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WorksheetsConsumer Behavior Exam #2 Review
Total questions: 116
Worksheet time: 19hrs 20mins
What is Gestalt Psychology?
The whole is greater than the sum of its parts.
People perceive an incomplete picture as complete.
Consumers group together objects that share similar physical characteristics.
One part of the stimulus will dominate (the figure) while the other parts recede into the background (ground).
What do we mean by Semiotic Relationships?
The way advertising works.
The set of grammatical rules that govern the correct structure and word order of sentences.
The study of social hierarchies and interpersonal connections within a specific culture.
The biological analysis of chemical signals and markers used in cellular communication.
What is an example of an Object?
Brand
George Cloony
Luxurious & classy
An icon, index, and symbol.
What is an example of a Sign?
George Cloony
Brand
Luxurious & classy
What is an example of an Interpretant?
Luxurious & classy
Brand
George Cloony
What is Learning?
Fairly permanent change in behavior as the result of the information that we are absorbing.
Happens unintentionally.
The process of biological growth and physical development that all humans experience from birth.
The ability to memorize and recall a large number of isolated facts, dates, and definitions.
What is an example of Learning?
The term Weber’s Law sounds familiar in a few weeks, but doesn’t know what it means.
Hear a song and you keep humming it and it’s driving you crazy. Can’t get it out of your head.
What is Incidental Learning?
Learning that happens unintentionally.
Fairly permanent change in behavior as the result of the information that we are absorbing.
The process of biological growth and physical development that all humans experience from birth.
The ability to memorize and recall a large number of isolated facts, dates, and definitions.
What is an example of Incidental Learning?
Hear a song and you keep humming it and it’s driving you crazy. Can’t get it out of your head.
The term Weber’s Law sounds familiar in a few weeks, but doesn’t know what it means.
What are two main theories of learning?
Behavioral Learning- System 1 Learning; happens automatically.
Cognitive Learning- System 2 Learning; you have to focus.
Behavioral Learning- System 2 Learning; you have to focus.
Cognitive Learning- System 1 Learning; happens automatically.
What is an example of Unconditioned Stimulus?
For the rest of the semester at 4:35pm someone walks in with pizza and everyone has a piece. When smelling the pizza, you will get hungry, interest. The anticipation of food sends signals to the mouth that makes you drool, you waking up, getting excited. The straight up offering of the pizza.
We are conditioned to experience the same thing when we hear a sound or a specific time in day.
Imagine the professor plays a sound before the person that comes with pizza. The time at 4:35pm, the sound; this signals to us that the food is about to come. With enough repetition, it becomes synonymous.
Home with a pet and a car makes a similar noise that food is coming. When someone walks in at 3:15 on Mondays and Wednesdays. On Tuesday at 3:15, I’m hungry and I want pizza.
What is a Conditioned Response?
We are conditioned to experience the same thing when we hear a sound or a specific time in day.
A consumer's natural, automatic reflex, such as feeling hungry when smelling food.
The specific marketing tool, such as a catchy jingle or a celebrity spokesperson, used in an advertisement.
A consumer's conscious decision to buy a product again to earn loyalty points or a reward.
What is an example of Conditioned Stimulus?
Imagine the professor plays a sound before the person that comes with pizza. The time at 4:35pm, the sound; this signals to us that the food is about to come. With enough repetition, it becomes synonymous.
It’s not going to create the effect.
Home with a pet and a car makes a similar noise that food is coming. When someone walks in at 3:15 on Mondays and Wednesdays. On Tuesday at 3:15, I’m hungry and I want pizza.
Toy makes a noise and his daughter would hear it and it makes her happy.
What is an example of Repetition?
It's not going to create the effect.
Home with a pet and a car makes a similar noise that food is coming. When someone walks in at 3:15 on Mondays and Wednesdays. On Tuesday at 3:15, I’m hungry and I want pizza.
