Consumer Behavior Chapter 9 - Learning, Memory, Product Positioning

classical conditioning

The process of using an established relationship between one stimulus and response (music and pleasant feelings) to bring about the learning of the same response to a different stimulus (pleasant feelings and the brand)

concepts

abstractions of reality that capture the meaning of an item in terms of other concepts

flashbulb memory

acute memory for the circumstances surrounding a surprising and novel event

stimulus generalization

also called rub off effect, occurs when a response to ones stimulus is elicited by a similar but district stimulus

Learning

any change in the content or organization of long term memory or behavior

reinforcement

anything that increases liklihoods of given response being repeated in future

imagery

concrete sensory representations of ideas feelings and objects

explicit memory

conscious recollection of an exposure event

punishment

consequence that decreases likelihood of repeating response in future

Low-involvement learning

consumer has little or no motivation to learn process or learn material

High-invovlement learning

consumer is motivated to process or learn materal

self referencing

consumers that are relating brand info to themselves

maintenance rehearsal

continual repetition of of information in order to hold it in current memory for use in problem solving or transferal to long term memory

product positioning

decision by a marketer to try to achieve a defined brand image relative to competition within a market segment

product repositioning

deliberate decision to significantly alter the way a market views a product

memory interference

difficulty retrieving a specific piece of information because other related info gets in the way

cognitive learning

encompasses all the mental activities as they work to solve problems or cope with situations.

shaping

encouraging partial responses leading to final desired response

retrieval failure

forgetting in terms of cognitive learning

extinction

forgetting the message

pulsing

frequent, close together repitation of info

Analogical reasoning

inference process that allows consumers to use an existing knowledge base to understand a new situation or object, "using something familiar to understand something that is not"

iconic rote learning

learning a concept or the asscociation between two or more concepts in the absence of conditioning

Brand Leverage

marketers capitalizing on brand equity by using an existing brand name for new products -- also called family branding, brand extensions or umbrella branding

episodic memory

memory of a sequence of events in which a person participated, ex. events such as first date, graduation, learning to drive

script

memory of how action sequence should occur ex purchase during to relieve thirst

Analytical reasoning

most complex form of cognitive learning, individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts

implicit memory

non conscious retrieval of previously encountered stimuli

Long Term Memory

portion of total memory dedicated to permanent information storage

Short Term Memory

portion of total memory that is active and in use

stimulus discrimnation

process of learning to respond differently to similar distinct stimuli

operant conditioning

rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce behavior

schema

schematic memory, complex web of associations

conditioning

set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned

perceptual mapping

technique for measuring and developing a products position

semantic memeory

the basic knowledge and feeling an individual has about a concept

Accessibility

the likelihood and ease with which information can be recalled from Long-Term memory

Brand image

the schematic memory of a brand - tgt. mkts. interpretation ation of attributes, benefits, etc..

Brand equity

the value consumers assign to a brand and beyond the characteristics of the product

Advertising wearout

too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it

elaborate activities

use of previously stored experiences, values, attitudes, beliefs, and feeling to interpret and evaluate info in working memory as well add relevant previously stored info

modeling/vicarious learning

using imagery to to anticipate the outcome of various courses of action