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Self concept
how an individual thinks about and evaluates his or herself
Extended self
The space around us and how it affects us (homes and property, children, partners, pets, etc)
Absolute Threshold
lowest point at which we notice something
Differential threshold
amount of incremental change necessary for someone to notice a difference
Exposure
stimulus has the ability to be detected by the senses
Adaptation
the extent to which an individual’s sensitivity to a stimulus diminishes over time
Perception
understanding how we receive stimulus information via our senses
Classical Conditioning
creating associations- an individual learns a connection between two stimuli that are paired with one another
Operant conditioning
an individual’s behavior is changed through reinforcement that follows a desired response (rewards and punishments)
Short-term memory
an individual’s behavior is changed through reinforcement that follows a desired response (active, dynamic, limited capacity)
working memory
another word for short-term memory
long-term memory
permanent storage
Extinction
occurs when the desired behavior is no longer reinforced or when the reinforcement is no longer motivating to the individual
Episodic memory
series of events- contain details, emotions, and other information about own our past
Semantic memory
basic knowledge we have about a concept- specific details, facts, and knowledge about the world
Flashbulb memory
more detailed, engages 5 senses and emotions
Retention
occurs with the successful storage of the new piece of information; success can be measured by the ability to retrieve the information for future use
Brand personality factors
Sincerity, exciting, competent, sophisticated, rugged
Consumer ethnocentrism
believing one’s own culture is the best
Need for cognition
A consumer is not comfortable buying until they’ve discovered as much information as they can
Need for uniqueness
Gravitating towards a product or brand that will make someone stand out
Low self-monitor
Not prone to adjusting to cues/more consistent
High self-monitor
picks up on cues and adjusts behavior accordingly
Priming
a phenomenon in which exposure to a stimulus, such as words, images, or sounds, alters an individual’s response, without conscious awareness
Nudging
coupons, discounts, limited time offers, loyalty reward systems
Symbolic value
a collection of deeper meanings consumers attach to products
Loss aversion
the tendency of individuals to dislike losses more than gains of an equivalent amount
Diffusion
new innovations are accepted and spread throughout a group of consumers.
Norm
a set of informal rules that a society imposes to guide individual behavior
Custom
the norms of behavior that have been passed from generation to generation
Default
a preselected option that a consumer makes without active thought or consideration
Proximity
items that are close together are perceived to be more similar than items that are farther apart
Observation
watch and record what customers do
Saturation
integration into daily life
Visualization
see patterns in the data that might be difficult to visualize by simply looking at the raw data
Motivational research
a focus on the consumer’s desires and feelings
Behavioral research
a focus on what consumers do
Behavioral economics
proposes that an individual’s behavior is complex and is influenced by rational, emotional, contextual, and sociocultural factors
Symbolic value
collection of deeper meanings consumers attach to products
Narrowcasting
specifically designing a product or promotion
Chunking
grouping together similar or meaningful pieces of information
Procedural memory
how to do things
Explicit memory
the intentional, conscious recollection of information
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Flashcard (102)