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Questions and Answers
What is primarily engaged in working memory tasks?
What is primarily engaged in working memory tasks?
What phenomenon describes the tendency to remember information from the beginning or end of a message?
What phenomenon describes the tendency to remember information from the beginning or end of a message?
Which of the following best describes long-term memory?
Which of the following best describes long-term memory?
What process facilitates the transfer of information from short-term memory to long-term memory?
What process facilitates the transfer of information from short-term memory to long-term memory?
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What effect allows pre-existing information to influence judgments of new information?
What effect allows pre-existing information to influence judgments of new information?
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What is the primary role of the ventral stream in visual processing?
What is the primary role of the ventral stream in visual processing?
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Which area of the brain is primarily associated with the dorsal stream?
Which area of the brain is primarily associated with the dorsal stream?
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What condition is characterized by the inability to recognize objects despite intact visual processing?
What condition is characterized by the inability to recognize objects despite intact visual processing?
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How does visual cognition contribute to consumer behavior?
How does visual cognition contribute to consumer behavior?
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What is the main function of the temporal cortex in visual processing?
What is the main function of the temporal cortex in visual processing?
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What significant concept did Daniel Starch discuss in his 1914 book on advertising?
What significant concept did Daniel Starch discuss in his 1914 book on advertising?
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What did the Coca-Cola case in 1909 primarily focus on?
What did the Coca-Cola case in 1909 primarily focus on?
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What was one of the outcomes of Harry Hollingsworth's research on caffeine?
What was one of the outcomes of Harry Hollingsworth's research on caffeine?
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Which major innovation was NOT mentioned as contributing to the consumer society between 1920-1938?
Which major innovation was NOT mentioned as contributing to the consumer society between 1920-1938?
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What primarily influences future purchases after experiencing a product?
What primarily influences future purchases after experiencing a product?
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Which approach considers learning as observable behavior without investigating mental processes?
Which approach considers learning as observable behavior without investigating mental processes?
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Which psychological principle did John B. Watson believe could influence consumer behavior?
Which psychological principle did John B. Watson believe could influence consumer behavior?
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In classical conditioning, what is the unconditioned stimulus demonstrated in Pavlov's experiment?
In classical conditioning, what is the unconditioned stimulus demonstrated in Pavlov's experiment?
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What advertising technique did Watson contribute to that involves endorsement by others?
What advertising technique did Watson contribute to that involves endorsement by others?
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Which of the following was an effect of the rise of consumer society during the early 20th century?
Which of the following was an effect of the rise of consumer society during the early 20th century?
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What concept describes the retention of learned material in long-term memory?
What concept describes the retention of learned material in long-term memory?
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What is a key characteristic of the behavioral approach in learning?
What is a key characteristic of the behavioral approach in learning?
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What was the conclusion of the original Coca-Cola trial regarding caffeine's effects?
What was the conclusion of the original Coca-Cola trial regarding caffeine's effects?
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What happens after repeated associations in Pavlov's classical conditioning experiment?
What happens after repeated associations in Pavlov's classical conditioning experiment?
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What is reinforcement in the context of consumer behavior?
What is reinforcement in the context of consumer behavior?
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What best describes the 'black box' concept in behavioral approaches?
What best describes the 'black box' concept in behavioral approaches?
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What is negatively related to purchasing behavior when the insula is activated?
What is negatively related to purchasing behavior when the insula is activated?
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Which part of the cingulate cortex is particularly involved in decision-making during conflict?
Which part of the cingulate cortex is particularly involved in decision-making during conflict?
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Which term describes the situation where one function is performed by multiple different brain regions?
Which term describes the situation where one function is performed by multiple different brain regions?
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What is a fundamental characteristic of neuron connections?
What is a fundamental characteristic of neuron connections?
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What does the term 'one-to-many mapping' refer to in brain function analysis?
What does the term 'one-to-many mapping' refer to in brain function analysis?
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What is the main unit of communication in the brain?
What is the main unit of communication in the brain?
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Which brain function involves monitoring errors and conflict resolution?
Which brain function involves monitoring errors and conflict resolution?
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What is the primary function of the main body of a neuron?
What is the primary function of the main body of a neuron?
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What does the Law of Proximity state about stimuli?
What does the Law of Proximity state about stimuli?
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How do retailers apply the Law of Proximity to enhance consumer purchasing?
How do retailers apply the Law of Proximity to enhance consumer purchasing?
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What is primarily recognized by the Law of Closure?
What is primarily recognized by the Law of Closure?
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Which principle explains our tendency to group physically similar objects?
