Consumer Behavior Spring 2005
Exam 1 Study Guide
Introduction to Consumer Behavior and Consumer Studies
Chapter 1 (pp 1-20 and 34-41)
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Consumer Behavior Definition and Components (Decisions, consumption,
offering, decision making units).
Who studies CB and why?
Perceptual map and positioning
Consumer Research – Qualitative/ Quantitative
Consumer Research Process
Consumer Research Methods
Marketing Implications of Consumer Behavior and research
Primary Data
Qualitative research
In-Depth interview
Projective techniques
Perceptual Map
Secondary Data
Quantitative research
Focus group
Reliability
Positioning
Validity
Marketing decisions
Motivation
Chapter 4 (pp 112-131) and Chapter 6 (pp 187-198)
Motivation
Model of Motivation Process
Drive (intensity and direction)
Wants
Needs
Needs Classification
Biogenic vs. Psychogenic Needs
Innate vs. Acquired Needs
Maslow's hierarchy of human needs
Goals
Approach vs. Avoidance conflicts.
Involvement (types and role)
Perceived Risk
Psychoanalytical Theory (Freud’s)( Id, Ego, Super Ego)
Motivational research
Challenges of understanding motivation
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Perception
Chapter 2
Perception definition
Perception process
Exposure
Sensation (receptors)
Sensory Threshold
Just Noticeable difference
Weber’s Law
Attention
Attention features and influencers
Internal and external factors influencing attention
Interpretation
Gestalt Psychology
Figure and ground
Closure (Zeigernik effect)
Grouping, Similarity, Proximity
Marketing and Perception
Customer’s defense mechanisms
Selective attention
selective exposure
perceptual distorsion
Subliminal Perception (advertising)
Learning and Memory
Chapter 3
Importance of learning
Behavioral school of learning theories
classical conditioning
Unconditioned, conditioned stimulus unconditioned, conditioned response.
Stimulus generalization, discrimination and repetition.
Comparative advertising
Instrumental (operant) conditioning
Positive and negative reinforcement. Punishment.
Shaping
Loyalty
Observational learning.
Cognitive learning theory
Role of memory
Sensory store
short term memory
Long term memory
Rehearsal
Recirculation
Chunking
Mnemonic Network
Retrieval
Retrieval failures
Primacy and Recency effect
Decay
Interference
Recognition
Recall
How Retrieval is enhanced
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