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