Consumer Behavior: Chapter 3

Front 1

Exposure

Back 1

-process of bringing some stimulus within proximity of a consumer so that the consumer can sense it with one of five senses

Front 2

Sensation

Back 2

-consumer's immediate response to a stimulus

Front 3

Attention

Back 3

-purposeful allocation of information processing capacity toward developing an understanding of stimulus

Front 4

Comprehension

Back 4

-attempt to derive meaning from information

Front 5

Cognitive Organization

Back 5

-process by which human brain assembles sensory evidence into something recognizable

Front 6

Assimilation

Back 6

-state the results when a stimulus has characteristics such that consumers readily recognize it as belonging to some specific category

Front 7

Accommodation

Back 7

-state that occurs when a stimulus shares some but not all characteristics that would lead it to fit neatly in an existing category
-consumers must process exceptions to rules about the category

Front 8

Contrast

Back 8

-state the results when a stimulus does not share enough in common with existing categories to allow categorization

Front 9

Selective Exposure

Back 9

-process of screening out certain stimuli and purposely exposing oneself to other stimuli

Front 10

Selective Attention

Back 10

-process of paying attention to only certain stimuli

Front 11

Selective Distortion

Back 11

-process by which consumers interpret information in ways that are biased by their previously held beliefs

Front 12

Subliminal Processing

Back 12

-way that the human brain deals with very low-strength stimuli, so low that one cannot notice anything

Front 13

Absolute Threshold

Back 13

-level over which strength of a stimulus must be greater so that it can be perceived

Front 14

Subliminal Persuasion

Back 14

-persuasion that results from subliminal processing

Front 15

JND

Back 15

-just noticeable difference
-condition in which one stimulus is sufficiently stronger that another so that someone can actually notice that the two are not the game

Front 16

Weber's Law

Back 16

-law stating that a consumer's ability to detect differences between two levels of stimulus decreases as the intensity of the initial stimulus increases

Front 17

JMD

Back 17

-just meaningful difference
-smallest amount of change in a stimulus that would influence consumer consumption

Front 18

Mere Exposure Effect

Back 18

-effect that leads consumers to prefer a stimulus to which they've previously been exposed

Front 19

Preattentive

Back 19

-effect that occurs without attention

Front 20

Implicit Memory

Back 20

-memory for things that person did not try to remeber

Front 21

Explicit Attention

Back 21

-memory that developed when the person was trying to remember a stimulus

Front 22

Product Placement

Back 22

-products that have been placed conspicuously in movies or TV shows

Front 23

Involuntary Attention

Back 23

-attention that is beyond the consciousness control of the consumer

Front 24

Orientation Reflex

Back 24

-natural reflex that occurs as a response to something threatening

Front 25

Involvement

Back 25

-the personal relevance toward, or interest in a particular product

Front 26

Unintentional Learning

Back 26

-learning that occurs when behavior is modified through a consumer-stimulus interaction without any effort

Front 27

Intentional Learning

Back 27

-customers set out to learn about a product

Front 28

Classical Condition

Back 28

-change in behavior that occurs simply through associating one stimulus with another

Front 29

Unconditional Stimulus

Back 29

-stimulus with which a behavioral response is already associated

Front 30

Unconditioned Response

Back 30

-response that occurs naturally as a result of exposure to an unconditioned stimulus

Front 31

Conditioned Stimulus

Back 31

-object or even that does not cause the desired response naturally but that can be conditioned to do so by pairing with an unconditioned stimulus

Front 32

Conditioned Response

Back 32

-response that results from exposure to a conditioned stimulus that was originally associated with the unconditioned stimulus

Front 33

Instrumental Conditioning

Back 33

-where a behavioral response can be conditioned through either punishment or rewards associated with the desired behavior

Front 34

Extinction

Back 34

-process through which behavior cease because of lack of reinforcement