Exam 1 Flashcards
preexposure effect
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
blocking
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
extinction
when presentations of the conditioned stimulus are alone, this leads to a reduced conditioned response
operant conditioning
the second type of behavioral learning; fab the action is either rewarded or punished to encourage of discourage;
classical conditioning
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
unconditioned stimulus
automatic; a meaningful idea or concept that evokes something within
conditioned stimulus
neutral object
unconditioned response
natural response to the unconditioned stimulus
conditioned response
created response by pairing the CS with the US
positive
presence of a stimuli
negative
absense of a stimuli
punishment
taking away to deter
reinforcement
giving to encourage
positive reinforcement
fab, presence of a good stimulus to encourage behavio
negative reinforcement
fab, taking away a bad stimulus to encourage behavior
positive punishment
fab, giving a bad stimulus to discourage behavior
negative punishment
fab, taking away a good stimulus to discourage beharion
continuous reinforcement
under operant conditioning, when reinforcement occurs every time the desired response occurs (learning occurs faster)
partial reinforcement
in operant conditioning, when reinforcement occurs only some of the time the desired response occurs (learning is more persistent)
shaping
reinforcing successive approximations of your desired response….rewarded to visit mall, then encourage to enter store with door prize, then buy products on discount
corrective advertising
is a previous ad was misleading, companies will be forced to issue this
transience
forgetting over time; forget details over time; use it or lose it
accessible
recently processed information is easier to retrieve than info that was processed long ago
absent mindedness
shallow or superficial ways of processing information during encoding leads to poor memory performance
encoding
attention, comprehension, and transference of information from short-term memory to long-term memory
retrieval
refers to transference of information from long-term memory to short-term memory
generation effect
memory performance is enhanced when people create their own answers to questions rather then just repeating them; fixes absent-mindedness
tip-of-the tongue effect
when you know the answer but cannot quite put you finger on it; a type of blocking
node
idea or piece of information that is stored in memory
associations
the connections that links nodes that are conceptually related
associative networks
a large path of related nodes and their associations that link together
activation
retrieval!!! refers to the transfer of inactive information from long term memory to active short term memory
spreading activation
the notion that when people retrieve a particular node, they automatically think of other closely related nodes
priming effect
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
associative inference
new associations increase the complexity of associative networks and produce these where new associations compete and block old associations
proactive interference
occurs when information learned earlier blocks memory for information learned later
retroactive interference
occurs when information learned later blocks memory for information earlier
encoding specificity principle
a way to reduce blocking; memory is context dependent ….context and background clues have a surprisingly powerful influence on memory
spacing effect
encoding specificity principle suggests it is better to learn info in many different contexts and many different brief sessions over time
misattribution
memory distortion; source confusion, feelings of familiarity, false memories
mere exposure effect
the more familiar an initially neutral product becomes, the more consumers like the product;;;;because repeated exposure to a product increases familiarity and liking
truth effect
as familiarity of a product claim increases, the more consumers believe the claim
suggestibility
misleading questions and suggestions can lead to this type of memory distortion
bias
prior beliefs can bias current beliefs and experiences
persistance
memory distortion where one cannot forget
dual process model
two styles of thinking…system 1 is automatic, effortless, peripheral…system is deliberate, effortful, central
automatic information processing
system 1: mental processes that occur without awareness or intention
adaptive unconscious
the unconscious mind can be trained to perform routine mental activities…people eventually drew from the low-risk deck
thin slice inferences
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
intuition
= thin slice, gut feeling
explicit memory
when customers are aware that they are searching for information stores in memory
implicit memory
now aware that they ae using memory as a tool to perform a task;;;;used in priming
assimilation effect
when the target was perceived as similar to the price of the automobile;;;;used in priming
contrast effect
consumers contrasted the target with the price
contrast effect v assimilation effect in priming
priming produce assimilation effect when the target was ambiguous and contrast effects when the target was unambiguous
procedural priming effects
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
mindset priming effect
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
naiive theories
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
Implicit Association Test (IAT)
procedure for measuring sensitive beliefs including those held without awareness or intention
implicit attitudes
preferences for white spokesperson when using the IAT test but when just asked, they said both were fine
explicit attitudes
what you say on the outside is your preference
truth effect
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
habit theory
habit format occurs in stable contexts, they are repetitive actions that;;;best way to break in when you are placed in a new context
implementation intentions
the best way to form new good habits is to form implementation intentions, behavioral intentions to perform specific actions at specific times and places
