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CONSUMER BEHAVIOR STUDY QUESTIONS Exam 1 UNCONSCIOUS MOTIVATION AND ATTITUDES 1. What are the rational and experiential systems of the mind? How do they differ from one another? What evidence is there to support the existence of these two systems of the mind? Rational Experiential Conscious Unconscious Our brains have 2 systems The Thinker – rational thinking analytic (conscious) deliberate, verbal with less effect on behaviour. Emotional – experiential and association with positive and negative emotion (sub- conscious) intuitive, automatic, narrative. - Influence of emotions on thinking “I need to sleep on it” … need to calm down sometimes - Preconscious cognitive effects on emotions 2 theory of emotion cognitive label & physical arouses. - Knowing with your head vs heart - Appeal & influence of stories - Irrational fears - Superstitious thinking (Understand the table pg 711 of article 1) 2. What are mimicry and priming? What effects do they have? Mimicry : try to imitate others’ behaviours – similar behaviour leads to liking. Priming : pre-exposure to related stimuli. desensitize you and make the unconscious aware— can prime them with trait, stereotype and goals (from wikapedia) Priming in psychology refers to activating parts of particular representations or associations in memory just before carrying out an action or task. It is considered to be one of the manifestations of implicit memory. A property of priming is that the remembered item is remembered best in the form in which it was originally encountered. If a priming list is given in an auditory mode, then an auditory cue produces better performance than a visual cue. Priming is also an experimental technique by which a stimulus is used to sensitize the subject to a later presentation of the same or similar stimulus. For example, when a subject reads a list of words including the word table , and is later asked to complete a word that starts with tab , the list "primes" the subject to answer table , meaning that the probability that the "primed" subject answers table is higher than for non-"primed" subjects.
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3. What are the two main advantages of conscious inputs to choice over unconscious inputs to choice? What additional characteristic of unconscious inputs is likely to diminish their impact on consumer choice? Unconscious: - Hard to access - Likelihood of being lost - Hard to influence inputs/response - Not well researched - Difficult to predict - Studies never done in real world 2 Main advantages to Conscious Inputs: - Conscious thought = primary decision driver - Not lost in noise as easily (Reading by simerson) Sensitivity vs relevance. Conscious inputs to our choices – more salient, more accessible and are more relevant than all the other ideas going on. Argument is that conscious determining points are more important than the unconscious ones. There are so many of them that go in different directions – they can cancel each other out.
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