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Consumer Behaviour > Chapter 3 > Flashcards

Chapter 3 Flashcards

2
Q

Learning

A

a relatively permanent change in behaviour caused by experience either directly or indirectly

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3
Q

Behavioural Learning Theories

A

the perspectives on learning that assume learning takes place as the result of responses to external events (as opposed to internal thought processes)

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4
Q

Classical Conditioning

A

the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but will cause a similar response over time because of its association with the first stimulus (i.e. Pavlov’s Dogs)

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5
Q

Unconditioned Stimulus (UCS)

A

a stimulus naturally capable of causing a response

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6
Q

Conditioned Stimulus (CS)

A

a stimulus that causes a response because of a learned association

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7
Q

Conditioned Response (CR)

A

a new or modified response elicited by a controlled stimulus

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8
Q

Associative Learning

A

learning that occurs when the consumer makes simple associations between stimuli, without more complex cognitive processes (memory or cognition) taking place

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9
Q

Repetition

A

when a conditioned stimulus and an unconditioned stimulus have been paired a number of times it increases associated learning

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10
Q

Decay

A

structural changes in the brain produced by learning decrease over time

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11
Q

Extinction

A

the process whereby a learned connection between a stimulus and a response is eroded so that the response is no longer reinforced

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12
Q

Stimulus Generalization

A

tendency of stimuli similar to a CS to evoke similar conditioned responses; OR the process that occurs when the behaviour caused by a reaction to one stimulus occurs in the presence of other, similar stimuli

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13
Q

Stimulus Discrimination

A

when a stimulus similar to a CS is NOT followed by a UCS; OR the process that occurs when the behaviour caused by two stimuli is different, as when consumer learn to differentiate a brand from its competitors

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14
Q

Masked Branding

A

the strategy of deliberately hiding a product’s true origin

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15
Q

Brand Equity

A

a brand that has strong positive associations in a consumer’s memory and commands a lot of loyalty as a result

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16
Q

Advertising Wearout

A

the condition that occurs when consumers become so used to hearing or seeing a marketing stimulus that they no longer pay attention to it

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17
Q

Family Branding

A

a variety of products capitalize on the reputation of the company name

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18
Q

Product Line Extensions

A

related products are added to a product line of an established brand

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19
Q

Licensing

A

well-known names are rented by others in order to linked products and services with well-established brands

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20
Q

Look-Alike Packaging

A

distinctive packaging designs create strong associations with a particular brand

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21
Q

Instrumental Conditioning

A

the process by which the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes

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22
Q

Shaping

A

the learning of a desired behaviour over time by rewarding intermediate actions until the final result is obtained; rewards for successive steps taken toward the desired response

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23
Q

Positive Reinforcement

A

the process whereby rewards provided by the environment strengthen responses to stimuli; OR positive event strengthens the responses which are then followed by positive outcomes

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24
Q

Negative Reinforcement

A

the process whereby the environment weakens responses to stimuli so that inappropriate behaviour is avoided; OR removes something negative in order to avoid a negative outcome

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25
Q

Punishment

A

the learning that occurs when a response is followed by unpleasant events

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26
Q

Fixed-Ratio Reinforcement

A

reinforcement occurs only after a fixed number of responses

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27
Q

Variable-Ratio Reinforcement

A

behaviour of a person is reinforced after a certain number of responses, but he or she does not know how many responses are required; people tend to respond at very high and steady rates and behaviour is difficult to extinguish

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28
Q

Fixed-Interval Reinforcement

A

after a specified time period has passed, the first response that is made bring the reward; people tend to respond slowly right after being reinforced, but their responses speed up as the time for the next reinforcement looms

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29
Q

Variable-Interval Reinforcement

A

the time that must pass before reinforcement is delivered varies around some average; because the person does not know exactly when to expect the reinforcement, responses must be performed at a consistent rate

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30
Q

Frequency Marketing

A

reinforces regular purchases by giving them prizes with values that increase along with the amount purchased; OR reinforcing regular purchases with predetermined rewards

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31
Q

Cognitive Learning Theory

A

the perspective on learning that assumes that learning takes place as the result of internal mental processes: People actively use information from the world around them to master their environment and solve problems

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32
Q

Observational Learning

A

the process in which people learn by watching the actions of others and noting the reinforcements they receive for their behaviours

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33
Q

Modelling

A

the process of imitating the behaviours of others

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34
Q

Components of Observational Learning

A

Attention–> Retention–>Production Processes–>Motivation–>Observational Learning

35
Q

Memory

A

the process of acquiring information and storing it over time so that it will be available when needed

36
Q

Encoding

A

the process in which information from short-term memory is entered into long-term memory in recognizable form

37
Q

Storage

A

the process that occurs when knowledge entered into long-term memory is integrated with what is already in memory and “warehoused” until needed

38
Q

Retrieval

A

the process whereby desired information is accessed from long-term memory; OR information stored in the memory is found as needed

39
Q

Sensory Memory

A

the temporary storage in memory of information received from our senses

40
Q

Sensory Meaning

A

such as shapes and colours; meaning activated when a person sees a picture of the stimulus

41
Q

Semantic Meaning

A

refers to the symbolic associations; meaning is encoded at a more abstract level

42
Q

Episodic Memories

A

memories for events that are personally relevant therefore a person’s motivation to retain these memories will likely be strong

