Consumer Behavior Test #2

The "helmet" that Nielsen places on the heads of its subjects records mental activity through _______ sensors.

32

Consumer neuroscience is:

A marketing research tool.

Stimulus response model

Able to accurately predict response to a stimulus by simply knowing the stimulus (SR)

System 2 is responsible for:

Actions

"It is the mark of effortful activities that they interfere with each other, which is why it is difficult or impossible to conduct several at once." This quote refers to what process?

Attention

. Operant conditioning was first demonstrated by _______ in _______ using _______.

B.F. Skinner, the 1930's, pigeons (pecking in a cage) an operant is some predisposed action by the learner

The brain contains 85 _______ neurons.

Billion

Cues give _______ to motives.

Direction

According to Nielsen, all consumer decisions are:

Emotional

Consumer neuroscience is a marketing research tool that replaces all others.

False

Nielsen argues that System 2 influences consumer decision making far more than system 1.

False

Only the slower System 1 can construct thoughts in an orderly series of steps.

False

System 2 has more influence on behavior when System 1 is busy.

False

The AIDA model begins Nielsen't presentation because Nielsen believes that it correctly models how consumers actually do make decisions.

False

Emotions are

Fast thinking

The graphic shown in Slide 28 of the Nielsen PowerPoint that is on Moodle indicates that the Nielsen EEG measures three cognitive functions directly. Which of the following is not one of these three functions?

Not*: Forgetting But Yes: -emotional engagement -memory activation -attention

Certain elements must be present for it to be said that learning has taken place - that some behavior is the result of a learned process. These four elements include all but which of the following?

Not*: Predisposition But Yes: -Cues -Reinforcement -Response -Motivation

Consumer neuroscience as a research tool offers three potential uses which include all but one of the following.

Not*: Product positioning But Yes: -measurement of marketing communications in real time -segmentation -adding variables to the comprehensive choice model

We discuss three models of learning. These three are all but:

Not*: Recirculation But Yes: -Operant conditioning -Classical conditioning -Cognitive learning

Once the learner is classically conditioned:

Now that the dog has been successfully conditioned to salivate at the ringing of the bell alone, that bell, which was formerly called the neutral stimulus, is now called the conditioned stimulus, and the salivation, which was formerly called the unconditioned response, is now called the conditioned response - the difference being the stimulus to which the dog is responding by salivating - the bell, which is not a natural, but a conditioned, response.

Consumer neuroscience is a form of _______ research.

Observational

Classical conditioning is a form of behavioral learning which also includes:

Operant conditioning

One means of distinguishing between classical and operant conditioning is the sequence in time of the stimulus and the response. With operant conditioning, the:

Response comes first.

. _______ is controlled by System 1.

Semantic memory

Classical conditioning is a form of:

Simple Learning

One means of distinguishing between classical and operant conditioning is the sequence in time of the stimulus and the response. With classical conditioning, the:

Stimulus comes first

There are times that we as marketers wish to engage the consumer on peripheral or automatic levels - engage them on intuitive and emotional levels, help them to form immediate impressions of our brand, to build and expand favorable schemas with our brand as the central node - so that these _______ processes may lead to favorable beliefs about our brand and what it is, thereby, an increasing likelihood of its purchase indirectly.

System 1

We are born prepared to perceive the world around us, recognize objects, orient attention, avoid losses, and fear spiders. Other mental activities become fast and automatic through prolonged practice. These activities are characteristic of:

System 1

Traditional means of measuring consumer response to a marketing mix include surveys and focus groups. Each of them presents a means of eliciting consumer knowledge by asking consumers questions, often via surveys and focus groups. Such marketing research methods measure _______ responses only.

System 2

In any marketing communication that attempts to classically condition the consumer, once should be able to identify those elements within the commercial that serve as the neutral stimulus, the unconditioned stimulus, and the unconditioned response

True

Indirect marketing communications can be intended to teach consumers new beliefs about a brand, or to like the brand better.

