Term
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Definition
| The inner psychological characteristics that both determine and reflect how a person responds to his or her environment |
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Term
| Three distinct properties of Personality |
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Definition
o Reflects individual differences
o Is consistent and enduring
o Personality can change |
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Term
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Definition
| - Psychoanalytic Theory of Personality: Unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality |
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Term
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Definition
o Compliant Individuals: Move toward others (desire to be loved)
o Aggressive Individuals: Move against others (desire to win)
o Detached Individuals: Move away from others (desire to be independent) |
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Term
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Definition
| Degree of the consumers attachment to worldly possessions |
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Term
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Definition
Consumer’s likelihood to accept or reject foreign made products
o Highly Ethnocentric: Think it’s bad to purchase foreign goods |
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Term
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Definition
| Opposite of ethno. Attracted to products, places and things of other cultures |
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Term
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Definition
The degree of rigidity (versus openness) that individuals display toward the unfamiliar and toward info that is contrary to their own beliefs
o Low dogmatism = open minded |
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Term
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Definition
Range from inner-directedness to other-directedness
o Inner-directed: Tend to rely on their own inner values
o Other-directed: Look at others for guidance |
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Term
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Definition
o High NFC = Responsive to the part of an ad that is rich in product-related information or description
o Low NFC = More attracted to background or peripheral aspects of an ad like an attractive model or well-known celeb. |
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Term
| j.n.d. (Differential Threshold) |
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Definition
- The minimal difference that can be detected between two similar stimuli
- Changes are RELATIVE |
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Term
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Definition
The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
o JND = Starting Stimulus x K |
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Term
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Definition
| The process through which people take raw sensations from the environment and interpret them using knowledge, experience and understanding of the world so that sensations become meaningful experiences |
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Term
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Definition
1. Exposure
a. External Stimuli
b. Sensory Receptors
2. Attention
3. Interpretation |
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Term
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Definition
| The lowest level at which an individual can experience a sensation |
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Term
| Three basic principles of Perceptional Organization |
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Definition
1. Figure and Ground
2. Grouping
3. Closure |
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Term
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Definition
| Ability to focus on one person talking in a room full of people |
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Term
| Behavioral vs. Cognitive Learning Theories |
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Definition
Behavioral: Based on observable behaviors (responses) that occur as the result of exposure to stimuli
Cognitive: Learning based on mental processing |
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Term
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Definition
| The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior |
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Term
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Definition
| The total rage of learning, from simple to the learning of abstract concepts and complex problem solving |
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Term
| For learning to occur, there has to be… |
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Definition
Motivation: Unfilled needs lead to motivation
Cues: Stimuli that direct motives
o Price, styling, packaging, etc.
o Ex. An ad for an exotic trip that includes bike riding may serve as a cue for bike riders who may suddenly realize they need a vacation
Response: How individuals react to a cue
Reinforcement: Increases the likelihood that a specific response will occur in the future as a result of particular cues or stimuli |
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Term
| Cognitive Associative Learning |
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Definition
| Not the acquisition of new reflexes, but the acquisition of new knowledge about the world |
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Term
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Definition
• One to make consumers aware of product
• A second to show consumers the relevance
• A third to remind of its benefits |
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Term
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Definition
o Making the same response to a slightly different stimuli
o Dog salivates not only to bell but also jangle of car keys |
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