Chapter 7
Chapter 7: Learning
KEY TERMS
Behavioral learning theory Brand loyalty versus Brand equity
Central and peripheral routes to persuasion
Cognitive associative learning
Cues Elaboration Likelihood Model (ELM)
Limited versus extensive information processing
Motivation Instrumental (Operant) conditioning
Modeling, observational and vicarious learning
Positioning Differentation
Reinforcement Reinforcement
Response Repetition
Rehearsal Retention
Retrieval Sensory, short-term, and long-term stores
Shaping Stimulus-Response theories
Stimulus discrimination Stimulus generalization
Key Concepts
Information Processing and Memory Stores
▪ Adapted Tri-component Model and Decision-Making Model
▪ Limited and Extensive Information Processing, Involvement Theory, and Elaboration Likelihood Model
Key Effects Model ( as presented in class)
Chapter 5: Personality
KEY TERMS
Actual self-image Brand personification Cognitive personality
Compliant, aggressive, and Compulsive consumption Consumer ethnocentrism
detached personality groups Consumer innovativeness Consumer innovators
Consumer materialism Dogmatism Expected self-image
Extended self Freudian theory Id, superego, and ego
Ideal self-image Ideal social self-image Inner-directedness
Multiple self or multiple selves Need for cognition Neo-Freudian personality theory
Optimum stimulation levels Other-directed consumers Other-directedness
Personality Psychoanalytic theory of Roles
Social self-image personality Trait theory
Variety- or novelty-seeking trait Virtual Personality or Self Visualizers vs. Verbalizers
Key Concepts for essays
• Consumer innovativeness (Innovativeness, Ethnocentrism, Dogmatism,
Social character (Inner-directed, Other-directed)
• Self Image (Actual, Ideal, Ideal Social Self, Expected Self, Ideal Self-Image, Social Self)
• Video: Personality : All about Me
Chapter 8 Consumer Attitudes
KEY TERMS
Assimilation-contrast theory Attitude-toward-object model Attitude-toward-the-ad model
Attitude-toward-behavior model Attitudes Attribution theory
Attributions toward things Attributions toward others Cognitive dissonance theory
Elaboration Likelihood Model Internal and external attributions
Knowledge function Multiattribute attitude models
Postpurchase dissonance Self-perception theory Theory-of-reasoned-action Theory of trying to consume
Chapter 8 Key concepts for essays
• Multiattribute reflective attitudes
o Attitude toward Object
o Attitude toward Behavior
o Theory-of-reasoned action
o Theory of trying to consume
• Video: The Persuaders: Branding ( “Cult Branding” and Love Marks in Branding)
Chapter 6 Consumer Perception
KEY TERMS
Absolute threshold Weber’s Law
Intrinsic vs. Extrinsic cues Perceived risk
Differential threshold (j.n.d.) Perceptual mapping
Perceptual selection, organization, and interpretation Perceptual distortion
Positioning and repositioning Reference prices (internal/external)
Selective perception Perceived Quality
Price/quality relationship Sensory receptors
Subliminal perception Sensory adaptation
Key Concepts
Differential threshold and Marketing Applications
Subliminal Perception
Perceptual Selection
Distorting Influences
Chapter 9: Communication
Key Terms
Sleeper effect Word-of-mouth communications
Central and peripheral to persuasion Source credibility
Feedback Encoding and decoding
Formal vs. informal sources communications
Disassociation Differential Decay
Key Concepts for essays:
▪ Communication process
• Issues of Credibility
• Barriers to Communication
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