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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? Answer: -Cognitive-experiential self theory (CEST) integrates the cognitive and the psychodynamic unconscious by assuming the existence of two parallel, interacting modes of information processing: a rational system and an emotionally driven experiential system. -Rational System based on beliefs or what we know to be true. And the experiential system is based on implicit beliefs or schemata derived from emotionally driven past experiences. -Evidence to support these two systems are as follows Influence of Emotions on Thinking Influence of Thinking on emotions Two Ways of knowing Appeal and Influence of Narratives Irrational Fears Natural Appeal of Pictures Superstitious Thinking Ubiquity of Religion Schizophrenia and Neurosis 2. What are mimicry and priming? What effects do they have? Answer: Mimicry- try to imitate other’s behaviors. Similar behavior leads to liking Priming- pre-exposure to related stimuli. 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? (reading by itimore science that we should read) Answer: 2 main advantages to conscious inputs: -Conscious though=primary decision driver -Not lost in noise as easily Characteristics of unconscious inputs: -hard to access -likelihood of being lost -hard to influence inputs/response -not well researched -difficult to predict
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-no real world studies. 4. What are implicit and explicit attitudes/beliefs? How are they measured? What types of behavior does each affect? Answer: Implicit attitudes are beliefs and attitudes formed through the experiential system. Attitude is formed between some object and … belief is between an object and a characteristic. (implicit attitude=black with bad.) (implicit belief= women are good at sciences. Explicit are measured just by asking and implicit is measured with reaction time. They attack spontaneous behaviors that we perform with out much choice. Explicit attitudes effect deliberate choice. 5. What are implicit and self attributed motives? How are they measured? What kinds of stimuli activate each type of motivation? What types of behavior does each affect? Answer: Implicit Motives- Derived from primitive motivational system. From direct experiences and affect (Experience and Primitive) Self-imposed (explicit) Motivation- complex cognitive processing Primary dif is how they are measured. Motives are norm measured through projected techniques where as attitudes are measured through reaction time.
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