CH4: Consumer Behavior at TU München

Flashcards and summaries for CH4: Consumer Behavior at the TU München

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Study with flashcards and summaries for the course CH4: Consumer Behavior at the TU München

Exemplary flashcards for CH4: Consumer Behavior at the TU München on StudySmarter:

Def. Primacy-Recency Effect

Exemplary flashcards for CH4: Consumer Behavior at the TU München on StudySmarter:

What enhances retrieval?

Exemplary flashcards for CH4: Consumer Behavior at the TU München on StudySmarter:

Retrieval failures

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Knowledge flexibility

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Knowledge structure: categories

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Def. Script

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Brand Personality - Def. & attributes

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Brand Image

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Content Variations of Associations

Exemplary flashcards for CH4: Consumer Behavior at the TU München on StudySmarter:

Def. Schema

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Types of Knowledge

Exemplary flashcards for CH4: Consumer Behavior at the TU München on StudySmarter:

Forms of Knowledge Content

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Exemplary flashcards for CH4: Consumer Behavior at the TU München on StudySmarter:

CH4: Consumer Behavior

Def. Primacy-Recency Effect
8
= things we encountered first & last are usually most easily remembered things; can be explained with decay & interferences

CH4: Consumer Behavior

What enhances retrieval?
8
– characteristics of stimuli itself
– what stimulus is linked to
– the way stimulus is processed
– consumer’s characteristics

CH4: Consumer Behavior

Retrieval failures
8
Decay
= memory strength decreases over time
Interferences
= memory strength decreases due to overwriting of new competing memories

CH4: Consumer Behavior

Knowledge flexibility
8
– content & structure of consumer’s associative network are flexible and adaptable to requirements of facing tasks
– flexibility depends on consumer’s specific goals and time to implement these goals
– goal-derived categories = things that serve same goal are viewed as similar from the consumer

CH4: Consumer Behavior

Knowledge structure: categories
8
– consumer group objects/people, which share similar characteristics, together in groups -> Taxonomic categories
– share similar features
– organized hierarchically: Superordinate (broadest/sharing only few characteristics), basic, subordinate
– Prototype represents best example in one category, which exemplary stands for the whole category

CH4: Consumer Behavior

Def. Script
8
= type of knowledge that describes how to do things with objects or persons
= consumer’s knowledge of a sequence of actions involved when performing an activity

CH4: Consumer Behavior

Brand Personality - Def. & attributes
8
= way consumer would describe the brand if it was a person
SECSR
– Sincerity
– Excitement
– Competence
– Sophistication
– Ruggedness

CH4: Consumer Behavior

Brand Image
7
= specific type of schema, which captures what a brand stands for and how favorably consumers view it

CH4: Consumer Behavior

Content Variations of Associations
7
– Attributes
– Benefits
– Values
– Consumption Occasions
– Brands

CH4: Consumer Behavior

Def. Schema
7
= form of knowledge about what objects and people are and what they mean
= association network, which describes linkages of objects and persons

CH4: Consumer Behavior

Types of Knowledge
7
– Knowledge Structure = how we organize knowledge (semantic, episodic)
– Knowledge Content = learned info that we already stored in memory
> Scheme
> Script

CH4: Consumer Behavior

Forms of Knowledge Content
7
Schema = knowledge about what objects / persons are & what they mean to a consumer
Script = knowledge how to do things with objects / persons

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