Consumer Behavior ch.3
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
