Chapter 9: Part 2 Flashcards
Classical conditioning
attempts to create an association between a stimulus (ex: brand name) and some response (ex: behavior)
Operant conditioning
attempts to create an association between a response (ex: buying a brand) and some outcome (ex: satisfaction) that serves to reinforce a response
Shaping
process of encouraging partial responses leading to the final desired response (consume a free sample, buy at a discount, buy at full price)
Cognitive learning
encompasses all the mental activities of humans as they work to solve problems or cope with situations
Iconic rote learning
learning a concept or the association between two or more concepts in the absence of conditioning
Vicarious learning/modeling
using imagery to anticipate the outcome of various courses of action
Stimulus discrimination/differentiation
process of learning to respond differently to similar but distinct stimuli
Spillover
scandals do not just hurt the scandalized brand but can damage competitors in that industry
Stimulus generalization
occurs when a response to one stimulus is elicited by a similar but distinct stimulus
Product positioning
decision by a marketer to try to achieve a defined brand image relative to competition within a market segment
Perceptual mapping
takes consumers’ perceptions of how similar various brands or products are to each other and related these perceptions to product attributes