Consumer behavior - Chapter 4

How do we learn to be consumers?

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Theories of learning

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Instrumental

- Related to obtaining a goal - May be more complex - Reward is received after the desired behavior occurs - The response is instrumental in gaining reward (or avoiding punishment)

Classical

-Involuntary -Fairly simple -Close pairing of two stimuli

What are the five stages of consumer development?

1) Observing 2) Making request 3) Making selections 4) Making assisted purchases 5) Making independent purchases

According to the information-processing perspective, there are three distinct memory systems

1) Sensory Memory 2) Short-term memory 3) Long-term memory

What is the four stage process of memory

1) external inputs 2) encoding 3) storage 4) retrieval 1 In the encoding stage, information enters in a way the system will recognize. 2 In the storage stage, we integrate this knowledge with what is already in memory and "warehouse" it until it is needed. 3 During retrieval, we access the desired information

Instrumental conditioning occurs in one of three ways:

1) positive reinforcement 2) negative reinforcement 3) punishment Positive reinforcement comes in the form of a reward. Negative reinforcement shows how a negative outcome can be avoided. Punishment occurs when unpleasant events follow a response.

In order to instigate observational learning, marketers must meet four conditions:

1) the consumer's attention must be directed to the appropriate model and that person must be someone the consumer wishes to emulate 2) The consumer must remember what the model says or does 3) The consumer must convert this information into actions 4) The consumer must be motivated to perform these actions

how do we move memory from ST to LT?

A cognitive process we call elaborative rehearsal allows information to move from short-term memory to long-term memory.

A proposition links what together to do what?

A proposition links two nodes together to form a more complex meaning. For example, "Axe is cologne for macho men" is a proposition.

What is a retro brand?

A retro brand is an updated version of a brand from a prior historical period. The Mini Cooper, PT Cruiser, and Volkswagon's New Beetle are all retro brands.

What are the formal names of the conditions?

Attention --> Retention --> Production processes --> Motivation

From our parents influence what are the different styles parents exhibit when they socialize their children?

Authoritarian Neglecting Indulgent

Brand specific meaning refers to

Brand-specific meaning refers to memory stored in terms of the claims the brand makes.

what is often an effective way to convey product information

By conveying the information as a narrative or story

What is one way to do this?

By introducing retro brands

Cognitive theories focus on?

Cognitive theories focus on consumers as problem solvers who learn when they observe relationships

What are activation models of memory?

Depending on the nature of the processing task, different levels of processing occur that activate some aspects of memory rather than others

Extinction occurs when ?

Exposure decreases (i.e. the UCS is not paired with the CS)

Four ways marketers can use stimulus generalization?

Family branding Product Line extensions Licensing Look-alike packaging

why can measures of memory be faulty?

For one, they may be contaminated by response biases. For example, people tend to give yes responses to questions regardless of the question. People also suffer from memory lapses. Typical problems include omitting facts, averaging (or normalizing the memories by not reporting extreme cases), and telescoping (inaccurate recall of time). The illusion of truth effect may occur as well. This effect refers to the phenomenon of people remembering a claim is true when they have been told the claim is false.

Almost any technique that increases the novelty of a stimulus also __________? This result is called the ?

Improves recall. This result is called Von Restorff Effect This explains why unusual advertising or distinctive packaging tends to facilitate brand recall.

Repetition increases __?

Learning

Long term memory is?

Long-term memory is the system that allows us to retain information for a long period of time.

What is repetition in regards to classical conditioning?

Pairing the unconditioned and conditioned stimulus a number of times in order to increase the likelihood of the conditioning effects.

What is sensory memory?

Sensory memory stores the information we receive from our senses. This storage is temporary. If the information is retained for further processing, it passes through an attentional gate and transfers to short-term memory.

What is short term memory?

Short-term memory also stores information for a limited period of time, and it has limited capacity. This system is working memory. It holds information we are currently processing. Our memories can store verbal input acoustically or semantically.

Responses to classical conditioning are fairly ____________ and _________ but the responses we make to instrumental conditioning are related to what?

Simple and involuntary obtaining a goal.

Activation models of memory explain what?

That depending on the nature of the processing task, different levels of processing occur that activate some aspects of memory rather than others. --> more effort, more likely it transfers to long term memory

Many people assume what in regards to mind and memory?

That the mind works with an information processing approach

The way we store a piece of information in memory depends on what?

The meaning we initially assign to it

variable-ratio schedule

This is the type of schedule used by slot machines.

Are long-term memory and short-term memory interdependent? T/F

True

How do we store short term memories?

We store this information by combining small pieces into larger ones in a process we call chunking. A chunk is a configuration that is familiar and the person can think about it as a unit.

Observational learning occurs when?

We watch the actions of others and note the various reinforcements they receive for their behavior.

Stimulus discrimination

When conditions weaken over time especially when a UCS does not follow a stimulus similar to a CS

What is recognition?

Which of these ads (that i am showing you now) did you see during the TV show last night?

What is cued or aided recall?

While watching TV last night, did you see a commercial for ______?

What is unaided recall?

While watching the TV show last night, what commercials did you see?

What is a schema?

a cognitive framework we develop through experience.

For CC, we may learn the desired behavior over a period of time as what occurs?

a shaping process rewards our intermediate actions.

Classical conditioning occurs when ?

