Chapter 6

Ways to motivate and reward people (employees/consumers):

- store and brand loyalty - social marketing - employee performance

Parenting styles:

1) authoritarian 2) neglecting 3) indulgent

script

a learned schema containing a sequence of events an individual expects to occur

spreading activation

meanings in memory are activated indirectly; as a node is activated, other nodes linked to it are also activated so that meanings spread across the network

Different ways to store a memory trace:

1) brand-specific = memory is stored in terms of claims the brand makes 2) ad-specific = memory is stored in terms of the medium or content of the ad itself 3) brand identification = memory is stored in terms of the brand name 4) product category = memory is stored in terms of how the product works or where it should be used 5) evaluative reactions = memory is stored as positive or negative emotions

The stages of development:

1) limited 2) cued 3) strategic

Typical memory problems:

1) omitting 2) averaging 3) telescoping - inaccurate recall of time

nostalgia

a bittersweet emotion; the past is viewed with sadness and longing; many "classic" products appeal to consumers' memories of their younger days

brand equity

a brand that has strong positive associations in a consumer's memory and commands a lot of loyalty as a result

elaborative rehearsal

a cognitive process that allows info to move from STM into LTM by thinking about the meaning of a stimulus and relating it to other info already in memory

response bias

a form of contamination in survey research in which some factor, such as the desire to make a good impression on the experimenter, leads respondents to modify their true answers

hybrid ads

a marketing communication that explicitly references the context in which it appears

frequency marketing

a marketing technique that reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased

associative network

a memory system that organizes individual units of info according to some set of relationships; may include such concepts as brands, manufacturers, and stores

multiple-intelligence theory

a perspective that argues for other types of intelligence, such as athletic prowess or musical ability, beyond the traditional math and verbal skills psychologist use to measure IQ

halo effect

a phenomenon that occurs when people react to other, similar stimuli in much the same way they respond to the original stimulus

chunking

a process in which information is stored by combining small pieces of info into larger ones

memory

a process of acquiring information and storing it over time so that it will be available when needed

learning

a relatively permanent change in a behavior caused by an experience

conditioned response (CR)

a response to a conditioned stimulus caused by the learning of an association between a conditioned stimulus (CS) and an unconditioned stimulus (UCS)

unconditioned stimulus (UCS)

a stimulus that is naturally capable of causing a response

conditioned stimulus (CS)

a stimulus that produces a learned reaction through association over time

spontaneous recovery

ability of a stimulus to evoke a weakened response even years after the person initally perceived it

mixed emotions

affect with positive and negative components

fixed-interval reinforcement

after a specified time period has passed, the first response an organism makes elicits a reward

instrumental conditioning

also known as operant conditioning, occurs as the individual learns to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes

family branding

an application of stimulus generalization when a product capitalizes on the reputation of its manufacturer's name

schema

an organized collect of beliefs and feelings represented in a cognitive category

retro brand

an updated version of a brand from a prior historical period

cognitive learning theory

approaches that stress the importance of internal mental processes; this perspective views people as problem-solvers who actively use information from the world around them to master their environment

activation models of memory

approaches to memory stressing different levels of processing that occur and activate some aspects of memory rather than others, depending ont eh nature of the processing task

Strategic stage

children 12 and older spontaneously employ storage and retrieval strategies

Cued stage

children between the ages of 6 & 12 employ these strategies but only when prompted to do so

Limited stage

children who are younger than age 6 do not employ storage and retrieval strategies

Indulgent parents

communicate more with their children about consumption related matters and are less restrictive; believe that children should be allowed to learn about the marketplace without much interference

Neglecting parents

detached from their children, don't exercise much control over what their children do

unipolar emotions

emotional reactions that are either wholly positive or wholly negative

Authoritarian parents

hostile, restrictive, emotionally uninvolved; do not have warm relationships with children, censor the types of media their children see, tend to have negative views on advertising

modeling

imitating the behavior of others

recognition

in advertising research, the extent to which consumers say they are familiar with an ad the researcher shows them

consumer confusion

in legal contexts, the likelihood that one company's logo, product design, or package is so similar to another that the typical shopper would mistake one for the other

episodic memories

memories that relate to personally relevant events; this tend to increase a person's motivation to retain these memories

variable-ratio reinforcement

method in which you get reinforced after a certain number of responses, but you don't know how many responses are required

repetition

multiple exposures to a stimulus

interference

one way that forgetting occurs; as additional info is learned, it displaces the earlier info

state-dependent retrieval

people are better able to access info if their internal state is the same at the time of recall as when they learned the info

licensing

popular marketing strategy that pays for the right to link a product or service to the name of a well-known brand or designer

narrative

product information in the form of a story

fixed-ratio reinforcement

reinforcement occurs only after a fixed number of responses

product line extension

related products to an established brand

conceptual brand meanings

specify the non-observable abstract features of the product; happens around age 8

decay

structural changes in the brain produced by learning decrease over time

von Restorff Effect

techniques like distinctive packaging that increase the novelty of a stimulus and also improve recall

stage of cognitive development

the ability to comprehend concepts of increasing complexity as a person matures

advertising wear-out

the condition that occurs when consumers become so used to hearing/seeing a marketing stimulus that they no longer pay attention to it

shaping

the learning of a desired behavior over time by rewarding intermediate actions until the final result is obtained

punishment

the learning that occurs when a response is followed by unpleasant events

classical conditioning

the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but will cause a similar response over time because of its association with the first stimulus

short-term memory (STM)

the mental system that allows us to retain information for a short period of time

highlighting effect

the order in which consumers learn about brands determines the strength of association between these brands and their attributes

behavioral learning theories

the perspectives on learning that assume that learning takes place as the result of responses to external events

consumer socialization

the process by which people acquire skills that enable them to function in the marketplace

encoding

the process in which information from short-term memory enters into long-term memory in a recognizable form

observational learning

the process in which people learn by watching the actions of others and noting the reinforcements they receive for their behaviors

gamification

the process of injecting gaming elements into tasks that might otherwise be boring or routine

recall

the process of retrieving info from memory; in advertising research, the extent to which consumers can remember a marketing message without being exposed to it during the study

stimulus generalization

the process that happens when the behavior caused by a reaction to one stimulus occurs in the presence of other, similar stimuli

stimulus discrimination

the process that occurs when behaviors caused by two stimuli are different, as when consumers learn to differentiate a brand from its competitors

storage

the process that occurs when knowledge in LTM is integrated with what is already in memory and "warehoused" until needed

extinction

the process whereby a learned connection between a stimulus and response is eroded so that the response is no longer reinforced

retrieval

the process whereby desired information is recovered form LTM

positive reinforcement

the process whereby rewards provided by the environment strengthen responses to stimuli and appropriate behavior is learned

negative reinforcement

the process whereby the environment weakens responses to stimuli so that inappropriate behavior is avoided

salience

the prominence of a brand in memory

long-term memory (LTM)

the system that allows us to retain info for a long period of time

sensory memory

the temporary storage of information received from the senses

spacing effect

the tendency to recall printed material to a greater extent when the advertiser repeats the target item periodically rather than presenting it over and over at the same time

variable-interval reinforcement

the time that must pass before an organism's response is reinforced varies based on some average

incidental learning

unintentional acquisition of knowledge