Week 5 - Perception learning memory Flashcards

Question

What are the 4 stimulus selection factors?

Answer 1

* Size: The size of the stimulus in contrast to the competition helps to determine if it will command attention. * Colour: a powerful way to draw attention to a product. * Position: Stimuli that are present in places we’re more likely to look stand a better chance of being noticed. * Novelty: Stimuli that appear in unexpected ways/ places tend to grab our attention.

Answer 2

People derive meaning from the totality of a set of stimuli, rather than from any individual stimuli.

Answer 3

* Closure principle * Principle of Similarity * Figure-ground Principle

Answer 4

People tend to perceive an incomplete picture as complete (e.g. it is about drawing conclusions from less-than-all the information)

Answer 5

Consumers tend to group together objects that share the same physical characteristics (e.g., Coke—similar-shaped bottle and common colour schemes)

Answer 6

One part of a stimulus will dominate (the figure) and other parts will recede into the background (the ground)

Answer 7

Field of study that examines the correspondence between signs and symbols and their role in the assignment of meaning

Answer 8

Understanding how consumers interpret the meanings of symbols.

Answer 9

* Object: what is being sold? (e.g., McDonalds’ hamburgers) * Sign: the sensory imagery that represents the intended meanings  of the object (how is it depicted?) (e.g., Magical Clown) * Interpretant: the meaning derived. (e.g., there is something magical about McDonald's food)

Answer 10

A fundamental part of a company’s marketing efforts, as it uses elements of the marketing mix to influence the consumer’s interpretation of its meaning. Many different types of positioning strategies * Personality (e.g., sophisticated) * Attributes (e.g., Volvo-safety) * Price (e.g., Rolex) * Other ways (e.g., 7 up – Uncola; Avis – We are #2).

Answer 11

The meaning that we assign sensory stimuli.

Answer 12

Set of beliefs to which the stimulus is assigned.

Answer 13

Process by which certain properties of a stimulus will typically evoke a schema, which leads consumers to evaluate the stimulus in terms of other stimulus they have encountered and believe to be similar.

Answer 14

A relatively permanent change in behaviour caused by experience.

Answer 15

Casual, unintentional acquisition of knowledge.

Answer 16

Learning takes place as the result of responses to external events.

Answer 17

* Classical Conditioning | * Instrumental (or Operant) Conditioning

Answer 18

A stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because it is associated with the first stimulus.

Answer 19

Naturally capable of causing a response.

Answer 20

Does not initially cause a response.

Answer 21

Response generated by  repeated paired exposures to UCS and CS. Eventually,  through learned association and repetition, the CS  will cause the CR.

Answer 22

Refers to the tendency of stimuli similar to a CS (e.g., Pavlov’s dog – “bell”) to evoke similar conditioned responses (e.g. “keys jangling”) -- e.g., (1) if a beer brand uses similar visual images that Corona uses (2) look-alike packaging

Answer 23

Deliberately hiding a product’s true origins (e.g., Lexus does not use Toyota)

Answer 24

Occurs when a UCS does not follow a stimulus similar to a CS. (e.g., only respond to “bell” but to “key jangling”) -- e.g., (1) no conditioned responses to look-alike packaging/similar visual images

Answer 25

Occurs as the individual learns to perform behaviours that produce positive outcomes and avoid behaviours that yield negative outcomes. e.g. wearing perfume gives you compliments (reward) and stops you from getting ridiculed for smelling badly (punishment)

Answer 26

The learning of a desired behaviour over time by rewarding until the final result is obtained

Answer 27

When a positive outcome is no longer received, the  learned stimulus-response connection will not be  maintained.

Answer 28

Stresses the importance of  internal mental processes. This perspective views  people as problem-solvers who actively use information from the world around them to master their environment.

Answer 29

Conscious hypotheses (e.g., people with an eating disorder tend to believe that they are extremely overweight) then act on them.

