Chapter 5 Flashcards
The premise that observable responses to specific external stimuli signal that learning has taken place.
Behavioral learning (stimulus-response learning)
A form of behavioral learning stating that animals and humans alike can be taught behaviors and associations among stimuli through repetition. Some describe it as a “knee jerk” (or automatic) response to a drive that builds up through repeated exposure to a stimulus.
Classical conditioning
A stimulus that occurs naturally in response to a given circumstances.
Unconditioned stimulus
A stimulus that became associated with a particular event or feeling as a result of repetition.
Conditioned stimulus
A response to conditioned stimulus.
Conditioned response
A learning theory that views classical conditioning as learning of associations among events that enable consumers to expect and anticipate events, rather than being a reflexive action.
Cognitive associative learning
When consumers hear that brand name and brand message over and over within a period of time.
Message repetition
Overexposure to repetitive advertising that causes individuals to become satiated, pay less attention to advertising and remember fewer ads.
Advertising wear-out
A marketing assumption that just three exposures to an advertisement are needed in order for learning to take place: one to make consumers aware of the product, a second to show consumers the relevance of the product and a third to remind them of its benefits.
Three-hit theory
Responding the same way to slightly different stimuli.
Stimulus generalization
Additions of related items to an established brand because they are likely to be adopted since they come under a known and trusted brand name, which is a marketing application of stimulus generalization.
Product line extensions
Offering the same product in a different from but under the same brand, which is a marketing application of stimulus generalization.
Product form extension
Marketing a whole line of products under the same brand name, which is a marketing application of stimulus generalization.
Family branding
An application of stimulus generalization that contractually allows affixing a brand name to the products of another manufacturer.
Licensing
The strategy that is the opposite of stimulus generalization aimed at getting consumers to select a specific stimulus from among similar stimuli, whose objective is to position products and services in such a way that differentiates them effectively from competitive offerings.
Stimulus discrimination
A form of behavioral learning based on the notion that learning occurs through a trial-and-error process, with habits formed as a result of rewards received from certain responses or behaviors.
Instrumental conditioning (operant conditioning)
Rewarding a particular behavior and strengthening the likelihood of a specific response during the same or similar situation in the future.
Positive reinforcement
Removing an unpleasant stimulus.
Negative reinforcement
Advertising that provides consumers with rewards for watching ads.
Incentivized advertising
A phenomenon that occurs when a learned response is no longer reinforced and the link between the stimulus and the expected reward is eliminated.
Extinction
A point at which the link between the stimulus and the expected reward ceases to exist because of a lack of engagement in the applicable purchase situation for a lengthy period.
Forgetting
Reinforcement before the desired consumer behavior actually takes place, which increases the probability that the desired behavior will occur.
Shaping
Learning designed to take place over a period of time.
Distributed learning
Bunched up learning designed to teach people all at once.
Massed learning
