Consumer behavior #2

Learning

Information and experiences that individuals acquire.

Memory

The process through which learned information is stored and later retrieved.

Econding

is the process of taking information and processing it so it can be stored in memory.

Motivation

Willingness or desire to expend the required mental effort.

Perception

How consumers interpret and understand information.

Attitudes

Consumers' feelings or evaluations toward a product, brand, or experience.

Consumer Behavior

Actions and decisions influenced by consumers' memories, perceptions, and attitudes.

Ability

Availability of relevant mental resources.

Opportunity

Conduciveness of external conditions that allow information to be processed.

Short term memory

Currently activated information.

Limited capacity

Short-term memory can only hold a limited amount of information.

Elaboration

Deeper processing of information required for its transfer into long-term memory.

Long term memory

Information stored in memory with unlimited capacity.

Associative Network

A network of interconnected concepts, ideas, and information stored in long-term memory.

Spreading Activation

When one concept is activated, related concepts and memories are also activated.

Memory Construction

The process of reconstructing memories when retrieving information.

Partial Retrieval

Remembering only certain parts of an experience rather than the entire experience.

Filling in the blanks

Filling missing details in a memory with information that seems to make sense.

Inference making

Drawing conclusions or making assumptions based on available information.

Memory Restructuring

The process through which memories change or are modified over time.

Intervening Events

Events that occur after an original experience and influence how it is remembered.

Imagination Inflation

Repeatedly imagining an event can increase a person's belief that the event actually happened.

Retrieval

The process of accessing information stored in memory.

Stimulus- Based Retrieval

Retrieving information when an external stimulus or cue is presented.

Memory- Based Retrieval

Retrieving information directly from memory without an external stimulus.

Recognition

Identifying previously encountered information when it is presented.

Unaided Recall

Remembering information without external cues.

Cues

Stimuli or hints that help trigger the retrieval of stored information.

Modality

The form in which information is presented or experienced.

Visual Stimuli

Information presented through images or visual elements.

Superior Memory for Visual Stimuli

The presentation identifies stronger memory for visual stimuli compared with other forms of information.

Retrieval Task

The task or method used to retrieve stored information.

Age Factor

Age-related factors that may influence memory.

Inerference effect

Situations in which competing stimuli or information affect attention and memory.

Sensory Competition

Multiple stimuli compete for a person's attention and senses.

Tuning out

Ignoring or no longer paying attention to certain stimuli.

Gender Differences

A topic identified in the slides in relation to tuning out. No further definition is provided.

Active Learning

Learning through doing or engaging in activities.

Reflective Learning

Learning through thinking and reflecting on information.

Sensing Learning

Preference for concrete facts and practical information.

Intuitive Learning

Preference for abstract concepts, patterns, and possibilities.

Visual Learning

Preference for learning through images and visual information.

Verbal Learning

Preference for learning through words and language.

Sequential Learning

Preference for learning information in a step-by-step order.

Global Learning

Preference for understanding the bigger picture before individual details.

Encoding

Processing information to store it.

Drive/ arousal

An internal state of activation that initiates motivated behavior.

Cognitive arousal

Mental activation involving thoughts and cognitive processes.

Autonomic (Physiological) Arousal

Physical or bodily activation that occurs in response to a stimulus or need.

Emotive Arousal

Emotional activation that influences an individual's actions.

Approach Behavior

Behavior directed toward obtaining something desirable.

Avoidance Behavior

Behavior directed toward avoiding something undesirable.

Psychoanalytic Theory

Personality theory based on the interaction of the id, ego, and superego.

Id

The part of personality driven by basic desires, impulses, and immediate gratification.

Ego

The part of personality that balances desires with reality and practical considerations.

Superego

The part of personality associated with morals, values, and social standards.

Social-Psychological Theory

Theory suggesting that social factors are key determinants of personality.

Trait-Factor Theory

Theory suggesting that behavior is influenced by functional human attributes and personality traits.

Sincerity

A brand perceived as honest, genuine, wholesome, and down-to-earth.

Excitement

A brand perceived as daring, energetic, imaginative, and up-to-date.

Competence

A brand perceived as reliable, intelligent, successful, and capable.

Sophistication

A brand perceived as glamorous, charming, luxurious, and upper-class.

Ruggedness

A brand perceived as tough, strong, outdoorsy, and durable.

User imagery

The characteristics and image of the typical consumer associated with a brand.

Category Associations

Characteristics and ideas consumers connect to a particular product category.

Activating the self

Using a product, brand, or experience to activate a particular aspect of one's identity.

Expressing the Self

Using products, brands, or possessions to communicate one's identity to others.

Extending the Self

Incorporating possessions into one's identity and sense of self.

Independent Self

A cultural view emphasizing individuality, independence, and personal goals.

Interdependent Self

A cultural view emphasizing relationships, social connections, and group identity.

brand story

A narrative that communicates a brand's essence, personality, and what it stands for.

Anthropomorphism

Giving human characteristics, emotions, or qualities to nonhuman objects, products, or brands.

Physiological Needs

Basic survival needs, including food, water, and shelter.

safety needs

Needs for security, protection, and stability.

social needs

Needs for love, friendship, belonging, and relationships.

esteem needs

Needs for recognition, respect, confidence, and status.

self-actualization needs

Needs for recognition, respect, confidence, and status.

Individualism

Emphasizing personal needs, desires, independence, and ambitions over those of a group or community.

Social Mobility

The ability or opportunity to improve one's social or economic position.

time

Valuing punctuality, efficiency, and the productive use of time.

privacy

Valuing personal space and independence.

directness

Communicating openly and straightforwardly.

openess

Being receptive to new ideas and experiences.

equality

Valuing equal rights and opportunities.

informality

Preferring casual interactions and relationships.

competition

Valuing achievement through competing with others.

achievement

Valuing success and personal accomplishments.

Action

Emphasizing activity, productivity, and taking initiative.

Brand Archetypes

Brand personas based on universal human desires and values.

Brand Persona

The human-like identity or personality a brand communicates.