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Definition
| a relatively permanent change in a behavior caused by experience |
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| unintentional acquisition of knowledge |
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| behavioral learning theories |
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Definition
| the perspectives on learning that assume that learning takes place as the result of responses to external events |
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| the learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but wil cause a similar response over time because of its association with the first stimulus |
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| unconditioned stimulus (UCS) |
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Definition
| a stimulus that is naturally capable of causing a response |
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| conditioned stimulus (CS) |
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Definition
| a stimulus that produces a learned reaction through association over time |
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| conditioned response (CR) |
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Definition
| a response to a conditioned stimulus caused by the learning of an association between a conditioned stimulus and an unconditioned stimulus |
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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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| 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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| a phenomenon that occurs when people react to other, similar stimuli in much the same way they responded to original stimuli |
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| strategy that deliberately hides a product's origin |
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| 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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| a brand that has strong positive associations in a consumers memory and commands a lot of loyalty as result |
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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 |
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| instrumental conditioning |
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Definition
| (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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| the process whereby rewards provided by the environment strengthen responses to stimuli and appropriate behavior is learned |
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| the process whereby the environment weakens responses to stimuli so that inappropriate behavior is avoided |
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| the learning that occurs when a response is followed by unpleasant events |
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Term
| fixed-interval reinforcement |
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Definition
| after a specified time period has passed, the first response you make brings the reward. under such conditions, people tend to respond slowly right after being reinforced, but responses get faster as time fort next reinforcement approaches |
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| variable-interval reinforcement |
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Definition
| the time that must pass before you get reinforced varies based on some average. b/c you dont know when to expect reinforcement, you have to respond at a consistent rate |
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| fixed-ratio reinforcement |
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Definition
| reinforcement occurs only after a fixed number of responses. this schedule motivates you to continue performing the same behavior over and over |
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| variable-ratio reinforcement |
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Definition
| you get reinforced after a certain number of responses, but you dont know how many responses are required |
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| a marketing technique that reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased |
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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 form the world around them to master their environment |
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| the process in which people learn by watching the actions of others and noting the reinforcements they receive for their behaviors |
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| imitating the behaviors of others |
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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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| the process in which information from short-term memory enters into long-term memory in a recognizable form |
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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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| the process whereby desired information is recovered from long-term memory |
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| memories that relate to personally relevant events; this tens to increase a persons motivation to retain these memories |
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| product information in the form of a story |
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| the temporary storage of information received from the senses |
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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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| the mental system that allows us to retain information for a short period of time |
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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 system that allows us to retain information for a long period of 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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Term
| 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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Definition
| a memory system that organizes individual units of information according to some set of relationships; may include such concepts as brands, manufactruers, and stores |
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| those products already in memory plus those prominent in the retail environment that are actively considered during a consumers choice process |
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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 networks |
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| a learned schema containing a sequence of events an individual expects to occur |
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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
| a new way to boost viewers retention of a set of ads inserted within a tv show; the commercials are preceded with a stand-up comedian who performs a small set that leads into actual ads |
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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 prominence of a brand in memory |
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Definition
| techniques, like distinctive packaging, that increase the novelty of a stimulus also improve recall |
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Definition
| structural changes in the brain produced by learning decrease over time |
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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 strategy to utilize the interference process in memory; when a marketer presents only a portion of the items in a category to consumers, they dont recall the omitted items as easily |
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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
| a bittersweet emotion; the past is viewd with sadness and longing; many "classic" products appeal to consumers memories of younger days |
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Definition
| an updated version of a brand from a prior historical period |
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Term
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Definition
-in advertising research the extent to which consumers say they are familiar with an ad the researcher shows them
- the process of retrieving information from memory; in advertising research the estent to which consumers can remember a marketing message without being exposed to it during the study |
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Definition
| widely-used measure of recall for magazine advertisments |
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Definition
| 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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Definition
| telling people that a consumer claim is false can make them misremember it as true |
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| types of behavioral learning theories |
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Definition
-Classical conditioning
-instrumental conditioning |
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Term
| strategies based on stimulus generalization |
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Definition
1. family branding
2. product line extensions
3. licensing
4. look-alike packaging |
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Term
| four conditions that need met in order for observational learning to occur |
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Definition
1. consumers attention must be directed to appropriate model
2. consumer must rememer what is said or done by model
3. consumer must convert this information into actions
4. the consumer must be motivated to perform these actions |
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| components of observational learning |
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Definition
| attention --> retention --> production processes --> motivation --> observational learning |
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Term
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Definition
| external inputs --> encoding --> storage --> retrieval |
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Term
| relationships among memory systems |
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Definition
| Sensory memory--> attentional gate --> short term memory --> elaborative rehearsal --> long term memory |
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Term
| hierarchical processing model |
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Definition
| (activation model) a message is processed in bottom up fashion. processing begins at very basic level and is subject to increasingly complex processing operations that require greater cognitive capacity |
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| factors that influence retrieval |
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Definition
-physiological (ex. can recall past with better clarity than present)
- situational (relating the environment in which message is delivered. recall is enhanced when consumer pays more attention to message) |
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Term
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Definition
| consumers may forget stimulus-response associations if they subsequently learn new responses to the same or similar stimuli |
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Term
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Definition
| prior learning can interfere with new learning. |
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Term
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Definition
| recall tends to be more important in situations where consumers dont have product at their disposal so have to rely on memory to generate information. recognition is important in the actual store when consumer is confronted with thousands of product |
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Term
| problems with memory measures |
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Definition
-response bias
-memory lapses (unintentional forgetting: ommitting, averaging, telescoping)
-memory for facts vs feelings |
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