Shared Flashcard Set

Details

Chapter 3: Consumer Learning and Memory
Consumer Behavior: Michael R. Solomon 9th Edition
7
Marketing
Undergraduate 3
03/03/2011

Additional Marketing Flashcards

 


 

Cards

Term
Instrumental Conditioning
Definition

behaviors = positive outcomes or negative outcomes

 

  • positive reinforcement: frequency marketing, thank you letters, rebates, follow-up phone calls

Term

Instrumental Conditioning:

Reinforcement schedules

Definition

  • fixed-interval (seasonal sales)
  • variable-interval (secret shoppers)
  • fixed-ratio (grocery-shopping receipt programs)
  • variable-ratio (slot machines)

Term
Cognitive Learning Theory
Definition

people = problem solvers

active use of information to master environment

Term
Semantic Associations
Definition

examples:

  • Intel = 'intelligent' + 'electronics'
  • Viagra ~ Niagara (Falls)
  • Qualcomm = 'quality' + 'communications'

Term
Observational Learning
Definition

We watch others and note reinforcements they receive for behaviors

  • Vicarious learning
  • socially desirable models/celebrities who use or do not use their products

Term
Memory
Definition
acquiring information and storing it over time so that it will be available when needed
Term
Levels of Knowledge
Definition

  • individual nodes = meaning concepts
  • two (or more) connected nodes = proposition (complex meaning)
  • Two or more propositions = schema

Supporting users have an ad free experience!