Toy makes a noise and his daughter would hear it and it makes her happy.
Imagine the professor plays a sound before the person that comes with pizza. The time at 4:35pm, the sound; this signals to us that the food is about to come. With enough repetition, it becomes synonymous.
What is an example of Stimulus Generalization?
Home with a pet and a car makes a similar noise that food is coming. When someone walks in at 3:15 on Mondays and Wednesdays. On Tuesday at 3:15, I’m hungry and I want pizza.
Toy makes a noise and his daughter would hear it and it makes her happy.
Imagine the professor plays a sound before the person that comes with pizza. The time at 4:35pm, the sound; this signals to us that the food is about to come. With enough repetition, it becomes synonymous.
It’s not going to create the effect.
What is an example of Stimulus Discrimination?
Toy makes a noise and his daughter would hear it and it makes her happy.
Home with a pet and a car makes a similar noise that food is coming. When someone walks in at 3:15 on Mondays and Wednesdays. On Tuesday at 3:15, I’m hungry and I want pizza.
It’s not going to create the effect.
Imagine the professor plays a sound before the person that comes with pizza. The time at 4:35pm, the sound; this signals to us that the food is about to come. With enough repetition, it becomes synonymous.
What are the Marketing Applications of Repetition?
1. Repetition increases learning
2. More exposure = increased brand awareness
3. When exposure decreases, extinction occurs
4. However, too MUCH exposure leads to advertising wear out
Example: Izod crocodile on clothes
1. Attention: The company first captures the consumer's attention.
2. Interest: It then builds interest in the product's benefits.
3. Desire: The consumer develops a desire or "want" for the product.
4. Action: The consumer is finally persuaded to make a purchase.
1. Identify: The firm identifies all possible market segments.
2. Profile: It analyzes the demographic and psychographic profile of each segment.
3. Target: The company selects the most profitable segment to focus on.
4. Position: The product is positioned to meet the specific needs of that target group.
1. Behavior: The consumer first performs a voluntary action (like a purchase).
2. Reward: The company provides a positive reinforcement (like loyalty points or a discount).
3. Reinforcement: The consumer's behavior is strengthened by the reward.
4. Increase: The consumer increases the frequency of their purchases to get more rewards.
What is Stimulus Generalization?
Halo effect- See correlation and causation between characteristics and they are not related (first impressions).
Trying to convince people only this brand has these sets of characteristics.
Brand equity
What is an example of Stimulus Generalization?
Your friend is honest and trustworthy. Also, assuming they are a generous person.
You like the iPhone and you see the TV and you think it’s going to be high quality.
Apple uses peaches instead of apples.
What is Stimulus Discrimination?
Trying to convince people only this brand has these sets of characteristics.
Brand equity
Halo effect- halo over someone's head. See correlation and causation between characteristics and they are not related.
What is an example of Stimulus Discrimination?
You like the iPhone and you see the TV and you think it’s going to be high quality.
Apple uses peaches instead of apples.
Your friend is honest and trustworthy. Also, assuming they are a generous person.
What is Classical Conditioning Principle?
Brand equity- dollar sign
Halo effect- halo over someone's head. See correlation and causation between characteristics and they are not related.
Trying to convince people only this brand has these sets of characteristics.
What is an example of the Classical Conditioning Principle?
Apple uses peaches instead of apples.
You like the iPhone and you see the TV and you think it’s going to be high quality.
Your friend is honest and trustworthy. Also, assuming they are a generous person.
What is an example of Family Branding?
All Apple products.
Apple’s mac line, iPhone line. Getting into the car industry. Adding stuff to the product line.
Grant a license to (someone or something) to permit the use of something or to allow an activity to take place. Having the rights to use those brands.
Leading brands and whenever they can’t get a patent, then you have look-alike brands.
What is an example of Product Line Extension?
Apple’s mac line, iPhone line. Getting into the car industry. Adding stuff to the product line.
