consumer behavior: Chapter 9: learning, memory and product positioning
pulsing
Any time it is important to produce widespread knowledge of the product rapidly, such as during a new-product introduction, frequent (close together) repetitions should be used.
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
schema(schematic memory/knowledge structure)
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
abstrations of reality that cpature 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 and is the result of information processing
reinforcement
anything that increases the likelihood that a given response will be repeated in the future is considered ________________
imagery
concrete sensory representations of ideas, feelings and objects. permits a direct recovery of aspects of past experiences
cognitive learning
encompasses all the mental activities of humans as they work to solve problems or cope with situations
brand leverage
family branding, brand etensions, umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products
retrieval failue
in cognitive learning, forgetting is often referred to as a ______________________ because information that is available in LTM cannot be accessed
self-referencing
indicates that consumers are relating brand information to themselves
analytical reasoning
individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts
operant conditioning (instrumental learning)
involves rewarding desirable behaviors such as brand puchases with a positive outcome that serves to reinforce the behavior
iconic rote learning
learning a concept or the association between two or more concepts in the absence of conditioning
script
memory of how an action sequence should occur
perceptual mapping
offers marketing managers a useful technique for measuring and developing a product's position
Long-term memory (LTM)
portion of total memory devoted to permanent information storage
brand image
refers to the schematic memory of a brand
stimulus generalization
rub-off effect, occurs when a response to one stimulus is elicited by a similar but distinct stimulus
memory interference
sometimes consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way
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
extinction
the diminishing of a conditioned response; occurs in classical conditioning when an unconditioned stimulus (US) does not follow a conditioned stimulus (CS); occurs in operant conditioning when a response is no longer reinforced.
accessibility
the likelihood and ease with which information can be recalled from LTM
episodic memory
the memory of a sequence of events in which a person participated
implicit memory
the nonconscious retrieval of previously encountered stimuli
punishment
the opposite of reinforcement. any consequence that decreases the likelinood that a given resonse will be repeated in the future
shaping
the process of encouraging partial responses leading to the final desired response
stimulus discrimination (differentiation)
the process of learning to respond differently to similar but distinct stimuli
classical conditioning
the process of using an established relationship between one stimulus and response to bring about the learning of the same response to a difference stimulus
elaborative 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
brand equity
the value consumers assign to a brand above and beyond the functional characteristics of the product
advertising wearout
too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it
vicarious learning/modeling
use imagery to anticipate the outcome of various courses of action
short-term memory (STM)
working memory; briefly stores and processes selected information from the sensory registers