Chapter 9 - CB

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

Accessibility

What is the term for the likelihood and ease with which information can be recalled from LTM?

Accessibility

Individuals use thinking to restructure and recombine existing and new information to form new associations and concepts

Analytical reasoning

What connects various concepts to form the complete meaning assigned to an item?

Associative links

How can competitive interference be reduced?

Avoiding competitive clutter, strengthen learning, reducing similarity to competitor ads, and providing retrieval cues.

Consumers often organize information in LTM around brands in the form of what?

Brand Schemas

A brand image that matches a target market's needs and desires will be valued by that market segment is said to have what?

Brand equity

What is the term for a market segment of individual consumer's schematic memory of a brand, and is a major focus in marketing activity?

Brand image

What is an example of implicit memory?

Brand placement

What is the term for organizing individual items into groups of related items that can be process as a singe unit?

Chunking

A response elicited by one object is elicited by a second object if both objects frequently occur.

Classical conditioning

What type fo learning occurs in low-involvement situations?

Classical conditioning and iconic rote learning

Which learning approach encompasses the mental activities of humans as they work to solve problems, cope with complex situations, or function effectively in their environment?

Cognitive approach

What is a common form of interference?

Competitive advertising

What is the term for abstractions or reality that capture the meaning of an item in terms of other concepts?

Concepts

What is the term for storing the same information in different ways?

Dual coding

What is the term for the use of preciously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant preciously stored information?

Elaborative activities

What type of memory is a flashbulb memory?

Episodic memory

Which memory elicits imagery and feelings?

Episodic memory

Which type of memory is a sequence of events in which a person participated?

Episodic memory

Which memory is characterized by conscious recollection of an exposure event?

Explicit memory

What is the key issue in learning and memory ?

Extent of elaboration

An acute memory for the circumstances surrounding a surprising and novel event.

Flashbulb memory

What learning involvement situation is where the consumer is motivated to process or learn to material?

High- involvement learning

A concept or the association between two concepts is learned without conditioning.

Iconic rote learning

What does cognitive learning include?

Iconic rote learning, vicarious learning/modeling, and analytical reasoning.

What involves concrete sensory representations of ideas, feelings, and objects?

Imagery

Which memory involves the non-conscious retrieval of previously encountered stimuli?

Implicit memory

What term refers to the value that the consumer places on the information to be learned?

Importance

Competitive interference [increases or decreases] with increased advertising clutter.

Increases

The information retrieved from [LTM or STM] for use in evaluations and decision.

LTM

How do people acquire most of their attitudes, values, tastes, behaviors, preferences, symbolic meanings, and feelings?

Learning

Which memory deals with storing and retrieving information to be used in decisions?

Long- term memory

What learning involvement situation is where the consumer has little or no motivation to process or learn to material?

Low- involvement learning

What is the term for continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to LTM?

Maintenance rehearsal

What can enhance the ease and likelihood of retrieval?

Matching the response environment to he learning environment, or matching the learning environment to the response environment

What occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way?

Memory interference

What is the term for the degree to which the consumer is interested in the message itself?

Message involvement

What is the term for the temporary mental state of feeling of the consumer?

Mood

Also known as instrumental learning.

Operant conditioning

A useful technique for measuring and developing a product's position. _______ takes consumers' perceptions of how similar various brands or products are to each other and relates theses perceptions to product attributes.

Perceptual mapping

What is a source of schema?

Personal experience

Do learning and memory appear to be greater in positive or negative mood conditions?

Positive mood

What term refers to a deliberate decision to significantly alter the way the market views a product?

Product repositioning

Any time it is important to produce widespread knowledge of the product rapidly, frequent repetitions should be used, also referred to as __________.

Pulsing

Which strategy involves trying to plan advertising exposures so that they occur as close in time to a consumer purchase occasion as possible?

Recency planning

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

Reinforcement

What term refers to the number of times that we are exposed to the information or that we engage in a behavior?

Repetition

What is another term for forgetting in cognitive learning?

Retrieval failures

What is another term for knowledge structure?

Schema

Memory of how an action sequence should occur.

Scripts

Which strategy uses nostalgia to enhance learning?

Self- referencing

Which type of memory is the basic knowledge and feelings an individual has about a concept?

Semantic memory

What type of memory is the working memory?

Short-term memory

What term refers to the process of learning to responding differently to similar but distinct stimuli?

Stimulus discrimination

What is the term for rub-off effect?

Stimulus generalizaion

What does retrieval depend on?

Strength of initial learning, memory interference, and the response environment.

True or False: Level of involvement is the primary determinant of how material is learned.

True

Behaviors are learned by watching the outcome of others' behaviors or by imagining the outcome of a potential behavior.

Vicarious learning

What is the ability to benefit from a brand image called?

brand equity

What is the term for introducing new products under the same name as an existing product?

brand leverage or brand extention

individuals may _______ a memory based on limited recall and a series of judgements or inferences.

construct

What are the six basic factors that the strength of learning depend on?

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

Accessibility is related to the strength and directness of links to _______; the stronger the link the more accessibile.

nodes

What are three ways to enhance accessibility?

rehearsal, repetition, and elaboration

What are two important memory structures?

schemas and scripts