Ch 9- Learning, Memory, and Product Positioning

stimulus generalization

(rub off effect) occurs when a response to one stimulus is elicited by a similar but distinct stimulus (oreos taste good so oreo chocolate cones will taste good)

short term memory

-short lived (must be refreshed through maintenance rehearsal) -limited capacity (thought to only be able to hold five to nine bits of information) -where elaborative activities take place (use of previously stored values/attitudes to interpret/evaluate info in working memory)

aspects of flashbulb memories

-vividly detailed and highly enduring -contain specific situational detail -held with a high degree of confidence -perceived as special and different from other memories

What can marketers do to decrease competitive interference

Avoid competing advertising, strengthen initial learning, reduce similarity to competing ads, provide external retrieval cues

successful brand leverage generally requires that the original brand have a strong positive image and that the new product fit with the original product on at least one of four dimensions

Complement, Substitute, Transfer, Image

flashbulb memory (episodic)

acute memory for the circumstances surrounding a surprising and novel event

analogical reasoning

an inference process that allows consumers to use an existing knowledge base to understand a new situation or object

the most complex form of cognitive learning is:

analytical reasoning

reinforcement

anything that increases the likelihood that a given response will be repeated in the future is considered reinforcement. opposite is punishment

classical conditioning

attempts to create an association between a stimulus and some response

low-involvement learning

consumer has little or no motivation to process the material (consumer whose TV program is interrupted by a commercial they don't care about)

transfer

consumers see the new product as requiring the same manufacturing skills as the original

in conditioned learning, forgetting is often referred to as ____. in cognitive learning, forgetting is often referred to as_____.

extinction; retrieval failure

strength of learning is enhanced by six factors

importance, message involvement, mood, reinforcement, repetition, and dual coding

iconic rote learning

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

_____ is the primary determinant of how material is learned

level of involvement

two aspects of forgetting that are of concern to marketers are

likelihood of forgetting and rate of forgetting

brand leverage

marketers capitalizing on brand equity by using an existing brand name for new products

another type of memory of interest to marketers is episodic memory (LTM):

memory of a sequence of events in which a person participated

scripts

memory of how an action sequence should occur, such as purchasing and drinking a soft drink to relieve thirst

most common application of operant conditioning

offer consistent-quality products so that the use of the product to meet a consumer need is reinforcing

mood

positive mood during the presentation of information such as brand names enhances learning

shaping

process of encouraging partial responses leading to the final desired response

pattern of associations round a particular concept is termed a

schema, or knowledge structure

dual coding

storing the same information in different ways (2 dandruff shampoo commercials with office theme and social theme)

explicit memory

the conscious recollection of an exposure event

high involvement learning

the consumer is motivated to process or learn the material (consumer reading PC magazine before purchasing a computer)

repetition

the more likely people are exposed to information or engage in a behavior, the more likely they are to learn and remember it

implicit memory

the non conscious retrieval of previously encountered stimuli

stimulus discrimination

the process of learning to respond differently to similar but distinct stimuli (separate brands from other brands)

importance

the value consumers place on the info to be learned

long term memory

unlimited, permanent storage

brand equity

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

message involvement

when a consumer is not motivated to learn the material, processing can be increased by causing the person to become involved with the message itself

memory interference

when consumers have difficulty retrieving a specific piece of info because other related info gets in the way

operant conditioning

attempts to create an association between a response and some outcome that serves to reinforce the response (trial focused)

marketers are most interested in semantic memory (LTM):

basic knowledge and feelings an individual has about a concept

substitute

the new product can be used instead of the original

image

the new product shares a key image component with the original

complement

the two products are used together

vicarious learning or modeling

using imagery to anticipate the outcome of various courses of action. common in both low and high involvement situations.