Mkt 231 Exam 3

Front 1

learning

Back 1

a relatively permanent change in behavior caused by experience.

Front 2

incidental learning

Back 2

casual, unintentional acquistion of knowledge. (humming jingles for products in which one does not use)

Front 3

behavioral learning theories

Back 3

assumes that learning takes place as the result of responses to external events.

Front 4

classical conditioning

Back 4

occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.

Front 5

unconditioned stimulus

Back 5

naturally capable of causing the response. (meat powder)

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conditioned stimulus

Back 6

the bell that the dogs learned to associate with the meat powder.

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conditioned response

Back 7

the drooling of the dogs to the sound of the bell.

Front 8

extinction

Back 8

occurs when the effects of prior conditioning diminish and finally disappear.

Front 9

stimulus generalization

Back 9

the process that occurs when the behavior caused by a reaction to one stimulus occurs in the presence of other similar stimuli.

Front 10

halo effect

Back 10

a phenomenon that occurs when people react to other, similar stimuli in much the same way they responded to the original stimulus.

Front 11

masked branding

Back 11

deliberately hiding a product's true origin. (General Motors and Saturn)

Front 12

stimulus discrimination

Back 12

the process that occurs when behaviors caused by two stimuli are different, as when consumers learn to differentiate a brand from its competitors.

Front 13

brand equity

Back 13

in which a brand has strong positive associations in a consumer's memory and commands a lot of loyalty as a result.

Front 14

advertisising wear-out

Back 14

when consumers become so used to hearing or seeing a marketing stimulus that they no longer pay attention to it.

Front 15

family branding

Back 15

many products capitalize on the reputation of a company name.

Front 16

product line extension

Back 16

marketers add related products to an established brand. (Dole fruit juices)

Front 17

Licensing

Back 17

companies often "rent" well known names. Marketers try to link their products and services with popular brands or designers.

Front 18

look-alike packaging

Back 18

companies that make generic or private label brands and want to communicate a quality image often exploit this linkage by putting their products in similar packages to those of popular brands.

Front 19

instrumental conditioning

Back 19

(operant conditioning) occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes.

Front 20

shaping

Back 20

learning a desired behavior over time; often broken into steps.

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positive reinforcement

Back 21

(reward). this strengthens the response and we learn the appropriate behavior.

Front 22

negative reinforcement

Back 22

also strengthens responses so that we learn the appropriate behavior but this time something negative is removed.

Front 23

punishment

Back 23

occurs when unpleasant events follow a response. (friends ridicule for wearing a bad perfume)

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fixed-interval reinforcement

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after a specified time period has passed, the first response you make brings the reward.

Front 25

variable-interval reinforcement

Back 25

the time that must pass before you get reinforced varies based on some average. (secret shoppers)

Front 26

fixed-ratio reinforcment

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reinforcment occurs only after a fixed number of responses.

Front 27

variable-ratio reinforcement

Back 27

you get reinforced after a certain number of responses but you don't know how many responses are required. (slot machines)

Front 28

frequency marketing

Back 28

a popular technique that rewards regular purchasers by giving them prizes with values that are based on spending.

Front 29

cognitive learning theory

Back 29

stresses the importance of internal mental processes; views people as problem solvers who actively use information from the world arouond them.

Front 30

observational learning

Back 30

occurs when people watch the actions of others and note the reinforcements they receive for their behaviors--learning occurs as a result of vicarious experience.

Front 31

modeling

Back 31

the process of imitating the behavior of others.

Front 32

memory

Back 32

a process of acquiring information and storing it over time so that it will be available when we need it.

Front 33

encoding

Back 33

information enters in a way the system will recognize

Front 34

storage

Back 34

we integrate the knowledge with what is already in memory and "warehouse" it until needed.

Front 35

retrieval

Back 35

we access the desired information.

Front 36

sensory meaning

Back 36

literal color or shape of a package

Front 37

semantic meaning

Back 37

refers to symbolic associations, such as the idea that rich people drink champagne

Front 38

episodic memories

Back 38

relate to events that are personally relevant.

Front 39

sensory memory

Back 39

permits storage of the information we recieve from our senses and this storage is very temporary.

Front 40

attentional gate

Back 40

transfers to short term memory.

Front 41

short term memory

Back 41

also stores information for a limited period of time and has limited capacity. (working memory)

Front 42

chunking

Back 42

storing information by combining small pieces into larger ones.

Front 43

long-term memory

Back 43

the system that allows us to retain information for a long period of time.

Front 44

elaborative rehearsal

Back 44

a process that allows information to move from short-term memory into long-term memory.

Front 45

activation models of memory

Back 45

approaches to memory stressing different levels of processing that occur and activate some aspects of memory rather than others, depending on the nature of the processing task.

Front 46

associative network

Back 46

contains many bits of related information organized based on some set of relationships.

