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Study Tips Midterm #1:

1.          Consumption and the Consumption Process

2.          Consumer Behaviour Studies - Interpretive (Qualitative) and Quantitative Research

3.          Consumer Value Framework and Influences

4.          Hedonic and Utilitarian Values

5.          Perception process and Perceptual Maps

6.          Learning – Intended and Unintended

7.          Comprehension - Exposure, Attention, Comprehension and Elaboration Process

8.          Comprehension – Multi-Factor Model (Message, Sender and Receiver, Environmental Conditions)

9.          Just-Noticeable-Difference and Just-Meaningful-Difference

10.          Brand Schema and Social Schema

11.          Consumer Comprehension and Cognitive Learning

12.          Consumer Motivations (Utilitarian and Hedonic Motivations) & Maslow’s Hierarchy

13.          Personality type and consumption behaviour

14.          Personality Traits and Brand Traits

15.          Attitudes and three-components (Cognitive, Affective and Behavioural)

16.          Hierarchy of Effects

17.          Attitude-Toward-the-Object (ATO) and Components of Attitude (ABC)

18.          Cultural or Societal Values (CSV) and their impact on Consumer Value

19.          Psychographic and Demographic Segmentations

20.          VALS model and PRIZM model