All apple products. (iPhone, iMac)
Grant a license to (someone or something) to permit the use of something or to allow an activity to take place. Having the rights to use those brands.
Leading brands and whenever they can’t get a patent, then you have look-alike brands.
What is an example of Licensing?
Grant a license to (someone or something) to permit the use of something or to allow an activity to take place. Having the rights to use those brands.
Leading brands and whenever they can’t get a patent.
All apple products. (iPhone, iMac)
Apple’s mac line, iPhone line. Getting into the car industry. Adding stuff to the product line.
What is an example of Look-Alike Packaging?
Leading brands and whenever they can’t get a patent.
Grant a license to (someone or something) to permit the use of something or to allow an activity to take place. Having the rights to use those brands.
Apple’s mac line, iPhone line. Getting into the car industry. Adding stuff to the product line.
All apple products. (iPhone, iMac).
Positive Reinforcement...
Positive behavior is rewarded with a positive outcome.
Example: paycheck
Do something undesirable, get a negative outcome.
Example: teaching your pet new tricks and they pee on the carpet.
You need to do something positive to avoid a negative outcome.
Example: status quo being punished unless you do something about it.
Punishment...
Do something undesirable, get a negative outcome.
Example: teaching your pet new tricks and they pee on the carpet.
You need to do something positive to avoid a negative outcome.
Example: status quo being punished unless you do something about it.
Positive behavior is rewarded with a positive outcome.
Example: paycheck
Negative Reinforcement...
You need to do something positive to avoid a negative outcome.
Example: status quo being punished unless you do something about it.
Do something undesirable, get a negative outcome.
Example: teaching your pet new tricks and they pee on the carpet.
Positive behavior is rewarded with a positive outcome.
Example: paycheck
Define Fixed-Interval Reinforcement & give an example
Time interval.
Example: enforce his class policies on Wednesday’s.
Unknown, random.
Example: doesn’t tell us which day of the week that he is taking attendance.
How frequently you need to do something to get rewarded or punished. The system where you engage in positive behavior. Number of times you need to fix something.
Example: answer two questions to get class participation credit.
Answering an unknown number of questions during the class to get points.
Define Variable-Interval Reinforcement & give an example
Unknown, random.
Example: doesn’t tell us which day of the week that he is taking attendance.
How frequently you need to do something to get rewarded or punished. The system where you engage in positive behavior. Number of times you need to fix something.
Example: answer two questions to get class participation credit.
Answering an unknown number of questions during the class to get points.
Time interval.
Example: enforce his class policies on Wednesday’s.
Define Fixed-Ration Reinforcement & give an example
How frequently you need to do something to get rewarded or punished. The system where you engage in positive behavior. Number of times you need to fix something.
Example: answer two questions to get class participation credit.
Answering an unknown number of questions during the class to get points.
Time interval.
Example: enforce his class policies on Wednesday’s.
Unknown, random.
Example: doesn’t tell us which day of the week that he is taking attendance.
Which example describes Variable-Ratio Reinforcement?
Answering an unknown number of questions during the class to get points.
Answer two questions to get class participation credit.
Doesn’t tell us which day of the week that he is taking attendance.
Enforce his class policies on Wednesday’s.
What is the Endowed Progress Effect & give an example?
Experienced many times before. Get closer to the finish line, you’re more motivated to finish.
Example: Starting Assignment 1, you are focused and motivated to get the assignment done.
It is a bias where consumers place a much higher value on a product after they have already purchased and taken ownership of it.
Example: A consumer is unwilling to sell their used laptop for its $300 fair market value, instead demanding $500, because they have an emotional attachment to it and "know what it's worth."
