Learning Flashcards
When a person makes associations between concepts
Knowledge
The process of acquiring new information and knowledge about products and services for application to future behavior. Not a conscious process
Learning
the means by which individuals draw on past knowledge in order to use it in the present
- Dynamic mechanism of retention and retrieval - Enables past experiences and learning to influence their current behavior (puts past experience to be able to be used in the present)
Memory
If a memory is important enough, it will transfer from _ __ to _ __.
Library: __ __ is the book on the table, and the __ __ memory is this information encoded into the Dewey Decimal System.
Memory
The set of associations linked to a concept
a concept can be a product or brand
Can vary in type, favorability, uniqueness, and salience (accessibility)
Schema
Your __ is dependent on the context/environment. Estrada likes hip hop when she’s running because of the beat, but hates the lyrics in Psych of Gender
The point of marketing campaigns is to reinforce and strengthen positive associations and weaken negative associations in the consumer’s head
Schemas
Subset of associations that reflect what a brand stands for and how favorably it is viewed
Image
- If you are launching a new product:
a. Create new schema
b. Extend, hire, or collaborate with other brand or borrow/contrast from an existing one
Marketing implications 1
- if you want to adjust an existing brand
a. Create Multiple extensions
b. Attach to other events/shows/media
c. highlight different features/benefits
Marketing implications 2
- When do you need to adjust an existing brand?
a. if you have outdated/stale or negative associations
Marketing implications 3
Schemas reflect content, but how do we organize this knowledge in our heads? ____ization
Categorization
We need to ___ because of the high quantity of information in our environment. We categorize by similarity: basic, superordinate, or subordinate.
Categorization
Not all members represent category equally:
- Prototype
○ Best example of a category
○ Most easily recalled
- Standard of comparison for category
Position your product close or far from the prototype: do you align yourself with coke (the prototype) or the opposite?
Graded Structure of Category Members
___ ____: When a brand becomes synonymous with category
○ Xerox, rollerblade, Kleenex, q-tip, Band-Aid, Frisbee,
○ if you are a remake of one of these, you lose your brand, because when theny blow their nose no matter what, they’ll think that it’s a kleenex
- Downside if you are this brand: you lose your trademark because its considered common language
Category Namesake
_____ conditioning: dog, food, and bell.
- Food and drool - Food and bell - Eventually bell and drool
Manipulating behavioral responses by associating
two stimuli, one of which reflexively produces a
response (Ivan Pavlov)
Classical Conditioning
Subtypes of Classical Conditioning: __ __. Most effective for learning the association. Brand predicts the positive, unconditioned stimulus. Usain Bolt and nike
Forward conditioning
Subtypes of Classical Conditioning: __ __. Less effective for learning the association. Unconditioned stimuli may be pre-exposed, and higher levels of repetitive advertising are needed for the learning to occur. Jennifer Anniston and Chocolate
backward conditioning
When consumers apply what they have learned about one stimulus to another
we extend characteristics to things that seems similar, even if superficially (line extensions, look alike packaging)
Stimulus Generalization
the Principle of ___ ___ and Credit Cards.
Proximal (strong) learning: immediate gratification = strong credit- card benefit association
Distal (weak) learning: bill arrives later = weak credit card cost
People spend more money and more easily with credit cards than cash
Principle of Temporal Congruity
the Principle of ___ ___ and Credit Cards.
- customers paying with CC left larger tips
- cust asked to guess the price of products was higher when a MC sign was present
- decision times to purchase products are faster
- donate more in cash to charity if you’re in a room with MC logo
Principle of Temporal Congruity
Limits of ___ ___
pre-exposure effect: an unconditioned stimuli previously encountered without pairing will not be effectively linked to a conditioned stimulus
- use a stimuli clear of prior assocations
Limits of Classical Conditioning
Limits of ___ ___
- only works for simple responses
- blocking: the first association inhibits learning new associations
Limits of Classical Conditioning
Classical Conditioning: the __ of ____. The pairing of US and CS can let people predict a response.
Perfect prediction = little change in learning
imperfect prediction = motivated to learn why
The magnitue of change depends on how surprised you are, how different the outcome is from the prediction
Classical Conditioning: the role of surprise
___ or ___ Conditioning.
Organism forms associations between its own behavior and its consequences
- behavior is strengthened by a reinforcer or diminished by a punisher.
- Rewarded behavior is more likey to recur
- organism controls outcomes
Operant or Instrumental Conditioning
Positive reinforcement: when consumer engages in behavior, something good happens
- Coffee shop loyalty programs (6 cups of coffee one free
Negative reinforcement: when consumer engages in behavior, something bad stops happening, the presence of something negative until you engage in the behavior they want
- Wegmans shoppers club card, things are more expensive until you use the card, caffeine headaches
Punishment: when consumer engages in behavior, something bad happens
- Amazon Prime: buy online at another retailer = no free shipping
Note: both +/- reinforces strengthen the response, but punishment only decreases it
Operant conditioning
__ conditioning:
- Extinction: when reinforcement/ punishment no longer presented following consumer action
Consequences and effectiveness:
- Consistent consequences —> faster learning and extinction
- Intermittent reinforcement ---> enduring response
Reinforcing regular purchasers by giving them prizes with values increase along with the amount spent
Operant conditioning
Wagner’s study about rats in boxes with a lever
- push lever twice and get a pellet they learn it quick but then will forget it quickly
- But if it is inconsistent (intermittent reinforcement)the rat will push the lever until they die because they are maintaining the illusion that its just around the corner
Operant conditioning
____ ____: learning contingencies without directly experiencing them
- modeling, observational learning, social learning
- adaptive
4 preconditions:
- consumer’s attention myst be directed to the appropriate model, who is desirable to emulate
- the consumer must remember what is said or done
- the consumer must convert this info into actions
- consumer must be motivated to perform these actions
Example: Oprah talking about Weight Watchers - personal experience, feels very real
Vicarious Learning
___ ___ Strategy
Development of new responses
- Model appropriate purchase behaviors
- Model appropriate product use
- Diffusion of innovations – innovators & imitators
Inhibition of unwanted responses: avoids problems of direct punishment
Modeling Marketing Strategy
With ____, you want to
- decide how you want your product/service categorized
- create strong links between concepts and product that you want to be associated with each other
- rewards behaviors you want to promote or cream unhappy conditions if the desired behaviors aren’t met
Learning