Which principle explains our tendency to group physically similar objects?
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What role does the Figure-Ground Principle play in perception?
What role does the Figure-Ground Principle play in perception?
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What is the impact of familiarity on the perception of shapes according to the principles discussed?
What is the impact of familiarity on the perception of shapes according to the principles discussed?
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Which feature of stimuli accounts for approximately 80% of human perception?
Which feature of stimuli accounts for approximately 80% of human perception?
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In marketing, how do 'own brand products' leverage the Law of Similarity?
In marketing, how do 'own brand products' leverage the Law of Similarity?
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Study Notes
Consumer Psychology and NeuroMarketing
- Consumer psychology is the study of why and how individuals and groups engage in consumer activities.
- It's a scientific discipline that uses both qualitative and quantitative research methodologies.
- It combines theories and research methods from psychology, economics, marketing, advertising, anthropology, and sociology.
- Specializations include decision-making, consumer judgment, perception, and attention.
- Media exposure (advertising, news, movies) influences consumer behavior.
- Consumer activities shape individuals' identities and convey social status.
- Consumer culture developed in parallel to the Industrial Revolution.
- The 17th-18th century saw increased consumption, but it wasn't widespread.
- The 18th century's Industrial Revolution led to increased consumption across different countries.
- Early sociologists like Thorstein Veblen studied consumption, particularly conspicuous consumption within the leisure class.
- Veblen examined how luxury consumption expresses social status and identities.
- Sociologists began studying consumer behavior in the 1840s, paralleling the rise of advertising.
- In 1840-1920, advertising and consumer psychology developed as distinct disciplines.
- 1852: Le Bon Marche opening of France's first department store signaled a major shift in consumption patterns.
Sensation and Perception
- Sensation is the immediate response of our senses to a stimulus.
- Sensory systems detect particular types of physical energy. Data is transformed to electrical signals and sent to the brain. This process is called transduction.
- Perception is the process by which these sensory sensations are selected, organized, and interpreted.
- Perception is shaped by existing beliefs, attitudes, and general disposition. Subjectivity and cultural differences influence perception.
- The Gestalt theories explain how we organize sensory input and shape our perception (e.g., proximity, closure, similarity).
- Figure-ground (perception) is where one part of a stimulus stands out as an object while the rest is background.
- Senses like smell, hearing, vision and touch significantly influence customer perception.
Attention
- Attention is the cognitive process that decides what's processed from the many inputs.
- Top-down attention is driven by prior experience, goals, and needs. It requires energy and focus.
- Bottom-up attention is driven by the unexpected or salient stimuli and works unconsciously in automatic.
- It is important to keep in mind that attention is different than perception (although closely connected).
- Consumers' attention is affected by factors such as the message's relevance and the consumer's level of motivation.
- Arousal (emotional intensity) can affect attention. Moderate arousal tends to increase attention, but overly-aroused consumers may struggle to focus.
Memory
- Memory involves: encoding, storage, and retrieval of information.
- Sensory memory records initial sensory information for a brief time.
- Short-term memory (working memory) holds a limited amount of information for a short duration.
- Long-term memory stores information for long periods and has a theoretically, unlimited capacity.
- Encoding specificity, where memories are encoded in a context-dependent manner, influences memory retrieval.
- Repetition (re-exposure) improves memory.
- Factors like emotional connection, context, and consistency of information increase memory strength.
Consumer Learning
- Learning involves relatively permanent changes in behavior caused by experience.
- Learning can take place through direct learning (intentionally acquiring information) and indirect learning (learning by observation).
- Key aspects of consumer learning include motivation, cues, response, and reinforcement.
- Classical conditioning associates an unconditioned stimulus with a neutral stimulus.
- Operant conditioning involves learning through reinforcement or consequences of actions.
- The more intense the experience, the higher the likelihood of memory activation.
- Cognitive learning emphasizes the thought process in the learning and memory process.
Cognitive Processes
- Comprehension is the process of understanding meaning of the message
- Consumers will try to link received information with what they already know.
- Consumers use cognitive scripts when they engage in familiar activities.
- Cognitive scripts are stored in long-term memory as existing knowledge structures.
- Memory reconstructs and modifies information over time.
- Feedback influences consumers' learning processes and memory retention, affecting future behavior or purchases.
- Social learning theory, where consumers learn by observing others and modeling their actions, is applied to their decisions.
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Description
Explore the fascinating world of consumer psychology and its intersection with neuromarketing. This quiz delves into how consumer behavior is influenced by various factors, including media exposure and historical developments. Learn about the theories and methodologies that shape our understanding of consumer activities.