The consumer acquires and performs the behavior earlier demonstrated by a model.
observational learning
retention
production processes
motivation
to remember
retention
observational learning
production processes
motivation
the confidence or participating and getting points.
production processes
motivation
retention
observational learning
I know I can get the points, but I want to get those points.
motivation
production processes
retention
observational learning
information is accessible even if we don't pay attention to it.
sensory
short-term
long-term
elaborative rehearsal
how important things are, it can last for 20 seconds.
short-term
long-term
elaborative rehearsal
sensory
Make sense of things; analyzing. When you hear Weber's Law, wrap it into your own experience.
elaborative rehearsal
long-term
short-term
sensory
First in the market, more memorable.
Example: hear electric cars, think of Tesla
Pioneering brands
State-dependent retrieval
Remember happy stuff when we’re happy. When we’re sad, we remember sad stuff.
state-dependent retrieval
mixed and unipolar emotions
Remember the trip; our brain discounts frustrating things that happen during that trip. Mostly focuses on the positives.
Brain has a feature, when we think about something that has happened in the past we mostly focus on the positive memories.
mixed and unipolar emotions
state-dependent retrieval
All the reasons that people may not be willing to give us the honest answer.
response bias
memory lapses
Asking people questions and they are giving the honest answer about it.
memory lapses
response bias
Not remembering stuff.
Example: When was the last time you did ___?
omitting
averaging
telescoping
What is your caffeine intake a day? Not reliable because our brain gets rid of the outliers and averages it out. When you ask people about their habits, you forget things.
averaging
omitting
telescoping
remember something from the past, zooms in on the event and feels like yesterday.
telescoping
averaging
omitting
Hearing false information and believing it as facts.
Remember the lie.
Illusion of Truth Effect
Telescoping
Averaging
Omitting
Refers to the processes that lead people to behave as they do.
It occurs when a need is aroused that the consumer wishes to satisfy.
The need creates a state of tension that drives the consumer to attempt to reduce or eliminate it.
motivation
goals
hedonic
utilitarian
A desire to achieve some functional or practical benefit, as when a person loads up on green vegetables for nutritional reasons.
Utilitarian
Hedonic
An experiential need, involving emotional responses or fantasies as when a person feels “righteous” by eating kale.
hedonic
utilitarian
The desired end state.
Goals
Motivation
Focuses on biological needs that produce unpleasant states of arousal.
Example: your stomach grumbles during a morning class.
Drive theory
Expectancy theory
Suggests that expectations of achieving desirable outcomes.
expectancy theory
drive theory
A conflict when he or she must choose between two desireable aleternatives.
Example: a student might be torn between going home for the holidays and going on a skiing trip with friends.
approach-approach
approach-avoidance
avoidance-avoidance
Conflict occurs when we desire a goal but wish to avoid it at the same time.
approach-avoidance
avoidance-avoidance
approach-approach
Marketers frequently address
Conflict with messages that stress unforeseen benefits of choosing one option.
Example: when they emphasize special credit plans to ease the pain of car payments.
avoidance-avoidance
approach-avoidance
approach-approach
A set of 20 psychogenic needs that (sometime in combination) result in specific behaviors.
Murray's psychogenic needs
Autonomy
Dependence
Play
being independent
autonomy
dependence
play
defending the self against criticism
dependence
autonomy
play
engaging in pleasurable activities.
play
dependence
autonomy
To be in a compay of other people
Relevant to products and services for people in groups, such as participating in team sports, frequenting bars, and hanging out at shopping malls.
Need for affiliation
Need for power
Need for uniqueness
To control one’s environment.
Many products and services allow us to feel that we have mastery over our surroundings. These products range from “hopped-up” muscle cars and loud boom boxes (oversized portable radios that impose one’s musical tastes on others) to luxury resorts that promise to respond to every whim of their pampered guests.
Need for power
Need for uniqueness
Need for affiliation
To assert one’s individual identity
Products satisfy the need for uniqueness when they pledge to bring out our distinctive qualities.
For example, cachet perfume claims to be “as individual as you are.”
