Exam 1: Comprehension Flashcards
What is comprehension?
The process of understanding and giving meaning to what we perceive
What separates those who “get it”?
They can: form meaningful associations between ideas, categorize and organize this info into rich schemas, fill in the gaps in their knowledge by making inferences, and determine how to apply these insights to novel problems
Associations can include… (ABDUU)
Attributes, benefits, drawbacks, users, usage situations
Associations differ in…
Favorability, uniqueness, salience, and abstractness
What are the two approaches that reflect behavioral learning theories?
Classical Conditions and Instrumental Conditioning
What is classical conditioning?
A stimulus that elicits a response is paired with another stimulus that initially does not and creates a similar response (ex. Pavlov’s dogs)
What are the 5 aspects of classical conditioning? (RGDES)
- Repetition: Conditioning is more likely to occur the more often the stimuli are paired
- Generalization: Learning on stimulus A changes behavior regarding stimulus B
- Discrimination: Learning on stimulus A doesn’t change behavior regarding stimulus B
- Extinction: Loss of learned behavior after training stops
- Spontaneous Recovery: Exhibiting learned behavior after extinction has occurred
What is instrumental conditioning?
The act of learning to perform behaviors that produce positive outcomes and avoiding behaviors that produce negative outcomes
What are the 4 types of reinforcement schedules?
Fixed-interval, variable-ratio, variable-interval, fixed-ratio
What are the 4 applications of instrumental conditioning?
Positive reinforcement/punishment, negative reinforcement/punishment
What is an example of positive reinforcement?
Old Spice: Get something good
if you do something good = Win all the sports
if you use Old Spice
What is an example of negative reinforcement?
Allstate (Mayhem): Lose something bad
if you do something good = Avoid mayhem
if you get Allstate
What is an example of positive punishment?
Brain on Drugs: Get something bad
if you do something bad = Get fried brains
if you use drugs
What is an example of negative punishment?
Eclipse Gum: Lose something good
if you do something bad = Gross out your friends if you don’t use Eclipse
What is a fixed interval schedule?
Get rewarded after a specified amount of time
What is a fixed ratio schedule?
Get rewarded after a specified number of purchases
What is a variable interval schedule?
Get rewarded after an unspecified amount of time
What is a variable ratio schedule?
Get rewarded after unspecified amount of purchases
What is a schema?
A set of associations that are organized into a cognitive framework
What does categorization (into a schema) allow for?
Classifying something as a category member allows people to bring their knowledge of the category to bear on the new instance; can use relevant knowledge for understanding and prediction
How do marketers use brand image to shape consumers’ associations?
Subset of associations that reflect what a brand stands for and how favorably it is viewed; Does not include all associations; just those that are most salient and differentiating
How do marketers use brand image to shape consumers’ associations?
Set of associations that reflect what the brand would be like if it were a person
What are some of the ways that marketers encourage false inferences?
- Comparison Omission (better than what?)
- Piecemeal Information (short comparisons)
- Affirming the consequent (if p, then q; if q is true, so is p)
- False Inference Dodge (AT&T v. Verizon network coverage)
What are the five steps to problem solving?
- Define the problem
- Brainstorm solutions
- Pick a solution
- Implement the solution
- Review the results
What is confirmation bias?
We look for the presence of cases that confirm the hypothesis, so we interpret ambiguous information so that it fits the hypothesis
What is functional fixity?
If we learn to do something a certain way, we tend to stick with it, making us blind to simpler solutions
To help consumers understand the product, marketers must help them to…
Form meaningful associations, categorize info into schemas, make appropriate inferences, and consider creative solutions to the problem
