Chapter9 (VVI) Cognitive learning- iconic rote, Vicarious/modeling (low or high involvement), reasoning (high involvement) Explain classical

& operant conditioning VVI: Characteristics of learning-importance, reinforcement, repetition, imagery Extinction Memory- short term and long term VVI: brand image & product positioning perpetual map for automobile Brand equity and brand leverage message involvement, mood,

Chapter 10 (VVI) Motivational avoidance) conflict-(approach-approach), (approach-avoidance), (avoidance-

VVI: Personality theory two common assumptions. VVI: The five factor model of personality- extroversion, instability, agreeableness, openness to experience, consciousness. Dimension of brand personality-sincerity, excitement, competence, sophistication, ruggedness

Chapter11 Communication characteristics-source, appeal, message structure characteristics Segmentation & development-benefit segmentation, product development Multi attitude attribute model-with elements

Chapter5 (VVI) Theories of personality- Freudian theory, neo- Freudian personality, trait theory VVI: Personality Traits and Consumer Innovators-innovativeness, dogmatism, social character, need for uniqueness, optimum stimulation level, variety novelty seekin.

From Consumer Materialism to Compulsive Consumption Sample item of materialism-success, centrally, happiness Brand personality

Chapter15 (VVI) Reasons for effectiveness of opinion leadership Elements of diffusion process-innovation, channel communication, social system, time VVI: Product oriented innovation-continuous innovation, dynamically continuous innovation, and discontinuous innovation. Related example-Telephone innovation VVI: Product characteristic that influence diffusioncompatibility, complexity, trial ability, observability. relative advantages,

Stages in adoption process-awareness, interest, evaluation, trial, adoption Viral marketing- buzz marketing, wildfire marketing, avalanche marketing