Chapter 3 Learning And Memory

Question 1

Unconditioned stimulus

Answer 1

Stimulus naturally (unconditionally) capable of causing the response (the meat in Pavlov example)

Question 2

Unconditioned Response (UCR)

Answer 2

Natural (unconditional) response to the UCS (dog drooling from meat)

Question 3

Conditioned stimulus (CS)

Answer 3

Stimulus that initially did not cause the response, but after repeatedly paired with UCR, can cause the response. (Bell ringing with the meat)

Question 4

Conditioned Response (CR)

Answer 4

Learnt response to the CS (dog drooling to bell ringing)

Question 5

Can you give an example of classical conditioning used by marketers?

Answer 5

Celeb endorsement (UCS Justin Bieber, UCR Bieber fever, CS Calvin Klein promo, CR positive attitude Calvin Klein)

Product placement (UCS Wayne’s world, CS promoting Pepsi, UCR ENJOYING MOVIE, CR wanting to drink Pepsi.

Naming events or places (UCS going to watch Kendrick Lamar at Roger’s arena, CS name of stadium is Rogers communication UCR having a blast at concert, CR liking Roger’s)

Question 6

What does classical conditioning create?

Answer 6

Brand equity

Question 7

What is brand equity?

Answer 7

The added value of your brand from the positive recognition from consumers

Question 8

When does extinction occur?

Answer 8

1. If the UCS is no longer paired with the CS
2. If you get bored with the UCS (adaptation)
3. If you change your attitudes toward the UCS example celeb scandal

Question 9

When does stimulus generalization occur?

Answer 9

Occurs when stimuli similar to a conditioned stimulus evoke similar conditioned responses. Such as capitalizing on consumers positive associations with an existing brand

Question 10

Can you give examples of stimulus generalization

Answer 10

Product line extension (coke cherry)
Piggybacking strategy of “me too” products (similar looking brand design)

Question 11

What is operant conditioning

Answer 11

Voluntary behaviors as a result of reward or punishment.

Question 12

What are the steps in operant conditioning to get to strengthened behavior?

Answer 12

Behavior —-> Positive or negative reinforcement

Question 13

What is positive reinforcement

Answer 13

Presentation of a positive stimulus increases the likelihood of a desirable behaviour. Example: reward program, bonus products

Question 14

What is negative reinforcement

Answer 14

Removal of a negative stimulus that increases the likelihood of a desirable behavior. Example: we pay the tax if you shop here.

Question 15

What are the steps in operant conditioning to decrease behaviors

Answer 15

Behavior—->Punishment

Question 16

What is punishment

Answer 16

It decreases an undesirable behaviour. Such as late penalties for rentals, high taxes on cigarettes, higher insurance rates for bad drivers.

Question 17

What are the different types of rewards?

Answer 17

Fixed ratio: points card (subway stamp card)
Variable ratio: loteries whose outcome is independent of the number of purchases (McDonald’s monopoly game)

Question 18

How do you maximize effectiveness of rewards?

Answer 18

Timing: in theory reward/punishment should be delivered immediately after behavior

Fixed ratio reinforcement is best for initial learning (new brand)

Once an association is established, “variable ratio reinforcement” is most effective

Question 19

Does a pre-stamped gong cha card increase or decrease the motivation to complete the card?

Answer 19

Increase as it creates the illusion of goal progress

Question 20

What is the information processing approach of memory?

Answer 20

1.Encoding
2. Storage
3.retrieval

Question 21

What are the many ways to increase consumer memory of your brand in advertising?

Answer 21

Pleasant stimuli (funny attractive)
Suorising stimuli
Easy to process
Anything that fulfills current goals and needs
Repetition

Question 22

You’re doing a survey among Canadian high school students, and you want to measure students’ awareness of UBC, what do you ask them?

Answer 22

Recognition test (do you know UBC)
Free-called test (list all Canadian unis)
Top of mind recall test (

Question 23

Memory is an

Answer 23

Associative network

Question 24

Associative networks are made of

Answer 24

Nodes; product category, brand, product, attribute, celebrity endorser
Associative links: connecting the nodes

Question 25

6 factors that makes sticky ideas

Answer 25

1. Simplicity
2. Unexpectedness
3. Imagery
4. Credibility
5. Emotions
   6.stories