Consumer Behavior Chapter 2 Notes
Sensation: the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers,
skin) to basic stimuli such as light, color, sound, odor, texture.
Perception: the process by which people select, organize, an
Consumer Behavior Chapter 3 Notes
Learning: a relatively permanent change in behavior cause by experience
Incidental Learning: casual, unintentional acquisition of knowledge
Behavioral Learning: assumes that learning takes place as the result of response
Consumer Behavior: Chapter 5 Study Guide
Actual Self: a persons realistic appraisal of the qualities he or she does and does not possess
Ideal Self: a persons conception of how he or she would like to be, partially molded by
elements of a consumers cultur
Consumer Behavior: Chapter 6 Study Guide
Personality: a persons unique psychological makeup and how it consistently influences the wat
a person responds to his or her environment. Emphasis on inner characteristics, influences
individual product choices.