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Exam Review

by: Amy Notetaker

Exam Review MKT 3325

Amy Notetaker
Baylor University

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Attached are all of the vocal you need to know for the test and below each definition is the person example I used to help you understand what the definition means. Keep in mind I made it apply to ...
Consumer Behavior
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This 14 page Study Guide was uploaded by Amy Notetaker on Sunday February 28, 2016. The Study Guide belongs to MKT 3325 at Baylor University taught by Easly in Spring 2016. Since its upload, it has received 21 views. For similar materials see Consumer Behavior in Marketing at Baylor University.

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Date Created: 02/28/16
Representativeness heuristic: Making a judgment by simply comparing a stimulus with the category prototype or exemplar I do these comparisons between not only companies but also cities and states that I am considering moving to Availability heuristic: Basing judgments on events that are easier to recall This is judgments I place on companies based on stories that may have been headlines or major news stories, even if it was long ago (like Wendy’s finger thing) Base-rate information: how often an event really occurs on average This is a good way or me to calm judgments I have towards a company and think, this is a well known bad story but what are the odds it happens again? Law of small numbers: the expectation that information obtained from a small number of people represents the larger population When I survey people that have worked for companies I am interested I then assume that their opinion applies to every other person who works for said company Traditional hierarchy of effects: sequential steps used in decision making involving thinking, then feeling, then behavior As I apply to jobs and look to move there is a general order in which I do things. I will then follow certain steps once I have a jobs to get integrated in to the company Satisfice: Finding a brand that satisfies a need even though the brand may not be the best brand This is something I am prepared to do, accepting a job I do not love in order to get to a job I do love Choice tactics: Simple rules of thumb used to make low-effort decisions This is the basic necessity a company must have in order for me to work for them. The same applies for locations to live including the housing I end up living in long term Habit: Doing the same thing time after time I do not want a job where I am simply in the habit of doing my job and not looking to innovate Brand loyalty: Buying the same brand repeatedly because of a strong preference for it This is me looking up companies just because I’ve known them my whole life Affect: Low level feelings This is emotions I have but ignore towards comapnies Amy Cassidy MW 1:00 Consumer Behavior Chapter 5 Attitude: A relatively global and enduring evaluation of an object, issue, person or action The job search is something everyone has experienced in there life and their experience through that effects how they advise others to approach the endeavor. Cognitive Function: How attitudes influence our thoughts My attitude towards the job search is both scared and excited. There are times where I look at big companies and am confident to dream big, other times my attitude makes me look for jobs I know I could get that might not be as challenging Affective Function: How attitude influence our feelings My attitude effects my desire to leave college. Sometimes I am eager and looking online constantly for companies, other times I look for ways to stay with friends and live near family Favorability: The degree to which we like or dislike something My previous opinions and attitudes towards companies and cities effects which companies I favor and look into more Attitude Resistance: How difficult it is to change an attitude Amy Cassidy MW 1:00 Consumer Behavior Chapter 5 My attitudes towards companies are much easier to change. Many places may seem like businesses I would want to avoid but that can be changed with one conversation. Where I want to live is an area I am much more opinionated in because of how strong my mind is set on some cities and states. Behavioral Intention: What we intend to do I have a vision in my mind of going out and starting a career in a city I love using my skills to benefit other and network Attitude toward the act: How we feel about doing something I feel very nervous about the road ahead and the thought of leaving Baylor and not going to school again terrifies me Subjective Norm: How others feel about our doing something My parents and family are excited to see where I go from here. They are cheering me on but also all have input as to where they think I should go and what I should do Normative Influence: How other people influence our behavior through social pressure Those close to me will play a major role in my deciding where to go and who to work for after college. So much of where I am is because of the Amy Cassidy MW 1:00 Consumer Behavior Chapter 5 influence of others and to a certain degree I would like to see that continue in the future Credibility: Extent to which the source is trustworthy, expert, or has status As I look at companies there are a handful of people I would trust to help me make my decision. There are people I would consent regarding the career move, the location move, what’s best for me spiritually and what overall is my best option. These people have built up credibility from their wisdom and experiences in similar situations to mine Amy Cassidy Chapter 6 Careers/Locations Peripheral route to persuasion: Aspects other than key message