Consumer Behavior/Exam 2/Chapter 9

conditioned learning extinction

desired response decays or dies out if not reinforced

imagery

involves concrete sensory representation of ideas, feelings, and objects

low-involvement situations

when is learning via classical conditioning most common?

What can marketers do to decrease competitive interferance?

-Avoid competing advertising -Strengthen initial learning -Reduce similarity to competing ads -Provide external retrieval cues

learning under high and low involvement theories

-Classical conditioning -Operant conditioning -Iconic rote learning -Vicarious learning or modeling -Analytical reasoning

example of classical conditioning

-hearing popular music (unconditioned stimulus) automatically elicits a positive emotion (unconditioned response) in many individuals. -if music is consistently paired with a particular brand of pen (conditioned response) the brand itself may come to elicit the same positive emotion (conditioned response)

reasons consumers forget brands, brand associations, and other info

-learning may be weak to begin with -info from competing brands and ads may cause memory interference -response environment may not be set up to encourage retrieval of previously learned info

3 facts of short term memory

-short lived: consumers must constantly refresh info through maintenance rehearsal or it will be lost (span is about 3.7 seconds) -limited capacity: consumers can only hold so much info in current memory -elaborate activities occur here: elaborate activities serve to redefine or add new elements to memory and can involve both concepts and imagery

strength of learning enhanced by six factors

1) Importance -value consumers place on info to be learned 2) Message involvement -when consumer is not motivated to learn, processing can be increased by causing the person to become involved w the message itself 3) Mood -a positive mood during presentation of info enhances learning 4) Reinforcement -anything that increases the likelihood that a given response will be repeated in the future 5) Repetition -increases the ability of info in memory or by strengthening the linkages btwn concepts 6) Dual Coding -storing same info in diff ways results in more links for retrieving info

____ refers to the possibility and ease with which information can be recovered from long-term memory. a)Episodic memory b)Perceptual relativity c)Accessibility d)Proximity

Accessibility

Which three are methods marketers use in advertising to prevent the occurrence of memory interference among their consumers?

Avoid competitive advertising. Strengthen initial learning. Reduce similarity to competing advertisements.

perceptual system

Deals with information intake through exposure and attention and may be conscious or unconscious

cognitive learning retrieval failure

Information that is available in LTM cannot be retrieved.

Extinction

Involves a desired response decaying or dying out due to lack of reinforcement

Retrieval failure

Involves an individual being unable to access information available in the long-term memory

positive reinforcement

This refers to desired or pleasant outcomes.

negative reinforcement

This refers to the avoidance of undesirable outcomes.

T/F Chunking occurs when a person organizes individual items into groups of related items that can be processed as a single unit.

True Chunking can greatly aid in the recall of information from memory.

T/F Imagery processing involves the recall and mental manipulation of sensory images, including sight, smell, taste, and tactile (touch) sensations.

True Imagery involves concrete sensory representations of ideas, feelings, and objects.

T/F Memory is the total accumulation of prior learning experiences.

True Memory is critical to learning

T/F One way for a marketer to avoid memory interference is to avoid competing advertising.

True Some companies actually pay a premium to ensure this exclusivity.

product positioning

a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment major impact on long term success of brand

schemas (schematic memory)

a pattern of associations around a particular concept, sometimes called a knowledge structure. source of some of it is personal experience ,but other aspects may be completely or partially based on marketing activities

conditioning

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

Concepts

abstractions of reality that capture the meaning of an item in terms of other concepts

Short-term memory can best be described as a) a static process. b)a permanent storage location for information. c)an active, dynamic process. d)an unlimited storage bank.

an active dynamic process

Learning is a)the ability to relate to stimulus objects. b)any change in the content or organization of long-term memory and/or behavior. c)the ability to recall a stimulus object. d)the link between stimuli and information processing. e)None of these choices are correct.

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

Learning

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

why is short term memory often called working memory?

because that's where info is analyzed, categorized, and interpreted

What are the two basic forms of conditioned learning? a)cognitive and iconic b)vicarious and rote c)classical and operant d)analytical and analogical

classical and operant

_____ refers to the process of utilizing an established connection between one stimulus and response to induce the learning of the same response to another stimulus. a)Analytical reasoning b)Iconic rote learning c)Modeling d)Classical conditioning

classical conditioning

Playing popular music in the background of an ad with the expectation that the advertised product will then elicit the same positive feelings is based on a)modeling. b)iconic rote learning. c)classical conditioning. d)operant conditioning. e)None of these choices are correct.

classical conditioning Classical conditioning can lead to positive attitudes by influencing brand feelings and beliefs.