Need for uniqueness
Need for power
Need for affiliation
Water, sleep, food
Relevant products: medicines, staple items, generics
Example: Quaker Oat Bran- "It's the right thing to do."
Physiological
Safety
Belongingness
Eco Needs
Self-Actualization
Security, shelter, protection
Relevant products: insurance, alarm systems, retirement, investments
Example: Allstate Insurance- "You're in good hands with Allstate."
Safety
Physiological
Belongingness
Ego Needs
Self-Actualization
Love, friendship, acceptance by others
Relevant products: clothing, grooming products, clubs, drinks
Example: Pepsi- "You're in the Pepsi generation."
Belongingness
Ego Needs
Self-Actualization
Safety
Physiological
Prestige, status, accomplishment
Relevant products: cars, furniture, credit cards, stores, country clubs, liquors
Example: Royal Salute Scotch- "What the rich give the wealthy."
Ego Needs
Self-Actualization
Belongingness
Safety
Physiological
Self-fulfillment, enriching experiences
Relevant products: hobbies, travel, education
Example: U.S. Army- "Be all you can be."
Self-Actualization
Ego Needs
Belongingness
Safety
Physiological
Our emotional response to anything, such as a product.
affect
evaluations
moods
emotions
Valenced (i.e., positive or negative) reactions to events and objects that are not accompanied by high levels of physiological arousal.
For example, when a consumers evaluates a movie as being positive or negative, this usually involves some degree of affect accompanied by low levels of arousal.
evaluations
moods
emotions
Involve temporary positive or negative affective states accompanied by moderate levels of arousal.
Tends to be diffuse and not necessarily linked to a particular event.
For example, you might have just “woken up on the wrong side of the bed this morning.”
moods
evaluations
emotions
Such as happiness, anger, and fear tend to be more intense and often relate to a specific triggering event such as receiving an awesome gift.
emotions
moods
evaluations
Recently we’ve seen a trend in advertising toward inspirational stories that manipulate our emotions like a rollercoaster.
Think about the commercials Budweiser likes to run about a puppy who befriends a horse, gets lost, finds his way home, etc.
sadvertising
emotional oracle effect
mood congruency
The idea that our judgments tend to be shaped by our moods.
mood congruency
sadvertising
emotional oracle effect
Interplay between our emotions and how we access information in our minds that allows us to make smarter decisions
emotional oracle effect
sadvertising
mood congruency
A passionate commitment to one brand.
lovemark
cult products
happiness
material accumulation
Products that command fierce loyalty, devotion and even worship by consumers.
cult products
happiness
lovemark
material accumulation
A mental state of well-being characterized by positive emotions.
happiness
material accumulation
cult products
lovemark
What researchers term the instinct to earn more than we can possibly consume, even when this imbalance makes us unhappy.
material accumulation
happiness
cult products
lovemark
Proponents of a happiness economy claim that wellbeing is the new wealth, and social media technology is what allows us to accumulate it.
happiness economy
sentiment analysis
refers to a process (sometimes also called opinion mining) that scours the social media universe to collect and analyze the words people use when they describe a specific product or company. When people feel a particular way, they are likely to choose certain words that tend to relate to the emotion.
sentiment analysis
happiness economy
“A person’s perceived relevance of the object based on their inherent needs, values, and interests.”
Caring for a product
High involvement product, loyal customer
involvement
inertia
cult products
Describes consumption at the low end of involvement, where we make decisions out of habit because we lack the motivation to consider alternatives.
inertia
involvement
cult products
Such as Apple—or Hydrox, Harley-Davidson, Jones Soda, Chick-Fil-A, Manolo Blahnik designer shoes (think Carrie on Sex and the City), and the Boston Red Sox—command fierce consumer loyalty, devotion, and maybe even worship by consumers. A large majority of consumers agree that they are willing to pay more for a brand when they feel a personal connection to the company.
