Ch. 9 - Learning and Memory

three basic principles of operant conditioning

-consequences which give Rewards increase a behavior -consequences which give Punishments decrease a behavior -consequences which give neither Rewards nor Punishment extinguish behavior

repetition

_____ tends to be critical to iconic rote learning

habit

a consumer picks product without much thought; may be due to convenience

shaping

a process whereby a desired behavior is learned by reinforcing successive approximations of the desired behavior

analogical reasoning

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

extinct

behavior which is not reinforced tends to become ______ gradually

operant conditioning

concerned with changing the frequency of a behavior by changing the consequences associated with the behavior

temporal proximity

conditioning is more effective if consequences immediately follow behavior (delayed reinforcement is much less effective)

subsequent behavior

consequences of behavior tend to influence _________?

loyalty

consumer actively seeks out product

past experience

consumers (often unconsciously) link objects to _______?

maintenance rehearsal

consumers must constantly refresh information through _______ or it will be lost

reasoning/analogy

creative thinking related to restructuring information to solve problems

cognitive learning

encompasses all mental activities - learning ideas, concepts, attitudes, facts, reasoning, problem solving without experience or reinforcement

trigger reasoning

information from a credible source that contradicts or challenges one's exiting beliefs will often ________.

implicit memory

involves the non-conscious retrieval of previously encountered stimuli

product positioning

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

conditioning

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

learning

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

explicit memory

is characterized by the conscious recollection of an exposure event

behavior

is divided into parts; as each part is learned reward is given

consumer behavior

is largely learned behavior

short-term memory

is short lived and has limited capacity; where consumers can only hold so much information in current memory

long-term memory

is that portion of total memory devoted to permanent information storage

short-term memory aka working memory

is that portion of total memory that is currently activated or in use

semantic memory

is the basic knowledge and feelings an individual has about a concept

episodic memory

is the memory of a sequence of events in which a person anticipated

analytics reasoning

is the 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 concepts.

iconic rote learning

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

iconic rote learning

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

vicarious learning/modeling

observation of other's behaviors. In addition, they can use imagery to anticipate the outcome of various courses of action.

memory interference

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

perceptual mapping

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

scripts

procedure for doing various things learned over time

product repositioning

refers to a deliberate decision to significantly alter the way the market views a product. This can involve: -level of performance/ the feelings it evokes/ the situations in which it should be used/ and who uses the product

brand image

refers to the schematic memory of a brand

classical conditioning

the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand)

brand equity

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

schedules of reinforcement

variable ratio is most effective

low-involvement learning

where the situation is one in which the consumer has little or no motivation to process or learn the material

high-involvement learning

where the situation is one in which the consumer is motivated to process or learn the material