MKT349 TEST 2- CH 9

Reasoning:

(high involvement learning)

the likelihood and ease with which information can be recalled from LTM→ related to the strength and number of incoming linkages

Accessibility

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

Analogical reasoning

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

Analytical reasoning

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

Brand Equity

The schematic memory of a brand is the same as the ________________ → what the customer thinks of and feels when the brand name is mentioned

Brand Image

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

Brand Leverage

organizing individual items into groups of related items that can be processed as single unit--can greatly aid in the transfer of information from memory

Chunking

Low Involvement: attempts to create an association between a stimulus (Brand name) and some response (behavior or feeling)

Classical Conditioning

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

Cognitive learning

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. → serve to redefine or add new elements to memory→ can involve both concepts and imagery

Elaborative activities:

memory of a sequence of events in which a person participated. These personal memories of events such a first date, graduation, or learning to drive can be quite strong

Episodic memory

involves the conscious recollection of an exposure event

Explicit memory:

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

Iconic rote learning

involves the non-conscious retrieval of previously encountered stimuli

Implicit memory

any change in the content or organization of long-term memory or behavior

Learning

the portion of the total memory devoted to permanent information storage→ deals with storing and retrieving information to be used in decisions

Long Term Memory

the continual repletion of a piece of information in order to hold it in current memory for use in problem solving or transferal to LTM

Maintenance rehearsal

high involvement- are motivated to learn: attempts to create an association between a responds (buying a brand) and some outcome (satisfaction) that serves to reinforce the response.

Opperant conditioning

Takes consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes

Perceptual Mapping:

deliberate decision to significantly alter the way the market views the product

Product repositioning:

portion of total memory that is currently activated or in use. It deals with holding information temporarily while it is interpreted and transferred into long-term memory

STM

schematic memory, sometimes called a knowledge structure- complex web of associations→ a pattern of associations around a particular concepts

Schemas

Memory of how an action sequence should occur→ necessary for consumers to shop effectively

Scripts

the basic knowledge and feelings and individual has about a concept. It represents the persons understanding of an object or event at its simplest level.

Semantic memory

the process of encouraging partial responses leading to the final desired response (consume a free sample, buy at a discount, but at full price)

Shaping

also known as working memory

Short Term Memory

process of learning to respond differently to similar but distinct stimuli

Stimulus discrimination

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

Stimulus generalization:

observe the outcomes of others' behaviors and adjust their own accordingly

Vicarious learning/modeling

Iconic Rote Learning:

associated, repeated (low involvement learning)

________: abstractions of reality that capture the meaning of an item in term of other ________

concepts

Marketers frequently attempt to evoke ______________________ either because their brand was involved in them or to associate the positive feelings they generate with the brand

episodic memories

________: involves concrete sensory representations of ideas, feelings and objects. Pictures can increase ________.

imagery

Most consumer learning is

low involvement learning

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

perceptual system

Accessibility can be enhanced by:

rehearsal, repetition, and elaboration