Term
|
Definition
| Working Memory - the portion of total memory that is currently activated or in use. |
|
|
Term
|
Definition
| Used to increase the chances that an association between two stimuli is formed or learned. Involved presenting two stimuli in close proximity so that eventually they are perceived to be associated. |
|
|
Term
|
Definition
| Takes consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes. (Fun vs. Serious or Economical vs. Expensive) |
|
|
Term
|
Definition
| The portion of total memory devoted to permanent information storage. |
|
|
Term
|
Definition
| Using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand). |
|
|
Term
|
Definition
| (or instrumental learning). Rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior. |
|
|
Term
|
Definition
| All the mental activities of human as they work to solve problems or cope with situations. Involves ideas, concepts, attitudes, and facts that contribute to ability to reason, solve problems and learn relationships. |
|
|
Term
|
Definition
| Learning a concept or the association between two or more concepts in the absence of conditioning. |
|
|
Term
|
Definition
| Individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts. Most complex form of Cognitive Learning. |
|
|
Term
|
Definition
| AKA Modeling; Use of imagery to anticipate the outcome of various courses of action. Consumers can observe the outcomes of others' behaviors and adjust their own accordingly. |
|
|
Term
| High-Involvement Learning |
|
Definition
| The consumer is motivated to process or learn the material before making a purchasing decision. |
|
|
Term
|
Definition
| The consumer has little or no motivation to process or learn the material to make a purchasing decision. |
|
|
Term
|
Definition
| The schematic memory of a brand. Contains the target market's interpretation of the product's attributes, benefits, usage situations, users, and manufacturer/marketer characteristics. |
|
|
Term
|
Definition
| Trying to achieve a defined brand image relative to competition within a market segment. |
|
|
Term
|
Definition
| Significantly altering the way the market views a product. |
|
|
Term
|
Definition
| AKA Family Branding, Brand Extensions, or Umbrella Branding; Capitalizing on brand equity by using an existing brand name for new products. |
|
|
Term
|
Definition
| AKA Schematic Memory or Knowledge Structure; A complex web of associations; What the consumer thinks of and feels when the brand name is mentioned. |
|
|
Term
|
Definition
| Memory of how an action sequence should occur (like purchasing and drinking a soft drink to relieve thirst). |
|
|
Term
|
Definition
| Encouraging partial responses leading to the final desired response (free samples lead to buying at full price later). |
|
|
Term
|
Definition
| When consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way. |
|
|
Term
|
Definition
|
|
Term
|
Definition
| A construct representing an unobservable inner force that stimulates and compels a behavioral response and provides specific direction to that response. |
|
|
Term
|
Definition
| An individual's characteristic response tendencies across similar situations |
|
|
Term
| Maslow's Hierarchy of Needs |
|
Definition
| A macro theory designed to account for most human behavior in general terms. |
|
|
Term
|
Definition
| Deal with the need to reach satisfying feeling states and to obtain personal goals. |
|
|
Term
|
Definition
| Either unknown to the consumer or are such that he or she is reluctant to admit them. |
|
|
Term
|
Definition
| Motives that are known and freely admitted. |
|
|
Term
|
Definition
| Reflects an individual difference in consumers' propensity to be biased against the purchase of foreign products. |
|
|
Term
|
Definition
| A set of human characteristics that become associated with a brand. |
|
|
Term
| Brand Personality Dimension |
|
Definition
| Elements that can be used to communicate a personality; In book are listed as: Sincerity, Excitement, Competence, Sophistication, and Ruggedness |
|
|
Term
|
Definition
| Identifiable, specific feeling, and affect to refer to the liking-disliking aspect of the specific feeling. |
|
|
Term
|
Definition
| The totality of the individual's thoughts and feelings having reference to himself or herself as an object. |
|
|
Term
|
Definition
|
|
Term
|
Definition
| emphasizes personal goals, characteristics, achievements, and desires. |
|
|
Term
| Interdependent Self Concept |
|
Definition
| emphasizes family, cultural, professional, and social relationships |
|
|
Term
|
Definition
| the self plus possessions; people tend to define themselves in part by their possession. |
|
|
Term
|
Definition
| How I am or would like to be to myself |
|
|
Term
|
Definition
| How I am seen by others or how I would like to be seen by others. |
|
|
Term
|
Definition
| Endowment effect; tendency of an owner to evaluate an object more favorably than a nonowner. |
|
|
Term
|
Definition
| Surpasses the usual level of intensity, meaningfulness, and richness and produces feelings of joy and self-fulfillment. |
|
|
Term
|
Definition
|
|
Term
|
Definition
| Attempts to develop qualitative measures of lifestyle. |
|
|
Term
| Barriers to Online Shopping |
|
Definition
| Reasons why people prefer traditional retail stores over online shopping (refer to google doc) |
|
|
Term
|
Definition
| Doubt or anxiety as a reaction after making a difficult, relatively permanent decision. |
|
|
Term
|
Definition
| when negative emotions or guilt feelings are aroused by the use of a product or a service. |
|
|
Term
|
Definition
| Continue to buy the same brand though they do not have an emotional attachment to it. |
|
|
Term
|
Definition
| The costs of finding, evaluating, and adopting another solution (if switching costs are too high, you will not change brands, even if you have an issue with your current brand). |
|
|
Term
|
Definition
| An attempt to develop an ongoing, expanding exchange relationship with a firm's customers. |
|
|
