learning and invovlement

Question 1

what is learning

Answer 1

the process by which individuals acquire purchase and consumption knowledge ‒Allows individuals to apply the knowledge they have previously acquired to future related behaviour

•Learning can be intentionalor incidental

Question 2

learning can be either

Answer 2

incidential or intentional

Question 3

conditioning is a learning theory, define conditioning

Answer 3

conditioning is an automatic response to a situation that is built up through repeated exposure
(e.g. engagement rings)

Question 4

how does repetition affect conditioning

Answer 4

Repetition increases the strength of the association between the unconditioned stimulus (example: marriage proposal) and the conditioned stimulus (example: diamond engagement rin

Question 5

define stimulus generalisation

Answer 5

Stimulus generalisation: learning to make the same response to slightly different stimuli
- mee too products (homebrand)

Question 6

explain product line extension

Answer 6

Product line extensions:new sizes, flavours etc. of an existing product
e.g. choclate milk v normal milk

Question 7

explain product form extension

Answer 7

•Product form extensions:existing product launched in a different functional form

e.g. shevable milk v normal milk

Question 8

define product category extension

Answer 8

same brand name used in a new product category

e.g. milk into ice cream section

Question 9

define fmaily branding

Answer 9

one brand, many products

Question 10

explain liscencing

Answer 10

Licensing: famous personalities endorse a product for a fee; their attributes become associated with the product they endor

Question 11

explain stimulus discriminiaiton (bandaid)

Answer 11

Stimulus discrimination:selection of a specific stimulus from among many stimuli
(opposite of stimulus generalisation)
‒Market challengers want consumers to generalise
‒Market leaders want consumers to discriminate

Question 12

explain instrumental conditioning

Answer 12

Like classical conditioning, instrumental (or operant) conditioning links a stimulus with a response•Unlike classical conditioning, the stimulus providing the optimal response is learned over time through trial‐and‐error•

Thus:
‒Classical conditioning is good for explaining simpleresponses
‒Instrumental conditioning is good for explaining complex, goal‐directedresponse

e.g. “goal” i want shiney hair
use product X
reward: shiney hair

Question 13

explain ‘reinforces’ in relation to instrumental conditioning

Answer 13

Reinforcers are things that increasethe likelihood a behaviour will be performe

Question 14

explain the 2 types of reinforcement

Answer 14

Positive reinforcement:give something positive to increase likelihood of behaviour (examples: complimentary chocolate when ordering coffee; frequent flyer points; gambling machines)

‒Negative reinforcement:take away something negative to increase likelihood of behaviour (examples: medication to take away symptoms of hay fever; earplugs to reduce sound of noisy neighbour

Question 15

reinforcements can be scheduled at any times:

Answer 15

Continuous/total reinforcement:reinforcement occurs after every occasion (example: frequent flyer points)‒

Fixed/systematic reinforcement:reinforcement occurs every nthtime the behaviour is performed (example: free flight after earning a certain number of frequent flyer points)‒

Variable/random reinforcement:no set pattern as to when reinforcement will occur; most effective in motivating behaviour (example: free upgrade at check‐in; gambling machin

Question 16

explain modelling in relation to instrumental conditioning

Answer 16

Evaluation‒We learn a great deal through modelling(or observational learning); direct reinforcement is not always required

‒Example: Determine what music is ‘cool’ by observing the types of music our friends listen to‒Alternative theories that can also explain modelling are required

Question 17

explain cogntive learning theory

Answer 17

Learning based on mental activity is termed cognitive learning•
Unlike behavioural learning theory (classical and instrumental conditioning), assumes that learning involves complex mental processing of information

•Processing of information is strongly tied to the structure of memory

Question 18

strucutre of memeory (cognitive learning) process

Answer 18

sensory input
sensory store
short term store
long term store

Question 19

explain sensory store

Answer 19

Sensory store receives input from the senses‒Input is stored for 1‐2 seconds‒Most of this input is subconsciously blocked (and lost forever)‒Implication: hard for marketers to make a lasting impressi

Question 20

explain short term store

Answer 20

•Short‐term storeis where limited information (7±2 items) is processed and stored for a limited time (2‐10 seconds)‒Rehearsal(mental repetition of information or the linking of old information with new) is required to transfer information from the short‐to the long‐term store

Question 21

explain long term store

Answer 21

Long‐term storeis where information is retained for days, weeks, or even years
‒Information in the long‐term store is encoded in such a way that words or images are used to represent perceived objets

Question 22

explain retreival

Answer 22

Retrieval refers to the recovery of information from the long‐term store‒Retrieval is enhanced when cognitive associations are formed between encoded information

Question 23

define a schema

Answer 23

The total package of associations brought to mind when a piece of previously encoded information is activated

Question 24

explain involvement theory

Answer 24

Amount of effort that consumers direct towards information search and processing (i.e., learning and decision making) is influenced by their involvement

Involvement refers to the tendency for individuals to make a personal connection between their own life and a stimulus object

Question 25

involvement can differ by

Answer 25

‒Products (low involvement examples = toothpaste, soft drink; high involvement examples = cars, insurance policies)

‒Context (example: have recently bought a car vs. need to replace current car)

‒Person (example: buying your very first car vs. a salesperson)

•Thus, a high involvement product for one person may be a low involvement product for another perso

Question 26

explain the elaboration liklihood model

Answer 26

The Elaboration Likelihood Model shows how involvement can influence information search and processing•In this model, there are two routes to problem solving

:‒Central route:careful evaluation of information and products‒Peripheral route:limited information search and evaluation•Level of involvement determines which route will be used

:‒High involvement → central route‒Low involvement → peripheral rout