arguments that are used to influence attitudes Aside from cost of living, whether or not I have a job and if I enjoy the area- there are other hidden things I will need to consider when looking at my future. Will I get along with the people there? Will it be difficult to commute to and around the city? Peripheral Cues: Easily processed aspects of a message, such as music, an attractive source, picture, or humor As I look at places to live my information is often times limited to online websites and pictures posted by people who live there. My first impressions are often based off of the most beautiful pictures people have on their camera roles Thin-Slice Judgments: Evaluations made after very brief observations I had been doing this a lot in regards to locations when I first stared looking at leaving Texas. I would look at a few pictures and reviews and base my entire view of a state or city based on minimal information. I now make an effort to find someone I know who is familiar with an area to ask questions so I make well-rounded judgments Simple Inferences: Beliefs based on peripheral cues Heuristics: Simple rules of thumb that are used to make judgments For jobs this is me applying for jobs I’m qualified for, at companies I respect in places I would be happy living Frequency Heuristic: Belief based simply on the number of supporting arguments or amount of repetition There are companies I had been considering working for but each time I mentioned that company to someone (adults specifically) that I respect I got warning responses. This was a sign to me that I needed to do more research to see if that was a path I wanted to continue on Truth Effect: When consumers believe a statement simply because it has been repeated a number of times This reminds me of when my sister was looking for a job in NYC and people kept telling her how hard it would be and that she might want to consider other places. While they were just trying to warn her this ended up making her more nervous when she moved out there even though she is now thriving there Amy Cassidy Chapter 6 Careers/Locations Simple Message: When effort is low, consumers will not process a lot of information, so advertisers need to provide simple messages, like this ad When I go to company websites at this time in my search I am mainly looking key words that interest me. When I click on their career page I look for simple messages that let me know if I want to keep them on my radar Self-referencing: Relating a message to one’s own experience or self-image Mystery as: An ad in which the brand is not identified until the end of the message Incident Learning: Learning that occurs from repetition rather than from conscious processing Mere Exposure Effect: When familiarity leads to a consumer’s liking an object Wearout: Becoming bored with a stimulus A big fear of mine is that I take a job that I cannot stand because it has good benefits or pay. I want to pick a job that I will enjoy going to each day or at least I can have an attitude of positivity because I know it will get me where I want to go Classical Conditioning: Producing a response to a stimulus by repeatedly pairing it with another stimulus that automatically produces this response Evaluative Conditioning: A special case of classical conditioning, producing an affective response by repeatedly pairing a neutral conditioned stimulus with an emotionally-charged un-conditioned stimulus Dual-mediation Hypothesis: Explains how attitudes toward the ad influence brand attitudes A lot of my views towards companies actually come from their commercials. Companies that use positive images, humor and kind messages tend to resonate with me as companies I’d be interested in working for Amy Cassidy Chapter 6 Careers/Locations Transformational Advertising: Ads that try to increase emotional involvement with the product or service Coca Cola and Disney are both companies that have caught my attention as places I’d enjoy working for and their advertising has influenced my view of them positively Dramas: Ads with characters, plot, and a story Amy Cassidy Consumer Behavior MW 1-2:15 3/15/16 Chapter 7 Problem Recognition: The perceived difference between an actual and an ideal state As I look at different job I have a vision of what it would be like to work there. To decrease problem recognition I could try and speak with people who currently work for these companies and learn from their actual experiences Ideal State: The way we want things to be This is how I vision the jobs and places I want to live, I picture best scenario for what I want and worst scenario for what I don’t want Actual state: the way things actually are Good or bad, this is how my life would realistically be if I moved somewhere Internal search: The process of recalling stored information from memory As I think about moving, specifically to California I imagine my past experiences and the fun I had and set that as my image of what it would be like to live there Consideration (or evoked set): The subset of top-of-mind brands evaluated when making a choice These are the places and companies I compare new things to because they are on the top of my mind Online processing: When a consumer is actively evaluating a brand as he/she views an ad for it When I look at company websites I am constantly online processing as I base my impression of f of the information they put online Inhibition: the recall of one attribute inhibiting the recall of another My past experiences of interactions I have had in interactions Pre purchase search: A search for information that aids a specific acquisition decision I am constantly on the search for places to work using tools like linked in and glass door to research places that interest me Ongoing search: A search that occurs