Ch. 9 CB

How many bits of information is stored in short-term memory

5-9

too much repetition can cause consumers to actively shut out the message, evaluate it negatively, or disregard it called

advertising wearout

an inference process that allows consumers to use an existing knowledge base to understand a new situation or object, allows customers to use knowledge about something they are familiar with and to help them understand something they are not familiar with

analytical reasoning

most complex form of cognitive learning, individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concept

analytical reasoning

considers the firm's image without a direct comparison to a competitor Ex: HP printers are extremely reliable

brand image

the schematic memory of a brand, contains the target market's interpretation of the product's attributes, benefits, usage situations, users, and manufacturer/marketer characteristics

brand image

family brand, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products

brand leverage

1-800-FLOWERS is an example of

chunking

Organizing individual items into groups of related items that can be processed as a single unit is called

chunking

the memory of a sequence of events in which a person participated, elicit imagery and feelings

episodic memory

conscious recollection of an exposure event

explicit memory

in conditioned learning, forgetting is often referred to as ____ because the desired response decays or dies out if learning is not repeated or reinforced

extinction

unlimited, permanent storage

long term memory

deals with storing and retrieving information to be used in decisions

long-term memory

attempts to create an association between a response and some outcome that serves to reinforce the response, informational learning, ex: free samples

operant conditioning

the stronger the ____ learning, the more likely the relevant information will be retrieved when required

original

offers marketing managers a useful technique for measuring and developing a product's position, takes consumers' perceptions of how similar various brands/products are to each other and relates them to product attributes

perceptual mapping

deliberate decision to significantly alter the way the market views a product, could be level of performance, the feeling it evokes, the situations in which it should be used, or who uses it

product repositioning

brand equity is synonyms with the ____ of the brand

reputation

in cognitive learning, forgetting is referred to as _____ ______ because information that is available in LTM cannot by accessed, that is retrieved from LTM into STM

retrieval failure

what is what the consumer thinks of and feels when the brand name is mentioned

schema

_____ memory is referred to as a computer file that is currently in use

short term

brand leverage when consumers see the new product as requiring the same manufacturing skills as the original

transfer

it is not necessary for consumers to directly experience a reward or punishment to learn

vicarious learning/modeling

stm is called ____ memory

working

likelihood and ease to which info can be recalled is

accessibility

The value consumers assign to a brand above and beyond the functional characteristics of the product is known as

brand equity

the ability to benefit from a brand is

brand equity

attempts to create an association between stimulus and some response, can lead to positive attitudes by influencing brand feelings and beliefs, most common in low-involvement situations

classical conditioning

this type of learning encompasses all the mental activities of humans as they work to solve problems or cope with situations

cognitive learning

brand leverage when two products are used together

complement

abstractions of reality that capture the meaning of an item in terms of other concepts, similar to a dictionary definition of a word

concepts

set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or leaning

condition

for brand leverage to work there must be a _____ between the products

connection

most common application of operant conditioning is to offer ____ products so that the use of the product to meet a consumer need is reinforcing

consistent quality

government requirement that firms remove inaccurate learning caused by past advertising

corrective advertising

consumers can store (code) information in different ways, results in more internal pathways for retrieving information, increases learning and memory

dual coding

short term memory is a ____ process, not a static structure

dynamic

equity implies

economic value

____ enhances the chance that info will be transferred to ltm and retrieved at a later time

elaboration

_____ is enhanced when consumers are more involved or interested in the brand, product, or message at hand

elaboration

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

elaborative activities

acute memory for the circumstances surrounding a surprising and novel event

flashbulb memory

when the consumer is motivated to process/learn material

high involvement

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

iconic rote learning

brand leverage when the new product shares a key image component with the original

image

concrete sensory representations of ideas, feelings, and objects, permits a direct recovery of aspects of past experiences, increased when vivid

imagery

the non-conscious retrieval or previously encountered stimuli, sense of familiarity, a feeling, or a set of beliefs about an item without conscious awareness of when and how they were acquired, potential to interfere with explicit memory

implicit memory

a series of activities by which stimuli are perceived, transformed into information, and stored

information processing

product position and brand image used

interchangeably

any chance in the content or organization of long-term memory/behavior, the result of information processing

learning

portion of total memory devoted to permanent information storage

long-term memory

when the consumer has little/no motivation to process/learn the material

low involvement

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

maintenance rehearsal

a total accumulation of prior learning experiences, critical to learning, consists of short-term and long-term, not physiological entities

memory

when consumers have difficult retrieving a specific piece of information because other related information in memory gets in the way

memory interference

deals with info intake through exposure and attention, may be conscious or unconscious

perceptual system

source of some schema is

personal experience

involves explicit reference to a brand's image relative to another brand/the overall industry Ex: HP printers are the most reliable printers available

product position

The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment is called

product positioning

any time it is important to produce widespread knowledge of the product rapidly, frequent repetitions should be used

pulsing

knowledge structure, pattern of associations of concepts and episodes with other concepts and episodes

schematic memory

memory of how an action sequence should occur, such as purchasing a soft drink to relieve thirst

script

indicates that consumers are relating brand information to themselves, encouraged in ads by using nostalgia appeals, which encourage consumers to remember past personal experience

self-referencing

The basic knowledge and feelings an individual has about a concept, represents the person's understanding of an object/event in its simplest form

semantic memory

individuals use _____ to hold info while they analyze and interpret it

short term memory

deals with holding information temporarily while it is interpreted and transferred into long-term memory

short-term memory

working memory, the portion of total memory that is currently activated or in use

short-term memory

process of learning to respond differently to similar but distinct stimuli, critical for marketers who want consumers to perceive their brands as possessing unique and important features compared to other brands

stimulus discrimination

the rub-off effect; occurs when a response to one stimulus is elicited by a similar but distinct stimulus

stimulus generlization

brand leverage when the new product can be used instead of the original

subsitute

short term memory is analogous to what we call

thinking