exam 2

observational learning

"I want to buy beer because i will have a lot of fun"

Contingency Awareness

-A regular finding in conditioning research is that with repeated exposures to a CS/US combination, subjects learn that presentation of a particular US is contingent on the presence of a specific CS. This recognition of the CS/US pairing pattern is referred to as "contingency awareness." -

instrumental (operant) conditioning

-A type of learning where behavior is controlled by consequences -Consumers learn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors -A favorable experience is instrumental in teaching the individual to repeat a specific behavior

Cigarette Advertising

-Activate positive emotion: success -Positive emotion transferred to cigarette *(US) -success* (UR) - happiness, joy (NS) - cigarettes (CS) -cigarettes (CR)- happiness, joy

vicarious learning

-First, it is often desirable to "educate" consumers in product usage -Second, it may be helpful to show positive consequences of using a product -Emotional behavior

(Cueing-Strategies used by quaker oats)

-Kevin Lane Keller and Quaker ----Oats Repetition: better memory for ad??? -YES, but only when there is no retroactive interference -retroactive interference, produced by related information encountered after target information is learned; and -proactive interference, produced by related information encountered before target information is encoded.

Famous Faces

-Not good to use famous face for new product -Famous face Transferred on the most typical brand

Shaping

-Occurs when you'd like to advertise a high involving product (car) -closer approximations to the final desired behavior are reinforced -Shape step by step someone's behavior: Open door to car dealer - for marketer it means you almost buy product - reward person for choosing "Toyota" - offer cup of coffee - more interested in product - reward with free trial

Strong Conditioning Mechanism

-Present product and then unconditional stimulus - Pepsi ad -See can of pepsi, then US - a lady (now you see it now you don't) -Proper conditioning mechanics should involve repeated presentation of the brand (i.e., the CS) to stimulate anticipation. -Via a repetitive sequential arrangement, the viewer should be taught to expect the US (e.g., an attractive visual image) after each CS presentation. The learning of this relationship should increase the likelihood of attitude formation.

Semantic Memory Model

-Quillian and Collins network model -A network model: interrelated concepts or nodes are organized into a interconnected network -Memory is the activation of a node which can spread to other nodes activating other memories (hierarchy)

Wine and Aficionados

-Results: misleading advertisements didn't affect, because they used accurate vocabulary -Teaching aficionados how to learn about sensory aspects of wine might provide them with more confidence in their ability to choose wines that match their own preferences -Marketers can also benefit by developing a more learned customer base, framing preferences in sensory attributes more favorably toward their particular wine (attaching descriptions of their wine to the bottle)

Gorn Experiment

-The effects of music in advertising on choice behavior: a classical conditioning approach -Proved classical conditioning can work in advertisements -US: music -CS: pen -UR: color preference -CS: pen -CR: color selected In general: -Product(CS)+Music(US) = Product preference(CR) =Product Choice(CR)

Verbal overshadowing

-The tendency of verbalization to impair the recall of visual memories -The verbalization of a visual memory can foster the formation of verbally biased representation corresponding to original visual stimulus.

Fear in advertising

-We become resistant to fear in ads but it does work when used in some manner -Think it will never happen to us Defensive response -When mixed with a little bit of humor it works better

Unfair competition

-launch product too close to a typical brand -competitive advertising may produce interference effects in memory

Promotional strategies are often based on what kind of conditioning?

-operant -you will be rewarded

Variable Interval

-reward on an inconsistent schedule -You never know when you will be rewarded -Store sales, (excluding seasonal sales) random sales (Oshkosh outlet - additional 15% - never know when they do it - don't do it every Friday ) -MOST Efficient in maintaining behavior - to reward someone irregularly

mood congruence effect

-underscores the desirability of matching a consumer's mood at the time of purchase when planning exposure to marketing communications. A consumer is more likely to recall an ad, for example, if his or her mood or level of arousal at the time of exposure is similar to that in the purchase environment. By recreating the cues that were present when the information was first presented, recall can be enhanced

Variable Ratio

-you never know how much you need to put work into something to be reinforced, people always work very hard to be rewarded (Gambling, never know how much effort/money to put in to win)

Reinforcement

A positive or negative outcome that influences the likelihood that a specific behavior will be repeated in the future in response to a particular cue or stimuli

Advertisement and strategies are often based on what kind of conditioning?

Classical Conditioning -Try to activate emotions, using US to activate stimulus -Emotions transferred to product

Stimulus Generalization

Selection of specific stimulus from among similar stimuli The consumer's ability to discriminate among similar stimuli is the basis of positioning strategy, which seeks to establish a unique image for a brand in the consumer's mind The ability to select a specific stimulus from among similar stimuli (Pillsbury dough boy)

Launching a new product

give more promotions to new product - more set in consumers mind

Generalization

The inability to perceive differences between slightly dissimilar stimuli (Milka- use color similar to your product)

Spreading Activation

Words which are semantically associated with each other are represented in the form of a network and activation spreads through this network from presented words their their associated words in memory (spider web)

brand licensing

a contractual arrangement between firms, whereby one firm allows another to use its brand name, logo, symbols, or characters in exchange for a negotiated fee (Japanese Airlines and Disney image)

brand extension

extending an existing brand name to new product categories (coca-cola, coca-cola light, coca-cola zero)

Conceptual knowledge

general knowledge about the product category as well as concrete sensory descriptions about product characteristics (Learn)

fixed interval

get reward after certain amount of time always (getting paycheck) Problem: with motivation, because they know they will get their reward after a certain amount of time (Least effective)

perceptual knowledge

knowledge based on experience with a product (senses, get by experiences)

classical conditioning

learning of associations among events that allow us to anticipate our environment

positive reinforcement

positive outcomes that likely strengthen the likelihood of a specific response (ad showing beautiful hair as a reinforcement for shampoo)

Fixed Ration

reinforcement after a specified number of responses/tasks (Giving kids candy after 10 tasks)

negative reinforcement

unpleasant or negative outcomes that serve to encourage a specific behavior (ad showing wrinkled skin to reinforce skin, buy the cream to avoid looking like this)