Question | Answer |
memory influences | knowledge (prior knowledge)
attitudes (pre-existing beliefs)
choice (need to remember)
advertising effectiveness |
day after recall | if you were watching a program they may call you the next day asking about ads (this shows marketers if it was an effective ad) |
starch scores | print ads ask questions about what they remember about the ad |
inputs | in order to remember you must be exposed |
sensory memory | sensory experiences stored temporarily in memory
info must be taken in by eyes for visuals (time it takes to brain) |
short-term memory (working memory) | the portion of memory where incoming info in encoded or interpreted in light of existing knowledge |
long-term memory | the part of memory where info is placed for later use; permanently stored knowledge; only aware of 3-7 pieces |
autobiographical memory (L/T) | info about ourselves and our past; primarily sensory |
semantic memory (L/T) | general knowledge about an entity detached from specific episodes |
importance of encoding | you may later act on this long term memory; moves from short term to long term |
recirculation
method to facilitate encoding | marketer may understand that they need to repeat info and pound it into head; head on, obnoxious because they just repeat message |
rehearsal
method to facilitate encoding | consumer is the active party if you repeat something over and over it will eventually get to long term memory; ex. jingles or slogans |
chunking
method to facilitate encoding | grouping info together to remember better; ex. schemas, 3-4, phone numbers are in 3 chunks) |
elaboration
method to facilitate encoding | converting it into something that is meaningful to you; ex. increase attention central route, relate info to prior knowledge and past experiences |
trace strength | the extent to which an association or link is strongly or weakly linked to a concept in memory |
associative network model | linked together in memory
short link, stronger association
longer link, weak association
node can become activated |
prime | activation of a node to memory often without conscious awareness |
decay | the weakening of memory nodes or links over time |
interference | causes us to confuse which features go with which brand or concept due to semantic networks being too closely aligned |
primacy/recency | tendency to show greater memory for info that comes first or last in a sequence |
explicit memory | memory for some prior episode achieved by active attempts to remember
retrieval process: purposeful search
measured by: ability to recall/recognize
awareness: at encoding and retrieval (remember ad so you want to go there) |
implicit memory | memory for things without any conscious attempt at remembering them
retrieval process: spontaneous
measured by: change in task performance
awareness: at encoding, not retrieval (want to go there but don't remember its from ad) |
problem recognition | perceived difference between an actual and an ideal state |
perceived actual state | how we perceive the situation or current state of affairs |
how to create problems for consumers | create new ideal state - show people things can be better than they thought; ex. smart phones
change perceptions of actual state - actual reality is worse than they perceived; ex. perceive home is safe until see commercial for Radon |
determinants of brand recall (internal search) | prototypicality, brand familiarity, brand preference, retrieval cues |
determinants of attribute recall | goals, diagnosticity of attributes (info that helps us discriminate among objects) |
confirmation bias (bias in internal search) | tendency to recall info that reinforces or confirms our overall beliefs rather than contradicting them, making our decision more positive than it should be |
inhibition (bias in internal search) | the recall of one attribute inhibiting the recall of another |
mood (bias in internal search) | most likely to recall info, feelings, and experiences that match their mood |
external search | the process of collecting info from outside sources |
prepurchase search (external search) | a search for info that aids a specific acquisition decisions |
ongoing search (external search) | a search that occurs regularly, regardless of whether the consumer is making a choice |
judgments | evaluations of an object or estimates of likelihood of an outcome or event; actual choice not made |
decisions | making a selection among options or courses of action; choice between alternatives based on judgements |
anchoring and adjustment process | starting with an initial evaluation and adjusting it with additional info |
inept set | options that are unacceptable when making a decision |
inert set | options toward which consumers are indifferent |
consideration set | to subset of top-of-mind brands evaluated when making a choice |
criteria important to a choice | goals
time
framing |
cognitive decision making models | the process by which consumers combine items of info about attributes to reach a decision |
affective decision making models | to process by which consumers base their decision on feelings and emotions |
compensatory model | a mental cost-benefit analysis model in which negative features can be compensated for by positive ones (ex. I wanted a red car but the price of the green car is good so I'll buy it) |
noncompensatory model | simple decision model in which negative info leads to rejection of the option (ex. I wanted a red car so even though the price of green is good I'll keep looking) |
compensatory implications | stress attribuates evaluated highly
change belief strength on poor performing attributes
create new attribute/belief |
noncompensatory implications | conjunctive: identify/change consumers' cutoff levels, change belief strength, create new important attribute
lexicographic: set priorities, change order of importance of existing attributes, create new important attribute |
high MAO | beliefs (think) - attitudes (opinions) - behavior (do) |
low MAO | beliefs (think) - behavior (do) - attitudes (opinions) |
why do consumers make some decisions with little thought? | few product differences perceived
distractions, competing priorities
relatively unimportant purchases
routine buying |
brand habit | consumer picks product without much thought; may be due to convenience |
brand loyalty | consumer actively seeks out product |
representativeness heuristic | making a judgment by simply comparing a stimulus with the category prototype or exemplar |
availability heuristic | basing judgments on events that are easier to recall; base-rate info may be ignored (how often an event really occurs on average), law of small numbers (the expectation that info obtained from a small number of people represents the larger population) |
prospect theory | people tend to be risk seeking with prospect of losses
people tend to be risk adverse with prospect of gains
based on how it is worded (flu epidemic exercise) |
expectancy-disconfirmation model | perceived actual level of performance vs. expected level of performance
perceived > expected = satisfied
perceived < expected = dissatisfied |
attribution theory | a theory of how individuals find explanations for events
stability - is the cause of the event temporary or permanent?
focus - is the problem consumer or marketer related?
controllability - is the event under the customer's or marketer's control? |
equity theory | a theory that focuses on the fairness of exchanges between individuals
fairness of exchange - the perception that people's inputs are equal to their outputs in an exchange |