Consumer Behavior Exam II Chapter 9
Chacteristics of short term memory
-STM is short lived (consumers must constantly refresh information through maintenance rehearsal, or it will be lost). -STM has limited capacity. The capacity of STM is thought to be in the range of 5-9 short bits (individual item, or related items) of information. -Chunking- organizing individual items into groups of related items that can be processed as a single unit. It can greatly aid in the transfer (and recall) of information from memory. -Elaborative activities STM is often termed working memory because that's where information is analyzed, categorized, and interpreted --- that is, STM is where elaborative activities take place. Elaborative activities are the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as add relevant previously stored information. Elaborative activities serve to redefine or add new elements to memory.
Elaborative activities can involve...
1) Concepts - abstractions of reality that capture the meaning of an item in terms of other concepts. 2)Imagery - involves concrete sensory representations of ideas, feelings, and objects. Also involves the recall and mental manipulation of sensory images, including sight, smell, taste and tactile (touch) sensations. Because of pictures and verbal priming, it is easier to process and recall, especially with multisensory information.
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.
Reinforcement
Anything that increases the likelihood that a given response will be repeated in the future.
Strategies to help with difficulty retrieving info:
Avoid competing advertising, strengthening initial learning, reducing similarity to competing ads, provide external retrieval cues ("Got Milk?" signage)
What is the famous example of opearant conditioning?
B.F. Skinner and the rats in the box that would get shocked if they deviated from their path.
Difficulty in retrieving a specific piece of information because other related information in memory gets in the way, often appears with...
Competitive Advertising
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 (the two products are used together), Substitute (The new product can be used instead of the original), Transfer (Consumers see the new product as requiring the same manufacturing skills as the original), Image (the new product shares a key image component with the original)>
3 types of Cognitive learning are:
Iconic rote learning, vicarious learning or modeling, and analytical reasoning
Positive reinforcement
In operant conditioning, a reward is given for positive behavior to encourage that positive behavior again. (ex- At work, you exceed this month's sales quota, so your boss gives you a bonus.)
What is the famous example of classical conditioning?
Ivan Pavlov's ringing a bell to his dogs so that they'd eventually equate "dinner time" with getting fold and beginning to salivate.
Repetition
Repetition enhances learning and memory by increasing the accessibility of information in memory or by strengthening the associative linkages between concepts. The more ppl are exposed to info or engage in the behavior, the more likely they are to learn and remember it. It increases accessibility of information and strengthens links between nodes.
Response Environment
Retrieval is also affected by the similarity of the retrieval (response) environment to the original leanring environment and type of learning. The more retrieval situation offers cues similar to the cues present during learning, the more likely effective retrieval is to occur.
One of the best ways for competitors to protect against spillover from scandals is to be highly differentiated from the scandalized brand.
TRUE
Operant conditioning requires that consumers first engage in a deliberate behavior and come to understand its power in predicting positive outcomes that serve as reinforcement.
TRUE
Product positioning
a decision by a marketer to try to achieve a defined brand image relative to competition within a marketing segment. It differs from brand image in that involves an explicit reference to a brand's image relative to another brand or the overall industry.
Message Involvement is tied to the Elaboration Likelihood Model, which is when you have...
a message (Persuasion Attempt), and your brain either travels the Central Route or the Peripheral Route. Central Route: -High motivation and ability to think about the message (Audience Factors), -Deep processing focused on the quality of the message arguments (Processing Approach) -Lasting change that resists fading and counterattacks (Persuasion Outcome) Peripheral Route: -Low motivation or ability to think about the message (Audience Factors) -Superficial processing, focused on surface features (communicator's attractiveness) -Low motivation or ability to think about the message (Persuasion Outcome)
Schema/schematic memory
a pattern of associations around a particular concept
Schematic memory is the same as...
brand image
Stimulus discrimination is an imporant consideration in....
brand image and product positioning.
A node is similar to a ...
category
Low involvement =
classical conditioning and analogical reasoning
Associative links
connect various concepts to form the complete meaning assigned to an item.
Explicit memory
conscious recollection of an exposure event
Operant conditioning requires that...
consumers first engage in a deliberate behavior and come to understand its power in predicting positive outcomes that serve as reinforcement.
Operant conditioning (aka "instrumental learning")
creating an associate between a response and an outcome
Classical conditioning
creating an association between a stimulus and a response . It usually pairs unfamiliar stimuli with familiar (and usually positive) stimuli. It eventually creates a similar response to the unfamiliar stimuli. It is most common in low-involvement situations.
Long-term memory (LTM)
deals with storing and retrieving information to be used in decisions, and that portion of memory of total memory devoted to permanent information storage.
Cognitive learning
encompasses all the mental activities of humans as they work to solve problems or cope with situations.
Analytical reasoning
engagement in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts. It is also triggered by conflicting incoming information. (ex- Playing an instrumental version of a popular song with lyrics related to product attributes may cause people to "sing along," either out loud or mentally. )
Retrieval may also involve ___________ or implicit memories.
explicit
Two types of forgetting
extinction, and retrieval failure
Retrieval failure
forgetting in cognitive learning situations
Extinction
forgetting in conditioned learning situations
Operant conditioning is more common in __________ involvement situations
high
Top-of-mind awareness
immediate accessibility for brands associated with a context (such as we automatically recognize Coca Cola when we see it)
Strength of learning is enhanced by six factors:
importance, message involvement, mood, reinforcement, repetition, and dual coding.
