Ch. 9 Consumer Behavior

3 types of cognitive learning

1) Iconic Rote- learning association. 2) Modeling- adopting another's behavior 3) Analytical Reasoning- creative thinking.

What Factors affect the strength of learning?

1) Importance 2) Message involvement 3) Mood 4) Reinforcement 5) Repetition 6) Dual coding

3 types of reinforcement associated with operant conditioning.

1) positive reinforcement- repeat behavior 2) Negative reinforcement- repeat behavior 3) Punishment- stop behavior

Long Term memory

An unlimited, permanent storage.

Learning

Any change in the content or organization of long-term memory or behavior.

Operant Conditioning

Attempts to create an association between response and some outcome that serves to reinforce the response.

Classical Conditioning

Attempts to create an association between stimulus and some response.

Low involvement learning

Consumer has little or no motivation to process or learn the material.

Product Positioning

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

Cognitive Learning

Encompasses all the mental activities of humans as they work to solve problems or cope with situations. -Iconic rote -Modeling -Analytical reasoning

What is leveraging brand equity?

Family branding; capitalizing on brand equity by using and existing brand name for new products.

What is the difference between low and high involvement learning?

Level of motivation-low versus high Level of effort/thinking-love versus high.

What is the difference between maintenance rehearsal and elaborative activities?

Memorizing VS. Real thinking.

Example of Classical Conditioning

Pavlov's dog. Associating music with a brand.

Schema

Schematic memory sometimes called Knowledge structure. A pattern of such associations around a particular concept.

Accessibility

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

Memory

The total accumulation of prior learning experiences.

Product positioning

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

Short Term memory

working memory, is that portion of total memory that is currently activated or in use.

Stimulus discrimination

Respond differently to similar stimuli. process of learning to respond differently to similar but distinct stimuli.

Stimulus generalization

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

Brand Image

Schematic memory of a brand. It contains the target markets interpretation of the products attributes, benefits, usage situations, users, and manufacturer characteristics.

Script

Series of activities. EX: Tailgating, giving up ticket, entering stadium, getting hotdogs, act.

Maintenance rehearsal

continual repetition of a piece of info in order to hold it in current memory for use in problem solving or transferal to long term memory.

Repositioning

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

Elaborative Activities

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

Brand Equity

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