ADV 319 Study Guide - Midterm Guide: Psychographic, Information Processing, Explicit Memory

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16 Oct 2018
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poa exam #1 study guide
Chapter 1
Need vs. Want
- Need: something you require in order to survive/reach a goal
- Want: a manifestation of a need/something unnecessary
Understand the definition of consumer behavior
- The study of the processes involved when individuals or groups
select/purchase/use/dispose of products, services, ideas, or experiences to
satisfy needs and wants
- Demographics: ex: age, gender, race, income
- Self-concept Attachment: directly related to your identity
- Nostalgic Attachment: reminds you of your past
- Interdependence: something you use every day
- Love: something you feel loyal because you enjoy it so much
- Psychographics: the use of psychological, sociological, and anthropological
factors to determine how the market is separated by the tendency of
groups to make a decision about something particular
Brand Loyalty/love/strategy
- Brand Loyalty: repeat purchasing behavior that reflects a conscious decision to
continue buying the same brand
- Brand Love: you enjoy the product so much, turns into brand loyalty
- Brand Strategy: the strategy of how brands do certain things to appeal and to
foster brand love and loyalty
Chapter 3
- Know the stages (exposure, interpretation)
- Stage 1: Exposure
- Sensations are picked up
- Sight, sound, scents, taste, textures
-Stage 2: Attention
- Picking what you will focus on (important to remember that you
won’t pick up everything)
- Stage 3: Interpretation
- Assigning meaning to stimuli
- Ex: heat = danger
- Senses, what was unique about each one
- Vision: evokes emotion (most commonly through color)
- Sound: influence mood + actions
- Phonemes: individual sounds that either get a positive or negative
reaction from the consumer
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- Scent: trigger for memory and nostalgia
- Taste: linked with experiences
- Touch: creates attachment (Also known as haptic)
- Endowment effect: people value things more highly if they own
them
- Is the most basic sense, learned before everything
- How marketers use that knowledge of senses
- Vision: use colors
- Red: power
- Blue: calm
- Yellow: optimism
- Purple: royalty
- Green: wealth/intelligence
- Black: powerful
- Orange: cheap
- Trade Dress: colors you associate with a company
- Sound: create jingles (ex: NBC jingle)
- High tempo: more stimulation, low tempo: less stimulation
- Sonic identity: use of specific sounds to identify a brand (jingle)
- Sound symbolism: the process by which the way words sound
influence our assumptions about what it describes and attributes,
such as size
- Scent:
- Influence associations (coffee=smells like home)
- Signature scent= more easily remembered
- Taste:
- Touch:
- Can affect products success
- Affects product experience and judgment
- Experience a product like we own it
- Need for touch (NFT): the scale on which an individual requires
touch
- Sensory overload: can’t pay attention to everything, therefore we have
personal/stimulus factors (graphic cigarette label = personal selection
sensory guard)
- Perceptual vigilance: more aware of the things that we currently need
(hunger, more focus on food)
- Perceptual Defense: Basically, if we don’t like it we don’t pay attention to it
- Adaptation: you begin to not realize things that you are often exposed to
- Thresholds + Weber’s Law
- Absolute Threshold: the minimum amount of stimulation that can be
detected
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- Important to marketing, bc if we spend money on ads we need
consumers to be able to notice them
- Differential Threshold: the ability of a sensory system to detect changes or
differences between two stimuli, difference between two stimuli
- Just Noticeable Difference (JND): Starbucks change
- Weber's Law: the stronger the initial stimulus, the greater the change
must be to notice it
- Ex: listening to really loud music, you're not gonna notice if it’s
lowered slightly/if you’re in a super quiet room, you’re going to
notice if a pin drops
- Habituation: when you become so adapted to a stimuli that you don’t
notice it at all anymore
Chapter 4
- Short term v Long term
- Short term: brief, less than 20 seconds, limited capacity
- Chunking
- Long term: can last for years/permanent, almost unlimited capacity
- Elaborative Rehearsal: deep processing
- Information processing (#1: encoding)
-External Inputs: looking at a paper
-#1: Encoding: entering into your brain, how it relates
-Mentally program meaning
- Episodic, sensory, semantic (ex: rich people drink champagne)
- #2: Storage
- Retaining
- #3: Retrieval
- Storing
- Episodic memory and sensory memory
- Episodic: relates to events that are personally relevant
- Sensory: the literal color or shape of a package
- Echoic (sound)
- Iconic (vision)
- Olfactory (smell)
- Semantic
- Symbolic associations
- Chunking (ex: phone numbers)
- Short Term Memory
- group together (connected items or words) so that they can be stored or
processed as single concepts
- How we memorize things (repetition)
- Elaborative rehearsal: Short term memory, processes, turns into long term
- Attaching to previously known things (mnemonics)
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Document Summary

Need: something you require in order to survive/reach a goal. Want: a manifestation of a need/something unnecessary. The study of the processes involved when individuals or groups select/purchase/use/dispose of products, services, ideas, or experiences to satisfy needs and wants. Nostalgic attachment: reminds you of your past. Love: something you feel loyal because you enjoy it so much. Psychographics: the use of psychological, sociological, and anthropological factors to determine how the market is separated by the tendency of groups to make a decision about something particular. Brand loyalty: repeat purchasing behavior that reflects a conscious decision to continue buying the same brand. Brand love: you enjoy the product so much, turns into brand loyalty. Brand strategy: the strategy of how brands do certain things to appeal and to foster brand love and loyalty. Picking what you will focus on (important to remember that you won"t pick up everything) Vision: evokes emotion (most commonly through color)

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