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MKT 325

Planted 02022-10-10

Classical vs. Operant conditioning:

  • Classical conditioning: involuntary response associated with a stimulus
  • Operant conditioning: voluntary behavior associated with a consequence (encourage/discourage with reinforcement)

Flashbulb vs Semantic memories:

  • Flashbulb memories: form of autobiographical memory involving activation of episodic memory
  • Semantic memory: everyday memories of facts, ideas, and concepts

Big Five Personality Traits (OCEAN)

  • Openness to experience (inventive/curious vs. consistent/cautious)
  • Conscientiousness (efficient/organized vs. extravagant/careless)
  • Extroversion (outgoing/energetic vs. solitary/reserved)
  • Agreeableness (friendly/compassionate vs. critical/rational)
  • Neuroticism (sensitive/nervous vs. resilient/confident)

Dimensions of Brand Personality (Aaker, 1997)

  • Sincerity (e.g., typified by Hallmark cards)
  • Excitement (e.g., MTV channel)
  • Competence (e.g., The Wall Street Journal newspapers)
  • Sophistication (e.g., Guess jeans)
  • Ruggedness (e.g., Nike tennis shoes)


  • Openness to experiences: ruggedness
  • Conscientiousness: competence
  • Extroversion: excitement
  • Agreeableness: sincerity
  • Neuroticism: sophistication

Low self-monitor vs High self-monitor

  • Low self-monitors: consistent, less likely to change behavior to fit in
  • High self-monitors: motivated and skilled at adapting to the expectations of the situation

Functional attitude theory:

  • Utilitarian attitudes
  • Social-adjustive attitudes (status)
  • Value-expressive attitudes (true to self)
  • Ego-defensive attitudes (Associative boost to self-esteem, BIRF: Basking In Reflected Glory; CORF Cutting Off Reflected Failure)
  • Knowledge attitudes (philosophy)

Balance theory: Associations affect affective valence of a brand. Associative endorsement.

Psychology of social class