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consumer behavior
chapter 6
14
Marketing
Undergraduate 3
10/17/2011

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Term
thin-slice judgement
Definition
evaluations made after very brief observations
Term
simple inferences
Definition
beliefs based on peripheral cues
Term
heuristics
Definition
simple rules of thumb that are used to make judgements
Term
frequency heuristic
Definition
belief based simply on the number of supporting arguments
Term
truth effect
Definition
when consumers believe a statement simply because it has been repeated a number of times
Term
self-referencing
Definition
relating a message to one's own experience
Term
mystery ad
Definition
brand not identified until the end of the message
Term
incidental learning
Definition
learning that occurs from repetition rather than from conscious processing
Term
mere exposure
Definition
familiarity leads to consumers liking an object
Term
wearout
Definition
becoming bored with a stimulus
Term
classical conditioning
Definition
producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response.
Term
dual-mediation hypothesis
Definition
explains how attitudes toward the ad influence brand attitudes
Term
transformational advertising
Definition
ads that try to increase emotional involvement with the product or service
Term
dramas
Definition
ads with characters, a plot and a story
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