Consumer Behavior Exam 2 Spring 2007
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
Compliant, aggressive, and
detached personality groups
Consumer materialism
Extended self
Ideal self-image
Multiple self or multiple selves
Optimum stimulation levels
Personality
Social self-image
Variety- or novelty-seeking trait
Brand personification
Compulsive consumption
Consumer innovativeness
Dogmatism
Freudian theory
Ideal social self-image
Need for cognition
Other-directed consumers
Psychoanalytic theory of
personality
Virtual Personality or Self
Cognitive personality
Consumer ethnocentrism
Consumer innovators
Expected self-image
Id, superego, and ego
Inner-directedness
Neo-Freudian personality theory
Other-directedness
Roles
Trait theory
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
Professor D. Thacker
Consumer Behavior Exam 2 Spring 2007
Chapter 8 Consumer Attitudes
KEY TERMS
Assimilation-contrast theory
Attitude-toward-behavior model
Attributions toward things
Elaboration Likelihood Model
Knowledge function
Attitude-toward-object model Attitude-toward-the-ad model
Attitudes
Attribution theory
Attributions toward others
Cognitive dissonance theory
Internal and external attributions
Multiattribute attitude models
Postpurchase dissonance
to consume
Self-perception theory
Theory-of-reasoned-action Theory of trying
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
Central and peripheral to persuasion
Feedback
Formal vs. informal sources
Disassociation
Key Concepts for essays:
 Communication process
 Issues of Credibility
 Barriers to Communication
Professor D. Thacker
Word-of-mouth communications
Source credibility
Encoding and decoding
communications
Differential Decay