ADMS 3210 Study Guide - Midterm Guide: Subliminal Stimuli, Consumer Behaviour, Sensory Memory

• School: York University
• Department: Administrative Studies
• Course: ADMS 3210
• Professor: Jodie Whelan

Document Summary

Lecture 1: consumer behavior, consumer behavior, prepurchase/purchase/postpurchase, why study consumer behavior, competitive. Impact strategy: understand need/ threat & opportunities/ predict, segment consumers, demographic/psychographic/relationships/big data, understand culture, meaning of consumption roles & image, needs vs wants, virtual consumers. Internet transforming market: horizontal revolution synchronus/asynchronous, culture of participation, affect change, social marketing, transformative consumer research, csr/green marketing, dark side of marketing, addictive consumption, compulsive consumption. Just noticeable difference minimum change detected: *think about the car example, we(cid:271)er"s la(cid:449, amount of change necessary to be noticed function of original intensity of stimulus. Likely to notice: size, color, position, novelty. Interpretation: schema set of belief, develop over time past experience/exposure, cognitive framework help interpret & organize information, positioning strategy, strategy to establish how brand is viewed, use elements of marketing mix (4p) to influence interpretation. Involvement relevance of object based on needs/values/interest. Ideal self: fail sadness/disappointment, ought self, fail anxiety/fear/guilt.