PSYC 552 Consumer Psychology Midterm Study Guide

What is consumer psychology?

What does it mean that consumer psychology is “interactive?”

What’s the wheel of consumer psychology?

affect and cognition, behavior, and environment

What is affect?

feelings or emotions that you have about a product , being excited to go into Starbucks

What is cognition?

things you know about a product, I know that In n Out serves burgers

Define the “consumer behavior” part of consumer psychology.

the study of how consumers mke desions on product purchases

What is the environment?

anything outside the consumer

Give examples of different types of reciprocal interactions between the three parts of the wheel.

There are five characteristics of the affective system (e.g., reactive is one). What are they? Describe briefly.

The affective system includes five key characteristics: the affective system is reactive, uncontrolled, felt physically, can respond to any stimulus, and is learned. What do each of these mean? Reactive means that the affective system doesn't plan or doesn't make decisions; it responds almost immediately and automatically.

From what we learned about the dimensional view of emotions, what are the five characteristics of emotions (having valance is one)? Describe briefly.

There are five characteristics of the cognitive system (e.g., thinking is one). What are they? Describe briefly.

In your opinion, what are five of the most noteworthy differences between fast (non-conscious, implicit) and slow (conscious, explicit) thinking?

What is priming regarding implicit cognition? What are some examples?

Briefly describe the interpretation processes.

Interpretation is about attention and comprehension. Attention how consumer select information from teh environment. to then interpret. Attention is, a filter into the mind. And then the next level is comprehension; so this describes how consumers determine the subjective meanings of the information, to create more personal knowledge. And this is done by that new knowledge interacting with what the consumer already knows or believes about whatever the topic is that the information is about. So, the knowledge, meanings, and beliefs—this is what resides inside of the mind of the consumer—stored in memory for the consumer to use, and for the marketer to try to tap into, manipulate, or activate through this process of attention and comprehension.

Briefly describe the integration processes.

Integration processes describes two main things. First, integration describes how consumers combine different types of knowledge to form overall evaluations of things such as products, other objects, behaviors—such as their anticipated consequences of choosing certain behaviors—and so on. This is also known as 'creating attitudes'. And an attitude is an assignment of either a positive or a negative feeling towards something. Activation is another term, that we'll talk about in more detail later, that describes accessing existing knowledge—so, existing knowledge currently resides in the mind of the consumer, but it's essentially sitting there useless to the marketer until it gets activated. And secondly, the integration processes are about how consumers choose among alternative behaviors, which includes choices about buying one product over another. So, these are just precursors to their actual behaviors—and this is also known as developing behavioral intentions.

What is an associative network? Give an example.

What is general knowledge?

general knowledge as part of the associative network is what things are like, example ice cream is cold

What is procedural knowledge?

specific behaviors or actions , how a consumer would go about purchasing, locating, and researching a consumer purchase

What is spreading activation?

What is a metaphor? What is ZMET? How is this useful in marketing?

How someone describes something is an interview process to uncover someone’s values for a product. It will help marketers to know the reason and the values that consumers receive from the products

What is accretion?

Accretion is the adding of new information to existing knowledge in the associative network; i

What is tuning?

Tuning is a process of forming generalized meanings about something, based on gained knowledge. So tuning is where the consumer takes in new knowledge and not only might add this new knowledge into their existing network, but can do a little bit of reformatting or reconfiguring of how that information is connected and associated within their associative network.

What is restructuring?

Describe means end theory? Why is this useful for marketers?

is a way of using the ZMET method you start with an atribute and ask questions until you have a value uncovers consumers motives

What is laddering? Give an example.

putting the means end theory in order it starts with an attribute, then social consequences, emotional consequences, and finally values

What does valance mean in marketing? What gives an attribute its valance?

What is involvement? What are some examples?

What is intrinsic involvement? What is situational involvement?

Why does understanding involvement matter to a marketer?

What is interpretation?

What can influence attention?

Describe comprehension. How does it work or happen? (Hint: remember the associative network)

What is elaboration?

What is an inference?

What are three key factors that influence comprehension? Briefly describe and explain them.

Can consumers have apparently conflicting attitudes?

yes

What kinds of things can consumers have attitudes about?

everything

Define salience. Why is this relevant for marketing?

its the truth of a feeling

Briefly describe the Fishbein model.

Give some examples about how you could use the Fishbein model.

What are some reasons why attitudes do not always lead to behavior?

What are the five steps in the general consumer decisions model? (Hint: Problem recognition is one.)

What are some of the inherent drawbacks of this model? (general consumer decisions)

What are the three steps in the alternative model? Describe each step briefly.(general consumer decisions)

What are the three ways that emotions can influence decision making? Hint: Content of thought is one. Briefly describe them.

What is a compensatory decision process?

What is a non-compensatory decision process?

What is a heuristic?

shortcuts

Describe classical conditioning. How is this used in marketing?

pavlov dogs

Describe operant conditioning. How is this used in marketing?

skinner

What is shaping?

giving a free sample

What are discriminative stimuli? Why are these important for marketing?

What is vicarious learning?

learning by watching, IE watching someone ride a bike and then you want to ride a bike

What is a habit? What are the three factors needed to create a habit? Hint: repetition is one. Briefly describe each factor.

What is a contextual cue regarding habits?

In “Why people buy,” briefly describe each main concept: goal, want, wanting without buying (and the three types of this), buying without deciding (and the three types), and buying with decision making (and the five types).

Summarize your key learnings from class so far in about a page single spaced.