Consumer Behavior and Memory Processes

These flashcards cover essential vocabulary and concepts related to consumer behavior and memory processes, focusing on how information is stored, retrieved, and utilized by consumers.

Acceptance

The process by which consumers correctly interpret and agree with the meanings/messages conveyed by a marketing stimulus.

Credibility

The perception of believability or trustworthiness of a stimulus, which affects consumer acceptance.

Memory

How people store, organize, retain, and remember information, which includes recognition and recall.

General Knowledge

Knowledge about things or people in consumers' environment, including product categories, brands, and behaviors.

Procedural Knowledge

Knowledge that involves understanding how to perform tasks or behaviors.

Episodic Knowledge

A type of general knowledge associated with specific events in a person's life.

Semantic Knowledge

General knowledge concerning objects, people, and stimuli in the environment.

Short-Term Memory (STM)

The center for processing activity that has a limited capacity and retains information for approximately 30 seconds without rehearsal.

Long-Term Memory (LTM)

A storehouse of unlimited information where knowledge is organized into associative networks.

Schemas

Associative networks containing mostly semantic and episodic general knowledge.

Scripts

Organized associative networks of procedural knowledge that direct consumers' behaviors in specific situations.

Cognitive Learning

Learning that occurs when people create new knowledge and meaning by interpreting information from their environment.

Accretion

The process of adding new knowledge, meanings, and beliefs to existing knowledge structures.

Tuning

The adjustment of knowledge structures for accuracy and generalizability.

Restructuring

The revision of the entire associative network or creation of new meaning structures.

Activation

The process of retrieving knowledge from memory to be used in interpreting new information.

Spreading Activation

A process where the activation of one concept triggers the activation of related/connected concepts.

Memory Boosters

Techniques like increased exposure, simplicity, dual-coding, and primacy/recency, aimed at enhancing memory recall.