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

Classical condition is when a

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

Memory is the process of?

acquiring information and storing it over time so that it will be available when we need it

Marketers can use product line extensions to

add related products to an established brand

What are the different meaning types?

brand specific Ad-specific Brand identification Product category Evaluative reactions

Companies that make generic or private-level brands can communicate quality by?

by using similar packaging to those of popular brands.

Family branding enables products to?

capitalize on the reputation of a company name

There are two theories which are types of behavioral learning theories. What are they

classical conditioning and instrumental conditioning

Indulgent parents

communicate more with their children about consumption-related matters and are less restrictive

instrumental conditioning means to ?

condition behavior using consequences.

Cognitive theories focus on?

consumers as problem solvers who learn when they observe relationships

Early memory theorists thought that memories just faded with time. This is known as ______?

decay

Neglecting parents are

detached from their children and don't exercise much control over what their children do

Within a knowledge structure, we code elements at?

different levels of abstraction and complexity

A marketing message may activate our memory of a brand _______ or ____________

directly or indirectly If it activates a node, it will also activate other linked nodes much as tapping a spider's web in one spot sends movement reverberating across the web.

Episodic memories relate to what?

events that are personally relevant

Marketers need to determine the most effective reinforcement schedule to use because this decision relates to the amount of effort and resources they must devote when they reward consumers who respond as they hope to their requests. What are the four types of schedules?

fixed interval reinforcement variable interval reinforcement fixed ratio reinforcement variable-ratio schedule

According to these activation models of memory, an incoming piece of information gets what?

gets stored in an associative network that contains many bits of information. These storage units are knowledge structures - like a complex spider web filled with pieces of data. Incoming information gets put into nodes that connect to one another.

Authoritarian parents are

hostile, restrictive, and emotionally uninvolved

This meaning type then determines what?

how and when something activates the meaning

Modeling is the process of _____?

imitating others people store these observations in memory as they accumulate knowledge and then they use this information at a later point to guide their own behavior.

More exposures equals what?

increased brand awareness Repeated exposures to the association increase the strength of the associations and prevent decay of these associations in memory But for this to work, the UCS must repeatedly be paired with the CS

Instrumental conditioning (aka operant conditioning) is when

individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.

Meaning concepts (like "macho") get stored as ________?

individual nodes.

Instrumental conditioning refers to __________ behaviors while classical conditioning works to condition responses to _________

instrumental = voluntary behaviors Classical conditioning = involuntary behaviors

Forgetting can also occur as a result of ____?

interference.

The process of consumer socializing begins with?

kids

And around age 5, most kids do what?

make purchases with the help of parents

Ad- specific refers to

memories stored in terms of the medium or content of the ad itself.

Product category meaning is

memory stored in terms of how the product works or where it should be used.

Brand identification is

memory stored in terms of the brand name

variable interval reinforcement

one doesn't know when the reward will be offered. Because you don't know exactly when to expect the reinforcement, you have to respond at a consistent rate.

Learning is an?

ongoing process

One way that instrumental conditioning may occur is through ?

positive reinforcement

When prior learning interferes with new learning, this is called ______?

proactive interference

The salience of a brand refers to its ?

prominence or level of activation in memory

We may combine these concepts into a larger unit we call a ________?

proposition or a belief

fixed ratio reinforcement

reinforcement only occurs after a fixed number of responses

Extinction occurs when there is no ___?

reinforcement. In other words, the conditioning is not activated because it is not reinforced.

Learning is a ?

relatively permanent change in behavior caused by experience. The experience can be direct or it can be observed.

Licensing allows companies to ?

rent well-known names

Within the first two years, children do what?

request products they want

One type of schema that is especially relevant to consumer behavior is a _______?"

script which is a sequence of events an individual expects to occur

The process of spreading activation allows us to ___________?

shift back and forth among levels of meaning

Behavior learning theories focus on?

stimulus-response connections

Evaluative reactions is memory

stored as positive or negative emotions.

Consumers may forget stimulus-response associations if they do what?

subsequently learn new responses to the same or similar stimuli This is called retroactive interference

Stimulus generalization

tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses.

As consumers we learn service scripts that do what?

that guide our behavior in commercial settings

fixed interval reinforcement

the first response made brings the reward and then on a specific set interval, future rewards are given

When marketers play on nostalgia, they want us to ?

they want us to attach our fond memories to new products.

Free recall tests asked consumers to independently think of what?

to think of what they have seen without being prompted first

Even when associations are established, too much ___________ can turn negative

too much exposure can turn negative. In that case, the association may change in terms of whether it is perceived as positive or negative.

Behavior learning uses the ______ approach, which focuses on ?

uses the "black box approach" which focuses on observable aspects behavioral learning theories assume that learning takes place as the result of responses to external events. Psychologist who subscribe to this viewpoint do not focus on internal thought processes. Instead, they approach the mind a a "black box" and emphasize the observable aspects of behavior. The observable aspects consist of things that go into the box (the stimuli or events perceived from the outside world) and things that come out of the box (the responses, or reactions to these stimuli)

In observational learning situations, learning occurs as a result of ________ rather than ___________

vicarious rather than direct experience

The process called state-dependent retrieval means that ?

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.

Instrumental conditioning (or operant conditioning ) occurs when we learn to what?

when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes. We associate this learning process with the psychologist B. F. Skinner, who demonstrated the effects of instrumental conditioning by teaching pigeons and other animals to dance and perform other activities when he systematically rewarded them for desired behaviors.

Consumer socialization is the process by which

young people acquire skills