Long term memory
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Permanently stored knowledge
*Autobiographical (episodic memory)
*Semantic memory
*information is never lost, but sometimes can't be found
Cognitive Foundations of Low Effort Attitudes
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Simple inferences
Heuristics
,How big is you short term memory?
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Miller's magic number
7 +/- 2
Message of low effort
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Category and schema- consistent information
Many message arguments (length=strength)
Simple message
Involving Messages (relate to people and their self image)
Factors that affect consumer behavior-acquisition, usage and disposition
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1)The psychological core
2)The process of making decisions
3)The consumer's culture
4)Consumer behavior outcomes
Graded Structure
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, Some members represent category better than others
*Not all category members are created equal
Importance of Needs in Marketing
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Increases motivation if product is relevant to needs
*Consumers seek to satisfy needs, not to buy products
*Ex: I go to the hardware store because I want to make a 1/4'' hole, not
because I want a 1/4'' bit
People buy products in order to satisfy needs
Perceptual Process
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*Perception is constructive; people construct interpretations on the fly
*Meanings are constructed as needed and are based upon two major
factors: actual stimulus or event the prior expectations
The more... an attitude the more likely the influence on behavior
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specific
, Psychological Core
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Consumer needs to be motivated, able and have the opportunity to be
exposed to, perceive, and attend to information. They need to think about
and comprehend this info, develop attitudes about it and form memories
they can retrieve during the decision process
Involvement
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Level of perceived personal importance and/or interest evoked by a
stimulus
Photography and pictures
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*Autodriving
*Drawing, photographs, collages
*Can be supported by essays
Echoic Memory
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Permanently stored knowledge
*Autobiographical (episodic memory)
*Semantic memory
*information is never lost, but sometimes can't be found
Cognitive Foundations of Low Effort Attitudes
Give this one a try later!
Simple inferences
Heuristics
,How big is you short term memory?
Give this one a try later!
Miller's magic number
7 +/- 2
Message of low effort
Give this one a try later!
Category and schema- consistent information
Many message arguments (length=strength)
Simple message
Involving Messages (relate to people and their self image)
Factors that affect consumer behavior-acquisition, usage and disposition
Give this one a try later!
1)The psychological core
2)The process of making decisions
3)The consumer's culture
4)Consumer behavior outcomes
Graded Structure
Give this one a try later!
, Some members represent category better than others
*Not all category members are created equal
Importance of Needs in Marketing
Give this one a try later!
Increases motivation if product is relevant to needs
*Consumers seek to satisfy needs, not to buy products
*Ex: I go to the hardware store because I want to make a 1/4'' hole, not
because I want a 1/4'' bit
People buy products in order to satisfy needs
Perceptual Process
Give this one a try later!
*Perception is constructive; people construct interpretations on the fly
*Meanings are constructed as needed and are based upon two major
factors: actual stimulus or event the prior expectations
The more... an attitude the more likely the influence on behavior
Give this one a try later!
specific
, Psychological Core
Give this one a try later!
Consumer needs to be motivated, able and have the opportunity to be
exposed to, perceive, and attend to information. They need to think about
and comprehend this info, develop attitudes about it and form memories
they can retrieve during the decision process
Involvement
Give this one a try later!
Level of perceived personal importance and/or interest evoked by a
stimulus
Photography and pictures
Give this one a try later!
*Autodriving
*Drawing, photographs, collages
*Can be supported by essays
Echoic Memory
Give this one a try later!
