week 3 pt 1 Flashcards
What is learning in consumer behavior?
A relatively permanent change in behavior caused by experience.
What are the two main types of learning theories?
Behavioral Learning Theories – Learning through external stimuli.
Cognitive Learning Theories – Learning through internal mental processes.
What is classical conditioning?
A learning process where a stimulus that elicits a response is paired with another stimulus that does not initially elicit a response.
What are the three key elements of classical conditioning?
Unconditioned Stimulus (UCS) – Naturally triggers a response (e.g., food).
Conditioned Stimulus (CS) – Neutral at first, but becomes associated with UCS (e.g., bell).
Conditioned Response (CR) – Learned response to CS (e.g., salivation at bell sound).
What is associative learning?
Learning associations between stimuli without complex thought processes (e.g., hearing ‘Just Do It’ and thinking of Nike).
Why is repetition important in advertising?
Increases learning and brand awareness.
Too much exposure → Advertising wear-out.
Best strategy → Spaced exposure across different media.
What is stimulus generalization?
When a consumer responds to similar stimuli in the same way as the original conditioned stimulus.
What are four marketing strategies based on stimulus generalization?
Family Branding – Using a strong brand name for multiple products (e.g., Apple).
Product Line Extensions – Adding new variations of a product (e.g., Diet Coke).
Licensing – Allowing other companies to use a brand (e.g., Disney merchandise).
Look-Alike Packaging – Generic brands mimicking popular brands.
What is stimulus discrimination?
When consumers distinguish between similar products and prefer the original brand over imitations.
What is instrumental (operant) conditioning?
Learning through rewards and punishments to encourage or discourage behavior.
What are the four types of instrumental conditioning?
Positive Reinforcement – Reward for good behavior (e.g., loyalty points).
Negative Reinforcement – Removing negative consequences (e.g., free shipping for VIP members).
Punishment – Applying negative consequences to discourage behavior (e.g., late fees).
Extinction – Behavior disappears when reinforcement stops (e.g., stopping a discount program).
What is brand equity?
A brand’s strong positive associations in consumer memory that lead to loyalty.
How do marketers use conditioning in product advertising?
Pair products with positive emotions (e.g., happiness, success).
Use repetition to strengthen associations.
Ensure the order of stimuli enhances learning (CS should precede UCS).
What role does memory play in consumer behavior?
Influences brand recall and recognition.
Helps assess ad effectiveness and consumer preferences.
What are masked brands?
Brands that hide their true origin to create a different perception.
