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| Activation Models of Memory |
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Definition
| approaches to memory stressing different levels of processing that occur and activate some aspects of memory rather than others, depending on the nature of the processing task |
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| the condition that occurs when consumers become so used to hearing or seeing a marketing stimulus that they no longer pay attention to it |
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| a memory system that organizes individual units of information according to some set of relationships; may include such concepts as brands, manufacturers, and stores |
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| a process whereby information retained for further processing is transferred from sensory memory to short-term memory |
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| Behavioral Learning Theories |
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| the perspectives on learning that assume that learning takes place as the result of responses to external events |
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| a brand that has strong positive associations in a consumer's memory and commands a lot of loyalty as a result |
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| a process in which information is stored by combining small pieces of information into larger ones |
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| the learning that occurs when a stimulus eliciting a response is paired with another stimulus tha tintially does not elicit a response on its own but will cause a similar response over time because of its association with the first stimulus |
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| Cognitive Learning Theory |
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Definition
| 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 |
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Definition
| a response to a conditioned stimulus cause by the learning of an association between a conditioned stimulus and an unconditioned stimulus |
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| a stimulus that produces a learned reaction through association over time |
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| structural changes in the brain produced by learning decrease over time |
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| a cognitive process that allows information to move from short-term memory into long-term memory by thinking about the meaning of a stimulus and relating it to other information already in memory |
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| the process in which information from short-term memory enters into long-term memory in a recognizable form |
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| memories that relate to personally relevant events, this tends to increase a person's motivation to retain these memories |
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| those products already in memory plus those prominent in the retail environment that are actively considered during a consumer's choice process |
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| the process whereby a learned connection between a stimulus and response is eroded so that the response is no longer reinforced |
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| an application of stimulus generalization when a product capitalizes on the reputation of its manufacturer's name |
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Term
| Fixed-Interval Reinforcement |
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Definition
| after a specified time period has passed, the first response an organism makes elicits a reward |
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Definition
| a marketing technique that reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased |
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| a phenomenon that occurs when people react to other, similar stimuli in much the same way they responded to the original stimuli |
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| a marketing communication that explicitly references the context in which it appears |
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| telling people that a consumer claim is false can make them misremember it as true |
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Definition
| unintentional acquisition of knowledge |
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| Instrumental Conditioning |
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Definition
| also known as operant conditioning, occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes |
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Definition
| one way that forgetting occurs; as additional information is learned, it displaces the earlier information |
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| a relatively permanent change in a behavior caused by experience |
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| popular marketing strategy that pays for the right to link a product or service to the name of a well known brand or designer |
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Definition
| the system that allows us to retain information for a long period of time |
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| putting a generic or private label product in a package that resembles a popular brand to associate the brand with the popular one |
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| strategy that deliberately hides a product's origin |
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| a process of acquiring information and storing it over time so that it will be available when needed |
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| imitating the behavior of others |
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| product information in the form of a story |
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| the process whereby the environment weakens responses to stimuli so that inappropriate behavior is avoided |
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| a bittersweet emotion; the past is viewed with sadness and longing many "classic" products appeal to consumers' memories of their younger days |
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| the process by which people learn by watching the actions of others and noting the reinforcements they receive for their behaviors |
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| a strategy to utilize the interference process in memory; when a marketer presents only a portion of the items in a category to consumers, they don't recall the omitted items as easily |
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| the process whereby rewards provided by the environment strengthen responses to stimuli and appropriate behavior is learned |
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| related products to an established brand |
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| the learning that occurs when a response is followed by unpleasant events |
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| the process of retrieving information from memory; in advertising research the extent to which consumers can remember a marketing message without being exposed to it during the study |
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| in advertising research the extent to which consumers say they are familiar with an ad the researcher shows them |
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| 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 |
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| the process whereby desired information is recovered from long-term memory |
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| an updated version of a brand from a prior historical period |
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| the prominence of a brand in memory |
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| a learned schema containing a sequence of events an individual expects to occur |
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| the temporary storage of information received from the senses |
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| the learning of a desired behavior over time by rewarding intermediate actions until the final result is obtained |
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Definition
| the mental system that allows us to retain information for a short period of time |
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Definition
| 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 |
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Definition
| ability of a stimulus to evoke a weakened response even years after the person initially perceived it |
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Definition
| 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 |
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| State-Dependent Retrieval |
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Definition
| people are better able to access information if their internal state is the same at the time of recall as when they learned the information |
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Definition
| the process that occurs when behaviors caused by two stimuli are different, as when consumers learn to differentiate a brand from its competitors |
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Definition
| the process that occurs when the behavior caused by a reaction to one stimulus occurs in the presence of other, similar stimuli |
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| the process that occurs when knowledge in long-term memory is integrated with what is already in memory and "warehoused" until needed |
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| a stimulus that is naturally capable of causing a response |
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| emotional reactions that are either wholly positive or wholly negative |
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| Variable-Interval Reinforcement |
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Definition
| the time that must pass before an organism's response is reinforced varies based on some average |
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| Variable-Ratio Reinforcement |
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Definition
| you get reinforced after a certain number of responses, but you don't know how many responses are required |
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Definition
| techniques like distinctive packaging that increase the novelty of a stimulus also improve recall |
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