Perception
Define Perception?
Consumers awareness and interpretation of reality
Identify factors that influence consumer Comprehension
Internal factors
Comprehension includes both cognitive and affective elements
Signal theory
What Initiates human behavior?
Motivations
Define the phases of consumer perception process?
Sensing, Organzing and Reacting
Explain the multiple stores memory theory
it starts with your sensory memory, to short to develop meaning. It gets passed to the workbench that is from your long term memory which is attached to new stimuli. New stimuli is a process which is meaningful encoding. They all reside in the long term memory.
Classify Basic consumer motivations
Inner reasons or driving forces behind human actions that drive consumers to address real needs
What are the key differences between Intentional and unintentially learning?
learning that occurs when behavior is modified through a consumer interaction without any effortful allocation of cognitive processing
Process by which consumers set out to specifically learn information devoted to a certain subject.
What is cognitive schema?
Products and brands have schemas. The product and brands can share characteristics with existing brands. Consumers will more easily understand what the product does.
What are the approaches to measuring consumer emotions?
Emotional Involvement drives one to consume generally through repeated experiences of strong hedonic motivations.
Ways to help get consumers attention in a crowded environment
Intensity of Stimuli
Contrast
Movement
Surprising stimuli
Size of Stimuli
Involvement
What is the concept of Associative Networks?
Cognitive models that incorporate long known principles of association to represent key feature s of human memory.
Define Schema- base effect?
What is the definition of Just noticeable difference?
How much stronger one stimulus has to be relative to another so that someone can notice that the two are not the same
How are Mental Associations consumers a key to learning?
The things that become associated with a brand are the things that shape the brands value and meaning.
What is emotional contagion?
Extent to which an emotional display by one person influences the emotional state of a dystander.