Chapter 3

Question 1

Learning

Answer 1

relatively permanent change in behaviour that is caused by experience

Question 2

Behavioural learning

Answer 2

perspective on learning that assume that learning takes place as the result of responses to external events (stimulus)

Question 3

two approaches to behavioural learning

Answer 3

Classical conditioning
 Consumers response to brand names, scents, and jingles

Instrumental learning
 People also learn that actions they take result in rewards and punishment
 Ex: get compliment from product more likely to buy again vs getting food poisoning at restaurant will not eat there in future

Question 4

Classical Conditioning

Answer 4

occurs when stimulus that naturally elicits a response is paired with another stimulus that initially does not elicit a response on its own
o Over time the second stimulus causes a similar response because it is associated with the first stimulus
o Ivan Pavlov and dog study

Question 5

part of classical conditioning

Answer 5

before:
UCS (treat) -> UCR (drooling)
CS (bell) -> no response

during:
UCS (treat) +CS (bell) -> UCR (drooling)

After:
CS(bell) -> CR (drooling)

Question 6

important for conditioning

Answer 6

repetition

issue of stimulus generalization
- tendency of stimuli that are similar to a conditioned stimulus to evoke paroled conditioned responses]

Stimulus discrimination
- o When a stimulus similar to a conditioned stimulus is not followed by an unconditioned stimulus

Question 7

Instrumental Conditioning

Answer 7

• operant conditioning occurs as individual learns to perform behaviours that product positive outcomes and avoid behaviours that product negative

ex: given coupons

Question 8

how instrumental conditioning works

Answer 8

reinforce
- by adding stimuli
- ex: coupon or given choclate

• by removing stimuli
  ex: removing tax

punish
- by adding stimuli
ex; switching fees, shock, water gun

• by removing stimuli
  ex: turning off music to get people to leave

Question 9

4 instrumental learning schedule

Answer 9

1. Fixed ratio reinforcement
   a. Reinforcements occurs only after a fixed number of responses
   b. Ex: buy 9 coffee get the 10th free
2. Variable-ratio reinforcement
   a. Behaviour of a person is reinforced after a certain number of responses but they do not know how many responses are required
   b. Ex: roll up the rim where do not know how many you have to buy to get one free
3. Fixed interval reinforcement
   a. After period of time has passed the first response that is made brings the reward
   b. People respond slowly right after being reinforced
   c. Ex: consumers crows store until last day of seasonal sale and not reappear until the next sale
4. Variable interval reinforcement
   a. Time that must pass before reinforcement is delivered varies
   b. Person does not know when to expect the reinforcement responses must be preformed at a consistent rate
   c. Ex: loyalty club member at a spa who gets mailed a coupon for a free facial someway regularly but inconsistently as the marketers bases

Question 10

cognitive learning theory

Answer 10

people are problem solvers who actively use information from the world around them to master their environment
- Stress the role of creativity and insight during the learning process
- Ex: Cranberry

Question 11

cognitive learning is learning conscious

Answer 11

Yes

Question 12

the memory process

Answer 12

encoding
* Information is placed in memory in way it can be retrieved

Storage
* Information is retained in memory and warehoused until needed

Retrieval
* Mind access the desired information

Question 13

what is a powerful external memory aid

Answer 13

shopping list
 Consumers buy approx. 80% of items on list are bought
 If can get on grocery list more likely to be bought

Question 14

semantic meaning

Answer 14

symbolic associations such as the idea that rich people drink champagne

can create through a story

Question 15

3 memory systems

Answer 15

Sensory memory
 Permits storage of the information we receive from our senses
 Storage is very temporary and lasts a could seconds
 Ex: smelling doughnuts sensation lasts for a few seconds is sufficient for person to determine if to act

Short-term memory
 Stores information for limited period of time and its capacity is limited
 Working memory (like RAM)
 Is stored by chunking
* : information in ones short term memory is stored by combining small pieces into larger ones
* Ex: brand name can be chunk that summarized a great deal of detailed information about the brand

long-term memory
 System that allows us to retain information for long period of time
 Elaborative rehearsal
* Thinking about the meaning of a stimulus and relating it to other information

Question 16

factors influencing retrieval

Answer 16

age
primary/recency
- primary is the first you saw ex ch 1
- recency is the last you saw ex Ch 5

state dependent
- depends on mood (mood congruence effect)

silence/prominence
- surprise or shock you

Question 17

Factors influencing forgetting

Answer 17

retroactive
- new replaces old
ex: ch 5

proactive
- old hiders new ex: ch 1

Question 18

pros and cons of nostalgia marketing

Answer 18

pros
- good for in uncertain times
- is comfortable
-grounds you when things are bad

Cons
- can make brand look outdated if not used contemporarily

Question 19

2 memory measures

Answer 19

Recognition
 Shows ads one at a time asking if they have seen them before

Recall
 Asks them to think of what ads they have seen
 No prompting for this question

Question 20

problems with memory measures

Answer 20

memory lapse

memory for facts vs feeling
- do not remember stat but have feeling given

recall & recognition preference
- just b/c you remember does not mean you will buy