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Regulatory focus trait Disposition towards prevention/promotionLow digit ratio = low 2D-4D: kortere wijsvinger wijst op meer testosteron
Attitude Combination of affective, cognitive and behavioral responses
Operant conditioning Frequency of a specific behavior is modified by the consequences
of it (pos reinforcement = pos attititude = repurchase)
Subjective norm < theory of reasoned action: what others think . motivation to
comply with this
Self-monitoring < moderator attitude-behavior: sensitivity of how others see you
low = consistency VS high = conforming to others
Warmth appeals Your physical temperature moderates your liking of emotional
advertising appeals (when you’re cold -> cosyness of coffee)
Semantic differential X is … unattractive(-3) attractive (+3)
Likert scale Statement & strongly disagree (1) strongly agree (7)
Demand artifacts We tend to guess what the researcher is trying to measure and
unconsciously try to please them (or opposite)
Implicit attitude An attitude that we cannot report bc we’re not aware of it
IAT = Implicit association test: first categorization of single stimuli,
then categorization of combinaitons of stimuli -> difference in
reaction time between 1 and 2 is the implicit attitude
Superordinate Emotions select which program has priority in a given situation <
coordination program adaptive value of emotions
Commitment devices Emotions help us to stick at long term goals bc more beneficial
TMT = Terror management theory: implicit reactions of people that
occur when confronted with the psychological terror of knowing
we will eventually die
Evolutionary psych Emotions are adaptions that serve vital functions in survival
Mortality salience The (uncounscious) awareness of one’s eventual death, increased
desire to express cultural vlaues & culturally prescribed behavior
PAD-scale = pleasure, arousal, dominance: sem. diff. with 6 items of each
emotion (lower order) -> quick, cheap and large scale but boring
Domain specific Each neurological system deals with its own adaptive problem
modules
Adaptive behavior Adaptations + environment = observable output of adaptations
Persuasion heuristics Quick mental shortcuts that guide attitudes & behavior, especially
when motivation or ability is low
Scarcity If a product is rare, it must be good, I want it
Social proof People copying actions of others bc helps us know what to do
Broaden-and-build Positive emotions broaden your views, see opportunities and
theory build you as a person < Griskevicius
Conceptual closure Visual shift in a storyline that closes the door behind you so you
only remember the last part of the ad and brain fills in the rest
Descriptive theory = how are things now VS normative: how things should be
Sexual selection Selection that results specifically from mating competition (ability
to multiply is determined by ability to attract a mate)
Handicap principle Handicap signals that you can survive despite the cost of it
signal of good genes and ensures honesty
Parental investment Nature + intensity of sexual selection = function of P. investment
, Darwinist feminism By understanding that men and women are partly different, we
can come to a better understanding if our own and the other sex
Review valence The value you attach to the opinion of another customer (review)
-> matters for women VS doesn’t affect purchase intention men
Attention A set of cognitive processes that determine what information is
being processed (auditory, tactile, visionairy, …)
Feature integration Preattentive stage: unconscious detection & separation of
theory features focused attention stage: combining all feature
identifiers as one whole through prior knowledge & cognitive
mapping <> agnosia
Yerkes-Dodson theory If you keep scaling up the amount of visual info that has to be
processed, the efectiveness will be dropping (ideal = balance)
Pupil dialation Dialation = more light = more info = more engagement/arousal
Eye-tracking Measuring what we’re looking at to see where our attention lies
Saccade While your look goes from point A to B, the information you see
on the way drops <> fixation (points)
Working memory The amount of information that is consciously processed
Chunking Taking something from a higher stage of processing by identifying
similaries to remember it more easily (chunks of information)
Exogenous orienting Attention is under the control of a stimulus <> endogenous
Orienting reflex Immediate response to change in behavior but not fast enough
that it triggered the startle reflex
Predictive coding Brain is constantly generating and updating a mental model of
the environment with which we make predictions of sensory
input and compare it with actual input -> if correct = safe & happy
-> if wrong = prediction error = update & revise mental model
Heuristic A pattern of reasoning you use to easy the cognitive load of
making a decision & to achieve short term goal = mental shortcut
Rational behavior Behavior that successfully brings you closer to achieving your goal
Formal logic Science of logical truths, investigates how conclusions follow
from premises in a topic-neutral way <> human reasoning (not N)
St petersburg paradox Flip a coin, tails = loser <> heads = go again and money doubles,
high risk so people will rationally prefer certain option with less $
Availability heuristic If something can be recalled, it must be important -> we recall
more recent info better so make opinions based on latest news
Baader-meinhof You pay more attention to things that are the same as your
phenomenon situation bc they are relevant for you < availability heuristic
Spaced exposure Giving people time in between exposures to avoid annoying them
Weber-Fechner law Detectability x magnitude -> when something is smaller than the
weber fraction, consumers will not notice
Anchoring You depend on inital information to make next judgement,
everything in relation to the anchor -> prijzen zijn relatief want
spenderen = meer spenderer & korting in verhouding
A-B testing Procedure to determine what version is the best
Confirmation bias Tendency to search, interpret and recall info in a way that
supports what we already believe < availability
Social projection Tendency to eexpect similarities between yourself and others ->
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