exam 2 adv 378 consumer behavior

working memory

attention is limited, holds information temporarily for active tasks​

short-term memory

passively holds information for little time

long-term memory

much larger capacity that stores knowledge, skills, experiences. helps us interpret and act

semantic memory*

facts, concepts, meanings​

semantic memory & associative network

we connect concepts to each other through nodes and links. (i.e. associating the color red to blood or danger or stop!) repeated exposure strengthens these links.

schema

a learned sequence of behaviors​, a routine (ordering at a restaurant)

autobiographical memory

personal experiences remembered as stories. memory can reconstruct is not always accurate

procedural memory

skills & action sequences​ (riding a bike, driving a car, typing)

why are stories persuasive?

inhibit intuitive appeal (attention grabbing), critical thinking, vividness

narrative transportation

the extent to which individuals become “lost” in a story ​

priming theory

the environment can affect your thoughts and behaviors unconsciously. this only works temporarily

accessibility

the ease and speed with which an idea, concept, attitude, or schema can be retrieved from memory nodes

priming & accessibility

werewulf trailer led us to be primed about how we fill out the rest of a word.

Sensory marketing

Advertising strategy that engages sight, sound, smell, touch, and taste to establish emotional connections and influence purchase behavior

Sensory brand touchpoints

pre-purchase, purchase, and post-purchase phases

pre-purchase phase

Evoke desire​. (i.e. stores and hotels have signature scents or a distinctvisual ambience. abercrombie’s cologne made it feel exclusive)

purchase phase

emphasize quality (i.e. sound of a product can make it seem more reliable/safe. dyson’s pitch frequency is reduced to display that their motor is high quality)

post-purchase phase

retention. (tudum plays when you watch a show on netflix, luxury brands boxes are heavy)

Exclusion marketing

The Significance of Scent*

Smell has direct access to brain systems involved in emotion, autobiographical memory, appetite, and threat detection.​ Olfactory neurons connect directly to the amygdala (emotional hub) and the hippocampus (association).​

Effects of retail music

Sonic branding

Societal vs. individual cognitive predictors of behavior

Four social factors of behavior

Dimensions of Culture*

Three types of reference group

Injunctive norms

descriptive norms

word of mouth

Message source features of persuasion

likability/attractiveness

expertise/authority

AI complacency

Five reasons why children and adolescents are vulnerable to marketing

How Can We Teach Children to Be Wise Consumers*

Barriers by marginalization

Three types of market barriers for consumers

Inclusive marketing and tokenism

Psychology of cuteness

Cuteness priming effect on adoption intention

guilt appeal

Efficacy information

Best Marketing Practices for Animal Rescue Organizations*

Harris (2009): Priming effects of television food advertising on eating behavior

watching food advertising will prime viewers to increase food consumption outside conscious awareness. snack ads increased food consumption amount more than nutritious ads.

Spence (2014): A large sample study on the influence of the multisensory environment on the wine drinking experience

The color of the light shown and the type of music played during a wine tasting experiment had different effects on taste. all had the same wine, but under green light and sour music the wine tasted fresh. under red lighting and sweet music it tasted fruity.

Lee & Koo (2016): Can a celebrity serve as an issue‐relevant argument in the elaboration likelihood model

Xu (2023): Peer pressure and adolescent mobile social media addiction