43
Q

Flashbulb Memories

A

similar to episodic memories however are quite vivid and compelling

44
Q

Short-Term Memory

A

stores information for a limited period of time and its capacity is limited; holds memories we are currently processing

45
Q

Chunking

A

the process in which information is stored by combining small pieces of information into larger ones; it is a configuration that is familiar to the person and can be manipulated into a unit (i.e. a brand)

46
Q

Long-Term Memory

A

the system that allows us to retain information for a long period of time

47
Q

Elaborative Rehearsal

A

a cognitive process that allows information to move from short-term memory into long-term memory by thinking about the meaning of a stimulus and relating it to other information already in memory

48
Q

Activation Models of Memory

A

approaches to memory stressing different levels of processing that occur and activate some aspects of memory rather than others, depending on the nature of the processing task

49
Q

Associative Network Models

A

propose that an incoming piece of information is stored in an associative network containing many bits of information organized according to some set of relationships

50
Q

Knowledge Structures

A

storage units for information organized according to a set of related information; information is placed into nodes which are connected by associative links and then are chunked into an abstract category

51
Q

Hierarchal Processing Model

A

processing begins at a very basic level and is subject to increasingly complex processing operations that require greater cognitive capacity; if processing at one level fails to evoke the next level, processing is terminated and capacity is allocated to other tasks

52
Q

Spreading Activation

A

the notion that energy spreads across nodes of varying levels of abstraction; as one memory node is activated, other nodes associated with it also becomes activated meaning it spreads across the network; allows consumers to shift back and forth between levels of meaning

53
Q

Brand Specific

A

meaning type in terms of claims made for the brand

54
Q

Ad Specific

A

meaning type in terms of the medium or content of the ad itself

55
Q

Brand Identification

A

meaning type in terms of brand name

56
Q

Product Category

A

meaning type in terms of how the product works, where it should be used, or experiences with the product

57
Q

Evaluative Reactions

A

meaning type in terms of whether “that looks fun”

58
Q

Schema

A

an organized collection of beliefs and feelings represented in a cognitive category

59
Q

Script

A

a learned schema containing a sequence of events an individual expects to occur

60
Q

Analogical Learning

A

learning that occurs through highlighting similarities between one stimulus and a second stimulus

61
Q

Base

A

in analogical learning, this is the existing product as it is the original source of knowledge

62
Q

Target

A

in analogical learning, this is the new product as this is what the existing knowledge will be transferred to

63
Q

Attributes

A

identifiable features or properties of the product (form of analogical learning)

64
Q

Relations

A

refer to how the product relates to the desired outcome (form of analogical learning)

65
Q

Situational Factors

A

relating to the environment in which the message is delivered (in retrieval); affected by pioneering brand, involvement, viewing environment, and postexperience advertising effects

66
Q

Pioneering Brand

A

first brand to enter a market which is retrieved more easily from memory than follower brands

67
Q

Postexperience Advertising Effects

A

how powerful marketing communications can be in shaping our daily experiences

68
Q

Familiarity and Recall

A

as a general rule, prior familiarity with an item enhances its recall; OR the more experience a person has with a product, the better use that person is able to make of the product information

69
Q

Salience

A

refers to the prominence or level or activation in memory; stimuli that stand out in contrast to their environment are more likely to command attention; also almost any technique that increases novelty of a stimulus also improves recall; mystery ads in which the brand is not determined until the end of the ad

70
Q

Unipolar Emotions

A

emotions that are either wholly negative or wholly positive

71
Q

Interference

A

a process whereby additional learned information displaces the earlier information, resulting in memory loss for the item learned previously (forgetting)

72
Q

Retroactive Interference

A

stimulus response associations will be forgotten if consumers subsequently learn new responses to the same or similar stimuli

73
Q

Proactive Interference

A

prior learning can interfere with new learning

74
Q

Memory Marker

A

products or ads that serve as retrieval cues in recalling memories from the past

75
Q

Autobiographical Memories

A

memories of our own past; these memories are a way that advertisements create emotional responses

76
Q

Nostalgia

A

bittersweet emotion where the past is viewed with sadness and longing; many “classic” products appeal to consumers’ memories of their younger days

77
Q

Retro Brand

A

an updated version of a brand from a prior historical period; these products trigger nostalgia

78
Q

Nostalgia Index

A

indicates that people’s tastes in such products are influenced by what was popular during certain critical periods of their youth

79
Q

Recognition Tests

A

subjects are shown ads one at a time and are asked whether they have seen them before; tend to be more reliable and do not decay over time like recall tests; typically score higher than recall tests because it is a simpler process

80
Q

Recall Tests

A

asks consumers to think independently of what they have seen, without being prompted for information first; tends to be more important in situations in which consumers do not have product data at their disposal

81
Q

Response Bias

A

results obtained from a measuring instrument are not necessarily caused by what is being measured, but rather to something else about the instrument or respondent; i.e. respondents are eager to be “good subjects”

82
Q

Memory Lapses

A

people are prone to unintentionally forgetting information through: omitting (leaving out facts), averaging (tendency to normalize facts and not report extreme cases), telescoping (inaccurate recall of time)

Consumer Behaviour (7 decks)

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