Podcast
Questions and Answers
Which scenario exemplifies negative reinforcement?
Which scenario exemplifies negative reinforcement?
- A student receives extra homework for misbehaving in class.
- An employee avoids being late to work to prevent a pay dock. (correct)
- A child is given a treat for completing their chores.
- A shopper receives a discount for purchasing a specific quantity of an item.
Frequency marketing programs primarily leverage which type of learning?
Frequency marketing programs primarily leverage which type of learning?
- Observational learning.
- Punishment.
- Positive reinforcement. (correct)
- Cognitive learning.
A person sees someone being praised for using a specific brand of shampoo and then decides to switch to that brand. Which form of learning is this?
A person sees someone being praised for using a specific brand of shampoo and then decides to switch to that brand. Which form of learning is this?
- Classical conditioning.
- Rote memorization.
- Instrumental conditioning.
- Observational learning. (correct)
Which type of memory is most closely related to schemas?
Which type of memory is most closely related to schemas?
A company notices that 80% of its revenue comes from 20% of its customer base. Which segmentation rule does this exemplify?
A company notices that 80% of its revenue comes from 20% of its customer base. Which segmentation rule does this exemplify?
What is the primary difference between short-term and long-term memory?
What is the primary difference between short-term and long-term memory?
According to the associative network theory, how does the activation of one node influence related information?
According to the associative network theory, how does the activation of one node influence related information?
A marketing campaign focuses on appealing to consumers' sense of touch, smell, and sight to influence their perceptions and behavior. What type of marketing strategy is this considered?
A marketing campaign focuses on appealing to consumers' sense of touch, smell, and sight to influence their perceptions and behavior. What type of marketing strategy is this considered?
A student is driven to study diligently for an exam because they expect that a good grade will lead to better job opportunities. Which motivational theory best explains this behavior?
A student is driven to study diligently for an exam because they expect that a good grade will lead to better job opportunities. Which motivational theory best explains this behavior?
A consumer is extremely loyal to a particular brand of coffee due to its consistent taste and aroma, and they always repurchase it. Which type of segmentation is best represented by this behavior?
A consumer is extremely loyal to a particular brand of coffee due to its consistent taste and aroma, and they always repurchase it. Which type of segmentation is best represented by this behavior?
Which of the following best describes the 'endowment effect' in consumer behavior?
Which of the following best describes the 'endowment effect' in consumer behavior?
A consumer purchases organic food because they believe it is healthier and better for the environment, demonstrating a concern for objective and functional attributes. Which type of need is primarily driving this purchase?
A consumer purchases organic food because they believe it is healthier and better for the environment, demonstrating a concern for objective and functional attributes. Which type of need is primarily driving this purchase?
A toy manufacturer releases a slightly updated version of a classic toy from the 1980s, aiming to evoke positive memories and feelings in older adults who played with the toy as children. Which of the following concepts does this marketing strategy primarily leverage?
A toy manufacturer releases a slightly updated version of a classic toy from the 1980s, aiming to evoke positive memories and feelings in older adults who played with the toy as children. Which of the following concepts does this marketing strategy primarily leverage?
Which of the following scenarios demonstrates the concept of 'just noticeable difference' (JND)?
Which of the following scenarios demonstrates the concept of 'just noticeable difference' (JND)?
According to Weber’s law, if a consumer can barely notice the difference in brightness between a 100-watt bulb and a 110-watt bulb, what wattage would the second bulb need to be for the consumer to notice a difference if the original bulb was 200 watts?
According to Weber’s law, if a consumer can barely notice the difference in brightness between a 100-watt bulb and a 110-watt bulb, what wattage would the second bulb need to be for the consumer to notice a difference if the original bulb was 200 watts?
A shopper in a grocery store is trying to decide between two bags of chips. Both are the same brand, but one is labeled “25% less fat” and the other is the original formula. If the shopper can’t tell the difference in taste, but chooses the “25% less fat” option because they believe it's healthier, which concept is influencing their decision?
A shopper in a grocery store is trying to decide between two bags of chips. Both are the same brand, but one is labeled “25% less fat” and the other is the original formula. If the shopper can’t tell the difference in taste, but chooses the “25% less fat” option because they believe it's healthier, which concept is influencing their decision?
A marketing team is designing an advertisement. To effectively capture consumer attention, which strategy would best leverage the principles of stimulus intensity and novelty?
A marketing team is designing an advertisement. To effectively capture consumer attention, which strategy would best leverage the principles of stimulus intensity and novelty?
Which of the following scenarios exemplifies the Gestalt principle of closure in consumer perception?
