Consumer Behavior #1

Sensory Signature

A unique sensory characteristic that helps consumers remember a product.
Ex: the sound of Netflix

Halo Effect

When one positive quality makes us assume other qualities are positive too.

Example: Attractive packaging makes a product seem higher quality.

Absolute Threshold

The smallest amount of a stimulus a person can detect.
Example: The faintest sound you can hear.

3 Stages of the Perception Process

1. Exposure (notice a stim) 2. Attention (focus) 3.Interpretation (meaning)

Schema

A mental framework or 'file folder' used to organize knowledge and experiences.

Semiotic Relationship

How symbols, signs, or images create meaning.

Weber's Law

The stronger the original stimulus, the bigger the change needed for people to notice it.
Example: A $1 price increase is noticeable on a $2 item but not on a $500 item.

Perceptual Vigilance

We notice things that are important or relevant to us.
Example: A sneaker lover notices new shoe ads immediately.

Subliminal Perception

Stimuli presented below conscious awareness.

Ex: People may not consciously notice them.

Instrumental (Operant) Conditioning

Learning through rewards and punishments.

Shaping

Learning a desired behavior gradually over time through reinforcement.

Modeling Behavior

Learning by watching and copying others.

Stimulus Generalization

Responding similarly to similar stimuli.
Example: Buying a store brand because it looks like a favorite brand.

Spontaneous Recall

Remembering information without being directly prompted.

Service Script

A learned sequence of behaviors expected in a service situation.

Frequency Marketing

Rewarding customers for repeated purchases.

Interference

Displacement of information in memory because other information gets in the way.

'Black Box' Learning

Learning occurs, but we cannot fully see or explain the mental process behind it.

Incidental Learning

Learning unintentionally.

Behavioral Learning

Learning based on responses to external stimuli and rewards.

Maslow's Hierarchy of Needs

Needs are satisfied from lowest to highest: 1. Physiological, 2. Safety, 3. Love/Belonging, 4. Esteem, 5. Self-Actualization.

Terror Management Theory

People try to reduce fear of death by finding meaning, self-esteem, or cultural identity.

Homeostasis

The body's desire to maintain balance.

Approach-Approach Conflict

Choosing between two attractive options.

Avoidance-Avoidance Conflict

Choosing between two undesirable options.

Approach-Avoidance Conflict

One option has both positive and negative qualities.

Dissonance (Cognitive Dissonance)

Mental discomfort after making a decision.
Example: Wondering if you bought the right laptop.

Quantified Self (QS) Movement

Using technology to track personal data.

Situational Involvement

Temporary interest in a product caused by a specific situation.