True

Interpretation of EEG data requires particular technical knowledge that is beyond the scope of a standard marketing education. Special training in cognitive neuroscience is required. Interested students should inquire to the psychology department, which offers a concentration in cognitive neuroscience, though not consumer neuroscience per se.

True

Learning is an umbrellas term, meaning that there are different types learning that range in complexity.

True

Learning is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior

True

Neurological data is collected, cleaned, analyzed and interpreted, so that one may then determine the subject's response to the marketing communications stimulus in a manner that allows the marketer to better understand if that marketing communication is effective, to what degree and how.

True

Nielsen argues that consumers are never cognitive decision makers

True

Nielsen offers a brief primer on consumer decision making, framed in such a manner that it favors the use of Nielsen consumer neuroscience as an essential marketing research tool.

True

Once the learner is classically conditioned, the unconditioned response becomes the conditioned response, because it is now in response to the conditioned stimulus.

True

Operant conditioning requires repetition to work, as classical conditioning does.

True

Operant conditioning works by the association of a reward with a specific action to get the reward

True

System 1 activities include answering 2+2=.

True

System 1 activities include detecting hostility in a voice

True

System 1 effortlessly originates impressions and feelings that are the main sources of the explicit beliefs and deliberate choices of System 2

True

System 1 effortlessly originates impressions and feelings that are the main sources of the explicit beliefs and deliberate choices of System 2.

True

System 1 is fast thinking

True

System 1 processes occur automatically and require little or no effort

True

System 2 is responsible for belief formation

True

The automatic operations of System 1 generate surprisingly complex patterns of ideas.

True

The operant is an action to which the learner is predisposed and is constant.

True

The stages of the AIDA model are awareness or attention, interest, desire, adoption or action.

True

The subject task is to watch an ad or view a package, or some other marketing communication. The helmet records brain activity in response to this exposure.

True

This section presents the basic elements of a two-systems approach to judgment and choice. It elaborates the distinctions between the automatic operations of System 1 and the controlled operations of System 2.

True

Voluntary attention is essential to the operation of system 2.

True

When we think of ourselves, we identify with System 2, the conscious, reasoning self that has beliefs, makes choices, and decides what to think about and what to do.

True

Response is reaction to _______.

a cue

System 1:

automatic processing, what we operate on mostly, unconscious, immediate and effortless, though what shapes our perception of the world, generates impressions about the world on a moment to moment basis, impressions, intuitions, feelings, impulses -semantic memory is serviced by system 1

Our emotions evolved for survival

but today we use the same system to make purchase decisions

Main difference between classical and operant conditioning is

classical utilizes a stimulus response while operant utilizes a reward response to learning

New information is

constantly updating our perspective of the world

Easy and automatic processes example:

eating

System 1 continuously generates suggestions for system 2, which include all but one of the following, which is:

not beliefs but yes to impressions, intuitions, feelings, and intentions

How many variables affect consumer choice?

numerous factors at play here

We feel then we think

our goal is to engage emotion

Both systems are

rich thinkers but one system is better than the other is at certain tasks, both are important to us though

Time frequency analysis slide # 27 of ppt

see notes

Classical conditioning works by **

the pairing of two stimuli, an unconditioned stimulus with a neutral stimulus, to evoke an unconditioned response, which, with repetition, becomes a conditioned response.

Both self-control and cognitive effort are forms of mental work that are associated with the operation of System 2.

true

If endorsed by System 2, impressions and intuitions turn into beliefs, and impulses turn into voluntary actions.

true

Optical illusions allow us to appreciate the autonomy of System 1. They present a circumstance where what we know is different than what we see.

true

System 2 activities include comparing two washing machines for overall value

true

System 2 activities include maintaining a faster walking speed than is natural for you

true

System 2 is activated when an event is detected that violates the model of the world that System 1 maintains.

