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MKTG1204 Midsemester Exam > Chapter 6: Learning and memory > Flashcards

Chapter 6: Learning and memory Flashcards

1
Q

Learning is a relatively permanent…

A

Change in behaviour caused by experience

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2
Q

Incidental learning is the…

A

Casual, unintentional acquisition of knowledge

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3
Q

Behavioural theories focus on…

A

Simple stimulus-response connections

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4
Q

Cognitive theories regard consumers as…

A

Solvers of complex problems who learn abstract rules and concepts

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5
Q

Behavioural theories assume that learning takes place as the result of…

A

Responses to external events

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6
Q

Behavioural theories approaches the mind as a ______ and focuses on ______ behaviour

A

Black box; Observable

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7
Q

3 Components of classical conditioning

A
  1. Unconditioned stimulus
  2. Conditioned stimulus
  3. Conditioned response
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8
Q

Classical conditioning primarily applies to responses controlled by the…

A

Autonomic and nervous systems

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9
Q

Extinction [in classical conditioning] occurs when…

A

The effects of prior conditioning diminish and disappear

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10
Q

Stimulus generalisation refers to the tendency of…

A

Similar stimuli to a conditioned stimulus to evoke similar responses

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11
Q

When people react to similar stimuli in the same way they respond to the original stimulus, this is known as…

A

The Halo effect

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12
Q

Piggybacking strategy occurs when…

A

Similar packaging and brand names are used to make use of existing associations

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13
Q

Masked branding strategy occurs when…

A

The true origins are hidden to separate the product from existing associations

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14
Q

Stimulus discrimination occurs when…

A

An unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus

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15
Q

Instrumental/Operant conditioning occurs when we learn to perform behaviours that….

A

Produce positive outcomes and avoid negative outcomes

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16
Q

Instrumental conditioning occurs in 1 of 3 possible ways

A
  1. Positive reinforcement
  2. Negative reinforcement
  3. Punishment
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17
Q

Positive reinforcement occurs when the learner…

A

Obtains a positive outcome

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18
Q

Negative reinforcement occurs when the learner…

A

Avoids a negative outcome

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19
Q

Punishment occurs when the learner…

A

Receives a negative outcome or is deprived of a positive outcome

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20
Q

Extinction [in instrumental conditioning] occurs when…

A

A person no longer receives a positive outcome

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21
Q

Positive and negative reinforcement together will (strengthen/weaken) the stimulus-response connection.
Punishment and extinction together will (strengthen/weaken) the stimulus-response connection.

A

Strengthen; Weaken

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22
Q

Types of reinforcement schedules (4)

A
  1. Fixed interval
  2. Variable interval
  3. Fixed ratio
  4. Variable ratio
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23
Q

Advertising wear-out occurs when consumers become so used to a stimulus that they…

A

No longer pay attention to it

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24
Q

Marketing applications of stimulus generalisation (4)

A
  1. Family branding
  2. Product-line extension
  3. Licensing
  4. Look-alike packaging
25
Q

Frequency marketing rewards regular purchases with…

A

Prizes that get better as they spend more

26
Q

Cognitive learning theory stresses the importance of…

A

Internal mental processes in decision making

27
Q

Observational learning occurs when we…

A

Watch the actions of others and note the reinforcements they receive for their behaviours

28
Q

Modelling is the process of…

A

Imitating the behaviour of others

29
Q

4 stages of modelling

A
  1. Attention
  2. Retention
  3. Production processes
  4. Motivation
30
Q

Parental socialisation styles (3)

A
  1. Authoritarian
  2. Neglecting
  3. Indulgent
31
Q

Authoritarian parents are…

A

Hostile, restrictive and emotionally uninvolved

32
Q

Neglecting parents are…

A

Detached from their children and don’t exercise control over what they do

33
Q

Indulgent parents are…

A

Less restrictive and communicate with their children

34
Q

Five stages of consumer development in children

A
  1. Observing
  2. Making requests
  3. Making selections
  4. Making assisted purchases
  5. Making independent purchases
35
Q

3 stages in cognitive development and corresponding ages

A
  1. Limited (0-6)
  2. Cued (6-12)
  3. Strategc (12+)
36
Q

Memory is a process of acquiring information and….

A

Storing it over time so that it will be available when we need it

37
Q

Information processing approach assumes that the mind is like a..

A

Computer

38
Q

Consumers go through 3 stages when processing external inputs

A
  1. Encoding
  2. Storage
  3. Retrieval
39
Q

Types of meaning (4)

A
  1. Sensory
  2. Semantic
  3. Personal relevance
  4. Narrative
40
Q

Types of memory (3)

A
  1. Sensory
  2. Short-term
  3. Long-term
41
Q

Individual nodes connect to make…

A

Meaning concepts

42
Q

Two or more connected nodes form a…

A

Proposition

43
Q

Two or more propositions form a…

A

Schema

44
Q

Schema is defined as the…

A

Cognitive framework we develop through experience

45
Q

We encode information more readily when that information is…

A

Consistent with an existing schema

46
Q

Scrips are…

A

Sequence of events that are expected to occur

47
Q

According to activation models of memory, an incoming piece of information gets stored in an….

A

Associative network

48
Q

The way we store a piece of information depends on the type of meaning we assign to it. Meaning types include… (5)

A
  1. Brand-specific
  2. Ad-specific
  3. Brand identification
  4. Product category
  5. Evaluative reactions
49
Q

Retrieval is the process whereby we…

A

Recover information from long-term memory

50
Q

We can forget information as a result of..

A

Decay and interference

51
Q

We are better able to access information if our internal state is the same at the time of recall as when we learned the information. This process is known as…

A

State-dependent retrieval

52
Q

When consumers are highly familiar with a brand/advertisement, they may not pay much attention to a message for it. This is known as…

A

Automaticity

53
Q

The salience of a brand refers to its…

A

Prominence or level of activation in memory

54
Q

The ______ Effect shows that any technique that increases the _______ of a stimulus will improve recall.

A

von Restorff; Novelty

55
Q

We are (more/less) likely to remember information in pictorial form compared to verbal form.

A

More

56
Q

Memory lapses occur when people tend to forget information or retain inaccurate memories. 3 types are..

A
  1. Omitting (leaving facts out)
  2. Averaging (normalising things)
  3. Telescoping (wrong time)
57
Q

Nostalgia describes the _________ emotion that arises when we view the past with both _______ and _______

A

Bittersweet; Sadness; Longing

58
Q

A retro brand is an…

A

Updated version of an older brand

MKTG1204 Midsemester Exam (6 decks)

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