Chapter 3

Question 1

Decribe Classical conditioning

Answer 1

a stimulus elicits a response that is paired with another stimulus that initially does not elicit a response on its own

ex. ivan Pavlov and dogs

Question 2

describe associative learning

Answer 2

consumers learn associations between stimuli rather simply.

ex. credit card = larger payment

ex. healthy = expensive

Question 3

describe stimulus generalization

Answer 3

the tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses

ex. family branding, product line extensions, licensing, look-alike packaging

Question 4

describe stimulus discrimination

Answer 4

when a consumer only buys the brand names

ex. masked branding - deliberately hiding a product’s true origin

Question 5

describe instrumental conditioning

Answer 5

the individual learns to perform behaviors that produce positive outcomes and to avoid those that vield negative outcomes

Question 6

what are the four types of learning outcomes

Answer 6

1. positive reinforcement
2. extinction
3. punishment
4. negative reinforcement

Question 7

what are the four types of learning schedules

Answer 7

1. fixed-ratio (rewards programs)
2. variable-ratio (contest)
3. fixed-interval (seasonal sales)
4. variable-interval (promotion based on availability)

Question 8

describe frequency marketing

Answer 8

FM reinforces the behavior of regular purchasers by giving them prizes with values that increase along with the amount purchased

ex. Scene+ points rewards

Question 9

describe the cognitive learning theory

Answer 9

CLT focuses on internal mental processes, and views people as problem-solvers who actively use information to master their environment

Question 10

describe memory and the 4 step process

Answer 10

memory is acquiring information and storing it for future use.

external inputs => encoding => storage => retrieval

Question 11

describe the relationships among memory systems (5)

Answer 11

sensory memory or “dual coding” = temporary storage of sensory information (less than 1 second or a few seconds)
=>
attention or “repeat” = information that passes through the attentional gate is transferred to short-term memory
=>
short-term memory or “chunking” = brief storage of information currently being used (<20 seconds)
=>
elaborative rehearsal or “meaningful coding” = information subjected to transfer to long-term memory
=>
long-term memory = relatively permanent storage of information

Question 12

what is the definition of analogical learning

Answer 12

in order for a marketer to inform the consumer about the product, they use an analogy to something previously learned

Question 13

describe how to measure memory and issues with recall

Answer 13

using recognition or recall measures.

issues include response bias, accuracy of consumer recall, and memory as facts or feelings