consumer behavior chapter 9

product positioning

a decision by a marketer to try and achieve a defined brand image relative to competition within a market segment

product repositioning

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

schema

a pattern of such associations around a particular concept

conditioning

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

concepts

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

flashbulb memory

acute memory for the circumstances surrounding a surprising and novel event

analogical reasoning

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

learning

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

punishment

any consequence that decreases the likelihood that a given response will be repeated in the future (the opposite of reinforcement)

reinforcement

anything that increases the likelihood that a given response will be repeated in the future

imagery

concrete sensory representations of ideas, feelings, and objects

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 with direct experience or reinforcement

shaping

encouraging partial responses leading to the final desired response

retrieval failure

forgetting (in regards to cognitive learning)

extinction

forgetting (in regards to conditioned learning)

pulsing

frequent, close together repetitions during a new-product introduction

self-referencing

indicates that consumers are relating brand information to themselves

iconic rote learning

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

brand leverage

marketers capitalizing on brand equity by using an existing brand name for new products (also called family branding, brand extensions, or umbrella branding)

script

memory of how an action sequence should occur

modeling

observing the outcomes of others' behaviors and adjusting their own accordingly (same as vicarious learning)

vicarious learning

observing the outcomes of others' behaviors and adjusting their own accordingly, or using imagery to anticipate the outcome of various courses of action

stimulus generalization

occurs when a response to one stimulus is elicited by a similar but distinct stimulus (also called rub-off effect)

operant conditioning

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

perceptual mapping

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

long-term memory (LTM)

that portion of total memory devoted to permanent information storage

semantic memory

the basic knowledge and feelings an individual has about a concept

explicit memory

the conscious recollection of an exposure event

low-involvement learning

the consumer has little or no motivation to process or learn the material

high-involvement learning

the consumer is motivated to process or learn the material

maintenance rehearsal

the 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

accessibility

the likelihood and ease with which information can be recalled from long-term memory

episodic memory

the memory of a sequence of events in which a person participated

implicit memory

the nonconscious retrieval of previously encountered stimuli

stimulus discrimination

the process of learning to respond differently to similar but distinct stimuli

classical conditioning

the process of using an established relationship between on stimulus and response to bring about the learning of the same response to a different stimulus

brand image

the schematic memory of a brand

elaborative activities

the use of previously stores experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information

brand equity

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

memory interference

when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way

analytical reasoning

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

advertising wear out

when too much advertising causes consumers to actively shut out the message, evaluate it negatively, or disregard it

short-term memory (STM)

working memory