test review

3 types of sensory memory

iconic, echoic, haptic - olfactory??

spreading activation

marketing message can activate memories of brands directly or indirectly - brand specific: brand´s personality/ claims

scent

memory ex: cofee- home

decay theory

memory fades with time

absolut threshold

minimum amount of stimuli that can be detected

Types of Affective Responses

moods- last longer emotions- more intense

perceptual vigilance

more likely to be aware of stimuli that relate to our current needs

serial position effect

primacy and recency effects: our tendency to recall best the last and first items in a list

vision

provokes emotion

Notion of consumer ????

Different groups

avoidance-avoidance

Don´t want to do any/ 2 unfavorable options Studying vs cleaning

exposure

The first step in the process of perception is:

perceived risk

The uncertainty regarding product outcomes is generally high for high-end and complex products like laptops and mobile phones. Thus before buying this sort of products, consumers tend to collect information and ask peers and experts for reviews, and tend to avoid using new products and brands. This is a consequence of consumers believing in ___________, and that there might be negative consequences to choosing the wrong option.

Interference

strength of a memory deteriorates because of competing memories ex: forget old address because you have a new one

Needs vs. Wants

things you have to have versus things you would like to have -Need: Hunger -Want: pizza

Stimulus Selection Factors

- a message creates contrast in: size, color, position, novelty - We are more likely to notice stimuli that differs from others around them

Differentiation

making a product different from other similar products

episodic memory

personal memories

Encoding

According to research on the study of memory, in the ________ stage, data such as statistics, evidence, facts, figures, etc., enter in a way that the system will recognize.

subliminal perception

Although evidence that _____________ is effective is virtually non-existent, many consumers tend to believe that advertisers use this technique.

motivation vs goals

- Motivation- umbrella term. Includes goals - Goals- a desired instinct

classical conditioning

- Occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own - UCS- dog food, meat powder - UCR- salivation - CS- bell (dog automatically salivated when hearing bell, even after no meat)

instrumental conditioning

- Positive reinforcement- in the form of rewards for positive behavior ex: Price promotion, compliments - Negative reinforcement- how a negative outcome can be avoided ex: Acne cream, security system, sun screen, shots - Punishment - ex: unpleasant event Low service, bad purchase, product failure

schema

- Set of beliefs - What comes to mind when a word is said - Ex: beer commercial with a girl breaks schema in a positive way

3 stages of perception

- exposure: when stimuli comes within the range of someone´s sensory receptor - attention: processing activity is devoted to a particular stimuli -interpretation: meaning we assign to sensory stimuli - Impacted by: culture, demographics, past experiences, needs and wants, expectations

observational learning

- occurs when we watch the actions of others and note the reinforcements they receive for their actions - Process: Attention, retention, production, motivation, observational learning

approach-approach conflict

-2 possible positive options -Vacation at the beach or at the mountains

characteristics of needs

-Exist in Hierarchy - Have to meet one of them before other is not always true - But we prioritize some needs over others - needs change -can cause conflict - can be internally or externally generated - Internally- being hungry -Externally- seeing food truck and getting hungry - Need satisfaction is dynamic

Advertising to Children

-Vulnerable population - U.S does not have very strict regulations

Sadvertising

-advertising designed to arouse more negative emotions to get our attention and create a bond with their products -use of inspirational stories that manipulate our emotions

risk

-consumer anticipates negative consequences - Different types *monetary Ex: Student loans, *Physical ex: skydive * Functional Ex:tech- if don´t know how to operate it *Psychological ex: Remorse and regret * Social

Steps of Observational Learning ???

1. Attention 2. Retention 3. Reproduction 4. Motivation

sensory marketing

A 2014 trailer for the TV show Homeland actually featured technology that made phones vibrate during exciting scenes, such as during bomb explosions and other suspenseful moments. This combination of audial, visual and tactile cues relied on which marketing strategy?

semiotic analysis

A __________ involves the correspondence between stimuli and the meaning of signs.

Interference

A brand has revamped their look with new color schemes and campaigns. In this case, customers are finding it difficult to recall the brand's old layout because of their new design What is this an example of?

sonic identity

A particularly popular TV show amongst the American youth uses a static sound to herald the arrival of a new episode of the show. This is an example of the use of which element of perception in sensory marketing?

Mood congruency

A study found out that people who watched an ad for a candy brand after watching Happy Gilmore, a comical film, were more likely to buy the product. What is this an example of?

family branding

A tax-preparation business has implemented many marketing campaigns in the past and has an excellent reputation with consumers. The business decides to add an additional service to its product line: retirement planning, by simply attaching its brand name to the new service. What is this strategy an example of?

positive reinforcement

A technology brand threatens to void the warranty of a printer if consumers do not use their own branded ink cartridges, thus forcing people to buy both the printer and the cartridge with this particular brand only . What learning method are they using?

approach-avoidance conflict

Amy's family would love to buy a new car instead of their 20-year old Toyota. But it also means additional burdens on the family finances, accounting for fuel, maintenance costs, insurance and expensive repairs that constitute a financial risk. Therefore, to overcome such ______________ conflict, the car's marketers typically focus on some special attributes of the car such as easy maintenance or fuel economy to reduce the negative views of customers.

involvement

An ardent gamer, Mike is obsessed with all game titles that the video game company Kojima comes out with, and compulsively tracks new launches, buys game merchandise, contributes to fan forums, and is on the constant lookout for game conventions where he can discuss Kojima games with other fans. Such extreme relevance of the game in his life thanks to his interest is due to the concept of:

pre-attentive processing

Automatic registration of features - effortless and occurs in parallel. - we like familiarity

Affective

Consumer responses ranging from evaluations and moods to full-blown emotions, comprise what are known as _____________ responses to marketing messages.

