Consumer Behavior Study Guide for Exam 1

Consumer Behavior Study Guide for Exam 1 - Consumer...

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Consumer Behavior Study Guide for Exam 1 Unconscious Motivation and Attitudes 1. What are the rational and experiential systems of the mind? The rational system of the mind is the conscious mind - Forms intellect - Constructs beliefs about the self and the world - Deliberative, effortful abstract system - Capable of high levels of abstraction and long-term delay gratification The experiential system is both the conscious and the unconscious mind - Forms insight - Constructs implicit beliefs or schemata (generalizations derives from emotionally significant past experiences usually organized and associated with other constructs) What evidence is there to support the existence of these two systems of the mind? - Influence of emotions on thinking (more action oriented and unreflective) - Preconscious cognitive effects on emotions (cost-benefit analysis) - Knowing with your head vs. heart (experiences are much more effective in changing feelings than impersonal info) - Appeal and influence of stories (because of emotional engagement) - Superstitious thinking (irrational beliefs, i.e. astrology, ghosts, etc) 2. What are mimicry and priming? What effects do they have? Mimicry: manifestation of the perception-behavior link in its most basic level; copying other’s observables (speech, facial expressions, moods, emotions, physical mannerisms); the ability to perceive someone else’s behavior and to form the behavior in oneself - Low road: physical imitation of observable behavior and mannerisms - High road: “see” more than observable behavior able to infer underlying traits and activate stereotypes - Perception link behavior: behavior is highly contagious and people adjust behavior accordingly to that of the immediate social environment without being aware of it Priming: manifestation of implicit memory; reactivates the association in memory before doing a task (unconsciously) - The remembered item is best remembered at its first encounter; prior presentation of a word or concept could trigger a memory and make it more accessible. - Attitudes will be identified sooner because they were partially activated by the prime word even before being presented. Consumer implications - Influence of parameters on behavior (fast music/slow music to affect mood) - Malleable automatic attitudes
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3. What are the two main advantages of conscious inputs to choice over unconscious inputs to choice? Two main advantages on accessibility and diagnostically dimensions - Accessibility and relevance o Consideration of options (the set of options provided) o Role of preferences (characteristics of options_ - People tend to attribute options as diagnostic because they believe they are the carriers of value and the proper bases for choice - Conscious inputs to choices - More salient and more relevant - More important than unconscious ones a) What additional characteristic of unconscious inputs is likely to diminish their impact on consumer choice?
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  • Fall '07
  • Consciousness, Weber, Unconscious mind, visual stimuli, alien hand syndrome, miswanting

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