CB Final Exam (1st Variation)

1. Consumer Behavior Definition: Study of individuals or groups and their purchasing decisions.

2. Classical Conditioning: Learning through associations between a neutral stimulus and an unconditioned stimulus.

3. Operant Conditioning: Behavior shaped by rewards or punishments.

4. Sensory Memory: Short-term retention of sensory impressions.

5. Short-Term Memory: Limited to 3-4 chunks of information.

6. Long-Term Memory: Connecting stimuli to stored information.

7. Seven Sins of Memory: Forgetfulness (transience, absent-mindedness, blocking) and distortion (misattribution, suggestibility, bias).

8. Valuation Effect: Motivations enhance the desirability of related products.

9. Approach Motivation: Pursuing a desired outcome.

10. Avoidance Motivation: Avoiding an undesired outcome.

11. Discrepancy-Interruption Theory: Unexpected events heighten attention.

12. Affect Transfer Theory: Positive emotions from ads transfer to product perception.

13. Search Attributes: Evaluated before purchase (e.g., design).

14. Experience Attributes: Assessed during use (e.g., taste).

15. Credence Attributes: Evaluated after extended use (e.g., reliability).

16. Theory of Reasoned Action: Behavior influenced by attitudes and subjective norms.

17. Actual Self: How consumers see themselves.

18. Ideal Self: How consumers aspire to be.

19. Extended Self: Possessions as extensions of identity.

20. Brand Laziness: Habitual purchases with low involvement.

21. Brand Loyalty: Emotional connections and repeat purchases.

22. Variety Seeking: Desire for novelty.

23. Problem Solving in Decision-Making: Recognizing problems, gathering information, and evaluating alternatives.

24. Non-Compensatory Rules: Simple decision-making that ignores trade-offs.

25. Compensatory Rules: Holistic evaluation, weighing positive and negative attributes.

26. Heuristics Definition: Mental shortcuts for quick decision-making.

27. Representativeness Heuristic: Judging based on similarity to prototypes.

28. Availability Heuristic: Judging likelihood based on ease of recall.

29. Anchoring Heuristic: Relying on initial information as a reference.

30. Length-Implies-Strength Heuristic: Longer messages seem more credible.

31. Liking-Agreement Heuristic: Agreeing with people we like.

32. Consensus-Implies-Correctness Heuristic: Following the majority.

33. Reciprocation: Returning favors (e.g., free samples).

34. Commitment and Consistency: Acting consistently with past commitments.

35. Social Proof: Following the behavior of others.

36. Liking: Agreeing with those we like.

37. Authority: Trusting experts.

38. Scarcity: Desiring limited items.

39. Relative Advantage: Perceived as better than alternatives.

40. Complexity: How easy or difficult a product is to understand.

41. Compatibility: Alignment with consumers' beliefs and routines.

42. Ease of Trial: Opportunity to test a product before purchase.

43. Perceived Risk: Uncertainties about product outcomes (e.g., financial, functional, social).

44. Brand Equity: The goodwill and value associated with a brand.

45. Word of Mouth (WOM): Interpersonal communication about products.

46. Positive WOM: Builds trust and loyalty.

47. Negative WOM: Damages brand reputation and trust.

48. Consumer-Generated Advertising (CGA): Promotional content created by consumers.

49. 4Cs Model (Hoffman et al., 2015): Connect, create, consume, and control.

50. Privacy Paradox: Consumers share personal data despite privacy concerns.

51. Advocacy Paradigm: Consumers promote ethical practices and demand fair treatment.

52. Reduced Search Costs: Online environments lower effort for information gathering.