MKTG CH6 3/3

the way an individual would like to be perceived

• Ideal Self-Image

• Real Self-Image

• Perception

• Selective Exposure

the way an individual actually perceives himself or herself

• Real Self-Image

• Ideal Self-Image

• Perception

• Selective Exposure

they process by which people, select, organize, and interpret stimuli into a meaningful and coherent picture

• Perception

• Real Self-Image

• Ideal Self-Image

• Selective Exposure

a process whereby a consumer notices certain stimuli and ignores others

• Selective Exposure

• Selective Distortion

• Selective Retention

• Stimulus Generalization

a process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs

• Selective Distortion

• Selective Exposure

• Selective Retention

• Stimulus Discrimination

a process whereby a consumer remembers only that information that supports his or her personal beliefs

• Selective Retention

• Selective Distortion

• Selective Exposure

• Stimulus Generalization

a deriving force that causes a person to satisfy specific needs

• Motive

• Perception

• Learning

• Stimulus Discrimination

a method of classifying human needs and motivations into five categories in ascending order of importance; physiological, safety, social, esteem, and self-actualization

• Marlow’s Hierarchy of Needs

• Selective Retention

• Selective Distortion

• Stimulus Generalization

a process that creates changes in behavior, immediate or expected, through experience and practice

• Learning

• Motive

• Perception

• Real Self-Image

a form of learning that occurs when one response is extended to a second stimulus similar to the first

• Stimulus Generalization

• Stimulus Discrimination

• Selective Retention

• Perception