Chapter 3 Learning And Memory Flashcards
Unconditioned stimulus
Stimulus naturally (unconditionally) capable of causing the response (the meat in Pavlov example)
Unconditioned Response (UCR)
Natural (unconditional) response to the UCS (dog drooling from meat)
Conditioned stimulus (CS)
Stimulus that initially did not cause the response, but after repeatedly paired with UCR, can cause the response. (Bell ringing with the meat)
Conditioned Response (CR)
Learnt response to the CS (dog drooling to bell ringing)
Can you give an example of classical conditioning used by marketers?
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)
What does classical conditioning create?
Brand equity
What is brand equity?
The added value of your brand from the positive recognition from consumers
When does extinction occur?
- If the UCS is no longer paired with the CS
- If you get bored with the UCS (adaptation)
- If you change your attitudes toward the UCS example celeb scandal
When does stimulus generalization occur?
Occurs when stimuli similar to a conditioned stimulus evoke similar conditioned responses. Such as capitalizing on consumers positive associations with an existing brand
Can you give examples of stimulus generalization
Product line extension (coke cherry)
Piggybacking strategy of “me too” products (similar looking brand design)
What is operant conditioning
Voluntary behaviors as a result of reward or punishment.
What are the steps in operant conditioning to get to strengthened behavior?
Behavior —-> Positive or negative reinforcement
What is positive reinforcement
Presentation of a positive stimulus increases the likelihood of a desirable behaviour. Example: reward program, bonus products
What is negative reinforcement
Removal of a negative stimulus that increases the likelihood of a desirable behavior. Example: we pay the tax if you shop here.
What are the steps in operant conditioning to decrease behaviors
Behavior—->Punishment
What is punishment
It decreases an undesirable behaviour. Such as late penalties for rentals, high taxes on cigarettes, higher insurance rates for bad drivers.
What are the different types of rewards?
Fixed ratio: points card (subway stamp card)
Variable ratio: loteries whose outcome is independent of the number of purchases (McDonald’s monopoly game)
How do you maximize effectiveness of rewards?
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
Does a pre-stamped gong cha card increase or decrease the motivation to complete the card?
Increase as it creates the illusion of goal progress
What is the information processing approach of memory?
1.Encoding
2. Storage
3.retrieval
What are the many ways to increase consumer memory of your brand in advertising?
Pleasant stimuli (funny attractive)
Suorising stimuli
Easy to process
Anything that fulfills current goals and needs
Repetition
You’re doing a survey among Canadian high school students, and you want to measure students’ awareness of UBC, what do you ask them?
Recognition test (do you know UBC)
Free-called test (list all Canadian unis)
Top of mind recall test (
Memory is an
Associative network
Associative networks are made of
Nodes; product category, brand, product, attribute, celebrity endorser
Associative links: connecting the nodes