Which of the following scenarios exemplifies the Gestalt principle of closure in consumer perception?
A new brand of cleaning products uses packaging with similar colors and designs as a well-established, popular brand. Which Gestalt principle are they primarily trying to utilize, and what is the likely goal?
A new brand of cleaning products uses packaging with similar colors and designs as a well-established, popular brand. Which Gestalt principle are they primarily trying to utilize, and what is the likely goal?
A company initially used a popular song in its advertisements, which led to a significant increase in product sales due to the positive emotions associated with the music. However, after a while, the song was replaced, and sales began to decline. Which of the following best explains this phenomenon in terms of classical conditioning?
A company initially used a popular song in its advertisements, which led to a significant increase in product sales due to the positive emotions associated with the music. However, after a while, the song was replaced, and sales began to decline. Which of the following best explains this phenomenon in terms of classical conditioning?
An online retailer offers customers a discount code every time they leave a positive review. Over time, the number of positive reviews increases significantly. Which type of learning is the retailer leveraging, and what element does the discount code represent?
An online retailer offers customers a discount code every time they leave a positive review. Over time, the number of positive reviews increases significantly. Which type of learning is the retailer leveraging, and what element does the discount code represent?
A pet food company initially uses a bell to signal feeding time for dogs, leading them to salivate upon hearing the bell. Over time, the dogs also start salivating when they hear similar sounds, such as a doorbell or telephone ring. Which of the following concepts explains why the dogs react to these other sounds?
A pet food company initially uses a bell to signal feeding time for dogs, leading them to salivate upon hearing the bell. Over time, the dogs also start salivating when they hear similar sounds, such as a doorbell or telephone ring. Which of the following concepts explains why the dogs react to these other sounds?
A frequent flyer program rewards customers with points for every mile flown, which can be redeemed for free flights. How does this program apply the principles of instrumental conditioning to encourage customer loyalty?
A frequent flyer program rewards customers with points for every mile flown, which can be redeemed for free flights. How does this program apply the principles of instrumental conditioning to encourage customer loyalty?
A company is trying to rebrand a product that had previously received negative reviews. They launch a new advertising campaign focusing on the product's improved features and positive customer testimonials. According to classical conditioning principles, what must the company ensure to reverse the previously negative associations?
A company is trying to rebrand a product that had previously received negative reviews. They launch a new advertising campaign focusing on the product's improved features and positive customer testimonials. According to classical conditioning principles, what must the company ensure to reverse the previously negative associations?
Flashcards
Consumer Behavior
Consumer Behavior
The stages a consumer goes through, from needing something, to buying it, to using it.
Segmentation Strategies
Segmentation Strategies
Dividing consumers into groups based on shared characteristics for targeted marketing.
Demographic Segmentation
Demographic Segmentation
Categorizing consumers by age, gender, income, and other easily measured traits.
Geographic Segmentation
Geographic Segmentation
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The 80/20 Rule
The 80/20 Rule
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Perception
Perception
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Endowment Effect
Endowment Effect
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Absolute Threshold
Absolute Threshold
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Attention (in marketing)
Attention (in marketing)
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Gestalt Psychology
Gestalt Psychology
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Principle of Closure
Principle of Closure
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Similarity (in perception)
Similarity (in perception)
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Figure-ground Relationship
Figure-ground Relationship
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Learning
Learning
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Behavioral Learning
Behavioral Learning
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Classical Conditioning
Classical Conditioning
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Positive Reinforcement
Positive Reinforcement
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Negative Reinforcement
Negative Reinforcement
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Punishment
Punishment
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Observational Learning
Observational Learning
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Script (Memory)
Script (Memory)
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Long-Term Memory
Long-Term Memory
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Short-Term Memory
Short-Term Memory
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Motivation
Motivation
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Study Notes
- Multiple choice exam consisting of 32 questions
- The exam is worth 20 points of the total grade
- There is a 50 minute time limit
Intro to Consumer Behavior (Chapter 1)
- Consumer behavior includes pre-purchase, purchase, and post-purchase stages
- Segmentation strategies are applied in consumer behavior
Demographic Segmentation