Usually expensive
Buying it without research
cult products
inertia
involvement
Involvement is a consumer’s level of interest in a particular product. As a rule, product decisions are likely to be highly involved if the consumer believes there is perceived risk.
product
message
situational
The influence media vehicles have on the consumers. Print is a high-involvement medium while television tends to be considered a low-involvement medium.
Read something, years are far more involved.
Watching something, you are not really into it, not paying attention.
message
product
situational
Takes place with a store, website, or a location where people consume a product or service. One way to increase this kind of involvement is to personalize the messages shoppers receive at the time of purchase.
situational
message
product
Summarizes the beliefs a person holds about his own attributes and how he evaluates the self on these qualities.
Writing an essay, describing who you are.
The beliefs of who we are as people.
self-concept
content
positivity
intensity and stability over time
accuracy
Facial attractiveness versus mental aptitude.
The content of your self concept.
Stable or not stable
What you believe to be true about yourself.
content
positivity
intensity and stability over time
accuracy
collective self
Self-esteem
What you think about yourself.
positivity
intensity and stability over time
accuracy
collective self
identity
I believe that I am an intelligent person. I end up receiving a low grade on an exam.
The idea of the beliefs we have about ourselves aren’t stable.
intensity and stability over time
accuracy
collective self
identity
The Degree to which one’s self-assessment corresponds to reality.
How accurate the beliefs we have about ourselves really are.
accuracy
collective self
identity
intensity and stability over time
What is your self-concept?
The idea that some people have the notion opens up and includes those around them.
collective self
identity
accuracy
content
Label
All the labels we use to describe our self-concept.
identity
collective self
accuracy
positivity
Our conception of how we would like to be.
Who I inspire to be.
What I want others to think about me.
ideal self
real self
Our more realistic appraisal of the qualities we have.
Who I am as a person.
real self
ideal self
We work to “manage” what others think of us.
All the things we buy and what others think of us.
impression management
real self
ideal self
We do have multiple selves.
Triggered by people and things around us.
symbolic interactionism
dramatugial perspective
One true self.
Putting on a mask to impress others.
Dramatugial perspective
Symbolic interactionism
The first few days of Rowan University, think about it.
self monitors
symbolic interactionism
dramatugial perspective
A fundamental component of a company’s marketing efforts as it uses elembents of the marketing mix (product design, price, distribution, and marketing communications) to influence consumers’ interpretation of its meaning in the marketplace realive to its competitors.
Ultimately, brand meanings live in consumers’ minds.
positioning strategy
market segmentation
advertising clutter
supply chain management
Routine of brushing his teeth. Toothpaste creates a fresh breath feeling. When he doesn’t brush his teeth before going to bed.
Condition stimulus- the time of the night.
Reward is the sensation.
habit formation
classical conditioning
negative reinforcement
observational learning
How information is registered in our brain.
encoding
storage stage
retrieval
narrative
Episodic memories
Relate to events that are personally relevant. Different types of memories. Out of ordinary and personal to us.
Example: close to death experience
retrieval
encoding
storage stage
narrative
The way the brain is wired.
Neurons connected together.
associative network
sensory
short-term
long-term
smallest piece of information.
concepts
beliefs
schema
script
Mercedes Benz is expensive.
Roses smell good.
Roses are red.
beliefs
concepts
schema
script
How beliefs are merging together.
Example: a politicians are what you think of them; how they talk, etc.
schema
script
beliefs
concepts
The sequence of events that we anticipate. Forms your behavior, judges the quality of your service.
script
schema
beliefs
concepts
Is not accessing some information for a long period of time.
decay
interference
Memories that are repetitive.
New memories replace the old ones.
It is more and more difficult to remember those memories.
Example: what did you have for dinner last Monday?
interference
decay
Warm, fuzzy feeling that we experience when we remember something from 10 years ago (the past).
Hear a song.
Puts on songs that are old and popular.
Smell something.
Brings back memories.
nostalgia
operant conditioning
sensory overload
recency effect