true

The automatic operations of System 1 generate surprisingly complex patterns of ideas

true

Exposed to some stimulus

which evokes our memory (recirculation) activates our schemas

Recall the basic mechanism of classical conditioning

- the pairing of two stimuli, one an unconditioned stimulus that naturally evoked a certain response, and the other a neutral stimulus, to evoke a conditioned response. If the marketer is to persuade the consumer via classical conditioning - that is, to condition the consumer to believe something new about her or his brand, or to get them to like it better, or to buy it - then those elements necessary for classical conditioning - the pairing of stimuli, the unconditioned response that through repetitive exposure to these pair will turn it into a conditioned response

For operant conditioning to work, three things are required:

-A specific action to obtain a reward -A trial and error process involving an operant -A controlled environment.

blank are a process by which ideas that have been evoked trigger many other ideas, a spreading cascade of activity in your brain. The essential feature of this complex set of mental events is its coherence. Each element is connected, and each supports and strengthens the others. The word evokes memories, which evoke emotions, which in turn evoke facial expressions and other reactions, such as a general tensing up and an avoidance tendency. The facial expressions and the avoidance motion intensify the feelings to which they are linked, and the feelings in turn reinforce compatible ideas. All this happens quickly and all at once, yielding a self-reinforcing pattern of cognitive, emotional, and physical responses that is both diverse and integrated.

-Associative activation. -Associative coherence

Traditional AIDA model

-Awareness -Interest -Desire -Adoption

Empirical neurological research involves which of the following steps

-Collect the data. -Scrub and clean the data. -Perform an EEG frequency analysis. -Interpret the brain response in terms of actionable strategy.

System 2 thinking:

-Conscious, slow thinking, deliberate, systematic, requires a lot of effort, what we align with, operating in the background comes on when system 1 can't handle the situation, actions, beliefs, authenticate what we decide and interpret from system 1 and turns thoughts/ideas in to beliefs, governs actions -Conscious thinking : slow thinking system 2 -Deliberate systematic, linear thinking, focus attention constant

Slide 28: a EEG machine can tell us

-Consumer neuroscience tools -Can tell us when were feeling emotion -When were retrieving something from long term memory -When were giving voluntary attention and what were paying attention to - eye tracking devices

What is learning?

-How we gain knowledge -Byproduct of experience -Applied to the future if used in best interest how we see fit if used what we learn -learning is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior

4 essential elements which indicate/allows for learning

-Motivation: the reason for learning -Cues: give direction to your motives ex. Ads on television marketing communications -Response : reaction to a cue -Reinforcement is satisfaction or dissatisfaction, goal fulfillment or lack thereof

Learning and information processing are different

-as learned behaviors applies to future endeavors -Learning is what we use to model our future behaviors -Complex process, different forms, we learn in different ways

Nielsen can: *

-measure marketing communications in real time -add variables to the comprehensive consumer choice model -target segmentation

How do we collect data?:

-surveys -focus groups -observational research -Marketing research is the other side of consumer behavior working hand and hand

System 1 is responsible for:

Impressions. Intuitions. Emotions. Impulses

With the advent of search marketing, the first stage of the AIDA model has become:

Interest

. Classical conditioning was first demonstrated by _______ in _______ using _______.

Ivan Pavlov, 1903, dogs. (salivating response to a bell)

In any marketing communication that attempts to classically condition the consumer, the brand being advertised is always the:

Neutral stimulus

The primary purpose of the Nielsen PowerPoint presentation available on Moodle is

To pitch Nielsen's services to a client

According to Nielsen, to accurately predict consumer response to a stimulus, one needs to know two things: the nature of the stimulus, and the nature of the emotions that the stimulus evokes.

True

According to the Stimulus-Response Model, to accurately predict consumer response to a stimulus, one needs to know two things: the nature of the stimulus, and the nature of the response.

True

An example of reinforcement is trying a brand and disliking it

True

Both self-control and cognitive effort are forms of mental work that are associated with the operation of System 2

True

Consumer neuroscience is an extension of observational research, where one is not observing the behavior of the consumer with one's eyes, but observing their brain activity via the helmet placed upon their head.

True

Cues are suggestions for how we should act to satisfy our unfulfilled needs

True

Direct Marketing is motivational.

True