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20 Cards in this Set
- Front
- Back
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Behavioral learning theories |
Focus on stimulus-response connections |
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Cognitive theories |
Focus on consumers as problem solvers who learn when they observe relationships |
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Learning |
Change in behavior that is caused by experiences. |
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Brand equity |
A brand has strong positive associations in a consumer’s memory and commands loyalty as a result. |
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Classical conditioning |
A stimulus that naturally elicts a response (unconditional stimulus) is paired with another stimulus that does not initially elict this response (conditioned stimulus). |
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Instrumental conditioning (operant) |
The individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes |
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Negative reinforcement |
Negative outcome is avoided by not performing a response |
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Positive reinforcement |
Reward is delivered following a response |
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Negative reinforcement example |
Women sitting alone because she didn't wear deodorant. |
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Positive reinforcement example |
Women that is complimented after wearing a certain perfume will probably buy it in the future. |
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Attitude |
Predisposition to evaluate an object or product positively or negatively. It is a lasting, general evaluation of people, objects, advertisements, or issues. |
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Attitude object |
Anything toward which one has an attitude. |
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ABC model |
- Affect - Behavior - Cognition |
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Affect |
How a consumer feels about an attitude object |
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Behavior |
The consumer's intentions to do something with regard to an attitude object |
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Cognition |
The beliefs that a consumer has about an attitude object. |
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The standard leaning hierarchy |
Problem solving process. Beliefs lead to feelings, which in turn influence behavior. (Think --> Feel --> Do) |
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The low involvement hierarchy |
Based on good or bad experiences. Beliefs directly influence behavior, which in turn generates feelings. (Think --> Do --> Feel) |
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The experiential hierarchy |
An emotional respone. Feelings lead to behavior, which in turn generates beliefs. (Feel --> Do --> Think) |
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Buzz |
Marketing messages that consumers perceive as authentic and consumer generated. |
