Marketing Psychology Quiz

Attention and Memory

• The 7 +/- 2 rule suggests short-term memory can hold approximately 5-9 items at a time, impacting attention and active processing.

Just Noticeable Difference (JND) and Weber's Law

• JND is the smallest detectable change in a stimulus.
• Weber's Law states JND is a constant proportion of the original stimulus.

Mere Exposure Effect

• The mere exposure effect describes how repeated exposure to a stimulus can lead to a more positive perception.

Short-Term Memory (STM) and Long-Term Memory (LTM)

• LTM has a large, virtually unlimited capacity, storing information for extended periods.
• STM has limited capacity and stores information temporarily, typically for about 20 seconds.

Primacy and Recency Effects

• Primacy effect: Items at the beginning of a list are more easily recalled.
• Recency effect: Items at the end of a list are more easily recalled. These effects influence how consumers remember marketing messages.

Proactive Interference

• Proactive interference occurs when older memories obstruct the recall of new memories.

Maslow's Hierarchy of Needs

• Maslow's hierarchy of needs includes physiological, safety, love/belonging, esteem, and self-actualization needs. Individuals are often motivated to fulfill basic needs before focusing on more advanced needs.

Approach and Avoidance Goals

• Approach goals focus on achieving desired outcomes.
• Avoidance goals focus on avoiding undesirable outcomes. Marketers use these to structure campaigns.

Enduring and Situational Involvement

• Enduring involvement is long-term interest in a product or category.
• Situational involvement is short-term interest driven by a specific situation.

Piecemeal Miscomprehension

• Piecemeal miscomprehension occurs when a consumer misunderstands parts of a message rather than the whole. This can be due to message complexity, incomplete information or lack of clarity.

Attention and Perception Theories in Advertising

• Attentional capture: Marketers use techniques like bold colors, contrasting visuals, or unexpected elements to grab attention.
• Halo effect: A positive characteristic of a product influences the perception of other aspects.
• Schema theory: Aligning with pre-existing consumer knowledge and expectations.

Memory and Consumer Recall

• Short-Term Memory (STM): STM has limited capacity and marketers need to ensure messages are simple, clear, and repeatable. Repetition enhances recall.
• Long-Term Memory (LTM): Using semantic encoding to connect new information with existing knowledge. Strong emotion-evoking advertisements are effective at integrating information into LTM.
• Primacy/Recency Effect: The first and last items in a sequence are more easily remembered.
• Interference: New information disrupts the recall of old memories. Consistency with a brand message reduces interference.

Applications of Maslow's Hierarchy

• Physiological needs: basic needs like food and water (e.g., fast food, beverage brands).
• Safety needs: physical and financial security (e.g., insurance companies).
• Love and belonging needs: connection and relationships (e.g., social media).
• Esteem needs: status and self-respect (e.g., luxury brands).
• Self-actualization needs: personal growth and potential (e.g., brands emphasizing achievement and improvement).

Motivational Factors in Consumer Decisions

• Approach versus Avoidance goals affect consumer purchase decisions.
• Enduring versus Situational involvement: long-term vs. short-term interest.

Attitudes and Marketing Strategies

• Theory of Reasoned Action (TRA): Consumer attitudes and subjective norms influence behavior.
• Balance theory: Consumers seek consistency in attitudes.
• Source credibility/power: Credible sources can influence attitudes.

Glossary of Key Terms

• 7+/-2 rule: Short-term memory can usually hold approximately 5-9 items.
• Just Noticeable Difference (JND): Smallest perceptible difference in a stimulus.
• Weber's Law: JND is proportional to the original stimulus intensity.
• Mere Exposure Effect: Repeated exposure increases liking.
• Explicit memory: Conscious recollection of information.
• Implicit memory: Unconscious recall (skills, habits).
• Sensory memory: Brief storage of sensory information.
• Primacy Effect: Better recall of early items in a sequence.
• Recency Effect: Better recall of recent items in a sequence.
• Proactive Interference: Older memories disrupt recall of newer ones.
• Retroactive Interference: Newer memories disrupt recall of older ones.
• Hedonic needs: Desire for pleasure and enjoyment.
• Utilitarian needs: Desire for practical or functional benefits.
• Symbolic needs: Desire for self-image or social status.
• Approach goals: Desires for attaining a desirable outcome.
• Avoidance goals: Desires for avoiding an undesirable outcome.