MK Final

A/B Test

Comparing two versions (A and B) to determine which performs better.

Acceptance strategy

A decision rule where consumers choose options that meet minimum requirements.

Affective choice

A decision based primarily on emotions and feelings.

Ambient conditions

Environmental factors such as temperature, lighting, sound, and odor that influence behavior.

Anchoring effect

Relying heavily on the first piece of information when making decisions.

Antecedent state

Temporary mood or condition (e.g., tired, hungry) influencing behavior.

Attention

The degree to which consumers focus on a stimulus.

Attribute-based choice

Decision-making based on comparing product features.

Availability heuristic

Judging likelihood based on how easily examples come to mind.

Behavioral targeting

Using past consumer behavior to deliver personalized ads.

Brand alliance

Partnership between brands to enhance value or perception.

Brand communities

Groups of consumers who share a connection with a brand.

Brand engagement

Emotional and behavioral involvement with a brand.

Brand loyalty

Consistent preference and repeat purchase of a brand.

Choice architecture

How choices are structured to influence decisions.

Clutter

Density of competing stimuli in an environment.

Cognitive overload

Too much information overwhelming decision-making ability.

Comparative ad

Advertising that directly compares brands.

Confirmation bias

Seeking information that supports existing beliefs.

Conformity bias

Tendency to follow group behavior.

Consumer behavior

Study of how people select, use, and dispose of products.

Consumer choice process

Stages consumers go through when making decisions.

Consumer-generated content (CGC/UGC)

Content created by users rather than brands.

Culture

Shared values, beliefs, and behaviors of a society.

Cultural values

Beliefs about what is desirable or important.

Cultural differences (nonverbal communication)

Variation in meaning of nonverbal cues across cultures.

Cognitive reasoning

Mental processing used to evaluate and solve problems.

Class-to-mass strategy

Offering premium brands to mass markets.

Decoy effect

Adding an inferior option to influence choice.

Default bias

Tendency to stick with pre-selected options.

Demographics

Population characteristics (age, income, gender, etc.).

Direct measurement

Asking consumers directly about preferences.

Discounting

Reducing importance of negative product attributes.

Disclaimers

Statements that clarify or limit advertising claims.

Downward segmentation

Extending premium brands to lower-income segments.

Drip marketing campaign

Automated, scheduled marketing messages.

Elimination-by-aspects rule

Decision rule eliminating options that fail key criteria.

Emotions

Strong feelings influencing behavior.

Endowment effect

Valuing something more because you own it.

Ethnic subculture

Group sharing language, race, or nationality.

Exposure

When a stimulus enters sensory range.

Expanded usage situation

Encouraging new uses for a product.

E-waste

Electronic waste and its environmental impact.

Fear appeal

Using threat of negative outcomes to influence behavior.

Framing effect

Decisions influenced by how information is presented.

Frequency illusion (Baader-Meinhof)

Noticing something more after becoming aware of it.

Functional fixedness

Inability to see alternative uses for objects.

Generic search

Non-brand-specific product search.

Goldilocks effect

Preference for the “just right” middle option.

Habit

Automatic behavior formed through repetition.

Habit loop

Cue → Craving → Response → Reward.

Herding

Following group behavior.

Household decision-making process

How family members influence purchases.

Household life cycle (HLC)

Stages households go through over time.

Indirect measurement

Inferring preferences through behavior.

Information processing

How consumers interpret information.

Internal search

Using memory to make decisions.

Interdependent self-concept

Defining self through relationships.

Interpretation

Assigning meaning to stimuli.

Just noticeable difference (JND)

Minimum change detectable by consumers.

Learning

Behavior change due to experience.

Likert scale

Agreement rating scale.

Lifestyle

How a person lives and spends time/money.

Loss aversion

Losses feel more powerful than equivalent gains.

Low-involvement learning

Learning with minimal effort.

Maslow’s Hierarchy of Needs

Motivation framework (physiological → self-actualization).

Memory

Storage of learned information.

Mirror neurons

Brain cells that activate when observing others.

Monochronic time perspective

Focus on schedules and one task at a time.

Motivation

Driving force behind behavior.

Negativity bias

Overweighting negative experiences.

Nonverbal communication

Communication without spoken words.

Nostalgia

Emotional longing for the past.

Nudges

Subtle influences on decision-making without restricting choice.

Olfaction

Sense of smell.

Peak-end rule

Judging experiences based on peak and ending moments.

Perception

Selecting, organizing, and interpreting stimuli.

Perceptual mapping

Visual representation of consumer perceptions.

Personal experience

Knowledge gained directly.

Piaget’s stages of cognitive development

Theory of childhood cognitive growth.

Polychronic time perspective

Multitasking and flexible time orientation.

Postpurchase dissonance

Doubt after buying.

Preference strategy

Choosing most preferred option.

Priming

Exposure influencing later behavior or perception.

Problem recognition

Identifying a need.

Proust effect

Memories triggered by smell.

Projective techniques

Indirect methods to uncover attitudes.

Reciprocity bias

Feeling obligated to return favors.

Reference group

Group influencing attitudes and behavior.

Relativity

Evaluating value through comparisons.

Sampling bias

Non-representative sample.

Scarcity bias

Valuing limited items more.

Search engines

Tools for online information search.

Self-concept

How individuals perceive themselves.

Semantic differential scale

Rating using opposite adjectives.

Showrooming

Viewing in-store, buying online.

Social class

Hierarchy based on income, education, occupation.

Social proof

Following others’ behavior.

Source credibility

Trustworthiness and expertise of a source.

Spokescharacters

Fictional brand mascots.