Chapter Two

Question 1

Brand Equity

Answer 1

Positive associations that lead to brand loyalty and devotion.

Question 2

Involvement

Answer 2

Willingness to think about/engage with the brand.

Question 3

Pavlov’s Classical Conditioning

Answer 3

Unconditioned stimulus + Conditioned stimulus turns an unconditioned response into a conditioned one. EX: Food (us) paired with a bell (cs) = salivating

Question 4

Extinction

Answer 4

When decay between the conditioned and unconditioned stimuli occur, whereby the conditioned stimulus no longer illicits the conditioned response.

Question 5

Stimulus Generalization

Answer 5

The tendency for the conditioned stimulus to evoke similar responses after the response has been conditioned. EX: Someone is taught to be afraid of white rabbits, but they also become afraid of anything else white and fluffy.

Question 6

Negative Reinforcement

Answer 6

Removal of negative stimuli resulting in pleasing.

Question 7

Variable Ratio

Answer 7

The most enduring form of operant learning. Payoffs occur over encounters but cannot be determined.

Question 8

Fixed Ratio

Answer 8

Fixed ratio reward can happen every time. Ex: Giving your dog a treat every time they preform a trick.

Question 9

Varied interval

Answer 9

Time intervals are not set and change in duration.

Question 10

Fixed interval

Answer 10

Reinforcement occurs on a timed schedule. Ex: Paycheques.

Question 11

Family Branding (Umbrella branding)

Answer 11

When a brand starts with one product and adds many variations. Ex: Coke, vanilla coke, cherry coke etc.

Question 12

Stimulus Discrimination

Answer 12

Not differentiating between brands, why should you pay more for one brand vs. another?

Question 13

Shaming

Answer 13

A form of public discipline = shaming.

Question 14

Ostracism

Answer 14

A form of social punishment in which individuals are excluded from the group. This can create resentment/retaliation.

Question 15

Praising

Answer 15

Rewarding the behaviour one wants.

Question 16

Sensory Memory

Answer 16

Retains information for a short amount of time, measured in fractions of a second.

Question 17

Spreading activation model of memory

Answer 17

The spreading activation theory presents the array of concepts within our memory as cognitive units, each consisting of a node and its associated elements or characteristics, all connected together by edges.

Question 18

Operant Conditioning

Answer 18

type of learning where behavior is controlled by consequences. Key concepts in operant conditioning are positive reinforcement, negative reinforcement, positive punishment and negative punishment.

Question 19

Shaping

Answer 19

Turning wants into needs.

Question 20

what do advertisers want to create?

Answer 20

The mere exposure effect w/o ad wearout.

Question 21

Why is ad wearout bad?

Answer 21

Can create annoyance. annoyance = hate for the brand/negative association. Habituation, when you see the ad too often you habituate to it and no longer notice.

Question 22

What is a brand trying to do when they send you a thank you note after you buy something?

Answer 22

They are trying to create positive association, and reinforce your consumption.