CHAPTER 6 3.

Salience (how easily associations come to

mind)
Consumer Memory
Persistence of learning over time Specific schemas
Storage and retrieval of information 1. Brand image (what brand stands for)
Consciously or unconsciously 2. Brand personality (personification)
3. Brand extension (different category)
Retrieval
Remembering, accessing stored in memory Knowledge Structure
How consumers organize knowledge
Types of memory (episodic and semantic)
1. Sensory
1.1. Echoic (sound) Taxonomic categories
1.2. Iconic (sight) (classify, orderly, similar)
1.3. Olfactory (smell) 1. Prototypicality (best example of the
1.4. Gustatory (taste) category)
1.5. Haptic (touch) 2. Goal derived (same goal despite in different
2. Working taxonomic categories)
2.1. Discursive (representation - word)
2.2. Image processing (representation - Retrieval failures
senses) 1. Decay (weakening of memory strength)
3. Long-term memory 2. Interference (strength deteriorates,
3.1. Episodic (autobiographical, operant competing memories)
conditioning) 3. Serial-position (primary and recency effect)
3.2. Semantic (general knowledge)
4. Explicit (aware, remember something) Enhancing retrieval
5. Implicit (without any conscious attempt) Affected by
6. Recognition (stimulus, re-exposed) Stimulus characteristics
7. Recall (without being re-exposed) Stimulus is linked to
8. Elaboration (transfer info into long-term Stimulus is processed
memory, process at deeper levels) Consumers characteristics
Enhancing retrieval
Techniques to help consumers remember Stimuli
1. Chunking (chunk large bits into small bits) Retrieval cue (brand
2. Rehearsal (jingles, sounds, slogans) name, logos, package,
3. Recirculation (different ads, repeat basic category names,
message, brand name) typefaces)
4. Elaboration (unexpected, novel, humor)

Knowledge Content
1. Info already learned and stored in memory
2. Schemas and Associative Networks
(associations linked to a concept, personal
experience, other info)

3 dimensions of schemas and associated

networks
1. Favorability (+ or -)
2. Uniqueness (associations related to other
concepts)
 CHAPTER 7 engage or resist a
behavior)
Attitude 2.1.3.1. Change beliefs
Enduring evaluation 2.1.3.2. Change
Learned, persists over time evaluations
Overall evaluation, set of 2.1.3.3. Add new belief
associations linked to it 2.1.3.4. Target normative
beliefs
Importance of attitudes
1. Cognitive (thoughts) Cognitive foundation based on low effort
2. Affective (feelings) 1. Simple inferences (simple associations)
3. Conative (behavior) 2. Truth effect (believe, repeated)
3. Heuristics
Characteristics of attitudes 3.1. Rule of thumb
1. Favorability (like/dislike) 3.2. Frequency heuristic (supporting
2. Attitude accessibility (easily attitude is agreements)
retrieved)
3. Attitude confidence (how strongly we hold Affective foundation on high effort
an attitude) 1. Affective involvement (emotional
4. Attitude persistence (how long attitude relevance)
lasts) 2. Affective responses (response to a
5. Attitude resistance (how difficult to change) message)
5.1. Ambivalence (strong positive 3. Emotional appeal (emotional response)
evaluations for one aspect, strong
negative evaluations for other Affective foundation on low effort
aspect) 1. Exposure effect (familiarity)
2. Classical conditioning
Formation of attitudes
Thoughts (cognitive) vs emotions (affective) Influencing attitudes
Cognitive based attitudes
Cognitive foundation on high effort 1. Communication source and message
1. Cognitive response model (thoughts 1.1. Argument quality (present best
consumers have when exposed to a features, comparative messages)
communication)
1.1. Support agreements (agree) Affective based attitudes
1.2. Counterarguments (disagree) 1. Source and message
1.3. Source derogations (discount, 1.1. Attractiveness (favorable attitudes)
attack source of message) 1.2. Match-up hypothesis (source,
2. Expectancy-value model (form and change appropriate for the product/service)
attitudes based on beliefs, evaluation of 1.3. Emotional appeal (elicit emotions,
beliefs) fear appeal)
2.1. Theory of reasoned action (how, 2. Attractive sources to create aspiration
when, why attitudes predict
consumer behavior)
2.1.1. Attitude specificity
2.1.2. Normative influences
2.1.3. Marketing implications
(why consumers
like/dislike an offering,
 CHAPTER 8 2. Low involvement (low satisfaction, increase
with greater usage over time)
Loss of confidence in decision
1. Acquisition Disconfirmation
2. Consumption 1. Expectations (beliefs, performance)
3. Disposition 2. Performance (fulfill needs)
2.1. Objective (actual performance)
Dissonance 2.2. Subjective (individual feelings)
Anxiety, whether correct decision was made
One alternative is more attractive Responses to dissatisfaction
Take no action
Regret Discontinue repeat purchases
Made wrong purchase decision Complain
Unfavorable comparison, performance Negative word-of-mouth communication
Stimulate feelings of regret, influence
purchase decision Types of complainers
1. Passives (least likely to complain)
Model of learning from experience 2. Voicers (complain directly)
1. Hypothesis generation (expectations) 3. Irates (negative word-of-mouth, not to a third
2. Exposure to evidence party)
3. Encoding of evidence 4. Activists (all types of complaining, third
4. Integration of evidence party)

Factors affecting learning from experience Customer retention

1. Motivation (build long term relationships)
2. Prior knowledge (with or without Care about your customers
experience) Remember customers between sales
3. Ambiguity of the information environment Build trusting relationships
(options, hard to differentiate) Monitor service-delivery processes
4. Processing biases (inhibits learning, avoid Provide extra effort
both negative and highly diagnostic info)
4.1. Confirmation bias (recall info Disposition options
consistent with beliefs) 1. Give away
4.2. Overconfidence (consumers know 2. Trade
almost everything) 3. Recycle
4. Sell
Consumer judgements 5. Use up
Evaluating outcomes of decisions 6. Throw away
What will happen vs actual performance 7. Abandon
Satisfaction (positive) 8. Destroy
Dissatisfaction (negative)
Disposition of meaningful objects
Dimensions of satisfaction and dissatisfaction 1. Physical detachment
1. Utilitarian (functions) 2. Emotional detachment
2. Hedonic (feeling)

Levels of satisfaction vary with involvement and

overtime
1. High involvement (high satisfaction after
purchase, declines over time)
 CHAPTER 9

Consumerism Sex in advertising

Rights of consumers Idealised self-images
Social comparison theory (compare with
Common rights of consumers other people)
1. Right to safety
2. Right to be informed
3. Right to choose
4. Right to be heard
5. Right to consumer education
6. Right to recourse and redress
7. Right to an environment that enhances
the quality of life

Deception
Information/beliefs that are incorrect, violate
consumer rights

Types of deception
1. False objective claim (invalid claim by
company)
2. Puffery (exaggerated claims)
3. Bait and switch (attracted by a low price,
enticed to trade up to a more expensive
item)
4. Prize scheme (communications, he/she won
a prize, front for intensive selling pressure)

Consumer dilemmas
1. Social dilemma (whose interests take
priority)
1.1. Me
1.2. We
1.3. Them
2. Temporal dilemma (what timing takes
priority)
2.1. Short-term interests
2.2. Long-term interests

Deviant consumer behavior

1. Compulsive buying (buy without much
thought, satisfaction from buying not owning)
2. Consumer theft
2.1. Temptation to steal
2.2. Rationalizations for stealing
Black market
Illegal market
Consumers pay for items not readily
available