Chapter 3 advertising

Learning

A relatively permanent change in behavior experience

Incidental learning

Casual, unintention acquisition of knowledge

Encoding

Information entered in a recognizable way

The marketing power of nostalgia through

Spontaneous recovery

Reinforcement of consumption:

Thank you, rebates, follow up phone calls

Eventually through learned association and repetition ______

The CS will cause the CR

Spontaneous recovery

The ability of a stimulus to evoke a response years after it is initially perceived

Brand equity

A brand has strong positive associations in a consumers memory and commands loyalty

Responses biases

A contaminated result due to the intsrument or the respondent, rather than the object that is being measured

Memory

A process of acquiring and storing information such that it will be available when needed

Trigger feature

A stimulus that cues an individual toward a particular pattern and activities a reaction

Memory and aesthetic preferences through

Ads and products that remind consumers of their past also help to determine what they like now

Narrative

An effective way of persuading people to construct a mental representation of the information that they are viewing

Products and ads can serve _____

As powerful retrieval cues

Mneumonic qualities

Aspects of a consumer's possessions that serve as a form of external memory which prompts the retrieval of episodic memory

Marketing applications of behavior learning experiences

Brand equity, applications of repetition, applications of conditioned product associations, application of stimulus generalization, application of stimulus discrimination

Long term memory

Can retain information for a long period of time, elaboration rehearsal

Example of stimulus generalization of Pavlov's theory

Changing the way the bell rings

View is represented by two major approaches to learning:

Classical conditioning and instrumental conditioning

Learning is an ongoing process by _____

Constantly being revised, and can be either be simple association or complex cognitive activity

Autobiographical memories

Consumer memories relate to their own past

Applications of stimulus discrimination through

Consumers learning to differentiate a brand from its competitors and unique attributes of the brand

Masked branding

Deliberately hiding a products true origin

Conditioned stimulus

Does not initially cause a response

Stages of memory

Encoding, storage, retrieval

Personal revelance of encoding information

Episodic memories, flashbulb memory, and narrative

Flashbulb memory

Especially vivid associations

Application of stimulus generalization through

Family branding, product line extensions, licensing, and look alike packaging

Example of unconditioned stimulus of Pavlov's theory

Food with the dog saliva

Example of frequency marketing

Frequent flyer miles

Positive punishment example

Grades are bad, parents give you more chores

Example of classical conditioning

Ivan Pavlov's dogs

Storage

Knowledge integrated into what is already there and warehoused

Short term memory

Limited period of time, limited capacity my working memory holds memory we are currently processing

Unconditioned stimulus

Naturally capable of causing a response

Instrumental conditioning

Occurs as the individual learns to perform behaviors that produce positive outcomes and avoid behaviors that yield negative outcomes also known as Operant Conditioning

Stimulus discrimination

Occurs when a UCS does not follow a stimulus similar to a CS

Observational learning

Occurs when people watch the actions of others and note reinforcements received for their behaviors

Negative punishment example

Parents take away electronics

Operant conditioning occurs in 4 ways

Positive reinforcement, negative reinforcement, positive punishment, and negative punishment

Elaboration rehearsal

Process involves thinking about a stimulus and relating it to information already in memory

Positive reinforcement example

Professor gives extra credit for good class

Memory for facts versus feelings through

Recalling which is important but not sufficient to alter consumer preferences, and more sophisticate attitude changing strategies are needed

Frequency marketing

Reinforces regular purchases by giving them rewards with values that increase along with the amount purchased

Episodic memory

Relate to events that are personally relevant

Problems with memory measures

Response biases, memory lapses, memory for facts versus feelings

Conditioned response

Response generated by repeated paired exposures to UCS and CS

Application of conditioned product associations through

Semantic associations and phonemes

Types of meaning for encoding information

Sensory meaning (color shape) Sense of familiarity( seeing something you saw) Semantic meaning

Example of stimulus discrimination of Pavlov's theory

Start flashing light instead of ringing bell for dogs

Semantic meaning

Symbolic associations such as rich people drinking champagne

Stimulus generalization

Tendency of a stimulus similar to CS to evoke similar conditioned responses

Retrieval

The person accesses the desired information

Example of conditioned response of pav

The sound of bell allows the dog to come eat

Example of conditioned stimulus of Pavlov's theory

The sound of the bell

Memory lapses

Unintentionally forgetting memory through omitting (leaving facts out), averaging(not reporting extreme cases), and telescoping (inaccurate recall of time)

Sensory memory

Very temporary storage of information we recieve from our sense

Learning occurs as a result of _______

Vicarious my rather than direct, experience

Negative reinforcement example

You make good grades and don't have to do chores, make good grades on test and won't have to take exam