consumer behavior: Chapter 9: learning, memory and product positioning

pulsing

Any time it is important to produce widespread knowledge of the product rapidly, such as during a new-product introduction, frequent (close together) repetitions should be used.

product positioning

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

product repositioning

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

schema(schematic memory/knowledge structure)

a pattern of such associations around a particular concept

conditioning

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

concepts

abstrations of reality that cpature the meaning of an item in terms of other concepts

flashbulb memory

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

Learning

any change in the content or organization of long-term memory or behavior and is the result of information processing

reinforcement

anything that increases the likelihood that a given response will be repeated in the future is considered ________________

imagery

concrete sensory representations of ideas, feelings and objects. permits a direct recovery of aspects of past experiences

cognitive learning

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

brand leverage

family branding, brand etensions, umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products

retrieval failue

in cognitive learning, forgetting is often referred to as a ______________________ because information that is available in LTM cannot be accessed

self-referencing

indicates that consumers are relating brand information to themselves

analytical reasoning

individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts

operant conditioning (instrumental learning)

involves rewarding desirable behaviors such as brand puchases with a positive outcome that serves to reinforce the behavior

iconic rote learning

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

script

memory of how an action sequence should occur

perceptual mapping

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

Long-term memory (LTM)

portion of total memory devoted to permanent information storage

brand image

refers to the schematic memory of a brand

stimulus generalization

rub-off effect, occurs when a response to one stimulus is elicited by a similar but distinct stimulus

memory interference

sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way

semantic memory

the basic knowledge and feelings an individual has about a concept

explicit memory

the conscious recollection of an exposure event

low-involvement learning

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

high-involvement learning

the consumer is motivated to process or learn the material

maintenance 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

extinction

the diminishing of a conditioned response; occurs in classical conditioning when an unconditioned stimulus (US) does not follow a conditioned stimulus (CS); occurs in operant conditioning when a response is no longer reinforced.

accessibility

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

episodic memory

the memory of a sequence of events in which a person participated

implicit memory

the nonconscious retrieval of previously encountered stimuli

punishment

the opposite of reinforcement. any consequence that decreases the likelinood that a given resonse will be repeated in the future

shaping

the process of encouraging partial responses leading to the final desired response

stimulus discrimination (differentiation)

the process of learning to respond differently to similar but distinct stimuli

classical conditioning

the process of using an established relationship between one stimulus and response to bring about the learning of the same response to a difference stimulus

elaborative activities

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

brand equity

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

advertising wearout

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

vicarious learning/modeling

use imagery to anticipate the outcome of various courses of action

short-term memory (STM)

working memory; briefly stores and processes selected information from the sensory registers