mktg 490 terms exam 2

Episodic Memory

Your personal memory scrapbook. Stores things YOU experienced, like the first time you tried a product or visited a store.

Semantic Memory

Your brain's encyclopedia. Stores general facts and knowledge, like knowing what a "sale" means or what a brand stands for.

Explicit Memory

Memory you use ON PURPOSE, like trying to remember a brand name when you're at the store.

Implicit Memory

Memory that works WITHOUT you realizing it, like humming a jingle you never tried to learn.

Recognition

Seeing something and knowing you've seen it before, like picking the right answer on a multiple choice test.

Recall

Pulling info from your brain with NO hints, like writing an answer on a blank test.

Chunking

Grouping info together to remember it easier, like memorizing a phone number in groups instead of one digit at a time.

Rehearsal

Repeating something over and over so it sticks in your memory, like replaying a song until you know the words.

Elaboration

Connecting new info to things you already know. Makes memory way stronger.

Dual Coding

Learning something two ways at once, seeing a picture AND reading words about it. Double input equals better memory.

Schema

A mental folder your brain has for a topic. Like your "fast food restaurant" folder already knows there's a menu, a counter, and it's quick.

Script

A mental outline for how a sequence of events goes, like your brain's "going to the movies" routine: buy ticket, get popcorn, find seat, watch movie.

Priming

When one thing gets your brain ready to think about related things, like seeing a Pepsi ad making you think about soda more.

Spreading Activation

When one memory lights up connected memories too. Think of it like dominoes falling one after another.

Prototype

The most typical example of a category, like McDonald's being the go

Consideration Set

The short list of brands you'd actually think about buying when you need something.

Decay

Memories fade over time if you never use them, like a muscle getting weak without exercise.

Interference

When memories get mixed up or block each other. Old memories can block new ones (proactive) or new ones can mess up old ones (retroactive).

Serial Position Effect

You remember the FIRST and LAST things in a list best. The stuff in the middle gets forgotten most easily.

Primacy Effect

Remembering the FIRST items in a list best.

Recency Effect

Remembering the LAST items in a list best.

Retrieval Cues

Hints or triggers in your environment that help you pull a memory out of your brain.

Attitude

How you feel about something. Your overall like or dislike toward a brand, product, or idea.

Cognitive Component

The THINKING part of an attitude. What you BELIEVE about something, like "Nike makes quality shoes."

Affective Component

The FEELING part of an attitude. How something makes you FEEL emotionally, like "I love Nike, it makes me feel cool."

Conative Component

The DOING part of an attitude. Your intention to actually act, like planning to buy something next time.

Favorability

How positive or negative your attitude is toward something.

Accessibility

How quickly an attitude pops into your head. Strong attitudes come to mind instantly.

Confidence

How SURE you are about your attitude. You feel more confident about things you have personally experienced.

Persistence

How long an attitude sticks around over time. Strong attitudes last longer.

Resistance

How hard it is to change an attitude. Really strong attitudes are tough to budge.

Ambivalence

Having MIXED feelings about something, like loving fast food taste but feeling guilty about eating it.

Central Route to Persuasion

When you think HARD about a message and carefully consider the arguments. Happens when you are really interested and paying attention.

Peripheral Route to Persuasion

When you do NOT think hard and just pick up on quick clues, like liking an ad because a celebrity is smiling in it.

Cognitive Responses

The thoughts that pop into your head while watching an ad. Can be supportive or doubtful.

Counterarguments

Mentally pushing back on what an ad says. Makes the ad less effective on you.

Support Arguments

Thoughts that AGREE with the ad's message. Makes the ad more persuasive.

Source Derogations

Doubting the person delivering the message, like not trusting a random influencer pushing a product.

Ad Execution Thoughts

Thoughts about HOW an ad is made, like noticing the music, visuals, or humor rather than the actual message.

Source Credibility

How trustworthy and expert the person delivering the message seems. A doctor recommending medicine is more credible than a stranger.

Sleeper Effect

You dismiss a message at first because the source seems untrustworthy. But over time you forget WHO said it while still remembering the message, and it starts to feel true.

One Sided Message

An ad that only shows the positives. Can seem biased.

Two Sided Message

An ad that mentions both the positives and some negatives. Sounds more honest and is actually more believable.

Fear Appeals

Ads that make you feel scared or worried to motivate a change in behavior. Works best when paired with a clear solution.

Terror Management Theory

When people are reminded of death or mortality, they cling harder to their identity and the brands that are tied to who they are.

Match Up Hypothesis

A celebrity spokesperson works best when they actually FIT the product, like an athlete endorsing sports gear.

Emotional Contagion

Emotions are contagious. If an ad makes you feel happy, you catch that feeling and transfer it onto the brand.

Peripheral Cues

Quick mental shortcuts your brain uses when you are not really paying attention, like buying something because the packaging looks nice.

Thin Slice Judgments

Super fast first impressions formed from almost no information, like instantly liking a brand from a quick glance at its logo.

Body Feedback

Your physical movements and sensations affect your attitudes. Nodding while watching an ad makes you like it more. Frowning makes you like it less.

Heuristics

Mental shortcuts used to make quick decisions without much thinking, like assuming expensive means good quality.

Frequency Heuristic

The more you see something, the more you assume it must be good or popular.

Truth Effect

When something is repeated many times it starts to FEEL true, even if it is not actually proven.

Mere Exposure Effect

The more you are exposed to something, the more you like it, just from pure familiarity.

Wearout

When an ad gets so repetitive that you start to feel annoyed by it. Too much exposure makes you like it less.

Classical Conditioning

Learning to like something by associating it with something you already enjoy. A brand plays happy music so you start to associate happiness with that brand.

Evaluative Conditioning

A type of conditioning that changes how positively or negatively you feel about something through repeated pairing with good or bad stimuli.

Excitation Transfer

Your body is already emotionally charged from something like a game or movie and you transfer that leftover excitement onto whatever you see next, including ads.

Problem Recognition

When you realize there is a gap between what you HAVE right now and what you WANT or NEED. This is what kicks off the buying process.

Ideal State

What you WISH things were like, such as wanting a new pair of stylish shoes.

Actual State

What things ARE like right now, such as your current shoes being worn out.

Internal Search

Looking for information inside your own brain before going anywhere else, like thinking of brands you already know before Googling.

External Search

Looking for information OUTSIDE your own head, like reading reviews, asking friends, or searching online.

Confirmation Bias

Tending to notice and remember information that supports what you already believe, and ignoring information that contradicts it.

Diagnosticity

How useful a piece of information is for telling products apart from each other.

Vividness

Vivid, colorful, and emotional information is far more memorable than plain statistics or facts.

Prepurchase Search

Searching for information specifically because you are about to make a purchase.

Ongoing Search

Constantly keeping up with information about a topic you love, even when you are not currently buying anything.

Perceived Risk

How risky you think a purchase is. The higher the risk, the more searching a consumer will do before buying.

Brand Uncertainty

Not being sure which brand is the best option. Higher uncertainty leads to more searching before a decision is made.

Graded Structure

The idea that some members of a category are considered better or more typical examples than others.

Taxonomic Categories

Categories organized by shared features, like grouping all beverages together.

Goal Derived Categories

Categories organized around a specific goal rather than shared features, like "things I need for a road trip."

Superordinate Level

The broadest, most general category level, like "beverages."

Basic Level

The middle category level that people use most naturally, like "soda."

Subordinate Level

The most specific and narrow category level, like "Diet Coke."