Chapter 3 advertising
Learning
A relatively permanent change in behavior experience
Incidental learning
Casual, unintention acquisition of knowledge
Encoding
Information entered in a recognizable way
The marketing power of nostalgia through
Spontaneous recovery
Reinforcement of consumption:
Thank you, rebates, follow up phone calls
Eventually through learned association and repetition ______
The CS will cause the CR
Spontaneous recovery
The ability of a stimulus to evoke a response years after it is initially perceived
Brand equity
A brand has strong positive associations in a consumers memory and commands loyalty
Responses biases
A contaminated result due to the intsrument or the respondent, rather than the object that is being measured
Memory
A process of acquiring and storing information such that it will be available when needed
Trigger feature
A stimulus that cues an individual toward a particular pattern and activities a reaction
Memory and aesthetic preferences through
Ads and products that remind consumers of their past also help to determine what they like now
Narrative
An effective way of persuading people to construct a mental representation of the information that they are viewing
Products and ads can serve _____
As powerful retrieval cues
Mneumonic qualities
Aspects of a consumer's possessions that serve as a form of external memory which prompts the retrieval of episodic memory
Marketing applications of behavior learning experiences
Brand equity, applications of repetition, applications of conditioned product associations, application of stimulus generalization, application of stimulus discrimination
Long term memory
Can retain information for a long period of time, elaboration rehearsal
Example of stimulus generalization of Pavlov's theory
Changing the way the bell rings
View is represented by two major approaches to learning:
Classical conditioning and instrumental conditioning
Learning is an ongoing process by _____
Constantly being revised, and can be either be simple association or complex cognitive activity
Autobiographical memories
Consumer memories relate to their own past
Applications of stimulus discrimination through
Consumers learning to differentiate a brand from its competitors and unique attributes of the brand
Masked branding
Deliberately hiding a products true origin
Conditioned stimulus
Does not initially cause a response
Stages of memory
Encoding, storage, retrieval
Personal revelance of encoding information
Episodic memories, flashbulb memory, and narrative
Flashbulb memory
Especially vivid associations
Application of stimulus generalization through
Family branding, product line extensions, licensing, and look alike packaging
Example of unconditioned stimulus of Pavlov's theory
Food with the dog saliva
Example of frequency marketing
Frequent flyer miles
Positive punishment example
Grades are bad, parents give you more chores
Example of classical conditioning
Ivan Pavlov's dogs
Storage
Knowledge integrated into what is already there and warehoused
Short term memory
Limited period of time, limited capacity my working memory holds memory we are currently processing
Unconditioned stimulus
Naturally capable of causing a response
Instrumental conditioning
Occurs as the individual learns to perform behaviors that produce positive outcomes and avoid behaviors that yield negative outcomes also known as Operant Conditioning
Stimulus discrimination
Occurs when a UCS does not follow a stimulus similar to a CS
Observational learning
Occurs when people watch the actions of others and note reinforcements received for their behaviors
Negative punishment example
Parents take away electronics
Operant conditioning occurs in 4 ways
Positive reinforcement, negative reinforcement, positive punishment, and negative punishment
Elaboration rehearsal
Process involves thinking about a stimulus and relating it to information already in memory
Positive reinforcement example
Professor gives extra credit for good class
Memory for facts versus feelings through
Recalling which is important but not sufficient to alter consumer preferences, and more sophisticate attitude changing strategies are needed
Frequency marketing
Reinforces regular purchases by giving them rewards with values that increase along with the amount purchased
Episodic memory
Relate to events that are personally relevant
Problems with memory measures
Response biases, memory lapses, memory for facts versus feelings
Conditioned response
Response generated by repeated paired exposures to UCS and CS
Application of conditioned product associations through
Semantic associations and phonemes
Types of meaning for encoding information
Sensory meaning (color shape) Sense of familiarity( seeing something you saw) Semantic meaning
Example of stimulus discrimination of Pavlov's theory
Start flashing light instead of ringing bell for dogs
Semantic meaning
Symbolic associations such as rich people drinking champagne
Stimulus generalization
Tendency of a stimulus similar to CS to evoke similar conditioned responses
Retrieval
The person accesses the desired information
Example of conditioned response of pav
The sound of bell allows the dog to come eat
Example of conditioned stimulus of Pavlov's theory
The sound of the bell
Memory lapses
Unintentionally forgetting memory through omitting (leaving facts out), averaging(not reporting extreme cases), and telescoping (inaccurate recall of time)
Sensory memory
Very temporary storage of information we recieve from our sense
Learning occurs as a result of _______
Vicarious my rather than direct, experience
Negative reinforcement example
You make good grades and don't have to do chores, make good grades on test and won't have to take exam