Ad Psych Chapter 3: Learning

Front 1

learning

Back 1

relatively permanent change in behavior caused by experience

Front 2

behavioral learning theory

Back 2

assume that learning takes place as a result of responses to external events. (Mind as black box)

Front 3

classical conditioning

Back 3

stimulus elicits a response, is paired with another stimulus that initially doesn't elicit a response on its own. Over time the 2nd stimulus causes a similar response

Front 4

unconditioned stimulus

Back 4

meat powder

Front 5

conditioned stimulus

Back 5

bell

Front 6

unconditioned response

Back 6

salivate @ meat powder

Front 7

conditioned response

Back 7

salivate @ bell

Front 8

stimulus generalization

Back 8

similar stimuli elicit the same response

Front 9

halo effect

Back 9

a drugstore's bottle of shampoo vs. the original bottle of shampoo

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masked branding

Back 10

companies purposefully distancing themselves from themselves

Front 11

stimulus discrimination

Back 11

when a UCS does not follow a stimulus similar to a CS. (Don't buy cheap imitations)

Front 12

brand equity

Back 12

brand has strong positive association in a consumers memory and commands loyalty

Front 13

operant conditioning

Back 13

individuals learn to produce positive outcomes and avoid negative outcomes

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positive reinforcement

Back 14

reward, response is strengthened and appropriate behavior is learned

Front 15

negative reinforcement

Back 15

avoid negative outcomes

Front 16

punishment

Back 16

when a response is followed by unpleasant events

Front 17

fixed interval reinforcement

Back 17

after a specified time period has passed, the first response gets reward

Front 18

variable interval

Back 18

the time that must pass before reinforcement is delivered varies around some average

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fixed ratio

Back 19

reinforcement occurs only after a fixed # of responses

Front 20

variable ratio

Back 20

reinforced after an unknown # of responses

Front 21

frequency marketing

Back 21

rewards regular purchasers by giving prizes with values that increase with amount purchased

Front 22

cognitive learning theory

Back 22

approaches stress the importance of internal mental processes
-people are problem solvers

Front 23

observational learning

Back 23

when people watch actions of others and note the reinforcements they receive for their behaviors

Front 24

memory

Back 24

involves a process of acquiring information and storing it over time so that it will be available

Front 25

ecoding

Back 25

info placed in memory

Front 26

storage

Back 26

info is retained in memory

Front 27

retrieval

Back 27

info stored in memory is found as needed

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sensory meaning

Back 28

process a stimulus in terms of senses

Front 29

semantic meaning

Back 29

symbolic associations(rick people drink champagne)

Front 30

episodic memories

Back 30

relate to events that are personality relevant

Front 31

flashbulb memories

Back 31

especially vivid memories (9/11)

Front 32

narratives

Back 32

persuade people to construct mental representations

Front 33

sensory memory

Back 33

permits storage of the information we receive from our senses

Front 34

short term memory

Back 34

stores information for a limited time period and has limited capacity

Front 35

chunking

Back 35

dividing information so it can be easily retrieved (phone numbers)

Front 36

long term memory

Back 36

allows us to retain information for long periods of time

Front 37

elaboration rehearsal

Back 37

required for long term memory storage, relate stimulus to other info. already in memory

Front 38

associative networks

Back 38

knowledge structures

Front 39

nodes

Back 39

where information is placed, all connected by associative links. A complex spiderweb of information

Front 40

spreading activation

Back 40

energy spreading across nodes of varying abstraction, allow consumers to shift back and forth between levels of meaning

Front 41

propostion

Back 41

many nodes

Front 42

schema

Back 42

a connection of many propositions

Front 43

scripts

Back 43

a sequence of events expected by an individual

Front 44

salience

Back 44

prominence or level of activation of a brand in memory. Stimulus that stand out in relation to their environment

Front 45

Van Restorff Effect

Back 45

Increase novelty of the stimulus increases recall

Front 46

interference

Back 46

as new information is learned, it replaces old information

Front 47

nostalgia

Back 47

bittersweet emotions that conjur up ideas of the past

Front 48

retro brand

Back 48

updated version of a brand from a prior historical period

Front 49

recognition

Back 49

consumers are asked if they recognize an ad

Front 50

recall

Back 50

consumers are asked to recall an ad of a particular company

Front 51

response bias

Back 51

people tend to say "yes" no matter what, and want to be good subjects

Front 52

memory lapses

Back 52

people are imperfect
omitting information
averaging information
telescoping: people are poor at judging time