regularly, regardless of whether the consumer is making a choice Amy Cassidy Consumer Behavior MW 1-2:15 3/15/16 This occurs whenever I make decisions on a company based on an add without even realizing I’m doing it Amy Cassidy Careers/Locations Chapter 4 Consumer Memory: The persistence of earning over time, via the storage and retrieval of information either consciously or unconsciously. Application: Overtime I have gathered information about different jobs and companies that will effect where I end up whether I know it or not. I have slowly gathered information that will play apart in my memory and selection. Retrieval: The process of remembering or accessing what was preciously stored in memory. Application: I currently not in full job search mode so I am relying on my current memory and retrieval to think about possible locations and jobs I have liked in the past Sensory memory: Input from the five senses stored temporarily in memory Application: These will be very helpful with location as I react to the different environments of interviews and cities I visit Working Memory: The portion of memory where incoming information is encoded or interpreted in the context of existing knowledge and kept available for more processing Application: As I visit places and company websites I look for important details to determine what my top choices are Long Term Memory: The part of memory where information is permanently stored for later use Application: I am not yet applying for jobs but as I obtain information I put it in the back of my head for consideration at a later date when I have more information Episodic (autobiographical) memory: Knowledge we have about our personal, past experiences and ourselves Application: There are a lot of influences that my future employer cannot affect that come from episodic memory. My past experiences and even vacations will play a roll in how I feel towards accepting a job. Brand Personality: The set of associations included in a schema that reflect a brands personification Application: I will want to find a company where I can start a career but their company personality will play a major role in who I end up with. Amy Cassidy Consumer Behavior MW 1-2:15 3/15/16 Chapter 8 Judgment: Evaluation of an object or estimate of likelihood of an outcome or event This is seen mostly in my job application process. Some places are a long way from me getting a job where others I am certain would hire me Decision Making: Making a selection among options or course of action This is going to be present when I am faced with the decision of choosing a job based on the offers I have Estimation of likelihood: Judging how likely it is that something will occur This is what I do when thinking about how likely it is I will get an internship Judgment of goodness/badness: Evaluating the desirability of something This is going to be when I look at jobs and decide whether or not I would like to work for those companies based on previous knowledge Imagery: Imagining an event in order to make a judgment This is playing out scenarios of what my job would look like and who I would work with in my head before talking with others Mental accounting: categorizing spending and saving decisions into “accounts” mentally designated for specific consumption transactions, goals, or situations Finances play a major role in the appeal a job has to me. How much wiggle room will I have with cash? Emotional accounting: The intensity of positive or negative feelings associated with each mental “account” for saving or spending This is how much of an effect the pay of a job and the differences in pay will have on my decision to live in a city or take a job Decision framing: the initial reference point or anchor in the decision process This is based on previous knowledge of jobs and locations to move and heavily influenced by the experiences of those around me Amy Cassidy Consumer Behavior MW 1-2:15 3/15/16 Cognitive decision-making model: The process by which consumers combines items of information about attributes to reach a decision This will be words from others, finances, location, job position, coworkers, company name, potential to move up and more all combined to effect what job I take Affective decision-making model: The process by which consumers base their decision on feelings and emotions This is my emotions of how I feel at a company or how I feel a certain distance from family Cutoff level: For each attribute, the point at which a brand is rejected with a noncompensatory model This is the point where I won’t sacrifice certain things for a company or job Affective forecasting: A prediction of how you will feel in the future This is what I imagine in my mind as how I will feel after having made a decision about taking a job or not Career Options/Job Locations Consumer Behavior: The totality if consumers decisions with resect to the consumption and disposition of goods and services, time and ideas by human decision making units over time. I will be making my decision on post graduation based on a number of things, pay, benefits, skills, atmosphere, location, living expenses, etc. When I look at future careers and locations of where I want to be after graduation I need to not only consider what it will be like to work for that company but also what options it will allow me once I leave and dispose of it. Offering: A product, service, activity, experience or idea offered by a marketing organization to consumers. As I consider jobs, both the company and myself will be putting forth offerings. They will be showing me the benefits that come to working for their company and I will be advertising my skillset to prove that I can add value to their company.


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