question

Learning (3 things)

answer

-relatively permanent change in behavior caused by experience -direct or observed -an ongoing process

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incidental learning

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casual, unintentional acquisition of knowledge

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example of "incidental learning"

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recognize brand names & hum product jingles (even for products we don't use)

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What does conditioning result in?

answer

LEARNING

question

conditioning results in...

answer

learning

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learned associations with brands...

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generalize to other products

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T or F: There is a difference between classical and instrumental conditioning

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True

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T or F: Both classical and instrumental conditioning processes help consumers learn about products

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True

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T or F: We do not learn about products by observing others' behavior

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FALSE: we do!

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Our brains process information about brands to...

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retain them in memory

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The other products we associate with an individual product will influence...what?

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HOW we will remember that individual product

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Products help us retrieve memories from our...

answer

PAST.

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Markets can measure our _____ about products and ads.

answer

memories

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Behavioral learning theories assume that:

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learning takes place as the result of responses to external events

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What do psychologists who subscribe to the "behavioral learning theory" NOT focus on?

answer

do NOT focus on internal thought processes

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What do psychologists who subscribe to the "behavioral learning theory" focus on?

answer

stimulus-response connections

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cognitive theories focus on:

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consumers as problem solvers who learn when they observe relationships

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what two theories are types of Behavioral Learning Theories?

answer

-classical conditioning -instrumental (operant) conditioning

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Instrumental (operant) conditioning

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the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

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Classical conditioning

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a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own

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example of Classical Conditioning??

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Pavlov's dogs w/ bell, food, and salivation

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instrumental conditioning refers to ___________ behaviors & classical conditioning works to condition responses to ________ behaviors.

answer

instrumental (operant) = VOLUNTARY classical = INVOLUNTARY

question

components of classical conditioning

answer

unconditioned stimulus conditioned stimulus conditioned response

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classical conditioning component examples in Pavlov's dogs (3)

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-unconditioned stimulus = dog food -conditioned stimulus = bell -conditioned response = salivation

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Conditioning Issues (4)

answer

repetition stimulus generalization stimulus discrimination extinction

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Repetition effect

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conditioning effects are more likely to occur after the conditioned stimulus & unconditioned stimulus have been paired a number of times

question

stimulus generalization e.g. in Pavlov's Dogs?

answer

Stimuli similar to a conditioned stimulus may evoke similar responses e.g.: Pavlov noticed in later studies that his dogs would sometimes drool when they heard noises that vaguely sounded like a bell, such as jingling keys.

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stimulus discrimination

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conditions may weak over time, especially when an unconditioned stimulus does NOT follow a stimulus similar to a conditioned stimulus (rxns weaken and soon will disappear)

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The Halo Effect

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(A type of stimulus generalization) -people react to other similar stimuli much the same way they responded to the original stimulus

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Brand Equity

answer

a brand has strong positive associations in a consumer's memory and, as a result, commands a lot of loyalty

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What consumer phenomena do the behavioral learning principles apply to?

answer

-creating a distinctive brand image -linking a product to an underlying need

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Explain why "made-up" brand names such as Malboro, Coca-Cola, or Reebok exert such powerful effects on consumers?

answer

the transfer of meaning from an unconditioned stimulus to a conditioned stimulus (Malboro man and cigarette association is so strong that sometimes they don't even have to include the brand name in ads)

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repetition increases

answer

learning

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more exposures =

answer

more brand awareness

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when exposure decreases=

answer

extinction occurs (extinction = association is forgotten)

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too MUCH exposure leads to (e.g.)

answer

advertising wear out (Izod croc on clothes)

question

How do many classic advertising campaigns enhance recall? How does it work?

answer

-they consist of product slogans repeated often -for this to work, the UCS must be repeatedly paired with the CS, or extinction occurs

question

The process of stimulus generalization is critical to:

answer

branding and packaging decisions that try to capitalize on consumer's positive associations with an existing brand or company name

question

4 ways that marketers can strategically use "stimulus generalization"

answer

-family branding -product line extensions -licensing -look-alike packaging

question

family branding

answer

enables products to capitalize on the reputation of a company name

question

product line extensions

answer

addition of related products to an established brand

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Licensing

answer

allows companies to rent well known names

question

Distinctive packaging designs

answer

create strong associations with a particular brand ("look-alike packaging")

question

How do companies that make generic or private-level brands want to communicate a quality image?

answer

exploit the linkage of distinctive packaging designs by putting their products in similar packages to those of popular brands

question

psychologist who demonstrated the effects of instrumental learning

answer

B.F. Skinner (used pigeons and other animals to dance and do tricks and systematically rewarded them) "positive reinforcement"

question

responses we make to instrumental (operant) conditioning are:

answer

related to obtaining a goal

question

3 ways in which instrumental (operant) conditioning can occur

answer

1) positive reinforcement 2) negative reinforcement 3) punishment

question

positive reinforcement? e.g.?

