Chapter 3: Memory and Learning 📚

Question 1

Extinction of Conditioned Response:

Answer 1

1. When the CS to no longer paired with the UCS.
2. One gets bored (adapts) to the UCS
3. Attitudes towards the UCS changes (a new UCR)

Question 2

UCS

Answer 2

Stimulus naturally (unconditionally)
capable of causing the response

Question 3

UCR:

Answer 3

Natural (unconditional) response to the UCS.

Ex: Feeling happy when listening to my fav song.

Question 4

CS:

Answer 4

Stimulus that initially did not cause the response, but after repeatedly paired with the UCS, can cause the response

Question 5

Stimulus generalization:

Answer 5

When a stimulus reminds you of something else, so you react similarly.

When a stimuli similar to a conditioned stimuli (already causes a reaction) evokes a similar conditioned response (the one to the conditioned stimuli).

Ex: Copy cat products.

Question 6

Classical conditioning:

Answer 6

Automatic behaviours elicited by the situation.

Question 7

Operant conditioning:

Answer 7

Voluntary behaviours strenghtened or decreased by the reward or punishment.

Question 8

Operant conditioning: Positive Reinforcement:

Answer 8

Adding a pleasant stimulus.

• Reward programs
• Bonus products

Question 9

Operant conditioning: Negative Reinforcement:

Answer 9

Removing an unpleasant stimulus increases the likelihood of a desirable behaviour (taxes at Duty Free places)

Question 10

Operant conditioning: Punishment:

Answer 10

Adding an unpleasant stimulus, decreases an undesirable behaviour.
- Late penalties for library books.
- Higher insurance rate for bad drivers.
- Higher taxes on cigarettes.

Question 11

Extinction:

Answer 11

If a behaviour is not reinforced or punished, it will eventually return to baseline (how it was before operant conditioning).

Question 12

Operant Conditioning: Rewards (Positive Reinforcements): Fixed Ratio:

Answer 12

A reward after a behaviour is done a number of times.

• Stamp cards (buy 10 coffees can the 11th one free).
• Illusion of goal progress, increases motivation to complete the card.
• Best for initial learning (for new brands).

Question 13

Operant Conditioning: Rewards (Positive Reinforcements): Variable ratio:

Answer 13

Reward is given on a random basis (independent of the number of purchases [the behaviour])

Question 14

Operant Conditioning: Rewards (Positive Reinforcements): Tokens and Social

Answer 14

Tokens have no monetary value, but they can still be motivating:
* Provide a meter for goal progress and achievements (for the self)
* It’s also a social reward: bragging on social media

Question 15

Consumer’s Memory Process (General)

Answer 15

Stimulus -> Memory [1. Encoding 2. Storage 3. Retrieval] -> Response

Question 16

Memory: To increase consumer memory of a brand -> Increasing brand awareness:

Answer 16

Ways that help us remember things:

• Pleasant stimuli: attractive, funny, entertaining
• Surprising stimuli: Novel, unexpected
• Easy to process: familiar, prominent (size, intensity, contrast)
• Fulfilling current goals and needs
  -> Perceptual vigilance: Consumers attend to stimuli that relate to their current needs, values or goals.
  -> Perceptual defence: Consumers ignore stimuli that are offensive, unpleasant, or threatening.
• Repetition (may cause adaptation -> careful)

Question 17

Perceptual vigilance:

Answer 17

Consumers attend to stimuli that relate to their current needs, values or goals.

Question 18

Perceptual defence:

Answer 18

Consumers ignore stimuli that are offensive, unpleasant, or threatening.

Question 19

Memory: How to Measure Consumer Awareness of A Brand: Recognition Test:

Answer 19

Do you know UBC?

Question 20

Memory: How to Measure Consumer Awareness of A Brand: Free-Recall Test

Answer 20

List all the Canadian Universities you know.

List all products of a product category that you recall.

Question 21

Memory: How to Measure Consumer Awareness of A Brand: Top-of-mind recall test

Answer 21

When you think of [a product category], what is the first brand that comes to mind?

Brand highest frequency = strong top-of-mind awareness/ recall.

Question 22

Memory as a Associate Network: Nodes

Answer 22

Topics:
- Brand
- Product
- Celebrity

Question 23

Memory as a Associate Network: Associative Links

Answer 23

Links connecting the nodes (different ideas/ topics)

Role of marketers is to
create and strengthen some
associative links in order to
facilitate retrieval (consumers can more easily remember the brand).

Question 24

Memory as a Associate Network:

Answer 24

Model that views memory as a network of interconnected nodes or concepts. Each concept is linked to related concepts through associative links.

Brands want to make strong associations between their brand and positive qualities (quality, luxury). Influences their perceptions and attitudes towards the brand.