consumer behavior chapter 9 questions

define short term memory and long term memory:

(STM) (working memory) is that portion of total memory that is currently activated or in use. (LTM) is that portion of total memory devoted to permanent information storage

define modeling:

(vicarious learning) observing the outcomes of other behaviors and adjust their own accordingly/ use imagery to anticipate the outcome of various courses of action

discuss the nature of short-term memory in terms of its endurance and capacity:

STM is short-lived and has limited capacity. It is an active, dynamic process, not a static structure.

what is episodic memory and how does it relate to flashbulb memory?

The memory of a sequence of events in which a person participated. Flashbulb memory - the acute memory for the circumstances surrounding a surprising and novel event Both memories involve the person participating within the memory

Describe low-involvement learning. How does it differ from high-involvement learning?

a low involvement learning situation is one in which the consumer has little or no motivation to process or learn the material; a high-involvement learning situation is one in which the consumer is motivated to process or learn the material

describe analogical reasoning

an inference process that allows consumers to use an existing knowledge base to understand a new situation or object

what is learning?

any change in the content or organization of long-term memory or behavior and is the result of information processing

distinguish between learning via classical conditioning and learning that occurs via operant conditioning?

classical conditioning attempts to create an association between a stimulus (brand name) and some response (behavior or feeling)- the process of using an established relationship between one stimulus and response to being about the learning of the same response to a different stimulus operant conditioning attempts to create an association between a response (buying a brand) and some outcome (satisfaction) that serves to reinforce the response- (instrumental learning) involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior

what do we mean by cognitive learning and how does it differ from the conditioning theory approach to learning?

cognitive learning encompasses all the mental activities of humans as they work to solve problems or cope with situations conditioning - a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned difference - conditioning is something marketers try to achieve, cognitive learning is something consumers try to achieve

explain extinction and retrieval failure and why marketing managers are interested in them

extinction- forgetting in conditioned learning, the desired response decays or dies out if learning is not repeated and reinforced retrieval failure- forgetting in cognitive learning, information that is available in LTM cannot be accessed, that is, retrieved from LTM into STM likelihood of forgetting, rate of forgetting

what factors affect the strength of learning

importance, message involvement, mood, reinforcement, repetition, and dual coding

what is meant by learning by analytical reasoning

individuals use thinking to restructure and recombine existing and new information to form new associations and concepts

what is it meant by imagery in working memory?

involves concrete sensory representations of ideas, feelings, and objects. it permits a direct recovery of aspects of past experiences. imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations

what is iconic rote learning? how does it differ from classical conditioning? operant conditioning?

learning a concept or the association between two or more concepts in the absence of conditioning

what does leveraging brand equity mean?

marketers capitalizing on brand equity by using an existing brand name for new products

what is perceptual mapping?

offers marketing managers a useful technique for measuring and developing a product's position

what is meant by stimulus generalization? when do marketers use it?

often referred to as the rub-off effect, occurs when a response to one stimulus is elicited by a similar but distinct stimulus; provides a major source of brand equity and opportunities for brand extensions

what is product positioning? repositioning?

product positioning- a decision by a marketer to try to 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

why is it useful to match the retrieval and learning environments?

research indicates that individuals are better able to recall learned material if the situation in which they need to recall it is similar to the situation in which they learned it

how does a schema differ from a script?

schema - schematic memory, a pattern of associations around a particular concept (knowledge structure) script - memory of how an action sequence should occur (purchasing and drinking a soft drink to relieve thirst)

how does self-referencing relate to strength of learning and retrieval?

self-referencing - when consumers relate brand information to themselves stimuli must be important for the consumer to associate themselves with it, and shows the consumer received and understood the message

what is semantic memory?

the basic knowledge and feelings an individual has about a concept

What is 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

Define stimulus discrimination. Why is it important?

the process of learning to respond differently to similar but distinct stimuli; critical for marketers who want consumers to perceive their brands as processing unique and important features compared with other brands. critical when brand scandals erupt

what is a brand image? why is it important?

the schematic memory of a brand. it contains the target market's interpretation of the product's attributes, benefits, usage situations, users, and manufacturer/marketer characteristics products that have traditionally been unbranded such as water, apples, and meat are increasingly being branded

what is it meant by elaborate activities?

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

what is brand equity?

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

what is memory?

total accumulation of prior learning experiences

what is memory interference and what strategies can marketers use to deal with it?

when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way - avoid competing advertising - strengthen initial learning - reduce similarity to competing ads - provide external retrieval cues