Consumer Behavior 9

A set of vocabulary flashcards related to consumer behavior, covering key terms and concepts from Dr. Robert Schuette's lectures.

Consumer Behavior

The study of how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items.

Independent Variable

The variable that is manipulated in an experiment to determine its effect on the dependent variable.

Dependent Variable

The variable that is measured in an experiment, which is affected by changes in the independent variable.

Attitude

Evaluative ratings about how good or bad consumers find something, can range on a continuum.

A.B.C.s of Attitudes

Affect, Behavior, and Cognition; the three bases upon which attitudes are formed.

Preference Judgment

An evaluative judgment concerning the preferences between competing objects, based on attitudes or attributes.

Dual Process Model

A framework that describes how attitudes influence behaviors through two types of involvement: high and low.

Central Route to Persuasion

A method of persuasion that involves careful and thoughtful consideration of the content of the message.

Peripheral Route to Persuasion

A method of persuasion that involves less cognitive effort and relies on superficial cues rather than strength of arguments.

Elaboration Likelihood Model (ELM)

A theory that suggests that there are two main routes of persuasion, central and peripheral, which determine the level of processing of a message.

Attitude-Behavior Link

The relationship between an individual's attitudes and their resultant behaviors, which can vary based on context.

Motivation and Opportunity

The factors determining whether someone uses a deliberative (central) or automatic (peripheral) process when making a decision.

Semantic Differential Scales

A scale used to measure the meaning associated with an object, typically using bipolar adjectives.

Likert Scale

A common rating scale that measures the extent of agreement or disagreement with a statement.

Halo Effect

A cognitive bias where the perception of one positive trait influences the perception of other traits.

Devil Effect

A cognitive bias where the perception of one negative trait influences the perception of other traits.

Ajzen & Fishbein Theory of Reasoned Action

A model that explains how behavior intentions are formed based on attitudes and normative beliefs.

Involvement

The personal relevance or importance of an issue or situation that affects how much thought a consumer will give to information.