Consumer Behavior - Test 1 Review
Consumer Behavior, target market, segmentation, marketing myopia, marketing concept,
relationship mkg., demographics, research methods.
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.
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.
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.
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.