Answer 30

A stimulus that cues an individual toward a particular pattern and activates a reaction (e.g., a seductive woman in a car ad  men give positive evaluation on the car)

Answer 31

* Attention * Retention * Production Processes * Motivation * Observational Learning

Answer 32

Occurs when people watch the actions of others and note reinforcements received for their behaviours. Learning occurs as a result of vicarious, rather than direct, experience.

Answer 33

* Encoding stage: information entered in a recognisable way. * Storage stage: knowledge integrated into what is already in memory and warehoused. * Retrieval stage: the person accesses the desired information.

Answer 34

* Sensory meaning (e.g. colour or shape). | * Semantic meaning: symbolic associations  (e.g. rich people drink champagne).

Answer 35

* Episodic memories: relate to events that are personally relevant (e.g., the movie you saw on your first date with your boy/girl friend) * Flashbulb memories: especially vivid associations. * Narrative: an effective way of persuading people to construct a mental representation of the information that they are viewing.

Answer 36

1. Sensory Memory: Very temporary storage of information we receive from our senses. 2. Short-Term Memory (STM):Working memory (i.e. holds memory we are currently processing).Limited period of time and limited capacity. 3. Long-Term Memory (LTM): Can retain info for a long period. For info to enter LTM, elaborative rehearsal is required (i.e. thinking about the meaning of a stimulus and relating it to info already in memory).

Answer 37

Traditional perspective which assumes that STM & LTM are separate systems

Answer 38

That different levels of processing occur depending on the nature of the processing task. The deeper the processing the more likely information is to be stored in LTM. Activation models propose that information is stored in an associative network…

Answer 39

Related information is organised according to some set of relationships.

Answer 40

Storage units like complex ‘spider webs’ filled with pieces of data.

Answer 41

Piece of information connected to other information via associative links.

Answer 42

A process that allows consumers to shift back and forth between levels of meaning.

Answer 43

A larger unit of meaning (i.e. formed by combinations of nodes)

Answer 44

A cognitive framework (comprised of propositions) developed through experience

Answer 45

Process whereby info is recovered from LTM

Answer 46

A process by which consumers are better able to access info if their internal state is the same at the time of their recall as when the info was learned (also called ‘mood congruence effect’).

Answer 47

The prominence or level of activation of stimuli in memory. Any technique that increases the novelty of a stimulus also improves recall (Von Restorff Effect)

Answer 48

Prior familiarity enhances recall.

Answer 49

The structural changes in the brain produced by learning simply go away.

Answer 50

Consumers forget stimulus-response associations when new responses to the same or similar stimuli are learned (e.g., difficult to remember the old phone # due to the new phone #; new brand information blocks…)

Answer 51

When prior learning interferes with new learning (e.g., difficult to memorize the new phone # due to the old phone #; old brand information blocks….)

Answer 52

When only a portion of the items in a category are presented to consumers, the omitted items are not as easily recalled Example: You have seen 10 brands. I show you some of them (e.g., 5 brands—We call this “part-list cue). Then, I ask you to remember other remaining 5 brands. Remembering the remaining 5 brands is more difficult when the part-list cue brands are presented compared to when no part-list cue brands are shown.

Answer 53

Are something that helps you retrieve a certain memory Example 1: Consider that you try to remember my name 20 years later, but not very successful. You see the word “handsome.” It rings a bell. You understand why HS told you that “HS stands for Handsome” in class. It is a retrieval cue.

Answer 54

Subjects are shown ads and asked if they have seen them before.

Answer 55

Subjects are asked to independently think of what they have seen without being prompted first.

Answer 56

Response Biases: A contaminated result due to the instrument or respondent, rather than the object being measured. False Memories: The mistaken belief that something has occurred. Can create false product expectations/ evaluations, which then influence purchase decisions. Memory Lapses: Unintentionally forgetting information by omitting, averaging, telescoping. Memory for Facts and Feelings: Recall is insufficient to alter preferences. Need more sophisticated attitude-changing strategies