MKT 349 Exam 2

Stages in information processing

exposure, attention, interpretation, STM, LTM

perceptual defenses

individuals are not passive recipients of marketing messages. Rather, consumers largely determine the messages they will encounter and notice as well as the meaning they will assign them

Vicarious Learning

learning based on observation of the consequences of others' behavior. They can use imagery to anticipate the outcome of various courses of action.

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 concepts.

Exposure

occurs when a stimulus comes within range of a person's sensory receptor nerves

operant conditioning

rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior. Requires the consumer to engage in a deliberate behavior

Interpretation

the assignment of meaning to the received sensations.

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

affective interpretation

the emotional or feeling response triggered by a stimulus such as an ad

Memory

the short-term use of the meaning for immediate decision making or the longer-term retention of the meaning.

Attention is determined by 3 factors:

the stimulus, the individual, and the situation

Iconic Rote Learning

Learning a concept or the association between 2 or more concepts in the absence of conditioning

Attention

Occurs when the stimulus is processed through the receptor nerves and sends the sensations to the brain for processing

Learning

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

subliminal perception

a message presented so fast or so softly or so masked by other messages that one is not aware of seeing or hearing it.

Perception

a process that begins with consumer exposure and attention to marketing stimuli and ends with consumer interpretation

cognitive interpretation

a process whereby stimuli are placed into existing categories of meaning

Information Processing

a series of activities by which stimuli are perceived, transformed into information, and stored.

High involvement learning

a situation in which the consumer is motivated to process or learn the material. For example, an individual reading PC magazine

Analogical Reasoning

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

Pavlov's Classical Conditioning

attempts to create an association between a stimulus and some response. Dog and food with bell experiment