week 3 pt 2 Flashcards
What are the four types of learning schedules?
Fixed-Ratio – Reward after a set number of behaviors (e.g., loyalty programs).
Variable-Ratio – Rewards are unpredictable (e.g., contests, slot machines).
Fixed-Interval – Rewards occur at set times (e.g., seasonal sales).
Variable-Interval – Rewards appear randomly (e.g., surprise promotions).
What is frequency marketing?
A strategy that rewards regular customers with increasing benefits (e.g., frequent flyer programs, PC Optimum points).
What is gamification, and how is it used in marketing?
Applying game mechanics to encourage consumer behavior. Used in:
-Store & brand loyalty (e.g., Starbucks Rewards).
-Social marketing (e.g., fitness apps with leaderboards).
-Employee performance (e.g., sales competitions).
What is observational learning (vicarious learning)?
Learning by watching others and seeing the consequences of their behavior.
Example: Kids imitating celebrity endorsements.
What are the five steps of observational learning?
Attention – Noticing the model’s behavior.
Retention – Storing the information.
Production – Applying the learned behavior.
Motivation – Having a reason to imitate.
Observational Learning
Occurs – New behavior is adopted.
What are the three stages of memory?
1- Encoding – Storing information in memory.
2- Storage – Retaining information over time.
3- Retrieval – Accessing stored information when needed.
What are the different ways information is encoded?
Sensory Meaning – Stored based on colors, shapes, or sounds.
Semantic Meaning – Stored as symbolic associations.
Personal Relevance – Information tied to personal experiences.
Episodic Memories – Memories of personal events (e.g., first time using a product).
Narratives – Stories help improve recall.
What are the three types of memory systems?
1- Sensory Memory – Holds brief sensory impressions (a few seconds).
2- Short-Term Memory (STM) – Holds small amounts of info for about 30 seconds.
Chunking helps organize info (e.g., phone numbers).
3- Long-Term Memory (LTM) – Stores information permanently.
Elaborative rehearsal helps transfer info to LTM.
What is an associative network in memory?
A web of connected ideas in the brain (e.g., Nike → Sports → Just Do It).
What is spreading activation?
When one memory triggers related memories.
Example: Seeing a red can makes you think of Coca-Cola.
What are the different types of associations in memory?
- Brand-specific – Linked to a brand claim (e.g., Nike = Just Do It).
- Ad-specific – Linked to a specific ad (e.g., Geico gecko).
- Brand Identification – Linked to a logo or name.
- Product Category – Linked to a product type (e.g., fast food = McDonald’s).
- Evaluative Reactions – Linked to emotions (e.g., Coke = happiness).
What is analogical learning?
Learning about a new product by comparing it to a known one.
Base = Known product.
Target = New product.
Example: Electric cars compared to gas cars to explain efficiency.
What factors affect retrieval of memories for purchase decisions?
1- State-Dependent Retrieval – Memory recall is better if mood matches encoding mood.
2- Familiarity – Well-known brands are easier to remember.
3- Salience & Recall Effect – Unusual ads are more memorable (e.g., mystery ads).
4- Visual vs. Verbal Memory – Visuals are more effective for recall.
Why do we forget information?
Decay – Memories fade over time.
Interference – Other information blocks recall.
Retroactive Interference – New info replaces old.
Proactive Interference – Old info blocks new.
Part-List Cueing Effect – Remembering some brands makes others harder to recall.
How do products create memory connections?
Furniture, art, and photos trigger memories.
Autobiographical Memories – Personal experiences tied to products.
Mnemonic Qualities – Sensory cues (e.g., perfume smells = past experiences).
Nostalgia & Retro Brands – Brands use nostalgia to build emotional connections (e.g., classic Coca-Cola branding).
How do marketers measure consumer memory?
Recognition vs. Recall – Seeing a logo is easier than remembering a brand name.
Problems with Memory Measures:
-Response Biases – People answer based on expectations.
-Memory Lapses – Forgetting or confusing facts with feelings.
