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Buyer Behavior Exam2
| 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 |
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