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Consumer Behavior
Exam 2: Part 2
Question | Answer |
---|---|
Independent Self-Concept | Emphasizes personal goals, characteristics, achievements, and desires. |
Interdependent Self-Concept | Emphasizes family, cultural, professional, and social relationships. |
Information Gatherer | The individual who has expertise and interest in a particular purchase. Different individuals may seek information at different times or on different aspects of the purchase. |
Isolation | Separating a stimulus object from other objects. |
High-Involvement Learning | Situation is one in which the consumer is motivated to process or learn the material. |
Low-Involvement Learning | A situation in which the consumer has little or no motivation to process or learn the material. |
Maven | An expert or connoisseur. |
Memory Interference | When consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way. Common form is competitive advertising. |
Mere Ownership Effect | The tendency of an owner to evaluate an object more favorably than a non owner. Or the endowment Effect |
Perceptual Mapping | A diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition. |
Product Placement | Provides exposure that consumers don't try to avoid, it shows how and when to use the product, and it enhances the products image. |
Sensory Discrimination | The physiological ability of an individual to distinguish between similar stimuli. |