| A | B |
|---|
| evoked set | a group of brands, resulting from an information search, from which a buyer can choose |
| cognitive dissonance | inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions |
| reference group | a group in society that influences an individuals purchasing behavior |
| opinion leader | An individual who influences the opinions of others. |
| selective exposure | The process whereby a consumer notices certain stimuli and ignores others |
| selective distortion | A process whereby a consumer changes or distorts information that conflicts with his or her feelings or beliefs |
| selective retention | A process whereby a consumer remembers only that information that supports his or her personal beliefs |
| stimulus discrimination | A learned ability to differentiate among similar products |
| stimulus generalization | A form of learning that occurs when one response is extended to a second stimulus similar to the first |
| socialization process | How cultural values and norms are passed down to children. |