Information processing
is a series of activities by which stimuli are perceived, transformed into information, and stored. the 4 activities in the series are exposure, attention, interpretation, and memory.
Punishment
is the opposite of reinforcement. It is any consequence that decreases the likelihood that a given response will be repeated in the future.
Level of involvement is the primary determinant of how material is __________
learned.
Iconic rote learning
learning a concept or the association between two or more concepts in the absence of conditioning. It requires less effort and elaboration, and is considerably higher in low-involvement. (ex-Playing an instrumental version of a popular song with lyrics related to product attributes may cause people to "sing along," either out loud or mentally. )
Dual coding
learning and storign information (codes) in two different ways. Explains why imagery enhances memory.
Most learning is in the __________ involvement level.
low
Brand leverage
marketers capitalizing on brand equity by using an existing brand name for new products.
Scripts
memory of how an action sequence should occur
Echoic memory
memory of sounds, including words
Implicit memory
non conscious retrieval of previously encountered stimuli
Retrieving information from LTM is not a completely ________ or __________ task. Memory is sometimes shaped and changed as it is accessd.
objective or mechanical
Vicarious learning
observing outcomes of other's behaviors and adjusting own behaviors accordingly. Involves both low and high involvement. It can be spurred through imagination.
Rub-off effect (stimulus generalization)
occurs when a response to one stimulus is elicited by a similar but distinct stimulus. (ex- a consumer who learns that Nabisco's Oreo cookies taste good and therefore assumes that the company's new Oreo Chocolate Cones will also taste good)
High involvement =
operant conditioning and analytical reasoning
STM and LTM are NOT distinct _________ entities
physiological
Some brand schemas are
product characteristics, usage, situations, episodes and affective reactions.
Brand image
refers to the schematic memory of a brand. It contains target market's interpretation of attributes, benefits, usage situations, users, and manufacturer/marketer characteristics.
Importance
refers to the value that consumers place on the info to be learned, based off their own curiosity or need to make a decision in the future. Importance is a key determinant of high/low involvement
Corrective advertising
removing prior inaccurate or outdated learning
Shaping
stepwise encouragement of partial responses that lead to a final response
Characteristics of long term memory
- Semantic memory- the basic knowledge and feelings an individual has about a concept. It represents the person's understanding of an object or event at its simplest level. -Episodic memory- memory of a sequence of events in which a person participated, such as a first date or graduation. -Flashbulb memory- acute memory for the circumstances surrounding a surprising and novel event
The longer the strength b/t the nodes, the longer it lasts in your mind. The more that length is activate, the more it gets refreshed.
TRUE
The rub-off-effect is good for brand extensions and associations. But it can be bad when associated with negative stimuli in other situations...
TRUE
Without reinforcement, the weaker links may disappear or fade over time (i.e- Mountain Dew's connection to a Halloween party). Over the long run, so will the stronger ones (i.e- Mountain Dew being considered 'cool'). Marketers spend enormous effort attempting to develop strong, easily activated links between their brands and desirable product benefits.
TRUE
Positive punishment
This works by presenting a negative consequence after an undesired behavior is exhibited, making the behavior less likely to happen in the future. (ex- A child picks his nose during class and the teacher reprimands him in front of his classmates.)
Learning processes vary based on involvement level
True
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. -Self-referencing = relating brand information to the self.
Mood
When you're happy you're more likely to want to learn more.
Negative reinforcement
a behavioral response to an unfavorable condition (ex- You decide to clean up your mess in the kitchen (the behavior) to avoid getting into a fight with your roommate (removal of the aversive stimulus).
Learning
any change in the content or organization of long-term memory or behavior and the result of information processing
Short-term memory (STM) (working memory)
deals with holding information temporarily while it is interpreted and transferred into long-term memory.
Accessibility of LTM can be enhanced through
rehearsal, repetition, and elaboration.
Negative punishment
taking away a certain desired item after the undesired behavior happens in order to decrease future responses (ex- A teenage girl stays out for an hour past her curfew, so her parents ground her for a week. )
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 LTM
Brands in the schematic memory that come to mind (are easily recalled) for a specific problem or situation (i.e- such as thirst for a Mountain Dew) are...
the evoked set
The greater the discrepancy in an ad
the great the need for an explanation
Two aspects of forgetting that are of concern to marketers are
the likelihood of forgetting (in any given situation) and the rate of forgetting.
Stimulus discrimination
the process of learning to respond differently to similar but distinct stimuli
Memory
the total accumulation of prior learning experiences. Memory is critical to learning.
Brand equity
the value consumers assign to a brand above and beyond the functional characteristics of the product.
How can LTM be retrieved?
through its accessibility (the likelihood and ease with which information can be recalled from LTM) and availability (the presence of the memory in LTM)
Spillover effect
when scandals from one brand negatively influence that brand and then other brands
Extent of elaboration
whether consumers are processing concepts or images, a key issue in learning and memory
