Learning Flashcards
List the three reasons we categorize
- Saves cognitive resources
- Provides information about items
- Allows for quicker processing
List the five types of categorization
- Superordinate
- Basic
- Subordinate
- Category members
- Features/attributes
What is the name for the best example of a category?
Prototype
Define category namesake
When brand becomes synonymous with category (ex: Kleenex)
Using existing associations to create positive or negative associations for product or brand is called ____________?
Classical conditioning
What type of responses does classical conditioning work best for?
Emotional
What is it called when consumers apply what they have learned about one stimulus to another stimulus?
Stimulus generalization
Define operant conditioning
Altering the probability of behavior by changing the consequences of the behavior
Positive and negative reinforcement both attempt to __________ behavior.
Increase
What is the goal of punishment?
To decrease behavior by adding a negative consequence
What is the difference between classical and operant conditioning?
Classical involves changing attitudes/associations
Operant involves changing behavior
What is the term for learning without directly experiencing
Vicarious learning
List the three ways modeling is used in marketing strategy
- Overt
- Covert
- Verbal
Which type of modeling involves telling the consumer to imagine…?
Covert modeling
Which type of modeling involves consumers hearing a description of how others similar to him/herself behave in purchase?
Verbal modeling
