Learning

Question 1

When a person makes associations between concepts

Answer 1

Knowledge

Question 2

The process of acquiring new information and knowledge about products and services for application to future behavior. Not a conscious process

Answer 2

Learning

Question 3

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)

Answer 3

Memory

Question 4

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.

Answer 4

Memory

Question 5

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)

Answer 5

Schema

Question 6

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

Answer 6

Schemas

Question 7

Subset of associations that reflect what a brand stands for and how favorably it is viewed

Answer 7

Image

Question 8

1. 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

Answer 8

Marketing implications 1

Question 9

2. if you want to adjust an existing brand
   a. Create Multiple extensions
   b. Attach to other events/shows/media
   c. highlight different features/benefits

Answer 9

Marketing implications 2

Question 10

3. When do you need to adjust an existing brand?

a. if you have outdated/stale or negative associations

Answer 10

Marketing implications 3

Question 11

Schemas reflect content, but how do we organize this knowledge in our heads? ____ization

Answer 11

Categorization

Question 12

We need to ___ because of the high quantity of information in our environment. We categorize by similarity: basic, superordinate, or subordinate.

Answer 12

Categorization

Question 13

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?

Answer 13

Graded Structure of Category Members

Question 14

___ ____: 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

Answer 14

Category Namesake

Question 15

_____ 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)

Answer 15

Classical Conditioning

Question 16

Subtypes of Classical Conditioning: __ __. Most effective for learning the association. Brand predicts the positive, unconditioned stimulus. Usain Bolt and nike

Answer 16

Forward conditioning

Question 17

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

Answer 17

backward conditioning

Question 18

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)

Answer 18

Stimulus Generalization

Question 19

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

Answer 19

Principle of Temporal Congruity

Question 20

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

Answer 20

Principle of Temporal Congruity

Question 21

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

Answer 21

Limits of Classical Conditioning

Question 22

Limits of ___ ___

• only works for simple responses
• blocking: the first association inhibits learning new associations

Answer 22

Limits of Classical Conditioning

Question 23

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

Answer 23

Classical Conditioning: the role of surprise

Question 24

___ 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

Answer 24

Operant or Instrumental Conditioning

Question 25

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

Answer 25

Operant conditioning

Question 26

__ 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

Answer 26

Operant conditioning

Question 27

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

Answer 27

Operant conditioning

Question 28

____ ____: 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

Answer 28

Vicarious Learning

Question 29

___ ___ 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

Answer 29

Modeling Marketing Strategy

Question 30

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

Answer 30

Learning