Term
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Definition
1) how to use products properly
2) new uses of products (ex. baking soda)
3) try new products
4) to develop desired purchasing behaviors (ex. Coke in the morning)
5) to increase attention paid to ads (ex. use of celebs)
6) to decrease undesirable behavior (drinking and driving)
7) to encourage continuation of desired behavior |
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Term
| Factors influencing modeling effectiveness |
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Definition
1) Model as someone you identify with, but is still attractive
- similar characteristics (Dove)
- credible, attractive, successful, and competent
- overcoming a task after some difficulty
2) characteristics of observers
- importance/value of consequences (hair loss for men)
- cognitive/physical ability to perform the behavior
3) characteristics of modeled consequences
- can learn without negative consequences
4) the modeled behavior
- the more detailed/realistic the better |
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Term
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Definition
- Helps explain why modeling works
- Modeling influences behavior by influencing expectations |
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Term
| Two types of expectations |
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Definition
1) self efficacy expectations
- confidence in the observer builds after seeing the model
2) outcome expectations
- observer's belief that they will receive the same consequences as the model |
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Term
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Definition
- Stimulus discrimination (ex. pain medicine--name brands have convinced us they're better than store brands)
- Brand scandal spillover (problems with one brand could affect other brands of the same type of product)
- stimulus generalization ("rub off effect" may help with brand extension) |
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Term
| Learning, memory, and retrieval |
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Definition
1) forgetting
- Conditioned learning: extinction
- Cognitive learning: retrieval failure
- Some may want us to forget (ex. Lung association wants us to forget the joys of smoking--demarketing)
2) corrective ads (issuing an ad that corrects mistakes they made) |
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Term
| Factors impacting strength of learning |
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Definition
- importance of info
- message involvement (scent pouch in pepsi, suspense in message could be useful or not, personal relevance to consumer
- mood (happy people more receptive to learning)
- reinforcement
- repetition
- dual coding (storing info by impacting multiple senses) |
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Term
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Definition
- Anything that can block a memory that a consumer might have
- Methods to avoid it:
1) avoid competing ads
2) strengthen initial learning (may make change or repositioning difficult)
3) avoid looking like competing ads
4) provide external retrieval cues (other things that prompt recall, ex. putting a character from an ad on the product packaging) |
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Term
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Definition
- schematic memory
- Factors impacting:
1) perceived attributes
2) benefits
3) usage situation
4) users
5) marketer characteristics |
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Term
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Definition
- product positioning
- perceptual mapping (ex. people had a negative image of Olds mobile)
- product repositioning (trying to change the image of the product in the mind of the consumer) (trading up/down)
- Brand equity |
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Term
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Definition
- family branding and brand extension
- taking the image of one brand and extending it to another
- capitalizing on brand equity (ex. diet coke taking coke's name)
- must fit original brand in 1 of 4 ways:
1) complement (used together-ex. razors and blades)
2) substitute (new brand substitute for old one)
3) transfer (same skills or mindset as original)
4) image (2 products could share an image component) |
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Term
| Cognition and symbolic systems |
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Definition
- Cognition: system that constructs symbols
- Symbolic representations: works of art, sheets of music, maps, etc.
- USPS, Dodge, Marlboro |
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Term
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Definition
- Sensory register
- Short term memory
- Long term memory |
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Term
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Definition
- Short lived - maintenance rehearsal
- Limited capacity (5-9 bits of info)
- Elaborative activities occur
* using previous stored info to interpret/evaluate
* Concepts: meanings of an item help interpret
* Imagery: sensory images help interpret |
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Term
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Definition
- Unlimited
- Semantic memory (knowledge/feelings about a concept)
- Episodic memory (sequence of events/flashbulb memory for brands)
- Retrieval from memory-accessibility
* top of mind awareness
* explicit memory: conscious recall
* implicit memory: no conscious recall |
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Term
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Definition
- Part of long term memory
- 2 types:
1) Schemas: networks of episodic/semantic knowledge
2) scripts: networks of procedural knowledge
- part or all of a structure may be activated
- schemas and scripts grow over time |
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Term
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Definition
- a neutral stimulus becomes capable of eliciting a response because it was repeatedly paired with an unconditional stimulus that naturally causes the response
- symbols in advertising (KFC) |
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Term
| Points about classical conditioning |
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Definition
- Unconditioned stimuli can be a previously conditioned stimuli
- Stimuli must occur before the behavior
- Behaviors are involuntary
- emotions tend to follow (ex. political ad with a lot of patriotic imagery) |
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Term
| Methods of operant conditioning |
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Definition
- Positive reinforcement
- Negative reinforcement
- extinction (A&P)
- Punishment (Lung association) |
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Term
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Definition
- Continuous (credit cards, frequent flyer miles)
- Fixed ratio (Subway)
- Variable ratio
- Delay of reinforcement (less effective--ex. early state lotteries) |
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Term
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Definition
- successfully reinforcing behaviors that approximate the desired behavior
- Are not ends, but increase the probability of the ends
- ex) events in malls, store credit cards |
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Term
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Definition
- Presence or absence of certain stimuli
- Before the behavior
- ex) free shipping, sales |
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Term
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Definition
- Interpreting and creating new knowledge and meaning
- 3 types:
1) iconic rote learning
2) vicarious learning
3) analytical reasoning (most complex--use existing knowledge to make sense of new) |
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Term
| 3 Types of Cognitive learning |
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Definition
1) Accretion
2) Tuning
3) Restructuring |
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Term
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Definition
- Observing the actions and consequences of others
- Also called modeling, observational learning, imitative learning |
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