answer

-comes in the form of a reward -polarized sunglasses = better fishing

question

negative reinforcement? e.g.?

answer

-shows how a negative outcome can be avoided -ad showing how the person not wearing polarized sunglasses isn't as successful

question

punishment

answer

occurs when unpleasant events follow a response

question

extinction occurs when....

answer

there is NO reinforcement (in other words) the conditioning is NOT activated because it has NOT been reinforced

question

marketers need to determine the most effect reinforcement schedule to use because:

answer

this decision relate to the amount of effort and resources they must devote when they reward consumers who respond to their requests as the company hopes.

question

(Schedule) fixed interval reinforcement

answer

the first response made brings the reward and then on a specific set interval, future rewards are given

question

(schedule) variable interval reinforcement

answer

one doesn't know when the reward will be offered and because you don't know exactly when to expect the reinforcement, you have to respond at a consistent rate

question

(schedule) fixed ratio reinforcement

answer

reinforcement only occurs after a fixed number of response

question

(schedule) variable-ratio

answer

use by SLOT machines

question

An example of "frequency marketing"?

answer

rewards programs

question

"gamification"

answer

fast growing strategy that turns routine actions into experiences as it adds gaming elements to tasks that might otherwise be boring or routine

question

"gamification" -endowed progress effect

answer

a carwash gave one set of customers a buy 8 get 1 free card while a second set of customers got a 10-wash card that had been punched twice

question

gamification creates a:

answer

dynamic digital environment (whether in-store, on a laptop, or on tablet/phone) that resembles a sophisticated videogame platform

question

benefits of gamification

answer

-rapid and frequent feedback -reward for most or all efforts in the form of a badge or virtual product -friendly competition in a low-risk environment -manageable degree of uncertainty

question

"gamification" -store and brand loyalty

answer

Foursquare gives people virtual badges when they check in at a local cafe or restaurant; can compete for "mayor" of a location

question

"gamification" -social marketing

answer

more than 75 utilities use a service form a company called "Opower" that awards badges to customers when they reduce their energy consumption; customers can compare their progress with their neighbors and brag on FB

question

"gamification" -employee performance

answer

some restaurants enlist a service called "Objectives Logistics" to rank the performances of waiters on a leaderboard, rewarding the good ones with plum shifts and more lucrative tables .

question

Cognitive Learning Theory: main 2 ideas

answer

(1) internal learning processes (2) people are problem-solvers

question

4 steps to observational learning

answer

1) attention 2) retention 3) production processes 4) motivation

question

When does observational learning occur?

answer

when we watch the actions of others and note the reinforcements they receive for their behaviors

question

attention (1) retention (2) production processes (3) motivation (4)

answer

(1) consumers attention must be directed to the appropriate model and that person must be someone the consumer wants to emulate (2) the consumer must remember what the model says or does (3) the consumer must convert this information into actions (4) the consumer must be motivated to perform these actions

question

what is observational learning?

answer

the consumer acquires and performs the behavior earlier demonstrated by a model

question

In observational learning situations, learning occurs as a result of: (what type of learning? ______ process)

answer

VICARIOUS rather than direct experience (complex process)

question

Social default

answer

when we are preoccupied with other demands, we are likely to mimic others' behaviors

question

Modeling

answer

the process of imitating the behavior of others

question

How do we learn to be consumers? (3 ways)

answer

(1) Consumer socialization (2) parent's influence (3) TV's influence

question

3 types of parenting style/influences

answer

(1) authoritarian: hostile, restrictive, emotionally uninvolved (2) neglecting: parents are detached from their children and don't have much control over what their kids do (3) indulgent: parents communicate more with their children about consumption-related matters & are LESS restrictive

question

5 stages of consumer development

answer

(1) observing ~infants (2) making requests ~ 2 yrs (3) making selections ~ 4yrs (4) making assisted purchases ~5-6yrs (5) making independent purchases ~8 yrs

question

the process of consumer socialization begins with:

answer

infacnts

question

children start accompanying their parents to the marketplace as early as _________ and begin to make independent purchases as early as __________.

answer

-- one month old --four years old

question

3 types of cognitive development

answer

1) limited 2) cued 3) strategic

question

1) limited cognitive dev.

answer

children who are younger than age 6 do NOT employ storage-and-retrieval strategies

question

2) cued cognitive dev.

answer

children between the ages of 6 & 12 employ these strategies but ONLY when prompted to do so

question

3) strategic cognitive dev.