The process of ______ involves learning facts, attitudes, concepts, and ideas that contribute to an individual's ability to learn relationships, reason, and solve problems without direct experience or reinforcement. a)cognitive learning b)operant conditioning c)classical conditioning d)instrumental learning

cognitive learning

What process takes place in short-term memory and serves to redefine or add new elements to memory? a)elaborative activities b)contextual cues c)accessibility d)episodic memories

elaborative activities

cognitive learning

encompasses all the mental activities of humans as they work to solve problems or cope with situations involves learning ideas, concepts, attitudes, and facts that contribute to our ability to reason, solve problems, and learn relationships without direct experience or reinforcement

analytical reasoning

individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts. most complex form

operant conditioning

involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior

semantic memory

is the basic knowledge and feelings an individual has about a concept at its simplest level ex: at this level, a brand such as acura might be categorized as a "luxury car"

Retrieval from LTM

likelihood and ease with which info can be recalled from LTM is termed accessibility. this can be enhanced by rehearsal, repetition, and elaboration

The continual repetition of a piece of information in order to hold it in current memory for use in problem solving or to transfer it into long-term memory is referred to as a)classical conditioning. b)maintenance rehearsal. c)shaping. d)chunking.

maintenance rehearsal.

scripts

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

Events, feelings, and concepts are stored in ______ within long-term memory as part of a schema. a)chunks b)nodes c)episodes d) cues

nodes

High-involvement learning a)occurs when the individual is paying little attention to the material. b)is not relevant to consumer behavior. c)occurs primarily in response to television commercials. d)is not very effective. e)None of these choices are correct.

none are correct

memory interference

occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way -common form is competitive advertising. this makes it harder for consumers to recall any given advertisement and its contents

perceptual mapping

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

brand leverage

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

The process of using reinforcement to alter the probability that a given behavior will be repeated is known as a)cognitive learning. b)iconic rote learning. c)classical conditioning. d)operant conditioning.

operant conditioning Operant conditioning often involves influencing consumers to purchase a specific brand or product.

learning

people acquire most of their attitudes, value, tastes, behaviors, preferences, symbolic meanings and feeling through this

In ______, consumers' perceptions of the similarity of various products to each other are taken and related to product attributes. a)perceptual mapping b)product placement c)brand extension d)co-branding

perceptual mapping

product repositioning

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

brand image

refers to the schematic memory of a brand. contains target market's interpretation of the product's attributes, benefits, usage situations, users, and manufacturer/maker characteristics important component is the appropriate usage situations for the product or brand

______ is used to enhance message involvement by emphasizing how a brand is personally relevant to customers. a)Self-referencing b)Mood c)Self-concept d)Information overload

self referencing

What two types of long-term memory are of particular interest to marketers?

semantic memory episodic memory

flashbulb memory

special type of episodic memory. acute memory for the circumstances surrounding a surprising and novel event. -vividly detailed. highly enduring -contain specific situational detail abt location, people, activities, and felt emotions -held with a high degree of confidence -perceived as special and different from memories of ordinary or mundane experiences

long-term memory (LTM)

that portion of total memory devoted to permanent information storage can store numerous types of info such as concepts, decision rules, processes, and emotional states

short-term memory

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

iconic rote learning

the association between two or more concepts in the absence of conditioning ex: one may see an ad that says "ketoprofen is a headache remedy" and associate the new concept with new concept ketoprofen with existing concept headache remedy

low-involvement learning

the consumer has little or no motivation to process or learn the material much, if not most of learning occurs this way

high-involvement learning

the consumer is motivated to process or learn the material

episodic memory

the memory of a sequence of events in which a person participated personal memories of events such as a first date, graduation, or learning to drive might be quite strong. often elicit imagery and feelings

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)

strength of learning

the stronger the original learning, the more likely relevant info will be retrieved when required.

Memory

the total accumulation of prior learning experiences two components: short term and long term

brand equity

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

True or false: The more value an individual places on information to be learned, the more effective and efficient the individual becomes in the learning process.

true

likelihood of forgetting in any given situation and the rate of forgetting

two aspects of forgetting that are of concern to marketers are

diff between operant and classical

unlike the relatively automatic associations created by classical conditioning, operant conditioning requires that consumers first engage in a deliberate behavior and come to understand its power in predicting positive outcomes that serve as reinforcement

vicarious learning/modeling

use imagery to anticipate the outcome of various courses of action ex; purchasing a new suit after taking a job, a consumer may deliberately observe the styles worn by others at work or by role models from other environments

Classical conditioning involves a)using reinforcement to alter the probability that a given behavior will be repeated. b) basing one's behavior on the observed outcomes of similar behaviors by others. c) using an established relationship between a stimulus and response to generate the same response to a different stimulus. d)using reasoning to develop new knowledge.

using an established relationship between a stimulus and response to generate the same response to a different stimulus.