learning and invovlement Flashcards
what is learning
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
learning can be either
incidential or intentional
conditioning is a learning theory, define conditioning
conditioning is an automatic response to a situation that is built up through repeated exposure
(e.g. engagement rings)
how does repetition affect conditioning
Repetition increases the strength of the association between the unconditioned stimulus (example: marriage proposal) and the conditioned stimulus (example: diamond engagement rin
define stimulus generalisation
Stimulus generalisation: learning to make the same response to slightly different stimuli
- mee too products (homebrand)
explain product line extension
Product line extensions:new sizes, flavours etc. of an existing product
e.g. choclate milk v normal milk
explain product form extension
•Product form extensions:existing product launched in a different functional form
e.g. shevable milk v normal milk
define product category extension
same brand name used in a new product category
e.g. milk into ice cream section
define fmaily branding
one brand, many products
explain liscencing
Licensing: famous personalities endorse a product for a fee; their attributes become associated with the product they endor
explain stimulus discriminiaiton (bandaid)
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
explain instrumental conditioning
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
explain ‘reinforces’ in relation to instrumental conditioning
Reinforcers are things that increasethe likelihood a behaviour will be performe
explain the 2 types of reinforcement
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
reinforcements can be scheduled at any times:
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
explain modelling in relation to instrumental conditioning
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
explain cogntive learning theory
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
strucutre of memeory (cognitive learning) process
sensory input
sensory store
short term store
long term store
explain sensory store
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
explain short term store
•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
explain long term store
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
explain retreival
Retrieval refers to the recovery of information from the long‐term store‒Retrieval is enhanced when cognitive associations are formed between encoded information
define a schema
The total package of associations brought to mind when a piece of previously encoded information is activated
explain involvement theory
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
involvement can differ by
‒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
explain the elaboration liklihood model
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
