Lecture 5

Question 1

Consumer Learning

Answer 1

Is the process by which individuals acquire the purchase knowledge and experience they apply to future related behavior

Question 2

Behavior Learning

Answer 2

Is concerned with the inputs and outcomes of learning - not the process

Question 3

Two forms of behavior learning

Answer 3

Classical conditioning

Instrumental conditioning

Question 4

Classical conditioning

Answer 4

A stimuli that elicits a response is paired with another stimulus that initially does not elicit a response on its own

Question 5

Instrumental conditioning

Answer 5

Learning to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

Question 6

3: Classical conditioning definitions

Answer 6

Unconditioned stimulus: occur naturally in response to given circumstances

Conditioned stimulus: becomes associated with a particular event or feeling as a result of repetition

Conditioned response in a response to the conditioned stimulus

Question 7

Classical conditioning Basic concepts

Answer 7

1. Repetition: key to forming associations between brands and fulfillment of needs
2. Stimulus generalization: tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned response
3. Stimulus discrimination: Opposite of stimulus generalization. It’s purpose is the selection of a specific stimulus from among similar stimuli.

Question 8

Stimulus Generalization Strategic applications

Answer 8

Family branding: Marketing different products but under same name

Product line extensions: Additions of related items to an established brand to extend goodwill.

Look-alike packing: putting products in similar packages to popular brands

Licensing: Contractually allowing a well-known brand name to be affixed to the products of another manufacturer.

Question 9

Instrumental conditioning types

Answer 9

Positive reinforcement: reward of a particular behavior

Negative reinforcement: removal of an unpleasant stimulus

Punishment: Designed to discourage behavior

Question 10

Reinforcement Applications

Answer 10

Frequency marketing: frequent shopper programs

Incentivized advertising: Ads that provide consumers with rewards for watching them

Incentivized behavior: rewards for certain actions

Question 11

Gamification

Answer 11

Trunks routine actions into rewarding experiences

Question 12

Consumer socialization

Answer 12

The process by which young people acquire skills, knowledge and attitudes relevant to their behavior in the marketplace

Question 13

Memory Process Overview

Answer 13

Is the process of acquiring information and storing it over time so that it will be available when we need it

Question 14

Stages in Memory Process Overview

Answer 14

Stage 1 - Encoding: Information enters in a way the system will recognize

Stage 2 - Storage: Integrate knowledge with what is already in memory and warehouse it until it is needed

Stage 3 - Retrieval: Access the desired information

Question 15

Memory spreading activation: Meaning types

Answer 15

Brand-specific: Memory brand makes (just do it)

Ad.specific: Memories from content of ads

Brand identification: Memory stored of brand name

Product category: Memory of how the product works

Evaluative reactions: memory stored as positive or negative emotions

Question 16

Memory Levels of Knowledge

Answer 16

Meaning: a node in the structure

Proposition/beliefs: links two nodes

Schema: Integrating propositions into a cognitive framework developed

Question 17

Memory Aiding Information Retention

Answer 17

Chunking: Grouping together bits of information int larger

Dual coding: encoding a concept not just as a word, but also as a visual representation

Meaningful encoding: linking new information with existing memory contents

Question 18

Memory Retrieving Memories

Answer 18

Retrieval: Process by which people recover information form the long-term store

Environmental triggers: Cues in the environment that remind a person of something, and then she or he talks about it

Von-Restorff-effect: this effect shows that almost any technique that increases the novelty of a stimulus also improves its recall

Sate-dependent retrieval: Accessing information is easier if our internal state is the same at the time of recall as when we learned it.

Question 19

Forgetting is a result of

Answer 19

Decay: structural changes of learning in the brain simply go away

Interference: Additional information displaces the previous

Brand Salience: Refers to the brands prominence or level of activation in memory

Question 20

Problems with memory measures

Answer 20

1. Response biases
2. Memory lapses
3. Illusion of truth effect