Consumer Behavior ch.3

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hybrid ad

A marketing communication that explicitly references the contexts (ex. tv show) in which appears

inferences

If we see a product as a member of a category, we may infer that the product has features or attributes typical of the category

spontaneous recovery

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

shaping

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

comprehension

process of deepening understanding

short-term memory

storage of information for a limited period of time

familiarity

: when we are already familiar with an item we are more likely to recall messages about it

brand equity

A brand that has strong positive associations in a consumers memory and commands a lot of loyalty as a result

elaborative rehearsal

A cognitive process that allows information to move from short-term memory into long-term memory by thinking about the meaning of a stimulus and relating it to other information already in memory

frequency marketing

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

halo effect

A phenomenon that occurs when people react other, similar stimuli in Much the same way they responded to the original stimulus

Chunking

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

attentional gate

A process whereby information retained for further processing is transferred from sensory memory to short-term memory

unconditioned stimulus

A stimulus that is naturally capable of causing a response

conditioned stimulus

A stimulus that produces a learned reaction through association over time

Family branding

Application of stimulus generalization when a product capitalizes on the reputation of its manufactures name

evaluation

Once we categorize something as a member of a category, we may simply retrieve our evaluation of the category and use it to assess the object

highlighting effect

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

sound symbolism

The process by which the way a word sounds influences our assumptions about what it describes it attributes such as size

storage

The process that occurs when knowledge in long-term memories and Ingrid with what is already memory

spacing effect

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

elaboration

We tend to be more motivated to think about or process information that we have trouble categorizing

conditioned response

a response to a conditioned stimulus caused by the learning of an association between a conditioned stimulus and unconditioned stimulus

recall

ability to retrieve information from memory without any help

retro brand

an updated version of a brand from a prior historical period

punishment

applying an undesirable condition to eliminate an undesirable behavior

activation models of memory

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

how memories store information

associative network

types of associations

attributes, benefits, values

theories of learning

behavioral and cognitive

goal-derived categories

belonging in the same category because they serve the same goal; change flexibly;

nostalgia

bittersweet emotion that arises when we view the past with both sadness and longing

ic and cc similarities

both processes help consumers to learn about products

superordinate level

broadest level containing different objects that share a few associations but are still members of the category; e.g.- novel

two aspects of consumer understanding

categorization and comprehension

prototypicality

category member perceived to be the best example of product in category

ic and cc differences

cc- involuntary ic-voluntary

types of behavioral learning theories

classical conditioning and instrumental conditioning

variable ratio schedule of reinforcement

commissioned salespeople

repetition

conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired multiple times

illusion of truth effect

consumers remember that false claim is true when they have been told repeatedly

associative network

contains many bits of related information; Each concept is related to the category and it can be an attribute, specific brand, a celebrity or even related product

two broad domains of prior knowledge

content and structure

forgetting

decay and replacement

unipolar emotions

emotional reactions that are either wholly positive or wholly negative

fixed interval schedule of reinforcement

employees weekly paycheck

objective comprehension

extent to which the receiver accurately understands the message a sender intended to communicate

memory approach

external inputs->encoding->storage->retrieval

marketing applications of stimulus generalization

family branding, product line extensions, licensing, look alike packaging

similar to prototype?

good for copycat products when prototype is well-liked

taxonomic category

group of objects that are classified in an orderly and often hierarchically based scheme based on similarity to one another

knowledge structure

how consumers organize information

salience

how easy certain things come to mind

consumer confusion

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

miscomprehension

inaccurate understanding of a message

marketing applications of repetition

increases learning and brand awareness by more exposures; too little leads to extinction; too much leads to wear out

instrumental conditioning

individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

implication of categorization for marketers

inferences, elaboration, evaluation

behavioral learning theory

leaning takes place as the result of responses to external events; stimulus response connections

observational learning

learn about objects by observing others' behavior

basic level

level of categorization below superordinate that contains objects in a more refined category; e.g. fiction

subordinate level

level of categorization below the basic level that contains objects in very finely differentiated categories; e.g.-romance

application of cognitive learning

marketers just can show what happens to desirable models who use/not use their products

individual nodes=

meaning concepts

decay

memories fade with the passage of time

episodic memories

memories that relate to personally relevant events; this tends to increase a person motivation to retain these memories

levels of knowledge

nodes, propositions, schema

stimulus discrimination

occurs when a UCS does not follow a stimulus similar to a CS; reactions weaken and will soon disappear

categorization

occurs when consumers use prior knowledge to label, identify, and classify something new

instrumental conditioning

occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes

types of memory lapses

omitting, averaging, telescoping

fixed ratio schedule of reinforcement

piece-rate plan

variable interval schedule of reinforcement

pop quizzes in class

how does ic occur

positive reinforcement, negative reinforcement, punishment, extinction

spreading activation

process by which retrieving a concept or association spreads to the retrieval of a related concept or association

encoding

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

memory

process of acquiring information and storing it over time so that it will be available when we need it

recognition

process of determining whether a stimulus has or has not been encountered before

categorization

process of labeling or identifying an object

retrieval

process whereby we recover information from long-term memory

viewing context

product placement

two or more connected nodes=

proposition (complex meaning)

positive reinforcement

providing a reward for a desired behavior

memory measures

recognition and recall

subjective comprehension

reflects what we understand, regardless of whether this understanding is accurate - you may infer that "college" sports players are less skilled than professional--not necessarily the case

learning

relatively permanent change in behavior caused by experience; direct or observed; ongoing process

long-term memory

relatively permanent storage of information; retains information for a long period of time

negative reinforcement

removing an unpleasant consequence when the desired behavior occurs

classical conditioning issues

repetition, stimulus generalization, stimulus discrimination

problems with memory measures

response biases, memory lapses, illusion of truth effect

memory lapses

retaining inaccurate memories

two or more propositions=

schema

memory systems

sensory memory, short-term memory, long-term memory

schema

set of associations/beliefs linked to an object

script

special type of schema that represents knowledge of a sequence of actions and individual expects to occur; knowing them informs how consumers buy products

appropriate cues

state-dependent retrieval, familiarity, salience and the von restorff effect, viewing context

salience and the von restorff effect

stimuli that stand out in contrast to their environments are more likely to command attention; thus the likelihood that we will recall them increases.

classical conditioning

stimulus that elicits a response is paired with another stimulus that initially does not elicit a response of its own

response biases

subjects tend to give yes to questions regardless of the question

levels of taxonomic category

subordinate, basic, superordinate

sensory memory

temporary storage of sensory information, less than one or a few seconds

stimulus generalization

tendency of stimuli similar to conditioned stimuli to evoke similar, conditioned responses

advertising wear-out

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

knowledge content

the information consumers have already learned and stored in memory

evoked set

those products already in memory plus those prominent in the retail environment that are actively considered during a consumer's choice process

incidental learning

unintentional acquisition of knowledge

different from prototype?

use differentiation when the point of difference is a credible reason for buying

cognitive learning theory

views people as problem solvers who actively use information from the world around them to master their environments

state-dependent retrieval

we are better able to access information if our internal state is the same at the time of recall as when we learned the information

proactive interference

when prior learning can interfere with new learning

retroactive interference

when they subsequently learn new responses to the same or similar stimuli

extinction

withholding reinforcement of a behavior to cause its cessation


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