Consumer Behavior Exam 2 – Questions With
Comprehensive Solutions
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Practice questions for this set
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When there is a significant difference between the consumer's desired or ideal state and
their current state.
Choose an answer
1 Congruency Effect 2 Perceptual Defense
3 Synesthesia 4 Problem Recognition
Don't know?
Terms in this set (88)
Consumers respond more favorably to stimuli that are consistent
Congruency Effect
with their existing beliefs, values, or expectations.
Multisensory and emotional aspects of consumer's interactions
Hedonic Consumption
with products.
Haptic Senses "touch" the most basic of senses
A map of the five senses and a
product's alignment with them.
Sensory Footprint
A neurologically based experience in which the stimulation of
one sense leads to the activation of an automatic experience in
Synesthesia
another (potato chips taste better when able to hear the sound
of crunching).
Primacy Effect We prefer stimuli we are exposed to first.
Recency Effect We prefer stimuli that we were exposed to last.
, Every sensory experience leaves a sensory trace in the brain and
Perspective of Sensory Traces with additional exposures, traces tend to fade - recency effect
when stimuli are similar
Perspective of Sensory We tend to habituate to sensory stimuli that are similar to each
Habituation other (e.g., loud noise) - primacy effect when stimuli are similar
the extent to which processing activity is devoted to a particular
Attention
stimulus
Experience The result of acquiring and processing stimulation over time.
Consumers are more aware of stimuli that relate to their current
Perceptual Vigilance
needs
People see what they want to see and don't see what they don't
Perceptual Defense
want to see.
The degree to which consumers continue to notice a stimulus
Adaptation over time. Consumers no longer pay attention to a stimulus
because it has become so familiar (air conditioner noise).
- Intensity
- Duration
Factors leading to adaptation - Frequency of exposure
- Diagnosticity
- Complexity
Interpretation The meaning we associate with a stimuli, based on schema.
A set of beliefs, knowledge structure regarding a certain object,
Schema
attribute, topic.
The act of exposure to a stimulus that will activate or make highly
Priming accessible certain constructs in memory that direct your
behaviors and cognition
Because fluent processing is experienced as positive, fluently
Processing Fluency
processed stimuli appear as more attractive and pleasing.
Rationality in ad text appears above the product, emotional
Rationality vs. Emotion in Ads
appeals in text appear after or below the product.
•Closure: people perceive an incomplete picture as complete
•Similarity: consumers group together objects that share similar
physical characteristics
Gestalt Principles
•Figure-ground: one part of the stimulus will dominate (the
figure) while the other parts recede into the background
(ground)
Correspondence between signs and symbols and their role in
Semiotics
the assignment of meaning
The process of making real what is initially a simulation or "hype"
Hyperreality
(Duff beer from the Simpsons)
Assume that learning takes place as
the result of responses to external
Behavioral Learning Theories
events.
Imply that the different processes concerning learning can be
Cognitive Learning Theories explained by analyzing consumers' mental processes (i.e.,
cognitions).
A stimulus that elicits a response is paired with another stimulus
Classical Conditioning that initially does not elicit a response on its own (ringing a bell
signifies it's time to eat, salivation).
Instrumental (Operant) The individual learns to perform behaviors that produce positive
Conditioning outcomes and to avoid those that yield negative outcomes.
Comprehensive Solutions
Save
Students also studied
Perio Study DENT 475 - Implant components NBDE II Review - Pro
Teacher 78 terms 42 terms 69 terms
Hunter_Charters Preview gillphil Preview melissa_jarvis7
Practice questions for this set
Learn 1 /7 Study with Learn
When there is a significant difference between the consumer's desired or ideal state and
their current state.
Choose an answer
1 Congruency Effect 2 Perceptual Defense
3 Synesthesia 4 Problem Recognition
Don't know?
Terms in this set (88)
Consumers respond more favorably to stimuli that are consistent
Congruency Effect
with their existing beliefs, values, or expectations.
Multisensory and emotional aspects of consumer's interactions
Hedonic Consumption
with products.
Haptic Senses "touch" the most basic of senses
A map of the five senses and a
product's alignment with them.
Sensory Footprint
A neurologically based experience in which the stimulation of
one sense leads to the activation of an automatic experience in
Synesthesia
another (potato chips taste better when able to hear the sound
of crunching).
Primacy Effect We prefer stimuli we are exposed to first.
Recency Effect We prefer stimuli that we were exposed to last.
, Every sensory experience leaves a sensory trace in the brain and
Perspective of Sensory Traces with additional exposures, traces tend to fade - recency effect
when stimuli are similar
Perspective of Sensory We tend to habituate to sensory stimuli that are similar to each
Habituation other (e.g., loud noise) - primacy effect when stimuli are similar
the extent to which processing activity is devoted to a particular
Attention
stimulus
Experience The result of acquiring and processing stimulation over time.
Consumers are more aware of stimuli that relate to their current
Perceptual Vigilance
needs
People see what they want to see and don't see what they don't
Perceptual Defense
want to see.
The degree to which consumers continue to notice a stimulus
Adaptation over time. Consumers no longer pay attention to a stimulus
because it has become so familiar (air conditioner noise).
- Intensity
- Duration
Factors leading to adaptation - Frequency of exposure
- Diagnosticity
- Complexity
Interpretation The meaning we associate with a stimuli, based on schema.
A set of beliefs, knowledge structure regarding a certain object,
Schema
attribute, topic.
The act of exposure to a stimulus that will activate or make highly
Priming accessible certain constructs in memory that direct your
behaviors and cognition
Because fluent processing is experienced as positive, fluently
Processing Fluency
processed stimuli appear as more attractive and pleasing.
Rationality in ad text appears above the product, emotional
Rationality vs. Emotion in Ads
appeals in text appear after or below the product.
•Closure: people perceive an incomplete picture as complete
•Similarity: consumers group together objects that share similar
physical characteristics
Gestalt Principles
•Figure-ground: one part of the stimulus will dominate (the
figure) while the other parts recede into the background
(ground)
Correspondence between signs and symbols and their role in
Semiotics
the assignment of meaning
The process of making real what is initially a simulation or "hype"
Hyperreality
(Duff beer from the Simpsons)
Assume that learning takes place as
the result of responses to external
Behavioral Learning Theories
events.
Imply that the different processes concerning learning can be
Cognitive Learning Theories explained by analyzing consumers' mental processes (i.e.,
cognitions).
A stimulus that elicits a response is paired with another stimulus
Classical Conditioning that initially does not elicit a response on its own (ringing a bell
signifies it's time to eat, salivation).
Instrumental (Operant) The individual learns to perform behaviors that produce positive
Conditioning outcomes and to avoid those that yield negative outcomes.
