Perception
the immediate response of our sensory receptors (i.e., eyes, ears, nose, mouth, fingers) to basic stimuli such as light, color, sound, odor, and texture.
What is a sensation?
Behavioral and cognitive approaches.
Utilitarian and hedonic.
What are the two classification of consumer needs?
You can have this towards an object, a brand, an advertisement, or a product category.
What is an attitude?
Problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase.
What are the five stages of decision-making?
Intensity, ability to discriminate stimuli, exposure, and relevance are factors that result in this.
What is adaptation?
Classical conditioning and operant or instrumental conditioning.
What are the two primary types of behavioral learning theories?
An inner state of arousal that provides energy to achieve some goal.
What is motivation?
Central route and peripheral route are two pathways captured in this model.
The set of alternatives a consumer is evaluating to purchase.
What is the consideration set?
Size, color, positioning, and novelty are ways that brand managers can help create this.
What is a point of difference?
What is repetition?
This theory helps explain why consumers are motivated to reduce tensions.
What is the theory of cognitive dissonance?
A model that attempts to capture someone's attitude toward an object based on the relevant attributes and their corresponding evaluations.
Multiattribute model
Decision rule that leads consumers to choose based off the largest number of positive attributes.
What is the compensatory rule?
Exposure, attention, and interpretation.
What are the stages of perception?
Involves a process of acquiring information to encode, storing it over time, and retrieving it when needed.
What is memory?
This increases when something is personally relevant, when perceived risk is high, when there is a discrepancy between our beliefs, or our needs are unsatisfied.
What is involvement?
Creates incongruency between expectations and beliefs that requires a resolution.
What is cognitive dissonance?
Shortcuts that provoke us to make fast, intuitive, and largely unconscious decisions.
What are heuristics?
The set of beliefs that influences how consumers perceive and assign meaning to a stimulus.
What is a schema?
Sensory memory, short-term memory, and long-term memory.
What are the three types of memory?
This increases attention and fosters careful evaluation.
What is high involvement?
Change the belief, evaluation, or add a new attribute or belief.
What are ways to change someone's attitude?
An inverse U relationship, where experts perform selective searches, novices rely on others opinions, and moderate knowledgeable consumers generally search the most.
What is the relationship between information search and product knowledge?