answer

children 12 and older spontaneously employ storage-and-retrieval strategies

question

multiple-intelligence theory

answer

an influential perspective that argues for other types of intelligence like athleticism or musical ability, beyond the traditional math and verbal skills that psychologists typically use to measure IQ

question

Memory stages: (3)

answer

1) encoding 2) storage 3) retrieval

question

encoding stage

answer

information enters in a way the system will recognize

question

storage stage

answer

integration of this knowledge with what is already in memory and "warehouse" it until it is needed

question

retrieval stage

answer

we access the desired information

question

episodic memories:

answer

relate to events that are PERSONALLY relevant

question

narrative:

answer

-description of a product that is written as a story -often an effective way to convey product information

question

activation models of memory explain:

answer

that depending on the nature of the processing task different levels of processing occur that activate some aspects of memory rather than others

question

information processing perspective indicates that there are 3 distinct memory systems: how do they connect?

answer

1) sensory memory 2) short-term memory 3) long-term memory & each plays a role in processing brand-related info.

question

*1) sensory memory

answer

temporary storage of sensory information (high capacity w/ short duration of 1 sec)

question

*2) attention

answer

information that passes through an additional gate is transferred to short-term memory

question

*3) short-term memory

answer

-brief storage of information currently being used (limited capacity w/ duration of LESS than 20 sec) -"working" memory

question

*4) elaborative rehearsal

answer

information subjected to elaborative rehearsal or deep processing (i.e. the meaning is considered) is transferred to long-term memory -allows us to move from short to long-term

question

*5) long-term memory

answer

relatively permanent storage of information (unlimited capacity w/ long or perm. duration)

question

"chunking"

answer

-combining of small information pieces into larger ones -a "chunk" is a configuration that is familiar and the person can think about it as a unit

question

longterm memory and short term memory are __________ systems.

answer

interdependent

question

activation models of memory: the MORE effort it takes to process information....

answer

the MORE LIKELY it is that information will transfer into long-term memory.

question

a marketing message may activate our brain ______ or _________.

answer

directly OR indirectly

question

Spreading Activation (5 types of meaning)

answer

1) brand specific 2) ad specific 3) brand identification 4) product category 5) evaluative reactions

question

Brand Specific meaning:

answer

refers to memory stored in terms of the claims the brand makes

question

Ad-Specific meaning:

answer

refers to memories stored in terms of the MEDIUM or CONTENT of the AD itself

question

Brand Identification meaning:

answer

memory stored in terms of the BRAND NAME

question

Product Category meaning:

answer

memory stored in terms of how the product works or where it should be used

question

Evaluative Reactions meaning:

answer

memory stored as POSITIVE or NEGATIVE emotions

question

proposition or belief

answer

-a combination of meaning concepts (like "macho") that are stored as individual nodes into a larger unit -a proposition links two nodes together to form a more complex meaning

question

example of a proposition

answer

"Axe is cologne for macho men"

question

script

answer

-a type of schema that is especially relevant to consumer behavior -a sequence of events an individual expects to occur -as consumers, we learn service scripts that guide our behavior in commercial settings

question

schema

answer

cognitive framework we develop through experience

question

pioneering brand

answer

first brand to enter a market

question

follower brands

answer

ride on the coattails of "pioneering brand" because the first product's introduction is likely to be distinctive, so at that point in time, no competitors divert our attention

question

spacing effect

answer

describes the tendenct for us to recall printed material more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period

question

decay

answer

a process in which the structural changes that learning produces in the brain simply go away

question

interference

answer

results in the occurrence of "forgetting" because as we learn additional information, it displaces the previous information

question

state-dependent retrieval

answer

we are better able to access information if our internal state is the same at the time of recall as when we learned the information

question

highlighting effect

answer

occurs when the order in which consumers learn about brands determines the strength of association between these brands and their attributes

question

salience

answer

the "salience" of a brand refers to its prominence or level of activation in memory

question

Von Restorff effect

answer

shows that almost any technique that increases the novelty of a stimulus also improves recall

question

mixed emotions

answer

positive and negative components in an emotion

question

unipolar emotions

answer

wholly positive or wholly negative emotions

question

hybrid ad

answer

include a program tie-in

question

T or F: people tend to give "yes" responses to questions regardless of the question

answer

TRUE (results in faulty recognition test)

question

memory lapses (3)

answer

-omitting facts -averaging (normalizing the memories by not reporting extreme cases) -telescoping (inaccurate recall of time)

question

illusion of truth effect

answer

refers to the phenomenon of people remembering a claim is true when they have been told the claim is false

question

Retrieval is:

answer

the process whereby we recover information from long term memory (can be affected by many things aka HOW the marketer presents the info.)

question

T or F: marketers may resurrect popular characters to evoke fond memories of the past

answer

TRUE (e.g.: nostalgia, retrobrand)

question

nostalgia

answer

the emotions where we view the past with longing, referencing the good old days

question

when marketers play on nostalgia...

answer

they want us to attach our fond memories to new products

question

how can marketers attach our fond memories to new products?

answer

introduce "retro brands"

question

retro brand:

answer

an updated version of a brand from a prior historical period (e.g. the Mini Cooper, PT cruiser, and VW Beetle)

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