Module 6

Question 1

_______ happen because some associative network was activated. (ex: hearing footsteps running behind you can be a trigger if you have been mugged before)

Answer 1

Triggers

Question 2

System 1 is Intuition and Instinct. System 2 is Rational Thinking. Match the following things with which system they correspond to:
1. We use this system 95% of the time
2. We use this system 5% of the time
3. It has unconscious bias. It is flawed.
4. Allows us to make really fast decisions, associative, automatic pilot
5. Takes effort, and is slow, logical, lazy, and indecisive

Answer 2

1. System 1- Intuition and Instinct
2. System 2- Rational Thinking
3. System 1- Intuition and Instinct
4. System 1- Intuition and Instinct
5. System 2- Rational Thinking

Question 3

When you gauge things about people and make associative networks about people, you create a ________.

Answer 3

stereotype

Question 4

T or F: Creating stereotypes happens consciously.

Answer 4

FALSE; happens unconsciously

Question 5

a mental framework that helps you understand and predict how people or social situations typically work.

Answer 5

social schemata (or social schema)

(ex: You have a social schemata for “first dates” — you expect small talk, maybe dinner, and polite behavior)

Question 6

T or F: Emotion is part of schemas too.

Answer 6

True

(ex: feeling dumb or embarrassed in a math class before. That emotion can become part of your schema when you think of math, or look at an equation. You can feel that feeling of fear of embarrassment)

Question 7

How does emotion impact memory?

Answer 7

Emotion creates a STRONGER memory. It drives a lot of your behavior; it motivates you.

Question 8

Human behavior is guided by two principles:
1. Consumers strive to maintain an acceptable (or consistent) state. This is ________.
2. Consumers seek self-________

Answer 8

1. homeostasis
2. improvement (not maintain, but IMPROVE state)

Question 9

________ means people are driven and motivated to maintain. They don’t want to move backward. They want to stay exactly where they are (aka maintain)

Answer 9

Homeostasis

Question 10

Why/how do consumers strive to improve or maintain their existing state? → Consumers strive to improve or maintain their existing state because of ________.

Answer 10

motivation (the inner drive to reduce a gap between their current state (how things are) and desired state (how they want things to be))

Question 11

Motivation can be _______ or _______.

Answer 11

Utilitarian; hedonic (or a combination) of both)

• Utilitarian ex: buying Nokia phone just to make calls
• Hedonic ex: Apple phone– not only to make calls
  (You can be motivated by the job to be done)

Question 12

Consumers have varying degrees of motivation, as well as varying degrees of ________.

Answer 12

involvement

Question 13

describes a consumer’s effort with regard to the buying process.

Answer 13

Consumer Involvement (or Engagement)

Question 14

What 2 types of consumer involvement are there?

Answer 14

1. Product Involvement
2. Shopping Involvement

Question 15

If a consumer knows where to buy a gallon of milk the cheapest, or which store has the best selection of chocolate, then they’re likely to have a high level of _______ involvement.

Answer 15

shopping

Question 16

Involvement can be best described as ________ or ________.

Answer 16

Situational; Enduring

Question 17

Consumers can be _______ Involved

Answer 17

Emotionally

(ex: being an Auburn football fan, you may find yourself losing track of time while watching a game because you’re so emotionally involved)

Question 18

Emotional involvement can lead to ______, or being in the zone, which indicates you’re really involved, and really enjoying the experience.

Answer 18

flow

(Flow is good. (ex: losing track of time at work. This is a good place to be))

Question 19

The ultimate state of consumer involvement from a marketing perspective is ______.

Answer 19

flow

Question 20

_______ is hard to define

Answer 20

Emotion

Question 21

Psychobiological reactions to stimuli– psychological and physical (visceral response)

Answer 21

Emotional Responses

(ex: if you’ve ever been so happy you’ve cried, this is an example of why emotions can be hard to define.)
(Visceral response = the ick)

Question 22

Temporary and changing emotion; can influence behavior (like purchase decisions, satisfaction, perceptions of quality)

Answer 22

Mood

Question 23

term for feelings, there can be positive and negative ________.

Answer 23

Affect

(It’s the term we use to describe emotion)

Question 24

How is affect (or emotion) measured? (There is two ways)

Answer 24

1. Autonomic measures (Means something physical. Ex: heart rate going up when you get excited, eyes widening when shocked, etc.)
2. Self-report/PANAS (positive-affect-negative-affect scale)

Question 25

Emotions can impact memory– create a ______ tag or placement in an associative network.

Answer 25

STRONGER

Question 26

Emotion can encourage information processing (aka increase _______)

Answer 26

involvement

Question 27

If mood can be controlled, so can evaluations– create a good mood, increase evaluations.

Answer 27

Mood congruent recall

Question 28

________ can create a good mood.

Answer 28

Nostalgia

Question 29

T or F: Emotion can create a strong associative network.

Answer 29

True

Question 30

Emotions become part of one’s ______.

Answer 30

schema (ex: if snakes scare you, your schema for snakes includes fear or anxiety)

Question 31

being able to tell how people are feeling based on how they look and feel. You can feel this; emotion is contagious.

Answer 31

Emotional Contagion

Question 32

Seeing a product that is disheveled or maybe one thing that’s left on the shelf and no one will buy it. It’s because you assume other people have touched it and put it back. This is an example of _______ _______.

Answer 32

product contamination (is a contagion of sorts)

Question 33

A technique used by companies to uncover deep, subconscious thoughts and feelings consumers have about a brand, product, or idea-- through images and metaphors rather than direct questions.

Answer 33

ZMET (s qualitative research) (ex: Ex: A researcher asks people to bring pictures that represent how Starbucks makes them feel)