Consumer Behavior #1
Sensory Input
Information we receive through our senses (sight, smell, sound, taste, touch).
Sensory Signature
A unique sensory characteristic that helps consumers remember a product (like the smell of Starbucks or the sound of Netflix).
Halo Effect
When one positive quality makes us assume other qualities are positive too.
Example: Attractive packaging makes a product seem higher quality.
Absolute Threshold
The smallest amount of a stimulus a person can detect.
Example: The faintest sound you can hear.
3 Stages of the Perception Process
Exposure – We notice a stimulus.
Attention – We focus on it.
Interpretation – We give it meaning.
Schema
A mental framework or "file folder" used to organize knowledge and experiences.
Semiotic Relationship
How symbols, signs, or images create meaning.
Example: A heart symbolizes love.
Weber's Law
The stronger the original stimulus, the bigger the change needed for people to notice it.
Example: A $1 price increase is noticeable on a $2 item but not on a $500 item.
Perceptual Vigilance
We notice things that are important or relevant to us.
Example: A sneaker lover notices new shoe ads immediately.
Subliminal Perception
Stimuli presented below conscious awareness.
People may not consciously notice them.
Learning & Conditioning
Instrumental (Operant) Conditioning
Learning through rewards and punishments.
Shaping
Learning a desired behavior gradually over time through reinforcement.
Modeling Behavior
Learning by watching and copying others.
Stimulus Generalization
Responding similarly to similar stimuli.
Example: Buying a store brand because it looks like a favorite brand.
Instrumental Conditioning Occurs With:
Reinforcement (rewards) and punishment.
Spontaneous Recall
Remembering information without being directly prompted.
Service Script
A learned sequence of behaviors expected in a service situation.
Example: Ordering food at a restaurant.
Frequency Marketing
Rewarding customers for repeated purchases.
Example: Airline frequent-flyer programs.
Interference
Displacement of information in memory because other information gets in the way.
"Black Box" Learning
Learning occurs, but we cannot fully see or explain the mental process behind it.
Incidental Learning
Learning unintentionally.
Example: Remembering a commercial jingle after hearing it many times.
Behavioral Learning
Learning based on responses to external stimuli and rewards.
Motivation & Needs
Maslow's Hierarchy of Needs
Needs are satisfied from lowest to highest:
Physiological (food, water)
Safety
Love/Belonging
Esteem
Self-Actualization
Terror Management Theory
People try to reduce fear of death by finding meaning, self-esteem, or cultural identity.
Homeostasis
The body's desire to maintain balance.
Example: Feeling thirsty and drinking water.
Motivational Conflicts
Approach-Approach Conflict
Choosing between two attractive options.
Example: Free concert or free vacation.
Avoidance-Avoidance Conflict
Choosing between two undesirable options.
Example: Study all night or fail the exam.
Approach-Avoidance Conflict
One option has both positive and negative qualities.
Example: Eating cake (tastes good but unhealthy).
Consumer Behavior
Dissonance (Cognitive Dissonance)
Mental discomfort after making a decision.
Example: Wondering if you bought the right laptop.
Quantified Self (QS) Movement
Using technology to track personal data.
Example: Fitbit, Apple Watch, sleep tracking apps.
Situational Involvement
Temporary interest in a product caused by a specific situation.
Example: Researching cars only when you're buying one.