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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