MARK 4100 Study Guide - Midterm Guide: Conjunction Fallacy, Netflix, Bread Machine

• School: University of Georgia
• Department: Marketing
• Course: MARK 4100
• Professor: Aray Chen

Document Summary

Influential: ny times vs. daily news, trustworthiness and objectivity, what if the source is not credible, hope for a (cid:862)sleeper effe(cid:272)t(cid:863, memory of message stays, memory of source fades. Involves elaboration: leads to stronger attitudes, peripheral route, aspects other than key message arguments that are used to influence attitudes. 2: triggers: central route, central route triggers. Involvement with product: personal relevance, brand, price. Inadequate product: economic view of information search. Internal search: the process of recalling stored information from memory: how much do we engage in search, felt involvement, time pressure, memory is limited, perceived risk. Inept set: aware of, but considered unacceptable. Indifferent towards, may not be aware of: maximize your chances of being in the evoked set. Judgement and decision making: difference between judgment and choice, classical heuristics (availability, representativeness, anchoring and adjustment. Understanding is important: differ between normative and descriptive theories, asymmetric dominance effect, reference point effect, framing effect, prospect theory, mental accounting, sunk costs.