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41 Cards in this Set
- Front
- Back
Heuristics
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A mental rule of thumb that leads to a speedy decision by simplifying the process. This most commonly is associated with brand loyalty.
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Post-purchase Evaluation
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The evaluation of the product results in a level of consumer satisfaction/dissatisfaction. This refers to the overall feelings, or attitude a person has about a product after purchase.
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Cognitive dissonance
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is the anxiety or regret a consumer may feel after choosing from among several similar attractive choices.
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Exposure
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the extent to which a person’s sensory receptors are capable of registering a stimulus
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Sensory Threshold
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The degree to which people notice a stimulus that is within range of their sensory receptors.
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Absolute threshold
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the minimum amount of stimulation that can be detected on a sensory channel
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Differential Threshold (Just Noticeable Difference)
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The minimum change in a stimulus that can be detected.
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Attention
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the extent to which a person devotes mental processing to a particular stimulus
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Stimulation selection factors
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size, colour, position, novelty
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Adaptation
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the degree to which consumers continue to notice a stimulus over time
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Factors leading to adaptation
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Intensity, duration, discrimination, exposure, relevance
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Utilitarian needs
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the objective; tangible attributes of products e.g. fuel economy in a car.
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Hedonic needs
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the subjective and experiential aspects of products, e.g. self confidence, excitement, etc.
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Core values
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values shared within a culture
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Enculturation
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learning the beliefs and values of one’s own culture
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Acculturation
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learning the value system and behaviors of another culture
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Classical Conditioning
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a learning process that occurs when two stimuli are repeatedly paired: a response which is at first produced by the second stimulus is eventually produced by the first stimulus alone.
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Stimulus Generalisation
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occurs when the same response is evoked by a similar stimuli e.g. doorbell
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Stimulus Discrimination
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occurs when a similar stimulus is not followed by an unconditioned stimuli.
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Instrumental Conditioning
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Learning that occurs as the result of rewards or punishment
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Decay
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This is where structural changes in the brain causes loss of memory
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Retroactive
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new memories interfere with old memories
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Proactive
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old memories make it hard to recall newer memories
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Nostalgia
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where the past is viewed with both sadness and longing.
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Self-concept
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the beliefs a person holds about his/her own attributes, and how he/she evaluates these qualities
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Extended self
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external objects that we consider a part of us
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Ideal self
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our conception of how we would like to be
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Actual self
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our more realistic appraisal of the qualities we have
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Culture
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Accumulation if shared meanings, rituals, norms and traditions among members of an organisation or society and determines overall priorities a consumers attaches to different activities and products
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Social Class
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The overall rank or social standing of groups within a society according to the value assigned to factors such as family background, education, occupation, and income
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Status symbol
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Visible Markers that provide a way for people to flaunt their membership in higher social classes
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Conspicuous consumptions
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measures the extent to which a consumer is to consume conspicuously (look at closely/observe)).
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Status Consumption
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gauges the degree in which consumer is likely to consume for status.
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Nuclear family
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Mum, Dad & kids
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Extended family
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3 generations incl. grandparents, aunts, uncles and cousins
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The sandwich generation
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middle aged people looking after kids and parents simultaneously.
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Consensual purchase decision
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members agree on the desired purchase, differing only in terms of how it will be achieved
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Accommodative purchase decision
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members have different preferences or priorities and they cannot agree on a purchase to satisfy the minimum expectations of all involved
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Household Decision Roles
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Influencer, User, Buyer, Decider, Gatekeeper
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Autonomic decision
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one family member chooses a product
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Syncretic decision
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involve both partners
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