3&4 Part1 Influence of Psychological Factos on Consumer Behavior

Vocabulary flashcards summarizing key terms and concepts from the lecture on psychological factors—perception, learning, motivation, attitude, personality—emphasizing perception and learning theories relevant to consumer behavior.

Perception

The process by which people select, organize, and interpret sensory experiences, leading to individualized responses to the same stimuli.

Sensation

Raw input from the physical world detected by sensory receptors (light, sound, taste, etc.) before the brain interprets it.

Sensory Receptors

Organs or cells—eyes, ears, nose, mouth, skin—that detect sights, sounds, smells, tastes, and textures.

Exposure

The stage of the perceptual process in which a stimulus comes within the range of a person’s sensory receptors.

Attention (Perceptual)

The extent to which processing activity is devoted to a particular stimulus; influenced by size, color, placement, intensity, and novelty.

Intensity (Stimulus)

Loudness, brightness, or duration of a stimulus that can heighten consumer attention if appropriate.

Novelty

The quality of being new, original, or unexpected, which increases the likelihood of capturing consumer attention.

Color Psychology

The use of color to draw attention and convey mood or cultural meaning in marketing contexts.

Product Positioning (Visual)

Placing products, services, or ads in easily visible and accessible locations to capture consumer attention.

Learning (Consumer)

A relatively permanent change in behavior caused by experience, practice, or observation.

Memory

The storage and retrieval of learned information that guides future purchasing behavior.

Classical Conditioning

Associative learning where a neutral stimulus paired with a meaningful one eventually elicits the same response (Pavlovian theory).

Unconditioned Stimulus (US)

A stimulus that naturally and automatically triggers a response without prior learning (e.g., tasty food).

Conditioned Stimulus (CS)

A previously neutral stimulus that, after association with an unconditioned stimulus, elicits a learned response (e.g., brand logo).

Conditioned Response (CR)

The learned reaction to a conditioned stimulus (e.g., positive feelings toward a brand).

Stimulus Generalization

The tendency to react to stimuli that resemble an originally conditioned stimulus in a similar way.

Halo Effect

A cognitive bias in which positive feelings toward one product or brand extend to other products associated with it.

Family Branding

Marketing strategy of using a single, popular brand name across multiple product categories.

Brand Extension

Applying an existing brand name to new product lines in different categories to leverage positive associations.

Product Line Extension

Using an established brand name for new products within the same category.

Licensing

An agreement allowing one company to use another’s brand name, character, or logo on its products for a fee.

Look-Alike Packaging

Designing private-label or generic packaging to closely resemble that of a leading brand, benefiting from conditioned associations.

Operant (Instrumental) Conditioning

Learning in which behavior is strengthened by rewards and weakened by punishments (B.F. Skinner).

Reinforcement (Positive)

A desirable consequence (e.g., loyalty points) that increases the likelihood of a behavior’s repetition.

Punishment (Marketing)

A negative consequence (e.g., bad service) that decreases the likelihood of repeat purchase.

Shaping

Gradually reinforcing successive steps toward a final desired consumer behavior, such as purchase or loyalty.

Frequency Marketing

Programs that reward customers with escalating prizes or perks as their purchase frequency increases.

Observational Learning

Learning that occurs by watching and imitating others’ behaviors and the outcomes they experience.

Modeling

The act of imitating behaviors demonstrated by peers, influencers, or celebrities.

Influencer Marketing

Using social media personalities to demonstrate products, encouraging followers to emulate their behavior.

Attention Grabbers

Stimulus attributes—size, placement, color, intensity, novelty—used to secure consumer focus in cluttered environments.

Stimulus Placement

Strategic location of a message or product (e.g., shelf level, website layout) to enhance noticeability.