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Consumer Behavior - Test 1 Review Fall 2005 Chapter 1 Consumer Behavior, target market, segmentation, marketing myopia, marketing concept, relationship mkg., demographics, research methods. Chapter 2 Perceptual process, schema, sensory systems, meaning of colors, package design, sound - background music - McMillan studies, sensory thresholds - JND, subliminal persuasion, perceptual selection, exposure, adaptation, attention, interpretation, closure. Chapter 3 Learning, cognitive vs. behaviorist approaches, classical conditioning (how it works, terminology, factors affecting effectiveness, extinction, generalization), operant conditioning, shaping, memory systems (sensory, short-term, long-term), associative networks, nodes, links, spreading activation, recognition vs. recall. Chapter 4 Motivation, needs vs. wants, motivation conflicts (App-app, app-av, av-av), Maslow’s Hierarchy of Needs, values, LOV, Involvement (Product or Brand, Product category, Message-Response), PII scale, how to increase involvement. Chapter 5 Self-concept, self-esteem, ideal self, real self, undesired self, gap, fantasy & appeals, multiple selves, self-fulfilling prophecy, self-consciousness, self-monitoring scale, personality, consumption & self-concept, extended self, sex roles, body image, fattism, anorexia, bulimia, body decoration & mutilation.
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