Term
|
Definition
| conscious recollection of an exposure event, answer review questions without referring back to the chapter, traditional memory |
|
|
Term
|
Definition
| non-conscious retrieval of previously entered stimuli, sense of familiarity, a feeling or set of beliefs |
|
|
Term
| Three types of Cognitive learning |
|
Definition
Iconic Rote
Vicarious
Analytical |
|
|
Term
|
Definition
| learning a concept or the association between two or more concepts in the absence of conditioning. Low involvement learning, not aware of the source of the information, but form beliefs about product, just by scanning environment |
|
|
Term
|
Definition
| observe the outcomes of others choices and adjust their own to result in what is wanted. Use imagery to anticipate outcomes of various courses of action (MODELING) |
|
|
Term
|
Definition
Most complex form of cognitive learning, use creative thinking to restructure and recombine existing information as well as new information to for new associations and concepts, triggers reasoning
Analogical reasoning: inference process that allows consumers to use existing knowledge base to understand a new situation. Helps use familiar information to understand non-familiar information |
|
|
Term
|
Definition
Physiological
safety
belongingness
Esteem
Self-actualization |
|
|
Term
|
Definition
|
|
Term
|
Definition
unknown or reluctant to admit, makes me look rich
Projective techniques: provide info on latent motives, third person technique (why OTHERS purchase it)
Laddering (means-end/benefit chain): ask benefits, for each benefit, name more |
|
|
Term
| Three motivational Conflicts |
|
Definition
Approach Apporach
Approach Avoidance
Avoidance Avoidance |
|
|
Term
|
Definition
| characteristic response to ordinary/usual situations |
|
|
Term
|
Definition
Sincerity, excitement, competence, sophistication, Ruggedness
Use celebrity endorsement, user imagery (Typical user and characteristics of the users), and executional factors (Tone, media, pace, logo) |
|
|
Term
|
Definition
Strong, relatively uncontrolled feelings that affect behavior –strongly linked to need, motivation and personality
Have specific feelings, affects, behaviors, and thoughts, have pleasure, arousal, and dominance.
Use in advertising, |
|
|
Term
|
Definition
| Seeks immediate gratification, impulsive |
|
|
Term
|
Definition
| Mediator between impulsive ID and Moral constraints of superego |
|
|
Term
|
Definition
| The conscious, Controlled by societal norms and ethical restraint on behavior |
|
|
Term
|
Definition
| Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment; The way one thinks, feels, and acts towards some aspect of his/her environment such as a retail store or product. |
|
|
Term
|
Definition
| consumer’s belief about an object, total configuration of beliefs about this brand represents the cognitive component, beliefs about specific attributes or overall object |
|
|
Term
|
Definition
| emotions or feelings about specific attributes or overall object |
|
|
Term
|
Definition
| Behavioral intentions with respect to specific attributes or overall object |
|
|
Term
| Elaboration Likelihood model (4) |
|
Definition
Source Credibility
Celebrity Source
Appeals characteristics
Message structure: 1 vs 2 sided |
|
|
Term
| 6 different advertising appeals |
|
Definition
fear
humor
sex
comparative ads
emotional ads
Value Expressive vs Utilitarian |
|
|
Term
| Characteristics of attitude (5) |
|
Definition
Valence
Extremity
Resistance
Confidence
Accessibility |
|
|
Term
|
Definition
| whether attitude is positive, negative, or neutral |
|
|
Term
|
Definition
| Intensity of liking vs. disliking |
|
|
Term
|
Definition
| Degree to which the attitude is immune to change |
|
|
Term
|
Definition
| Belief that attitude is correct |
|
|
Term
|
Definition
| How easily the attitude can be retrieved from memory |
|
|
Term
|
Definition
- Totality of the individuals thoughts and feelings having reference to himself or herself as an object. Attitudes you have for yourself
Actual vs. Ideal, Private vs. Social: who I am now, who I’d like to be, how others and myself see me |
|
|
Term
|
Definition
| emphasizes personal goals, characteristics, achievements, and desires, tend to be individualistic, self-reliant and self contained |
|
|
Term
| Interdependent self-concept |
|
Definition
| emphasizes family, cultural, professional, and social relationships, tend to be obedient, relationship oriented, know social roles |
|
|
Term
|
Definition
The self plus possessions, people define themselves as part of their possessions or what they possess, if you loose a possession, become a different person slightly
Peak experience: one that surpasses the usual level of intensity and produces feelings of joy and self-fulfillmen |
|
|
Term
|
Definition
| How a person lives, how they view self-concept and use past experiences. |
|
|
Term
| How Lifestyle is measured |
|
Definition
| Measured with psychographics which include attitudes, values/beliefs, activities/interests, demographics, media patterns and usage rates |
|
|
Term
|
Definition
| Memory of how an action sequences SHOULD occur, purchasing and drinking a soft drink relieves thirst, known as a script. Necessary for consumers to shop effectively, appropriate script for correct item |
|
|
Term
|
Definition
| pattern of associations between concepts and episodes is called knowledge structure , WEB OF ASSOCIATIONS, what a consumer thinks of and feels when a brand name is mentioned |
|
|
