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MKT 325 > Exam 1 > Flashcards

Exam 1 Flashcards

1
Q

preexposure effect

A

when a unconditioned stimulus is is ineffective because it was previously encountered along without pairing…when a really popular song is suddenly paired with a brand it is not likely to stick

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2
Q

blocking

A

when the first predictive stimulus blocks or prevents learning for other predictive stimuli later; timing is everything; after consumers learn that a target attribute is useful in predicting quality, other cures seem unproductive

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3
Q

extinction

A

when presentations of the conditioned stimulus are alone, this leads to a reduced conditioned response

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4
Q

operant conditioning

A

the second type of behavioral learning; fab the action is either rewarded or punished to encourage of discourage;

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5
Q

classical conditioning

A

first type of behavioral learning; when a response follows a stimulus; pairing a conditioned stimulus with an unconditioned stimulus to create a meaningful conditioned response

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6
Q

unconditioned stimulus

A

automatic; a meaningful idea or concept that evokes something within

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7
Q

conditioned stimulus

A

neutral object

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8
Q

unconditioned response

A

natural response to the unconditioned stimulus

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9
Q

conditioned response

A

created response by pairing the CS with the US

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10
Q

positive

A

presence of a stimuli

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11
Q

negative

A

absense of a stimuli

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12
Q

punishment

A

taking away to deter

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13
Q

reinforcement

A

giving to encourage

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14
Q

positive reinforcement

A

fab, presence of a good stimulus to encourage behavio

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15
Q

negative reinforcement

A

fab, taking away a bad stimulus to encourage behavior

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16
Q

positive punishment

A

fab, giving a bad stimulus to discourage behavior

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17
Q

negative punishment

A

fab, taking away a good stimulus to discourage beharion

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18
Q

continuous reinforcement

A

under operant conditioning, when reinforcement occurs every time the desired response occurs (learning occurs faster)

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19
Q

partial reinforcement

A

in operant conditioning, when reinforcement occurs only some of the time the desired response occurs (learning is more persistent)

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20
Q

shaping

A

reinforcing successive approximations of your desired response….rewarded to visit mall, then encourage to enter store with door prize, then buy products on discount

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21
Q

corrective advertising

A

is a previous ad was misleading, companies will be forced to issue this

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22
Q

transience

A

forgetting over time; forget details over time; use it or lose it

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23
Q

accessible

A

recently processed information is easier to retrieve than info that was processed long ago

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24
Q

absent mindedness

A

shallow or superficial ways of processing information during encoding leads to poor memory performance

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25
Q

encoding

A

attention, comprehension, and transference of information from short-term memory to long-term memory

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26
Q

retrieval

A

refers to transference of information from long-term memory to short-term memory

27
Q

generation effect

A

memory performance is enhanced when people create their own answers to questions rather then just repeating them; fixes absent-mindedness

28
Q

tip-of-the tongue effect

A

when you know the answer but cannot quite put you finger on it; a type of blocking

29
Q

node

A

idea or piece of information that is stored in memory

30
Q

associations

A

the connections that links nodes that are conceptually related

31
Q

associative networks

A

a large path of related nodes and their associations that link together

32
Q

activation

A

retrieval!!! refers to the transfer of inactive information from long term memory to active short term memory

33
Q

spreading activation

A

the notion that when people retrieve a particular node, they automatically think of other closely related nodes

34
Q

priming effect

A

strong association leads to priming; simply thinking about the brand leads consumers to think about closely related concepts; can be reduced or eliminated by reduced or adding new association to consumer’s associative netowrks

35
Q

associative inference

A

new associations increase the complexity of associative networks and produce these where new associations compete and block old associations

36
Q

proactive interference

A

occurs when information learned earlier blocks memory for information learned later

37
Q

retroactive interference

A

occurs when information learned later blocks memory for information earlier

38
Q

encoding specificity principle

A

a way to reduce blocking; memory is context dependent ….context and background clues have a surprisingly powerful influence on memory

39
Q

spacing effect

A

encoding specificity principle suggests it is better to learn info in many different contexts and many different brief sessions over time

40
Q

misattribution

A

memory distortion; source confusion, feelings of familiarity, false memories

41
Q

mere exposure effect

A

the more familiar an initially neutral product becomes, the more consumers like the product;;;;because repeated exposure to a product increases familiarity and liking

42
Q

truth effect

A

as familiarity of a product claim increases, the more consumers believe the claim

43
Q

suggestibility

A

misleading questions and suggestions can lead to this type of memory distortion

44
Q

bias

A

prior beliefs can bias current beliefs and experiences

45
Q

persistance

A

memory distortion where one cannot forget

46
Q

dual process model

A

two styles of thinking…system 1 is automatic, effortless, peripheral…system is deliberate, effortful, central

47
Q

automatic information processing

A

system 1: mental processes that occur without awareness or intention

48
Q

adaptive unconscious

A

the unconscious mind can be trained to perform routine mental activities…people eventually drew from the low-risk deck

49
Q

thin slice inferences

A

more accurate with subjective; brief interaction can be more accurate than long and deliberate thought process 1. knowledge on the subject 2. trust in gut instinct;;;;first imporessions are more accurate

50
Q

intuition

A

= thin slice, gut feeling

51
Q

explicit memory

A

when customers are aware that they are searching for information stores in memory

52
Q

implicit memory

A

now aware that they ae using memory as a tool to perform a task;;;;used in priming

53
Q

assimilation effect

A

when the target was perceived as similar to the price of the automobile;;;;used in priming

54
Q

contrast effect

A

consumers contrasted the target with the price

55
Q

contrast effect v assimilation effect in priming

A

priming produce assimilation effect when the target was ambiguous and contrast effects when the target was unambiguous

56
Q

procedural priming effects

A

offers when situations are linked to cognitive or motor process via “if X, then Y” linkages where X refers to a specific situation and Y refers to a cognitive or behavioral activity

57
Q

mindset priming effect

A

if they chose to buy a pen in the first study because it was cheap, they were more likely to buy a moderately priced key chain in the second study because they were in the buying mood

58
Q

naiive theories

A

theories or assumptions about how the world works…consumers believe at the same time that expensive products are better quality and also that they are getting ripped off bc of the price…when quality is primed, they assumed that more exosneive is better but when value is primed, they inferred that the less expensive was better

59
Q

Implicit Association Test (IAT)

A

procedure for measuring sensitive beliefs including those held without awareness or intention

60
Q

implicit attitudes

A

preferences for white spokesperson when using the IAT test but when just asked, they said both were fine

61
Q

explicit attitudes

A

what you say on the outside is your preference

62
Q

truth effect

A

as familiarity increases a brand name seems more famous liking for the brand increases judgements about the brand are held with greater confidence and the product claims seems more likely to be true

63
Q

habit theory

A

habit format occurs in stable contexts, they are repetitive actions that;;;best way to break in when you are placed in a new context

64
Q

implementation intentions

A

the best way to form new good habits is to form implementation intentions, behavioral intentions to perform specific actions at specific times and places

MKT 325 (2 decks)

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