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con sci 543 exam 1
chapter 3 definitions
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Undergraduate 4
01/20/2010

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Term
learning
Definition
a relatively permanent change in a behavior caused by experience
Term
incidental learning
Definition
unintentional acquisition of knowledge
Term
behavioral learning theories
Definition
the perspectives on learning that assume that learning takes place as the result of responses to external events
Term
classical conditioning
Definition
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
Term
unconditioned stimulus (UCS)
Definition
a stimulus that is naturally capable of causing a response
Term
conditioned stimulus (CS)
Definition
a stimulus that produces a learned reaction through association over time
Term
conditioned response (CR)
Definition
a response to a conditioned stimulus caused by the learning of an association between a conditioned stimulus and an unconditioned stimulus
Term
extinction
Definition
the process whereby a learned connection between a stimulus and response is eroded so that the response is no longer reinforced
Term
stimulus generalization
Definition
the process that occurs when the behavior caused by a reaction to one stimulus occurs in the presence of other; similar stimuli
Term
halo effect
Definition
a phenomenon that occurs when people react to other, similar stimuli in much the same way they responded to original stimuli
Term
masked branding
Definition
strategy that deliberately hides a product's origin
Term
stimulus discrimination
Definition
the process that occurs when behaviors caused by two stimuli are different, as when consumers learn to differentiate a brand from its competitors
Term
brand equity
Definition
a brand that has strong positive associations in a consumers memory and commands a lot of loyalty as result
Term
advertising wear-out
Definition
the condition that occurs when consumers become so used to hearing or seeing a marketing stimulus that they no longer pay attention to
Term
instrumental conditioning
Definition
(operant conditioning) occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes
Term
positive reinforcement
Definition
the process whereby rewards provided by the environment strengthen responses to stimuli and appropriate behavior is learned
Term
negative reinforcement
Definition
the process whereby the environment weakens responses to stimuli so that inappropriate behavior is avoided
Term
punishment
Definition
the learning that occurs when a response is followed by unpleasant events
Term
fixed-interval reinforcement
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
Term
variable-interval reinforcement
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
Term
fixed-ratio reinforcement
Definition
reinforcement occurs only after a fixed number of responses. this schedule motivates you to continue performing the same behavior over and over
Term
variable-ratio reinforcement
Definition
you get reinforced after a certain number of responses, but you dont know how many responses are required
Term
frequency marketing
Definition
a marketing technique that reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased
Term
cognitive learning theory
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
Term
observational learning
Definition
the process in which people learn by watching the actions of others and noting the reinforcements they receive for their behaviors
Term
modeling
Definition
imitating the behaviors of others
Term
memory
Definition
a process of acquiring information and storing it over time so that it will be available when needed
Term
encoding
Definition
the process in which information from short-term memory enters into long-term memory in a recognizable form
Term
storage
Definition
the process that occurs when knowledge in long-term memory is integrated with what is already in memory and warehoused until needed
Term
retrieval
Definition
the process whereby desired information is recovered from long-term memory
Term
episodic memories
Definition
memories that relate to personally relevant events; this tens to increase a persons motivation to retain these memories
Term
narrative
Definition
product information in the form of a story
Term
sensory memory
Definition
the temporary storage of information received from the senses
Term
attentional gate
Definition
a process whereby information retained for further processing is transferred from sensory memory to short-term memory
Term
short-term memory
Definition
the mental system that allows us to retain information for a short period of time
Term
chunking
Definition
a process in which information is stored by combining small pieces of information into larger ones
Term
long-term memory
Definition
the system that allows us to retain information for a long period of time
Term
elaborative rehearsal
Definition
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
Term
activation models of memory
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
Term
associative network
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
Term
evoked set
Definition
those products already in memory plus those prominent in the retail environment that are actively considered during a consumers choice process
Term
spreading activation
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
Term
script
Definition
a learned schema containing a sequence of events an individual expects to occur
Term
spacing effect
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
Term
bitcoms
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
Term
state-dependent retrieval
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
Term
salience
Definition
the prominence of a brand in memory
Term
von Restorff Effect
Definition
techniques, like distinctive packaging, that increase the novelty of a stimulus also improve recall
Term
decay
Definition
structural changes in the brain produced by learning decrease over time
Term
interference
Definition
one way that forgetting occurs; as additional information is learned, it displaces the earlier information
Term
part-list cueing effect
Definition
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
Term
spontaneous recovery
Definition
ability of a stimulus to evoke a weakened response even years after the person initially perceived it
Term
nostalgia
Definition
a bittersweet emotion; the past is viewd with sadness and longing; many "classic" products appeal to consumers memories of younger days
Term
retro brand
Definition
an updated version of a brand from a prior historical period
Term
recognition and recall
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
Term
the starch test
Definition
widely-used measure of recall for magazine advertisments
Term
response bias
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
Term
illusion of truth effect
Definition
telling people that a consumer claim is false can make them misremember it as true
Term
types of behavioral learning theories
Definition
-Classical conditioning
-instrumental conditioning
Term
strategies based on stimulus generalization
Definition
1. family branding
2. product line extensions
3. licensing
4. look-alike packaging
Term
four conditions that need met in order for observational learning to occur
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
Term
components of observational learning
Definition
attention --> retention --> production processes --> motivation --> observational learning
Term
the memory process
Definition
external inputs --> encoding --> storage --> retrieval
Term
relationships among memory systems
Definition
Sensory memory--> attentional gate --> short term memory --> elaborative rehearsal --> long term memory
Term
hierarchical processing model
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
Term
factors that influence retrieval
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)
Term
retractive interference
Definition
consumers may forget stimulus-response associations if they subsequently learn new responses to the same or similar stimuli
Term
proactive interference
Definition
prior learning can interfere with new learning.
Term
recognition vs. recall
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
Term
problems with memory measures
Definition
-response bias
-memory lapses (unintentional forgetting: ommitting, averaging, telescoping)
-memory for facts vs feelings
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