- Based on variables like age, gender, ethnicity, education, occupation, income, and family status
- Demographic nuances exist
Geographic Segmentation
- Based on regional variables such as region, climate, population density, and population growth rate
Psychographic Segmentation
- Based on variables such as values and lifestyle
Behavioral Segmentation
- Based on variables such as usage rate and patterns, price sensitivity, brand loyalty, and benefits sought
The 80/20 Rule
- 80% of a company's revenue comes from 20% of total customers
Role Theory
- Consumer behavior resembles actions in a play
- Consumers seek products to put on a good performance
- Nostalgic attachment occurs
- One of the relationship types a person has with a product is when a product serves as a link with the past self
- Examples include Jelly cats and Squishmellows
Perception (Chapter 3)
- Perception is the process by which people select, organize, and interpret sensations
- Endowment Effect: Individuals value things more if they own them
- Touch creates psychological ownership
Sensory Marketing
- Marketing engages consumers' senses, affecting their perception, judgment, and behavior
Sensory Thresholds
- Areas where stimuli impact awareness
- Absolute threshold: the minimum stimulation detectable
Differential Threshold
- The range of change in a stimulus or differences between two stimuli that can be detected
- Includes Just Noticeable Difference (JND) that represents the minimum change that can be detected
- Advertisers generally want to exceed the JND
- Price increases and size decreases
Weber's Law
- A consumer's ability to detect a difference between two stimuli is relative
- Attention: Extent of processing activity devoted to a particular stimulus
- Attention is limited and can be divided through multitasking
Strategies for Enhancing Attention to Ads
- Intensity, size, contrast, movement, surprise/novelty, and involvement
Gestalt Psychology
- People interpret meaning from the totality of stimuli rather than individual ones
- This results in seeing things as wholes rather than parts
- Principles of closure involves people perceiving incomplete information as if it is complete Similarity: Consumers group objects with similar physical characteristics
- Figure-ground involves one part of the stimulus dominating as the figure while other parts recede into the background
Learning and Memory (Chapter 4)
- Learning is long-term memory or behavior change caused by experience or information processing
- Incidental learning is the unintentional acquisition of knowledge
- Behavioral learning assumes learning occurs through responses to external events
- Classical conditioning involves pairing a stimulus that elicits a response with another stimulus that initially does not elicit a response on its own
Pavlov's Experiment
- Includes neutral stimulus, unconditioned stimulus, conditioned response, and conditioned stimulus
Extinction
- If the conditioned stimulus (bell) is presented repeatedly without the unconditioned stimulus (food), the conditioned response (salivate) may disappear
- Stimulus generalization: The conditioned response may occur because of similar stimuli (bell sound - key jangling)
- Instrumental conditioning/Operant conditioning occurs as individuals learn to perform behaviors that produce positive outcomes and avoid negative ones
Law of Effect
- If a response is followed by a favorable consequence, that response is strengthened
- If a response is followed by an unpleasant consequence, it is weakened
Positive Reinforcement
- Concerns good behavior and rewards, learning that behavior is good for approaching positive outcomes
- Negative Reinforcement: removing negative stimuli that are rewarding, learning that the removal is beneficial
- Punishment: Concerns bad behavior and punishment, learning that behavior is bad in order to prevent negative situations
- Frequency marketing rewards regular purchasers with better prizes as they spend more
Cognitive Learning
- Observational learning occurs when people watch the actions of others and note the reinforcements they receive
- Modeling: Imitating the behavior of others
Memory
- Script: a sequence of events an individual expects to occur
- Long-term memory is a relatively permanent storage of information
- Unlimited capacity
Short-Term Memory
- Consists of briefly storing information currently being used
- Is 15-30 seconds long with rehearsal and active process
- Has a limited capacity of 5-9 bits of information
- Semantic memory is the basic knowledge and feelings an individual has about a concept
- Episodic memory is a personal unique memory of a specific event
- Associative network: Spreading activation occurs when a stimulus activates a node in the schema, which then activates linked nodes
Motivation (Chapter 5)
- Motivation is the driving force behind human actions, pushing consumers to address real needs
- Need: Perceived lack of something
- Want: The specific pathway to fill the need gap
- Expectancy theory is a cognitive approach where expectations of achieving desirable outcomes motivate behavior
Drive Theory
- Drive theory stems from biological needs
- Drive is an unpleasant state of arousal
- Motivation reduces arousal and return to homeostasis
- Utilitarian needs: Concerned with a consideration of the objective and functional attributes of the product
- Hedonic needs: Concerned with a consideration of the subjective, pleasurable or aesthetic aspects of the product.
- Most purchases are pleasure related
- Maslow's hierarchy of needs concerns physiological, safety, love/belonging, esteem, and self-actualization
Motivational Conflicts
- Approach-Approach Conflict: Involves 2 desirable alternatives, post-decision dissonance, and bundling benefits together Approach-Avoidance Conflict: Involves desirable and undesirable aspects of a single item (e.g., short-term rewards vs. long-term costs)
- Avoidance-Avoidance Conflict: Involves 2 predominantly negative alternatives and stressing the unforeseen benefits of choosing one option
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