Chapter 9 - CB
The likelihood and ease with which information can be recalled from LTM.
Accessibility
What is the term for the likelihood and ease with which information can be recalled from LTM?
Accessibility
Individuals use thinking to restructure and recombine existing and new information to form new associations and concepts
Analytical reasoning
What connects various concepts to form the complete meaning assigned to an item?
Associative links
How can competitive interference be reduced?
Avoiding competitive clutter, strengthen learning, reducing similarity to competitor ads, and providing retrieval cues.
Consumers often organize information in LTM around brands in the form of what?
Brand Schemas
A brand image that matches a target market's needs and desires will be valued by that market segment is said to have what?
Brand equity
What is the term for a market segment of individual consumer's schematic memory of a brand, and is a major focus in marketing activity?
Brand image
What is an example of implicit memory?
Brand placement
What is the term for organizing individual items into groups of related items that can be process as a singe unit?
Chunking
A response elicited by one object is elicited by a second object if both objects frequently occur.
Classical conditioning
What type fo learning occurs in low-involvement situations?
Classical conditioning and iconic rote learning
Which learning approach encompasses the mental activities of humans as they work to solve problems, cope with complex situations, or function effectively in their environment?
Cognitive approach
What is a common form of interference?
Competitive advertising
What is the term for abstractions or reality that capture the meaning of an item in terms of other concepts?
Concepts
What is the term for storing the same information in different ways?
Dual coding
What is the term for the use of preciously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant preciously stored information?
Elaborative activities
What type of memory is a flashbulb memory?
Episodic memory
Which memory elicits imagery and feelings?
Episodic memory
Which type of memory is a sequence of events in which a person participated?
Episodic memory
Which memory is characterized by conscious recollection of an exposure event?
Explicit memory
What is the key issue in learning and memory ?
Extent of elaboration
An acute memory for the circumstances surrounding a surprising and novel event.
Flashbulb memory
What learning involvement situation is where the consumer is motivated to process or learn to material?
High- involvement learning
A concept or the association between two concepts is learned without conditioning.
Iconic rote learning
What does cognitive learning include?
Iconic rote learning, vicarious learning/modeling, and analytical reasoning.
What involves concrete sensory representations of ideas, feelings, and objects?
Imagery
Which memory involves the non-conscious retrieval of previously encountered stimuli?
Implicit memory
What term refers to the value that the consumer places on the information to be learned?
Importance
Competitive interference [increases or decreases] with increased advertising clutter.
Increases
The information retrieved from [LTM or STM] for use in evaluations and decision.
LTM
How do people acquire most of their attitudes, values, tastes, behaviors, preferences, symbolic meanings, and feelings?
Learning
Which memory deals with storing and retrieving information to be used in decisions?
Long- term memory
What learning involvement situation is where the consumer has little or no motivation to process or learn to material?
Low- involvement learning
What is the term for continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to LTM?
Maintenance rehearsal
What can enhance the ease and likelihood of retrieval?
Matching the response environment to he learning environment, or matching the learning environment to the response environment
What occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way?
Memory interference
What is the term for the degree to which the consumer is interested in the message itself?
Message involvement
What is the term for the temporary mental state of feeling of the consumer?
Mood
Also known as instrumental learning.
Operant conditioning
A useful technique for measuring and developing a product's position. _______ takes consumers' perceptions of how similar various brands or products are to each other and relates theses perceptions to product attributes.
Perceptual mapping
What is a source of schema?
Personal experience
Do learning and memory appear to be greater in positive or negative mood conditions?
Positive mood
What term refers to a deliberate decision to significantly alter the way the market views a product?
Product repositioning
Any time it is important to produce widespread knowledge of the product rapidly, frequent repetitions should be used, also referred to as __________.
Pulsing
Which strategy involves trying to plan advertising exposures so that they occur as close in time to a consumer purchase occasion as possible?
Recency planning
Anything that increases the likelihood that a response will be repeated in the future.
Reinforcement
What term refers to the number of times that we are exposed to the information or that we engage in a behavior?
Repetition
What is another term for forgetting in cognitive learning?
Retrieval failures
What is another term for knowledge structure?
Schema
Memory of how an action sequence should occur.
Scripts
Which strategy uses nostalgia to enhance learning?
Self- referencing
Which type of memory is the basic knowledge and feelings an individual has about a concept?
Semantic memory
What type of memory is the working memory?
Short-term memory
What term refers to the process of learning to responding differently to similar but distinct stimuli?
Stimulus discrimination
What is the term for rub-off effect?
Stimulus generalizaion
What does retrieval depend on?
Strength of initial learning, memory interference, and the response environment.
True or False: Level of involvement is the primary determinant of how material is learned.
True
Behaviors are learned by watching the outcome of others' behaviors or by imagining the outcome of a potential behavior.
Vicarious learning
What is the ability to benefit from a brand image called?
brand equity
What is the term for introducing new products under the same name as an existing product?
brand leverage or brand extention
individuals may _______ a memory based on limited recall and a series of judgements or inferences.
construct
What are the six basic factors that the strength of learning depend on?
importance, message involvement, reinforcement, mood, repetition, and dual coding
Accessibility is related to the strength and directness of links to _______; the stronger the link the more accessibile.
nodes
What are three ways to enhance accessibility?
rehearsal, repetition, and elaboration
What are two important memory structures?
schemas and scripts
