Ch. 6 Learning & Memory

Question 1

learning and memory

Answer 1

how we story information and perceive it

Question 2

behavioural learning theories

Answer 2

stimulus-response connections

Question 3

cognitive theories

Answer 3

focus on consumers as problem solvers who learn when they observe relationships

Question 4

learning theories

Answer 4

• those that focus on connections between actions and consequences
• those that focus on understanding complex relationships and problem solving

Question 5

types of behavioural learning theories

Answer 5

1. Classical Conditioning

2. Instrumental Conditioning

Question 6

Classical Conditioning

Answer 6

associating two different stimuli, one prompts behaviour and the other doesnt

Question 7

Example of classical conditioning

Answer 7

volvo-safety

red bull - extreme sports

Question 8

components of classical conditioning

Answer 8

1. unconditioned stimulus
2. conditioned stimulus
3. conditioned response

Question 9

issues in classical conditioning (3)

Answer 9

1. repetition effect
2. stimulus generalization
3. stimulus discrimination

Question 10

repetition effect

Answer 10

condition effects are more likely to occur after the conditioned (CS) and unconditioned (UCS) stimuli have been paired a number of times

Question 11

stimulus generalization

Answer 11

stimuli similar to a CS may evoke similar responses

Question 12

stimulus discrimination

Answer 12

conditions may also weaken over time especially when a UCS does not follow a stimulus similar to a CS

Question 13

stimulus generalization startegies (4)

Answer 13

1. family branding
2. product line extensions
3. licensing
4. look-alike packaging

Question 14

instrumental conditioning

Answer 14

learning process where behaviour is controlled by a set of consequences or what will occur (reward based learning)
- learns to produce positive outcomes and avoid negative outcomes

Question 15

instrumental conditioning (3)

Answer 15

1. Positive reinforcement
2. Negative reinforcement
3. Punishment

Question 16

extinction

Answer 16

occurs when there is no reinforcement, conditioning is not activated because it is not reinforced, stimulus response connection has weekend

Question 17

negative reinforcement

Answer 17

when a negative outcome is avoided

Question 18

type of reinforcement schedules (4)

Answer 18

1. fixed interval reinforcement
2. variable interval reinforcement
3. fixed ratio reinforcement
4. variable-ratio schedule

Question 19

fixed ratio reinforcement

Answer 19

reinforcement only occurs after a fixed number of responses

Question 20

variable ratio schedule

Answer 20

number of responses needed for a reward varies (slot machine)

Question 21

observational learning

Answer 21

watch the actions of others and note the reinforcements they receive for their behaviours

Question 22

5 stages of consumer development

Answer 22

1. observing
2. making requests
3. making selections
4. making assisted purchases
5. making independent purchases

Question 23

parental socialization systems (3)

Answer 23

1. Authoritarian parents (hostile, restrictive)
2. Neglecting parents (detached)
3. Indulgent parents (communicate more)

Question 24

objective knowledge

Answer 24

information stored in memory

Question 25

subjective knowledge

Answer 25

perceptions of what we know or think we know

Question 26

information store in our memory

Answer 26

influenced and modified by experience

Question 27

intrinsic cues

Answer 27

physical attributes

Question 28

extrinsic cues

Answer 28

less tangible, price, brand name

Question 29

consumer attitudes have 3 components

Answer 29

1. cognitive - beliefs
2. affective - emotions
3. conative - behavioural intention

Question 30

positive attitudes achieved be (5)

Answer 30

1. celebrity and expert endorsements
2. information source, credibility
3. opinion formers
4. fear
5. repetition

Question 31

activation models of memory

Answer 31

the more effort it takes to process information, the more likely it is information will transfer into long-term memory

Question 32

spreading activation (5)

Answer 32

1. brand-specific (claims)
2. Ad-speific
3. Brand identification
4. Product category
5. Evaluative reactions (emotions)

Question 33

recognition

Answer 33

shown ads, asked if they have seen before

Question 34

recall

Answer 34

what have they seen

Question 35

problems with memory measures (3)

Answer 35

1. response biases (people tend to say yes)
2. memory lapses (omitting facts, inaccurate real of time)
3. illusion of truth effect

Question 36

nostalgia

Answer 36

marketers may resurrect popular characters to evoke fond memories of the past
(good old days)

Question 37

state-dependent retrieval

Answer 37

better access information if our internal state is the same at the time of recall as when we learned the information

Question 38

familiarity and recall

Answer 38

• better able to recall messages about items we are familiar with

Question 39

salience and the von Restorff effect

Answer 39

bias ins remembering the unusual

Question 40

viewing context

Answer 40

our ability to remember