Front 47

evoked set

Back 47

consumer recalls brands contained in the appropriate category.

Front 48

brand-specific

Back 48

memory is stored in terms of claims the brand makes ("it's macho")

Front 49

ad-specific

Back 49

memory is stored in terms of the medium or content of the ad itself (a macho looking guy uses the product)

Front 50

brand identification

Back 50

memory is stored in terms of the brand name (e.g. "Axe")

Front 51

product category

Back 51

memory is stored in terms of how the product works or where it should be used (a can of Axe sits in a guy's medicine cabinet)

Front 52

evaluative reactions

Back 52

memory is stored as positive or negative emotions ("that looks cool")

Front 53

script

Back 53

a sequence of events an individual expects to occur.

Front 54

spacing effect

Back 54

describes the tendency fo us to recall printed material more effectively when the advertiser repeats the target item periodically rather than presenting it repeatedly in a short time period.

Front 55

state dependent recall

Back 55

we are better able to access information if our internal state is the same at the time of recall as when we learned the information.

Front 56

salience

Back 56

refers to a brands prominence or level of activation in memory.

Front 57

von Restorff Effect

Back 57

almost any technique that increases the novelty of a stimulus also improves recall.

Front 58

decay

Back 58

the structural changes learning produces in the brain simply go away.

Front 59

interference

Back 59

as we learn additional information, it displaces the earlier information.

Front 60

part-list cueing effect

Back 60

a strategy to utilize the interference process in memory; when a marketer presents only a portion of the items in a category to consumers, they don't recall the omitted items as easily.

Front 61

spontaneous recovery

Back 61

a stimulus is at times able to evoke a weakened response even years after we first perceived it.

Front 62

nostalgia

Back 62

describes a bittersweet emotion where we view the past with both sadness and longing.

Front 63

retro brand

Back 63

an updated version of a brand from a prior historical period.

Front 64

recognition

Back 64

researchers show ads to subjects one at a time and ask if they have seen them before.

Front 65

recall

Back 65

ask consumers to independently think of what they have seen without being prompted for this information first.

Front 66

the starch test

Back 66

a research service founded in 1932 is a widely used commericial measure of advertising recall for magazines.

Front 67

response bias

Back 67

people try to give responses for which the experimenter is looking.

Front 68

telescoping

Back 68

innaccurate recall of time

Front 69

omitting

Back 69

leaving facts out

Front 70

averaging

Back 70

the tendency to "normalize" memories by not reporting extreme cases.

Front 71

illusion of truth effect

Back 71

telling people that a consumer claim is false can make them misremember it as true.

Front 72

consumer hyperchoice

Back 72

having too many choices; this forces us to make repeated choices that may drain psychological energy while decreasing our abilities to make smart decisions.

Front 73

rational perspective

Back 73

calmly and carefully integratining as much information as possible with what we already know about a product, painstakingly weigh the pluses and minuses of each alternative, and make a satisfactory decision.

Front 74

economics of information

Back 74

approach that assumes consumers will gather as much data as they need to make an informed decision.

Front 75

purchase momentum

Back 75

occurs when initial impulses actually increase the liklihood that we will buy even more (instead of less as we satisfy our needs)

Front 76

behavioral influence perspective

Back 76

concentrate on selling the environment's characteristics, such as a store's design or package.

Front 77

experiential perspective

Back 77

expresses the totality of the product or service.

Front 78

extended problem solving

Back 78

a careful process usually when the decision we have to make relates to our self-concept and we feel the outcome may be risky. We collect as much info as possible from internal and external sources.

Front 79

limited problem solving

Back 79

we're likely to use simple decision rules to choose among alternatives.

Front 80

habitual decision making

Back 80

choices we make with little or no conscious effort.

Front 81

automaticity

Back 81

choices made with minimal control and conscious effort.

Front 82

problem recognition

Back 82

occurs whenever we see a significant difference between our current state of affairs and some state.

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need recognition

Back 83

quality of actual state decreases

Front 84

opportunity recognition

Back 84

moving our ideal state upward

Front 85

variety seeking

Back 85

the desire to choose new alternatives over more familiar ones.

Front 86

mental accounting

Back 86

the way we pose a problem and whether it's phrased in terms of gains or losses influences our decisions.

Front 87

sunk cost fallacy

Back 87

having paid for something makes us reluctant to waste it.

Front 88

loss aversion

Back 88

we emphasize our losses more than our gains. (losing money is more unpleasant than gaining money is pleasant)

Front 89

prospect theory

Back 89

describes how people make choices, finds that utility is a function of gains and losses.

Front 90

perceived risk

Back 90

the belief that there may be negative consequences from using or not using a product or service.

Front 91

consideration set

Back 91

alternatives a consumer is considering.

Front 92

knowledge structure

Back 92

a set of beliefs and the way we organize these beliefs in our minds.