Consumer Behavior Exam 2

Verbal information- Left brain

Non Verbal Informaiton- Right brain

Chucking- grouping information to memorize it like a phone number 

Types of groups

• Membership: individual currently belongs to a peer group or membership

• Strength of social tie

• Type of contact- offline or online

• Attraction 

Dissocative group: avoids 

Reference groups:

• Informational influence

• Normative influence (aka utilitarian influence)- group expectations to receive reward or avoid punishment 

• Identification influence (aka value expressive influence) - consumers use product to construct and express identity 

Internal Factors: 

Perception- how you see the information

Exposure-> attention -> interpretation -> memory (short term and long term) -> purchase decisions 

Attention: stimulus factors (physical), Individual (distiguished as individual), Situational (what you pay attention to)

Exposure- selective and voluntary 

Memory:

Long Term

Semantic memory: basic knowledge and feeling 

Episodic memory: a sequence of events in which a person experiences

Associative network - schema 

Nodes- concepts found in an associative network

Paths: representation of the association between nodes 

LTM 

Scripts: special type of schema, memory of how an action sequence occurs (routine)

Retrieval: likelihood and ease with which information can be passed and recalled 

Classical conditioning

Unconditional stimulus: automatically produces response 

Conditioned stimulus: bell ringing

Conditioned response: salivating 

Operant conditioning- reinforcement a positive responseward  with a re, ie a punch card for a restaurant 

Consumers involvement- Central route High involvement and peripheral route low involvement 

The nature of motivation

Needs:

Psychological needs- innate or primary

Physiological needs secondary 

Two prominent sets of motives under regulatory focus theory are termed:

Prevention focus motivation- state of equilibrium homeostasis

Promotion focus motivation- self improvement 

Maslow's hierarchy of needs

Self actualization (best you can be)

Esteem (respect/recognition)

Social relationships (love/relationships)

Safety (feel free from threats)

Physiological

Brand personality

• Sincerity, excitement, 

Elaboration likelihood model- exposure to marketing message 

How consumers process information when they have different involvement, hig knowledge/high involvement then I will pay attention to more in-depth information versus low involvement i will pay attention to for surface level info

Changing the Cognitive component- belief

Changing the Affective component- emotion

Changing the Behavioral component - if you want to or do not want to purchase 

Self concept: how you see yourself

Actual self

Ideal self who you want to be 

Extended self- 

The relationship between self concept and brand influence 

lifestyle - how you execute your self concept

Factors that influence this- culture attitudes values activities demographics media patterns and usage rates

Eight categories on their lifestyles- based on resource and primary information

Claritas- Urban, Suburban, Second city, Town and rural 

Key Terms: 

Reference Group

• Word of Mouth

• The information processing flowchart

• Exposure

• Attention

• Perception

• Interpretation

• Brand equity

• Classical Conditioning

• Operant Conditioning

Episodic memory- 

Semantic memory- basic knowledge or feeling an individual has about a concept 

• Script

• Associative network (schema)

• Motivation

• Maslow’s hierarchy of

needs

• Manifest motive

• Latent motive

• Emotion

• Personality

• Regulatory focus theory

Attitude

• The three components of attitude

• Elaboration likelihood model (ELM)

• The ways to change attitudes

• Source credibility

• Self-concept (actual self, ideal self, etc)

• Lifestyle

• Psychographics

• VALS framework

Hedonic product- emotional