Chapter 1--Intro to CB;
Chapter 2 Value
Chapter 2 Value
A field that has influenced consumer behavior
Economics, psychology, sociology, anthropology, neuroscience
The 3 elements of the perception process
Exposure, attention, comprehension
Message receiver characteristics affecting message comprehension
intelligence, prior knowledge, ability, involvement, familiarity/habituation, expectations, physical limits, brain dominance
One way in which emotions are measured
autonomic responses;
self-report
The approach that attempts to explain personality via the id, ego, and superego
Psychoanalytic approach to personality
What you get - what you give up
The value equation
The process of bringing some stimulus within the proximity of a consumer so it can be sensed by one of the five senses
Exposure
Environmental characteristics affecting message comprehension
information intensity, framing, timing
The idea that events/products are associated with moods, such that people tend to remember more information that is consistent or congruent with their mood at the time that they were exposed to that information
mood-congruent recall
The consumer trait that consists of the concern of individuals to pay a low price for a certain quality product or service
value consciousness
The immediate gratification that comes from experiencing some activity
Hedonic value
A real world example of the mere exposure effect
A commercial using a familiar, popular song; repeated airings of a commercial
The two major learning theory camps/categories
The two views of human motivation
homeostasis vs. self-improvement; Maslow's hierarchy of needs
What the ABC approach to attitudes stands for
Affect, behavior, cognition
A graphical depiction of the positioning of competing products
Perceptual map
The process of directing our awareness to relevant stimuli while ignoring irrelevant stimuli in the environment
Selective attention
The learning theory that views memory process as utilizing three different storage areas within the human brain
multiple store approach to memory
Extent to which a consumer shows outward behavioral signs and otherwise reacts obviously to emotional experiences
emotional expressiveness
The attitude function that allows consumers to use their attitudes to express themselves
value-expressive
Customer lifetime value
The effect that can explain the point at which consumers would notice the difference between two stimuli
Just noticeable difference (JND)
A component involved in consumer knowledge that is a cognitive representation of something that provides meaning to it
schema
Emotions become stored as part of the meaning for a category (and provide an example)
Persuasion that occurs as a result of the type of appeal found in a message
message effects