Consumer Behavior Exam Study Prep

Learning

A relatively permanent change in behavior.

Positive Reinforcement

A type of instrumental conditioning where a behavior is strengthened by the presence of a reward.

Extinction

The weakening of a stimulus-response connection when the reinforcement is no longer provided.

Instrumental Conditioning

A learning process that occurs when a response is followed by reinforcement or punishment.

Behavioral Change Measurement

Research method to show cognitive learning has taken place by linking behavior changes to past experiences.

Motivation

The process that activates a need a consumer wishes to satisfy.

Approach-Avoidance Conflict

A situation where a consumer faces conflicting motivations regarding a purchase.

Classical Conditioning

Learning process where a conditional stimulus is paired with an unconditional stimulus.

Family Branding

Marketing strategy of marketing multiple products under a single brand name.

Punishment in Instrumental Conditioning

A method of learning that occurs when undesirable outcomes follow a behavior.

Observational Learning

Learning that occurs when an individual observes the behaviors of others and the consequences of those behaviors.

Sensory Marketing

Marketing strategy focused on the impact of sensations on product experiences.

Sensory Overload

State experienced when consumers are exposed to more information than they can process.

Perceptual Vigilance

The tendency to notice stimuli that relate to one's current needs.

Sensation

The immediate response of sensory receptors to basic stimuli.

Subliminal Perception

Awareness of stimuli below the level of conscious perception.

Perceptual Defense

The phenomenon of perceiving what one wants to see while ignoring what they do not.

Gestalt Psychology

Theory stating that people derive meaning from the entirety of stimuli rather than individual parts.

Consumer Behavior

Study of how individuals or groups select, purchase, use, and dispose of goods and services.

Perception

The process of interpreting sensory information to form impressions of products or brands.

Attitude

A consumer's learned predisposition to respond favorably or unfavorably to a brand.

Decision-Making Process

The five steps a consumer follows: Problem Recognition, Information Search, Evaluation of Alternatives, Purchase, and Post-Purchase Evaluation.

Cognitive Dissonance

Mental discomfort stemming from holding conflicting beliefs about a purchase.

Brand Loyalty

A consumer's consistent preference for one brand over others.

Price Sensitivity

Degree of change in purchasing behavior in response to price changes.

Impulse Buying

Spontaneous purchasing decision made without any forethought.

Psychographics

Study of consumer lifestyles, values, and interests to anticipate buying behavior.

Behavioral Learning Theories

Theories suggesting that learning occurs as a result of responses to external events.