CB Basics
A person who identifies a need or desire, makes a purchase, and disposes of the product.
What is a consumer?
The process by which people select, organize, and interpret sensations.
What is perception?
What is a reference group?
A decision rule we use if we select the brand that is the best of the most important attribute.
What is the Lexicographic rule?
The LOWEST level of Maslow's Hierarchy of Needs.
It is the "A" in the ABC Model.
What is Affect?
The sense that is most powerful, with regard to emotions.
What is scent or smell?
What is vertical social mobility?
What is Approach-Approach conflict?
When positive impressions of a person in one area (they are pretty), positively influences opinions in other areas.
What is the Halo Effect?
What is need or opportunity recognition?
The processes that lead people to behave as they do.
What is motivation?
What is ACCULTURATION?
When performance does NOT exceed expectations.
What is negative disconfirmation?
This effect is the irrational tendency to overvalue something just because you own it.
What is the Endowment Effect?
A "rule" marketers use to identify its heavy users.
What is the 80/20 Rule?
The tendency to attribute human characteristics to objects or animals.
What is anthropomorphism?
The Generation also known as "Latch Key kids."
What is Generation X?
When exposure to something influences later behavior, without being aware the first thing guided the behavior.
What is Priming?
This type of Long-Term memory is specific events, situations, and experiences.
What is Episodic Memory?
When a person buys the same thing over and over due to convenience.
What is Brand Inertia?
The lowest level of a stimulus (light, sound, touch, etc.) that a person can detect.
What is the Absolute Threshold?
Also known as embedded marketing, it's a marketing technique where specific brands or products are incorporated into television program.
What is Product Placement?
Consumers are familiar with brands in this set (and a Marketers goal is at least be in this set).
What is an Evoked Set?
What is the von Restorff (Isolation) Effect?