Flashcards
Consumer Behavior Chapter 4
Cards in this deck (29)
- 1Consumer Memorythe persistence of learning over time, via the storage and retrieval of information, either consciously or unconsciously
- 2Retrievalthe process of remembering or accessing what was previously stored in memory
- 3Sensory memoryinput from the five senses stored temporarily in memory
- 4Working memorythe portion of memory where incoming information is encoded or interpreted in the context of existing knowledge and kept available for more processing
- 5Long-term memorythe part of memory where information is permanently stored for later use
- 6Autobiographical memoryKnowledge we have about ourselves and our personal experiences
- 7Semantic Memorygeneral knowledge about an entity, detached from specific episodes
- 8Explicit MemoryWhen consumers are consciously aware that they remember something
- 9Implicit MemoryMemory without any conscious attempt at remembering something
- 10Recognitionthe process of identifying whether we have previously encountered a stimulus when re-exposed to it
- 11Recallthe ability to retrieve information from memory without being exposed to it
- 12Elaborationtransferring information into long-term memory by processing it at deeper levels
- 13Schemathe set of associations linked to a concept
- 14Spreading of Activationthe process by which retrieving a concept or association spreads to the retrieval of a related concept or association
- 15Primingthe increased sensitivity to certain concepts and associations due to prior experience based on implicit memory
- 16Brand Imagespecific type of schema that captures what a brand stands for and how favorably it is viewed
- 17Brand Personalitythe set of associations included in a schema that reflect a brand's personification
- 18Scripta special type of schema that represents knowledge of a sequence of actions involved in performing an activity
- 19Brand extensionusing the brand name of a product with a well-developed image on a product in a different category
- 20Taxonomic Categoryhow consumers classify a group of objects in memory in an orderly, often hierarchal way, based on their similarity to one another
- 21Prototypethe best example of a cognitive category
- 22PrototypicalityWhen an object is representative of its category
- 23Goal-derived CategoryThings viewed as belonging in the same category because they serve the same goals
- 24Construal Level Theorytheory describing the different levels of abstractness in the associations that a consumer has about concepts and how the consumer's psychological distance from these concepts influences his or her behavior
- 25Decaythe weakening of memory strength over time
- 26Interferencewhen the strength of a memory deteriorates over time because of competing memories
- 27Primacy and Recency Effectthe tendency to show greater memory for information that comes first or last in a sequence
- 28Retrieval CueA stimulus that facilitates the activation of memory
- 29Correlated AssociationsAssociative network contains attributes that are linked in the consumer's mind
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- Flashcards on Consumer Behavior Chapter 4, created by jen44 on 30/01/2014.
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