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MKT 302 Exam 2
n/a
24
Marketing
Undergraduate 3
03/18/2012

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Term
Personality
Definition
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment
Term
Three distinct properties of Personality
Definition
o Reflects individual differences
o Is consistent and enduring
o Personality can change
Term
Freudian Theory
Definition
- Psychoanalytic Theory of Personality: Unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality
Term
Horney’s Theory
Definition
o Compliant Individuals: Move toward others (desire to be loved)
o Aggressive Individuals: Move against others (desire to win)
o Detached Individuals: Move away from others (desire to be independent)
Term
Consumer Materialism
Definition
Degree of the consumers attachment to worldly possessions
Term
Consumer Ethnocentrism
Definition
Consumer’s likelihood to accept or reject foreign made products
o Highly Ethnocentric: Think it’s bad to purchase foreign goods
Term
Cosmopolitanism
Definition
Opposite of ethno. Attracted to products, places and things of other cultures
Term
Consumer Dogmatism
Definition
The degree of rigidity (versus openness) that individuals display toward the unfamiliar and toward info that is contrary to their own beliefs
o Low dogmatism = open minded
Term
Social Character
Definition
Range from inner-directedness to other-directedness
o Inner-directed: Tend to rely on their own inner values
o Other-directed: Look at others for guidance
Term
Need for Cognition
Definition
o High NFC = Responsive to the part of an ad that is rich in product-related information or description
o Low NFC = More attracted to background or peripheral aspects of an ad like an attractive model or well-known celeb.
Term
j.n.d. (Differential Threshold)
Definition
- The minimal difference that can be detected between two similar stimuli
- Changes are RELATIVE
Term
Weber’s Law
Definition
The stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.
o JND = Starting Stimulus x K
Term
Consumer Perception
Definition
The process through which people take raw sensations from the environment and interpret them using knowledge, experience and understanding of the world so that sensations become meaningful experiences
Term
Process of Perception
Definition
1. Exposure
a. External Stimuli
b. Sensory Receptors
2. Attention
3. Interpretation
Term
Absolute Threshold
Definition
The lowest level at which an individual can experience a sensation
Term
Three basic principles of Perceptional Organization
Definition
1. Figure and Ground
2. Grouping
3. Closure
Term
Cocktail Party Effect
Definition
Ability to focus on one person talking in a room full of people
Term
Behavioral vs. Cognitive Learning Theories
Definition
Behavioral: Based on observable behaviors (responses) that occur as the result of exposure to stimuli

Cognitive: Learning based on mental processing
Term
Learning
Definition
The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior
Term
Consumer Earning:
Definition
The total rage of learning, from simple to the learning of abstract concepts and complex problem solving
Term
For learning to occur, there has to be…
Definition
Motivation: Unfilled needs lead to motivation
Cues: Stimuli that direct motives
o Price, styling, packaging, etc.
o Ex. An ad for an exotic trip that includes bike riding may serve as a cue for bike riders who may suddenly realize they need a vacation
Response: How individuals react to a cue
Reinforcement: Increases the likelihood that a specific response will occur in the future as a result of particular cues or stimuli
Term
Cognitive Associative Learning
Definition
Not the acquisition of new reflexes, but the acquisition of new knowledge about the world
Term
Three-Hit Theory
Definition
• One to make consumers aware of product
• A second to show consumers the relevance
• A third to remind of its benefits
Term
Stimulus Generalization
Definition
o Making the same response to a slightly different stimuli
o Dog salivates not only to bell but also jangle of car keys
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