Memory
Explain the two methods of recall discussed in class.
Aided Recall- consumers are given a recognition task
Unaided Recall- must retrieve something from memory without benefit of recognition assistance
Three ways to grow in knowledge and understanding of human behavior.
Think
Observe
Read
What is consumer behavior the study of?
How consumers make decisions
List three groups who are interest in studying the consumer, and explain their perspectives.
Academics- studies them like a marine biologist studies a fish.
Marketers- studies consumer like a fisherman studies fish.
Public Policy Makers-studies consumers like a game warden studies fish.
Who is Muncy's favorite person
Donald Trump
Two explanations for the inability to remember.
Trace Decay- physical trace existed in memory no longer exist; nodes and/or links are gone
Retrieval Failure- physical trace still exists but cannot be activated; nodes and links are still there; proper cues are not available to allow them to be activated
List the three ways that people "study" human behavior.
Formal Systematic Research
Less Formal "Expert" Approach
Introspection
What are the four basic outcomes of consumer decision making processes?
Trial consumption
Brand switching
Brand adoption
Market diffusion
Define consumer behavior
The totality of consumers' decisions with respect to the acquisition, consumption, disposition of goods, services, time, and ideas by human decision making units.
Which artist sings Natural Woman?
Aretha Franklin
Explain the three different memories.
Sensory Memory- large capacity, short duration, filter for subsequent information process.
Short-term Memory (Working)- small capacity, short duration, process our conscious thoughts and receives inputs from both sensory and long-term memory
Long-term Memory- very large capacity, very long duration, memory with which most theories of memory and retrieval focus.
What is Formal Systematic Research
Supposed truths are submitted to formal empirical testing
Studies build up other studies in slow methodical manner
Validity of these findings is judged based on their ability to withstand rigor of empirical testing
Findings may or may not be relevant to practical applications
What are the four external influences on consumer decision making?
Cultural/Sub-cultural
Reference Group
Social Class
Household Consumption
List the five implications of the definition of consumer behavior.
Consumers need something to consume
Consumers do more than buy
Consumers must make decisions
Consumers often consume as groups
Consumers make multiple decisions with one purchase
What is Chandler's job on the show friends?
IT Procurement Manager
Memory Nodes- actual representations that reside in the consumer's mind. Can be ideas, objects, events, people
Associative Networks- links that tie memory nodes together. Associations can be strong, weak, positive, neutral, or negative
Spreading Activation- activation of one node tends to activate associated nodes. Stronger networks increase the chances of spreading activation.
What is Less Formal "Expert" Approach
Science-based- systematic research makes it available to large audiences
Popular- less scientific, insights to popular audiences
Validity based on ability to resonate with people in real life situations
Insights must be relevant to practical application
What are the five internal influences on consumer decision making?
Information Processing- exposure, attention, perception, and comprehension
Memory and Knowledge- storage and retrieval of information
Attitudes- learned predisposition to behave in a particular way towards an object or ideas
Values, personality, lifestyles
List the multiple decisions consumers can make with one purchase
Buy/don't buy decisions
Brand decision
Store decision
Method of payment decision
Who won the first American Idol?
Kelly Clarkson
Explain the five factors for enhancing storage and/or retrieval.
Repetition- spaced learning is more effective than mass learning
Integration- connecting new material with what already exists in memory
Elaboration- thinking about and evaluating new material
Multiple Sensory Engagement- connecting the material with multiple senses
Vividness- making the stimulus more intense
What is introspection
Looking into one's own experience and observations for insights about human behavior
Highly relevant to the individual
May be overly biased and limited
Explain the four basic types of consumer decision making.
Evaluative Decision Making- acquiring and evaluating information
Emotional Decision Making- using consumption to create positive feelings or alleviate negative feelings
Expedient Decision Making- buying behavior seen as a necessity that must be completed with minimal effort
Expressive Decision Making- person's identity can be expressed in items of consumption
Consumers do more than buy they...
Dispose
Use
Who was the first president of the United States?
George Washington