consumer behavior chapter 9
product positioning
a decision by a marketer to try and 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
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
abstractions of reality that capture 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
punishment
any consequence that decreases the likelihood that a given response will be repeated in the future (the opposite of reinforcement)
reinforcement
anything that increases the likelihood that a given response will be repeated in the future
imagery
concrete sensory representations of ideas, feelings, and objects
cognitive learning
encompasses all the mental activities of humans as they work to solve problems or cope with situations. Involves learning ideas, concepts, attitudes, and facts that contribute to our ability to reason, solve problems, and learn relationships with direct experience or reinforcement
shaping
encouraging partial responses leading to the final desired response
retrieval failure
forgetting (in regards to cognitive learning)
extinction
forgetting (in regards to conditioned learning)
pulsing
frequent, close together repetitions during a new-product introduction
self-referencing
indicates that consumers are relating brand information to themselves
iconic rote learning
learning a concept or the association between two or more concepts in the absence of conditioning
brand leverage
marketers capitalizing on brand equity by using an existing brand name for new products (also called family branding, brand extensions, or umbrella branding)
script
memory of how an action sequence should occur
modeling
observing the outcomes of others' behaviors and adjusting their own accordingly (same as vicarious learning)
vicarious learning
observing the outcomes of others' behaviors and adjusting their own accordingly, or using imagery to anticipate the outcome of various courses of action
stimulus generalization
occurs when a response to one stimulus is elicited by a similar but distinct stimulus (also called rub-off effect)
operant conditioning
rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior
perceptual mapping
takes consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes
long-term memory (LTM)
that portion of total memory devoted to permanent information storage
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
accessibility
the likelihood and ease with which information can be recalled from long-term memory
episodic memory
the memory of a sequence of events in which a person participated
implicit memory
the nonconscious retrieval of previously encountered stimuli
stimulus discrimination
the process of learning to respond differently to similar but distinct stimuli
classical conditioning
the process of using an established relationship between on stimulus and response to bring about the learning of the same response to a different stimulus
brand image
the schematic memory of a brand
elaborative activities
the use of previously stores 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
memory interference
when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way
analytical reasoning
when individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts
advertising wear out
when too much advertising causes consumers to actively shut out the message, evaluate it negatively, or disregard it
short-term memory (STM)
working memory