who tries to sway the outcome
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buyer/user
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buyer- person who actually purchases
user- person who uses product |
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nuclear family
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a mother, father, and 1 or more children
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extended family
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three generations living in the smae house
-once most common family unit |
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family household
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2 or more people related by blood or marraige
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Family's needs and expenditures affected by:(3)
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Size of family
age of family members whether 1, 2, or more adults are employed outside the home |
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2 important factors determining how a family spends its money
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1. whether women works
2. whether they have kids |
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Family Life Cycle and limitations
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FLC- a families needs and consumption habits differ over time
limited b/c of changing womens roles, non kid household, alternative lifestyles, and single parent households |
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consensual vs. accomodative purchase decision
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consensual- agreed upon by all family members
accomodative- group members can't agree on a purchase that will settle all preferences |
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degree of family decision conflict influenced by: (4 things)
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interpersonal need- a persons level of investment in the group
product involvement and utility responsibility power- degree to which one family member exterts influence over others in making decisions |
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autocratic vs. syncratic decisions
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autocratic- one family member
syncratic- made jointly |
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Family Financial Officer
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individual in charge of a family's bills and incharge of allocating excess funds
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4 factors that determine the degree to which decisions will be made jointly/or by one or the others
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1. sex role stereotypes
2. spousal resources 3. experience 4. socioeconomic status- middle class make more joint the high/low |
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kin-network system
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rituals performed to maintain ties among family members
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synoptic ideal
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husband and wife take a common view and act as joint decision makers
-weigh alternatives and then make mutually beneficial decisions |
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consumer socialization
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process by which young people acquire skills, knowlege, and attitudes relevant to their functioning in the marketplace
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Jean Piaget said.....
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kids pass through distinct phases of cognitive development, and each stage is characterized by a certain cognitive structure the child used to handle info
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3 segments of storage and retrieval in kids
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under 6- limited- no s and r
6-12 cued- s and r when cued 12 and older- strategic s and r spontaneously. |