MKT 351 Chapter 9

Operant conditioning

(or instrumental learning) involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.

Red Ocean Strategy

- Compete in existing market space. - Beat the competition - Capture existing demand. - Fight for market share. - Defend current position.

Blue Ocean Strategy

- Create uncontested market space. - Make the competition irrelevant. - Create new demand. - Create market share. - Innovate and create.

Schema

A pattern of thought or behavior that organizes categories of information and the relationships among them. A mental structure or framework of preconceived ideas.

Positive reinforcement

A pleasant consequence

Retrieval Cue

A stimulus that activates information in memory relevant to the to-be-remembered information

Flashbulb Memory

A type of episodic memory that is acute due to the circumstances surrounding a surprising or novel event. - Tend to be vividly detailed and enduring. - Contain specific details about location, people, activities, and felt emotions. - Held with a high degree of confidence. - Perceived as special and/or different from ordinary or mundane memories.

Short-Term Memory

Also known as working memoryis the portion of memory that is currently activated, or in use. What most refer to as thinking. - Analogous to computer RAM, in that it manages computer files currently in use. Individuals use STM to hold information while they analyze & interpret it.

Multi-Store Model of Memory

Also referred to the Atkinson-Shiffrin model. Contends that human memory consists of three separate parts: - A sensory register - known as sensory memory - A short-term store - known as short-term memory - A long-term store - known as long-term memory Sometimes referred to as theModal Modelof memory

Learning

Any change in the content or organization of long-term memory or behavior. or the process of gaining information (knowledge, skills or understanding).

Reinforcement

Anything that increases the likelihood that the desired response will be repeated in the future.

Episodic schema

Associations regarding experiences with the product or the sequence of activities in which the product was used

Affective schema

Associations regarding the feelings evoked by the product, brand or it's usage

Usage schema

Associations regarding the situations in which a product can be used

What Can Marketers Do to Decrease Competitive Interference?

Avoid competing Advertising, Strengthen Initial Learning, Reduce Similarity to Competing Ads, Provide External Retrieval Cues

Negative reinforcement

Avoidance of an unpleasant consequence

Product or brand schema

Characteristics associated with a product or brand

What are the two types of conditioning?

Classical and Operant Conditioning

How do consumers forget?

Conditioned Learning Extinction or Cognitive Learning Retrieval Failure

Associative Links

Connections between concepts which form the complete meaning assigned to an item

Conditioned Learning Extinction

Desired response decays or dies out if not reinforced.

Six factors that enhance learning

Importance, Dual coding, repetition, reinforcement, mood and message involvement

Cognitive Learning Retrieval Failure

Information that is available in LTM cannot be retrieved.

Retrieval

Involves the activation of information stored in long-term memory (LTM) that's then transferred into short-term memory (STM).

Script

Memory of how a sequence of actions should occur. A special type of schema.

Associative network

Network of mental pathways linking knowledge within memory. Can be represented similar to a neural network with a series of nodes and associative links.

Nodes

Packets of memory in which concepts, events & feelings are stored. Any node can activate the linkages to other nodes. Are both biophysical and biochemical.

Spreading activation

Personal way that an individual's brain iterates through a network of associated ideas to retrieve specific information

Brand Image

Refers to the schematic memory of the brand. Includes target market interpretations of: - Product attributes - Product benefits - Usage situations - Typical product user

Advertising Wearout

Repeating the same advertisement over and over will initially strengthen the message. However, if the way the message is delivered is not varied, the consumer will tune the message out, avoid it, or have negative feelings toward it.

What are the three types of Long Term Memories

Semantic Memory, Episodic Memory, and Procedural Memory

What is classical conditioning also reffered to as?

Sometimes referred to as Pavlovian Conditioning because of the famous illustration of the theory by Ivan Pavlov.

Echoic memory

Storage of auditory information in sensory memory (can take 2-3 seconds from the time you hear something until it is processed). - Detected on hair cells in the ear and transferred to the temporal lobe. - Strong in capacity but weak in duration

Iconic memory

Storage of visual information as an exact representation of the scene (fleeting images)

Hapticmemory

Tactile sensations derived from touch (e.g., pressure, itching, pain, etc.) - Information travels from sensory receptors (e.g., skin) through afferent neurons, spinal cord and then to the brain.

Sensory Memory

The ability to retain impressions of stimuli recorded on sensory receptors long enough (after the stimulus has ceased) to be transferred to short-term memory.

What is Semantic Memory

The basic knowledge and feelings an individual has about a concept. Accumulated facts. - A person's understanding of an object at its simplest level (e.g., Lexus = Luxury Car)

Rehearsal

The continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory (encoding) Involves the recycling of information through short-term memory (a form of inner speech)

Message Involvement

The extent to which a person is involved in the delivery of the message itself enhances learning. Specifically, does the individual find it interesting.

Accessibility

The likelihood and ease with which information can be recalled from LTM

What is Episodic Memory

The memory of a sequence of events in which a person participated. When memories happened and the relationship between events. Personal memories of a first date, graduation, or learning to drive can be quite strong.

Mood

The more positive the individual's mood is while receiving the message, the more likely the message will be learned and retained

Repetition

The more times people are exposed to a concept the more likely they will learn and remember it.

Punishment

The opposite of reinforcement. A negative consequence.

Long-Term Memory

The portion of memory devoted to permanent information storage. - Is analogous to a computer hard drive in that it is a storage medium.

Conditioning

The process of presenting two stimuli in close enough proximity so that eventually (through repetition) the two are perceived (consciously or subconsciously) to be related or associated.

Classical conditioning

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

Memory

The total accumulation of prior learningexperiences. It is the faculty of the brain by which data or information is encoded, stored, and retrieved when needed or is the ability to store and retrieve that information on demand.

Brand equity

The value consumers assign to a brand above and beyond the functional characteristics of the product.

Importance

The value that the consumer places on the information. The more important the information is, the more effective the individual becomes in the learning process.

True or false: Long term momery is viewed as an unlimited, permanent storage.

True

True or false: Memories in STM have tobe transferred to LTM to be retained.

True

True or false: Retrieved memories may or may not be accurate.

True

True or false: Short term memory has a limited capacity

True

True or false: Short term memory also working memory

True; Becuase that's where information is analyzed, categorized, and interpreted

Dual Coding

Using multiple ways to help the consumer remember. Using aimagery (Energizer Bunny) or a catchy slogan (McDonald's "I'm loving it.") helps the consumer to retrieve the message easier.

Top-of-mind Awareness

When a specific brand is easily accessible from a consumer's memory.

information processing

a series of activities by which stimuli are perceived, transformed into information and stored

Product positioning

is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment. It represents the psychological position of the product in the mind of the consumer relative to competitive products.

Perceptual mapping

offers marketing managers a useful technique for measuring and developing a product's position.

Product repositioning

refers to a deliberate decision to significantly alter the way the market views a product. This can involve: Ølevel of performance Øthe feelings it evokes Øthe situations in which it should be used, or Øwho uses the product

What is Prodecural Memory

How to do something (e.g. a skill)