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Consumer Behavior

Exam 2: Part 2

QuestionAnswer
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.
Created by: KAzetapi
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