Chapter 9: Part 2 Flashcards

1
Q

Classical conditioning

A

attempts to create an association between a stimulus (ex: brand name) and some response (ex: behavior)

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2
Q

Operant conditioning

A

attempts to create an association between a response (ex: buying a brand) and some outcome (ex: satisfaction) that serves to reinforce a response

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3
Q

Shaping

A

process of encouraging partial responses leading to the final desired response (consume a free sample, buy at a discount, buy at full price)

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4
Q

Cognitive learning

A

encompasses all the mental activities of humans as they work to solve problems or cope with situations

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5
Q

Iconic rote learning

A

learning a concept or the association between two or more concepts in the absence of conditioning

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6
Q

Vicarious learning/modeling

A

using imagery to anticipate the outcome of various courses of action

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7
Q

Stimulus discrimination/differentiation

A

process of learning to respond differently to similar but distinct stimuli

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8
Q

Spillover

A

scandals do not just hurt the scandalized brand but can damage competitors in that industry

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9
Q

Stimulus generalization

A

occurs when a response to one stimulus is elicited by a similar but distinct stimulus

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10
Q

Product positioning

A

decision by a marketer to try to achieve a defined brand image relative to competition within a market segment

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11
Q

Perceptual mapping

A

takes consumers’ perceptions of how similar various brands or products are to each other and related these perceptions to product attributes

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