Mkt 231 Chapter 3

Front 1

relatively permanent change in behavior caused by experience

Back 1

Learning

Front 2

casual, unintentional acquisition of knowledge

Back 2

Incidental Learning

Front 3

Pavlov squirted dried meat powder into dogs mouths

Back 3

Unconditioned Stimulus (UCS)

Front 4

Over time, the bell became a _______ ______; it did not initially cause salivation, but the dogs learned to associate the bell with the meat powder and began to salivate at the sound of the bell only.

Back 4

Conditioned Stimulus (CS)

Front 5

The drooling of the dogs because of a sound

Back 5

Conditioned Response (CR)

Front 6

occurs when the effects of prior conditioning are reduced and finally disappear

Back 6

Extinction

Front 7

stimulus similar to a conditioned stimulus to evoke similar, conditioned responses

-when products have similar attributes (knock-off brands)

- Applications:
- family branding, product line extensions, licensing, look-alike packaging

Back 7

Stimulus Generalization

Front 8

because its similar, it's the same

Back 8

Halo Effect

Front 9

unconditioned conditioned stimuli does not follow a stimulus similar to a conditioned stimulus

- when people do not want knock off brand - don't be fooled by imitators - they are inferior

- Applications:
- consumers differentiate a brand from competitors, unique attributes of the brand

Back 9

Stimulus Discrimination

Front 10

behavior learned as intermediate actions rewarded

- occurs one of three ways:
- positive reinforcement
- negative reinforcement
- punishment

Back 10

shaping

Front 11

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

Back 11

Extinction

Front 12

- Fixed-interval reinforcement = year end rebates (cars)
- Variable-interval reinforcement = radio station - a winner one time a day
- Fixed-ratio reinforcement = loyalty cards
- Variable-ratio reinforcement = sot machines

Back 12

Reinforcement Schedules

Front 13

learning as a result of vicarious, rather than direct, experience

Back 13

Observational Learning

Front 14

external inputs -> encoding -> storage -> retrieval

Back 14

The Memory Process (EESR)

Front 15

very temporary storage of information

Back 15

sensory memory

Front 16

limited period of time & limited capacity

working memory

Back 16

short-term memory

Front 17

- retain information for a long period of time

- elaboration rehearsal required: relating stimulus to information already in memory

Back 17

long-term memory

Front 18

traditional perspective assumes short-term memory & long-term memory are separate systems

Back 18

multiple store models of memory

Front 19

different levels of processing occur depending on the nature of the processing task

the more effort it takes to process information, the more likely that information will be placed in long-term memory

Back 19

activation models of memory

Front 20

do consumers know we exist?

Back 20

awareness set (evoked set model)

Front 21

consumers have negative feelings brand (bad experience)

Back 21

inept set (evoked set model)

Front 22

know brand, don't know much about it

Back 22

inert set (evoked set model)

Front 23

- physiological factors -> age, amount of sleep affect retrieval

- situational factors -> pioneering brand = first brand to enter the market, descriptive brand names easier to recall

- viewing environment = commercials shown first in a series of ads are recalled better than those shown last

- postexperience advertising effects: consumers confuse recently viewed ads with their own experiences

- state-dependent retrieval = better able to access info if mood is the same at the time of recall as when the info was learned

- familiarity and recall = prior familiarity enhances recall

- salience and recall=
- salience: the prominence or level of activation of stimuli in memory
- von restorff effect: any technique that increases the novelty of a stimulus also improves recall

Back 23

Factors influencing retrieval

Front 24

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

Back 24

decay

Front 25

forget stimulus-response associations when new responses to the same or similar stimuli are learned

Back 25

retroactive interference

Front 26

prior learning interferes with new learning

Back 26

proactive interference

Front 27

when only a portion of the items in a category are presented to consumers, the omitted items are not as easily recalled

Back 27

part-list cueing effect

Front 28

a stimulus evokes a response years after it is initially perceived

Back 28

marketing power of nostalgia

Front 29

ads and products that remind consumers of their past also help to determine what they like now

Back 29

memory and aesthetic preferences