Absolute Threshold

Consumers are unable to determine whether produce is organic, unless they are made aware of it by signage. This is due to the fact that determining so is below their ______

conditiones stimulus

Every time he hears the ringing of a bell, a hotel concierge rushes to help customers. Because the bell has become associated with the sight of customers needing assistance, the bell has become a______

storage and retrieval

Fifth step in the listening process Remembering messages and retrieving them at the appropriate time

Market Segmentation

Geographics Demographics Psychographics- lifestyle

hedonic

Going on an all-inclusive vacation is an example of ___________ consumption.

Weber's Law

If you have 20 glass beads and someone steals ten, you'll definitely notice the difference. If you have 200 glass beads and someone steals ten, you probably won't notice it. What law or theory explains this difference?

Motivation

Important because it drives behavior

disgust

In order to encourage people to stop consuming too many sugary drinks, The New York Department of Health released an ad showing a man imbibing a soft drink - as he does the beverage turns into gobs of fat. What emotion was aimed at eliciting using this negative imagery?

Lovemarks

Kevin Roberts, the CEO of advertising agency Saatchi & Saatchi, proposed the concept of _________, referring to those brands of the company who are not simply their customers but are passionately committed to it

Schema

Market researchers understand that the meaning we give a stimulus depends on the ____________, or set of beliefs, to which we assign it.

hierarchy of needs

Maslow's pyramid of human needs - Psychological, safety, social, egoistic, self actualization

Motivational Direction

Motives are goal-oriented and drive us to fulfill a particular need. A consumer who determined that she needs a new pair of sneakers to help her reach her goal of being admired by others can pick amongst Keds, Adidas, Nike, Air Jordans, and numerous other choices, each of which promises to deliver positive benefits. This is an example of:

needs

Need for autonomy Need for Affiliation- Different from belonging Need for power Need for uniqueness

Needs vs. Wants

Needs - -Utalitarian- functional - Hedonic- Enjoyment Wants-

Semiotic Relationships

Object (product) - malboro cigarette Sign (image) - malboro cowboy Interpretant (meaning)- rugged, individualistic, American

Consumer Behavior

Process when selecting, purchasing products, services or ideas to satisfy needs and wants - Starts with want or need

episodic memory

Remembering the first time you traveled by airplane refers to which kind of memory?

instrumental conditioning (operant conditioning)

Rewards and punishments People seek out rewards and avoid punishment

Sensation vs. Perception

Sensation- the immediate response to stimuli Perception- process by which sensations are selected, organized and interpreted

Approach avoidance

Want to attain part of an option but avoid the other Ex: want to eat torche´s but don´t want to eat unhealthy

Elavorative Rehearsal

What is the cognitive process that allows information to move from short-term memory to long-term memory?

brand loyalty

When Coca-Cola decided to replace its original Coke with the new Coke, even die-hard fans hated the move. This high involvement with such a specific product is due to ___________, which results in repeat purchasing behavior that reflects a conscious decision to continue buying the same brand, despite thc choice of new brands or products.

associative network

When John thinks of a Ford Fiesta, he can't help but think of "small back seat", "small car", and "good gas mileage" based on his prior experience as a Ford Fiesta car owner. Which terms applies to John's linking of all these concepts based on his experiences?

Closure

Which Gestalt principle states that people tend to perceive an incomplete picture as complete?

associative network

a chain of associations between related concepts - Maps with nods that connect

elaborative rehearsal

a method of transferring information from STM into LTM by making that information meaningful in some way

short-term memory

activated memory that holds a few items briefly, such as the seven digits of a phone number (chunking) while dialing, before the information is stored or forgotten

perceptual defense

affect what we want to see and what we don´t - Personal beliefs - Smokers: block cancer ads

brands dont want to notice difference

amount in product price in laundry detergent

brands want to notice difference when

changing logos, sales

behavioral learning

classical conditioning and operant conditioning

focal attention

consumers focus on a stimulus

illusion of truth

effect of implicit memory in which claims that are familiar end up seeming more plausible

sound

feelings and behaviors

touch/haptic

greater attachment

learning

is a relatively permanent change in behavior that is caused by experience.

Recognition vs. Recall

its easier to recognize something rather then try to recall it directly from long term memory - recall: most difficult -recognize: what most people do

possitive affect

lovemarks- a passionate commitment to one brand

Personal Selection Factors

perceptual vigilance ,perceptual defense, adaptation

Sadvertising

refers to a consumer advertising trend in which ad creators are use a certain set of strategies to play on people's emotions and touch off feelings of sadness, melancholy or wistfulness to create strong emotional ties around their products.

sensory stimuli

sights sounds smells taste textures

Types of Involvement

situational affective- emotion cognitive-

cognitive learning

states that we are problem solvwers

differential threshold

the ability of a sensory system to detect changes in or differences between two stimuli

just noticeable difference (JND)

the minimal change in a stimulus that can just barely be detected Ex: if I have 100 and loose 5 barely notice. If I have 10 and loose 5, do notice

Encoding

the processing of information into the memory system—for example, by extracting meaning.

long-term memory

the relatively permanent and limitless storehouse of the memory system. Includes knowledge, skills, and experiences. studying

drive theory

we have biological needs that trigger arousal driven to reach state of homeostasis= balance

Adaptation

what happens when exposed to continuous stimuli - habituation

nonfocal attention

ºsimultaneously being exposed to other stimuli

memory lapses

• Omitting- leaving facts out; averaging- the tendency to normalize memories by not reporting extreme cases; telescoping- inaccurate recall of time