Chapter 9 Flashcards
Accessibility
the likelihood and ease with which information can be recalled from Long Term Memory LTM
Advertising wear out
too much repetition can cause consumers to actively shut out the message evaluate it negatively or disregard it
Analogical reasoning
an inference process that allows consumers to use an existing knowledge base to understand a new situation or object. Individuals use thinking to restructure and recombine existing and new information to form new associations and concepts
Analytical reasoning
most complex form of cognitive learning, ability to look at information be it qualitative or quantitative in nature and discern patterns within the information
Brand equity
the value consumers assign to a brand above and beyond the functional characteristics of the product
Brand image
the schematic memory of a brand. It contains the target market’s interpretation of the product’s attributes, benefits, usage situations, users and manufacturer/ market characteristics. It is what people think of and feel when they hear or see the brand name
Brand leverage
family branding, brand extension or umbrella branding refers to marketers capitalize on brand equity by using an existing brand name for new products
Classical conditioning
the process of using an established relationship between one stimulus and response to bring about the learning of the same response to a different stimulus.
Cognitive learning
encompasses all the mental activities of humans as they work to solve problem or cope with situations
Concepts
are abstractions of reality that capture the meaning of an item in terms of other concepts
Conditioning
a set or procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned
Elaborative activities
the use of previously stored experience, values, attitudes, beliefs, and feeling to interpret and evaluate information in working memory as well as to add relevant previously stored information
Episodic memory
the memory of sequence of event in which a person participated
Explicit memory
conscious recollection of an exposure event
Extinction
forgetting, the desired response decays or dies out if learning is not repeated and reinforced
Flashbulb memory
acute memory for the circumstances surrounding a surprising and novel event
High-involvement learning
the consumer is motivated to process or learn the material
Iconic rote learning
learning a concept or the association between two or more concepts in the absence of conditioning
Imagery
involve concrete sensory representation of ideas, feelings and object. It permits a direct recovery of aspects of past experience. Involves the recall and mental manipulation of sensory images, including sight, smell, taste and tactile touch sensation
Implicit memory
the nonconscious retrieval of previously encountered stimuli
Involvement learning
consumer has little or no motivation to process or learn the material
Learning
any change in the content or organization of long-term memory or behavior and is the result of information processing
Long-term memory (LTM)
is that portion of the total memory devoted to permanent information storage
Low-involvement learning
situation is one in which the consumer has little or no motivation to process or learn the material
Maintenance rehearsal
the continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long term memory
Memory interference
have difficulty retrieving a specific piece of information because other related information in memory gets in the way
Modeling
a person observe the behavior of another and then imitates that behavior
Operant conditioning
or instrumental learning involves rewarding desirable behavior that serves to reinforce the behavior. A response that is reinforced is more likely to be repeated when the same or similar situation arises in the future
Perceptual mapping
useful technique for measuring and developing product’s positions. Takes consumer’s perception of how similar various brand or products are to each other and relates these perception to product attributes.
Product positioning
decisions by marketers to try to achieve a defined brand image relative to competition within a market segment
Product repositioning
a deliberate decisions to significantly alter the way the market views a product
Pulsing
a regular cycle of advertising in which a product is advertised a lot, then not advertised at all then advertised a lot again.
Punishment
it is any consequence that decreases the likelihood that a given response will be repeated in the future
Reinforcement
anything that increases the likelihood that a given response will be repeated in the future
Retrieval failure
forgetting, information that is available in the Long Term Memory (LTM) cannot be accessed. Cannot be retrieved from Long Term Memory LTM into Short Term Memory STM
Schema
Knowledge structure, pattern or thought or behavior that organize categories of information and the relationship among them
Script
memory of how an action sequence should occur
Self-referencing
consumers are relating brand information to themselves
Semantic memory
basic knowledge and feeling an individual has about a concept
Shaping
process of encouraging partial responses leading to the final desired response
Short-term memory (STM)
working memory it that portion of total memory that is currently activated or in use
Stimulus discrimination
or differentiation refers to the process of learning to respond differently to similar but distinct stimuli
Stimulus generalization
rub-off effect occurs when a response to one stimulus is elicited by a similar but distinct stimulus
Vicarious learning
learning that allows individuals to learn from the experience of others. Behaviors are learned by watching the outcomes of other’s behavior or by imagining the outcome of a potential behavior
Information processing
a series of activities by which stimuli are perceived, transformed into information and stored
Chunking
organizing individual items into group of related items that can be processed as a single unit Can greatly aid in the transfer and recall of information from memory
Vivid
they are relatively concrete representation of reality rather than an abstract
Nodes
concepts, events and feelings are stored within memory
Associative links
connect various concepts to from the complete meaning assigned to an item
Evoke set
Brands in the schematic memory that come to mind are recalled for a specific problem or situation
Top-of-mind awareness
refers to a brand or specific product being firs tin customers mind when thinking of a particular industry or category
Spillover
scandals don’t always hurt just the scandalized brand can damage competitors in that industry especially similar competitors.
Corrective advertising
a government requirement that firms remove inaccurate learning caused by past advertising
Importance
refers to the value that consumer place on the information to be learned.
Positive reinforcement
is a pleasant or desired consequence
Negative reinforcement
involve the removal or the avoidance of an unpleasant consequence
Echoic memory
memory of sound, including words in another memory mode that appears to have characteristics distinct from visual and verbal memory.
recency planning
involves trying to plan advertising exposures so that they occur as close in time to a consumer purchase as possible.
Brand equity
the ability to benefit from a brand image
