Mark 320, Quiz 1

exposure, attention and perception, needs, motivation learning, memory

perceptual process

how information gets into a consumer’s mind from the world using any of the senses

exposure

how information is first in contact with consumer

attention

the consumer notices the stimuli and devotes resources to cognitively to it

perception

how a consumer understands the information

what is the easiest sense to expose consumers to information?

visual

mere exposure effect

the more we see something the more familiar it is to us, the more we like it

around how many exposure do consumers start to get irritated?

20-30

what is the ideal timing for exposure

1-3 seconds with short time between bursts

illusory truth effect

the more we see something the more it alters our judgment of the truth - also works with fame

top down factors

a high-order cognitive process. shapes what else you pay attention to, voluntary, and you focus on what is most important

bottom up factors

features of the stimuli that make us notice them. involuntary like a sudden noise

banner blindess

consumers ingore things like banner ads on a website

cocktail party effect

even when you are not giving attention to something you are still paying attention to it - like when someone says your name

confirmation bias

the tendency to favor info that confirms your beliefs you already have

3 grabbing groups for bottom up factors

personal relevance, easy to process, surprise/novelty

Personal Relevance

pay attention to things that pertain to us

Perception is altered by

context (environment) - motivations - expectations (see what you expect to see)

halo effect

one positive attribute makes the whole thing seem positive

motivation

force that prompts consumers to act

what does motivation come from

goals, needs, and vlaues

what is need recognition influenced by

consumers and markets

how can marketers manipulate need recognition

educate - exaggerate - remind

education from marketers

educate the public on a problem and why you can fix it

exaggeration from marketers

create state of dissatisfaction or exaggerate the ideal

reminders from marketers

reminder of things like oil changes or refil medications

self determination theroy (SDT)

3 fundemental needs for motivation

autonomy - feeling of free will

competence - the feeling of completing a task

relatedness - feeling of connection

hedonic adaptation

people adapt to ther circumstances

equifinality

many products fill the same need

intrisic motivation

internal motivation

extrinsic motivation

external motivation

learning

acquiring new or changing knowledge

2 types of learning

non-associative and associative

non-associative

one stimulus at a time

associative

stimuli eith nre responses or associations - milk and cookie

which learning method is faster

non-assosciative

what are the 2 subtype of non-associtive

habitual and sensitization

habitual learning

weaker sense due to desensitization

sensitization

stronger responses over time

what are the 4 types of associative learning

categorization, classical conditioning, operant conditioning, and vicarious learning

categorization learning

grouping related objects together

what are the 3 categories in categorization

superordinate - general - furniture

basic - default - chair

subordinate - specific - office chair

what are factor that influence categorization

age/experience

goals

expertise

what are the 3 steps to classical conditioning

unconditioned stimulus (UCS)

Pair UCS with conditioned stimulus CS

condition stimulus

what is operant conditioning

making specific actions more or less common with rewards or punishments

3 principles of operant conditioning

timing - should be right after an action

consistency - should happen every time the action is done

habits - after being conditioned long enough the actions will be habitual

what is vicarious learning

learning through others and their mistakes and wins so you know what to do and what not to do

memory

how consumers retain and recall stimuli

what is the memory process

first, you experience a stimulus and it goes into the sensory memory. Then if you give it attention it goes to short-term memory. If you encode the memory it moves to the long term, but if you recall it it stays in short-term memory. After you retrieve something from the long term it goes back to the short term and gets encoded again.

what are the 3 memories

sensory, short term and long term

echoic

auditory stimuli

iconic

visusal stimuli

how long is stimulus kept in sensory memory if not payed attention to

only a few seconds

what is the capacity of short term memory

7 pieces give or take 2

what are the 2 processes of short term memory

rehearsing - keep it in short term

encoding - work to move it into long term

what is another name for short term memory

working memory

4 ways to improve encoding is done correctly

repitiion - rehersal and marketing

imagery - the more unique the better

chunking

elaboration

types of ways to be stored in long term memory

procedural

declaritive

semantic/general

episodic

ways the be stored in long term memory

implicit

explicit

recall

recognition

procedural

how to do physical things

implicit

not conciously thinking about it - muscle memory

declaritive

info that can be articulated and declared

semantic/general

info about the world

episodic

memories we experience

explicit

conciously think and express it

recall

pulled out on command

recognition

other facter pull it out

what stores memories in the brain

nodes

how many neurons are there

~ 100 million

how many synapses are there

~100 trillion

internal factors to memory accessibility

trace strength - how strong the link between nodes is

spreading activation - number of links between nodes

external factors to memory accessibility

frequency - how often you pull it out

recently - how recently you pulled it out

retrieval

opposite of forgetting

forgetting

failure to encode or retrieve

what causes retrival failures

decay - links weaken from no activation

interference - other nodes are recalled instead

how to improve retrvial

Manage when/where info appears

strengthen node links through circulation

uses aided recall - give consumers hints - logo

how does mood effect encoding

easier to remember the memory when you are the mood you were when it was encoded

how does mood effect retrieval

you will remember other memories from when you were the mood you are now