Chapter 6
Ways to motivate and reward people (employees/consumers):
- store and brand loyalty - social marketing - employee performance
Parenting styles:
1) authoritarian 2) neglecting 3) indulgent
script
a learned schema containing a sequence of events an individual expects to occur
spreading activation
meanings in memory are activated indirectly; as a node is activated, other nodes linked to it are also activated so that meanings spread across the network
Different ways to store a memory trace:
1) brand-specific = memory is stored in terms of claims the brand makes 2) ad-specific = memory is stored in terms of the medium or content of the ad itself 3) brand identification = memory is stored in terms of the brand name 4) product category = memory is stored in terms of how the product works or where it should be used 5) evaluative reactions = memory is stored as positive or negative emotions
The stages of development:
1) limited 2) cued 3) strategic
Typical memory problems:
1) omitting 2) averaging 3) telescoping - inaccurate recall of time
nostalgia
a bittersweet emotion; the past is viewed with sadness and longing; many "classic" products appeal to consumers' memories of their younger days
brand equity
a brand that has strong positive associations in a consumer's memory and commands a lot of loyalty as a result
elaborative rehearsal
a cognitive process that allows info to move from STM into LTM by thinking about the meaning of a stimulus and relating it to other info already in memory
response bias
a form of contamination in survey research in which some factor, such as the desire to make a good impression on the experimenter, leads respondents to modify their true answers
hybrid ads
a marketing communication that explicitly references the context in which it appears
frequency marketing
a marketing technique that reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased
associative network
a memory system that organizes individual units of info according to some set of relationships; may include such concepts as brands, manufacturers, and stores
multiple-intelligence theory
a perspective that argues for other types of intelligence, such as athletic prowess or musical ability, beyond the traditional math and verbal skills psychologist use to measure IQ
halo effect
a phenomenon that occurs when people react to other, similar stimuli in much the same way they respond to the original stimulus
chunking
a process in which information is stored by combining small pieces of info into larger ones
memory
a process of acquiring information and storing it over time so that it will be available when needed
learning
a relatively permanent change in a behavior caused by an experience
conditioned response (CR)
a response to a conditioned stimulus caused by the learning of an association between a conditioned stimulus (CS) and an unconditioned stimulus (UCS)
unconditioned stimulus (UCS)
a stimulus that is naturally capable of causing a response
conditioned stimulus (CS)
a stimulus that produces a learned reaction through association over time
spontaneous recovery
ability of a stimulus to evoke a weakened response even years after the person initally perceived it
mixed emotions
affect with positive and negative components
fixed-interval reinforcement
after a specified time period has passed, the first response an organism makes elicits a reward
instrumental conditioning
also known as operant conditioning, occurs as the individual learns to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes
family branding
an application of stimulus generalization when a product capitalizes on the reputation of its manufacturer's name
schema
an organized collect of beliefs and feelings represented in a cognitive category
retro brand
an updated version of a brand from a prior historical period
cognitive learning theory
approaches that stress the importance of internal mental processes; this perspective views people as problem-solvers who actively use information from the world around them to master their environment
activation models of memory
approaches to memory stressing different levels of processing that occur and activate some aspects of memory rather than others, depending ont eh nature of the processing task
Strategic stage
children 12 and older spontaneously employ storage and retrieval strategies
Cued stage
children between the ages of 6 & 12 employ these strategies but only when prompted to do so
Limited stage
children who are younger than age 6 do not employ storage and retrieval strategies
Indulgent parents
communicate more with their children about consumption related matters and are less restrictive; believe that children should be allowed to learn about the marketplace without much interference
Neglecting parents
detached from their children, don't exercise much control over what their children do
unipolar emotions
emotional reactions that are either wholly positive or wholly negative
Authoritarian parents
hostile, restrictive, emotionally uninvolved; do not have warm relationships with children, censor the types of media their children see, tend to have negative views on advertising
modeling
imitating the behavior of others
recognition
in advertising research, the extent to which consumers say they are familiar with an ad the researcher shows them
consumer confusion
in legal contexts, the likelihood that one company's logo, product design, or package is so similar to another that the typical shopper would mistake one for the other
episodic memories
memories that relate to personally relevant events; this tend to increase a person's motivation to retain these memories
variable-ratio reinforcement
method in which you get reinforced after a certain number of responses, but you don't know how many responses are required
repetition
multiple exposures to a stimulus
interference
one way that forgetting occurs; as additional info is learned, it displaces the earlier info
state-dependent retrieval
people are better able to access info if their internal state is the same at the time of recall as when they learned the info
licensing
popular marketing strategy that pays for the right to link a product or service to the name of a well-known brand or designer
narrative
product information in the form of a story
fixed-ratio reinforcement
reinforcement occurs only after a fixed number of responses
product line extension
related products to an established brand
conceptual brand meanings
specify the non-observable abstract features of the product; happens around age 8
decay
structural changes in the brain produced by learning decrease over time
von Restorff Effect
techniques like distinctive packaging that increase the novelty of a stimulus and also improve recall
stage of cognitive development
the ability to comprehend concepts of increasing complexity as a person matures
advertising wear-out
the condition that occurs when consumers become so used to hearing/seeing a marketing stimulus that they no longer pay attention to it
shaping
the learning of a desired behavior over time by rewarding intermediate actions until the final result is obtained
punishment
the learning that occurs when a response is followed by unpleasant events
classical conditioning
the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but will cause a similar response over time because of its association with the first stimulus
short-term memory (STM)
the mental system that allows us to retain information for a short period of time
highlighting effect
the order in which consumers learn about brands determines the strength of association between these brands and their attributes
behavioral learning theories
the perspectives on learning that assume that learning takes place as the result of responses to external events
consumer socialization
the process by which people acquire skills that enable them to function in the marketplace
encoding
the process in which information from short-term memory enters into long-term memory in a recognizable form
observational learning
the process in which people learn by watching the actions of others and noting the reinforcements they receive for their behaviors
gamification
the process of injecting gaming elements into tasks that might otherwise be boring or routine
recall
the process of retrieving info from memory; in advertising research, the extent to which consumers can remember a marketing message without being exposed to it during the study
stimulus generalization
the process that happens when the behavior caused by a reaction to one stimulus occurs in the presence of other, similar stimuli
stimulus discrimination
the process that occurs when behaviors caused by two stimuli are different, as when consumers learn to differentiate a brand from its competitors
storage
the process that occurs when knowledge in LTM is integrated with what is already in memory and "warehoused" until needed
extinction
the process whereby a learned connection between a stimulus and response is eroded so that the response is no longer reinforced
retrieval
the process whereby desired information is recovered form LTM
positive reinforcement
the process whereby rewards provided by the environment strengthen responses to stimuli and appropriate behavior is learned
negative reinforcement
the process whereby the environment weakens responses to stimuli so that inappropriate behavior is avoided
salience
the prominence of a brand in memory
long-term memory (LTM)
the system that allows us to retain info for a long period of time
sensory memory
the temporary storage of information received from the senses
spacing effect
the tendency to recall printed material to a greater extent when the advertiser repeats the target item periodically rather than presenting it over and over at the same time
variable-interval reinforcement
the time that must pass before an organism's response is reinforced varies based on some average
incidental learning
unintentional acquisition of knowledge