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MKT 305 > Chapter 4 > Flashcards

Chapter 4 Flashcards

1
Q

learning

A

relatively permanent change in behavior caused by experience

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2
Q

incidental learning

A

unintentional acquisition of knowledge

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3
Q

behavioral learning theories

A

learning takes place as the result of response to external events

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4
Q

classical conditioning

A

(behavioral) occurs when a stimuli that elicits a response is paired w another stimulus that initially does not elicit a response on its own. over time, this second stimulus causes a similar response because we associate it w the first

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5
Q

unconditioned stimulus (UCS)

A

naturally capable of causing response by itself

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6
Q

conditioned stimulus (CS)

A

stimulus that pairs w response over time

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7
Q

conditioned response (CR)

A

learned response for conditioned stimulus

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8
Q

repetition

A

increase the strength of stimulus-response associations and prevent the decay of these associations in memory

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9
Q

extinction

A

effects of prior conditioning diminish and finally disappear

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10
Q

stimulus generalization

A

refers to the tendency of stimuli similar to a CS to evoke similar, conditioned responses

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11
Q

halo effect

A

people react to other, stimuli in much the same way they responded to the original stimulus

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12
Q

stimulus discrimination

A

occurs when a UCS does not follow a stimulus similar to the CS

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13
Q

brand equity

A

brand has a strong positive associations in a consumer’s memory and commands a lot of loyalty as a result

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14
Q

advertising wear-out

A

consumers are too used to hearing or seeing a marketing stimulus that they no longer pay attention to it

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15
Q

family branding

A

many products capitalize on the reputation of a company name

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16
Q

product line extension

A

marketers add related products to an established brand

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17
Q

licensing

A

“rent” well-known names, hoping that they learned associations will rub off onto other kinds of products

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18
Q

look-alike packaging

A

distinctive packaging designs create strong associations w a particular brand

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19
Q

consumer confusion

A

how likely is it that one company’s logo, product design, or package is so similar to another that the typical shopper would mistake one for the other

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20
Q

instrumental conditioning

A

occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes

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21
Q

shaping

A

rewards our intermediate actions

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22
Q

positive reinforcement

A

when someone does something.. form of a reward, strengthens the response and we learn the appropriate behavior

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23
Q

negative reinforcement

A

when someone avoids something… strengthens responses so that we learn the appropriate behavior… negative outcome if you don’t do the right thing

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24
Q

punishment

A

when someone does something… occurs when unpleasant events follow a response

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25
Q

fixed-interval response

A

after a specified time period has passed, the first response you make brings the reward

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26
Q

variable-interval reinforcement

A

time that must pass before you get reinforced varies based on some average

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27
Q

fixed-ratio reinforcement

A

reinforcement occurs only after a fixed number of responses

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28
Q

variable-ratio reinforcement

A

reinforced after a certain number of responses, but you don’t know how many responses are required

29
Q

frequency marketing

A

rewards regular purchasers w prizes that get better as they spend more

30
Q

gamification

A

turns routine actions into experiences as it adds gaming elements to tasks that might otherwise be boring or routine

31
Q

endowed progress effect

A

punch card… buy 10 card get one free

32
Q

cognitive learning theory

A

stress the importance of internal mental processes

33
Q

observational learning

A

occurs when we watch the actions of others and note the reinforcements they receive for their behaviors

34
Q

social default

A

mimic others’ behaviors

35
Q

modeling

A

process of imitating the behavior of others

36
Q

consumer socialization

A

process by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace

37
Q

stage of cognitive development

A

ability to comprehend concepts of increasing complexity

  1. limited-younger than 6
  2. cued-children between ages 6-12
  3. strategic- children 12+
38
Q

multiple-intelligence theory

A

idkkk

39
Q

memory

A

process of acquiring information and storing it over time so that it will be available when we need it

  1. encoding-information enters in a way the system will recognize
  2. storage stage-integrate this knowledge w what is already in memory and “warehouse” until it is needed
  3. retrieval-access the desired information
40
Q

episodic memories

A

relate to events that are personally relevant

41
Q

narrative

A

description of a product that is written as a story

42
Q

sensory memory

A

stores the information we receive from our senses

43
Q

short-term memory

A

stores info for a limited period of time

44
Q

chunking

A

combine smaller pieces into larger ones

45
Q

long-term memory

A

system that allows us to retain info for a long period of time

46
Q

elaborative rehearsal

A

allows info to move from STM to LTM

47
Q

activation models of memory

A

depending on the nature of the processing task different levels of processing occur that activate some aspects of memory rather than others

48
Q

associative network

A

where incoming info gets stored

49
Q

schema

A

integration of propositions

50
Q

script

A

sequence of events an individual expects to occur

51
Q

service scripts

A

guide our behavior in commercial settings

52
Q

pioneering brand

A

first brand to enter a market

53
Q

follower brands

A

ride their coattails because the first product’s is too distinctive, and for time being, no competitors divert our attention

54
Q

spacing effect

A

tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period

55
Q

decay

A

structural changes that learning produces in the brain simply go away

56
Q

interference

A

as we learn additional info, it displaces previous info

57
Q

state-dependent retrieval

A

we are better able to access info if our internal state is the same at the time of recall as when we learned the info

58
Q

highlighting effect

A

occurs when the order in which consumer learn about brands determines the strength of association between these brands and their attributes

59
Q

salience

A

prominence or level of activation in memory

60
Q

von Restorff Effect

A

any technique that increases the novelty of a stimulus also improves recall

61
Q

mixed emotions

A

positive and negative componenets

62
Q

unipolar emotions

A

wholly positive or negative

63
Q

hybrid ads

A

program tie-in

64
Q

recognition

A

watching something and see if you recognize it

65
Q

recall

A

think of what they have seen without being prompted for this info

66
Q

response bias

A

only give the experimenter what they think they are looking for

67
Q

nostalgia

A

bittersweet emotion that arises when we view the past w both sadness and longing

68
Q

retro brand

A

updated version of a brand from a prior historical period

69
Q

spontaneous recovery

A

stimulus able to evoke a weakened response even years after we first perceived it

MKT 305 (11 decks)

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