Chapter 5

Question 1

What are the two types of learning? What are the four elements?

Answer 1

Intentional vs incidental learning (searching on purpose or accidentally learning)

Four elements:
- Motives
- Cues
- Responses
- Reinforcement

Question 2

What are some applications of classical conditioning?

Answer 2

Associative learning
Need for repetition
- advertising wear-out
- three-hit theory
Stimulus generalization
Stimulus discrimination

Question 3

What is stimulus generalization?

Answer 3

Product line extensions
Product form extensions
Family branding
Licensing

Consumers will respond in the same way to slightly different stimuli. Me too product hopes consumers will generalize

Question 4

What is stimulus discrimination?

Answer 4

Brand differentiation

Market leaders want consumers to distinguish between products and imitators

Relevant, meaningful, valuable differentiation

Question 5

What is the difference between positive reinforcement and negative reinforcement?

What is the difference between negative reinforcement and punishment?

Answer 5

1. Rewarding the consumer with a good fitting pair or jeans, or good price
2. Punishment would be driving on the highway too fast and getting a speeding ticket, but for a car the negative reinforcement of ice could encourage you to buy to tires and take it as an informent

Question 6

What is incentivized advertising?

Answer 6

Provides consumer with rewards for watching ads, as consumers may try to avoid ads

Question 7

What are reinforcement schedules?

Answer 7

They are:

Continuous
Fixed ratio
Variable ratio

Ex. Free dessert!

Question 8

What is the difference between extinction and forgetting?

Answer 8

Extinction occurs when a learned response is no longer reinforced and the link between the stimulus and the expected reward is eliminated.

Forgetting is the point at which the link between the stimulus and the expected reward ceases to exist

Question 9

What is customer satisfaction and retention?

Answer 9

Satisfaction and repeat patronage
Frequent shopper programs
Shaping (ex. Gift as you enter the store or a free test drive)

Question 10

Mass vs distributed learning?

Answer 10

Should a learning schedule be spread out over a period of time?
Should a learning schedule be bunched up all at once?

Question 11

What is observational learning?

Answer 11

Also known as modeling, observational learning occurs when people observe and later imitate observed behaviours

Question 12

What is sensory store?

Answer 12

A location in the brain where the sensory input lasts for just a second or two. If its not processed immediately it is lost

Question 13

What are the components of information processing?

Answer 13

Storing information
- Sensory store
- Short term storage
- Long term storage

Rehearsal
- encoding
- information overload

Retention
- Chunking
- Retrieval

Question 14

Information Overload?

Answer 14

A situation that occurs when consumers receive too much information and find it difficult to encode and store it

Question 15

What are some methods of retaining information

Answer 15

• Brand imprinting
  -Sound symbolism
• linguistic characteristics

Question 16

What are environmental triggers?

Answer 16

Cues in the environment that remind a person of something, and then she or he talks about it

Question 17

What is cognitive learning?

Answer 17

The premise that leaning occurs in the form of sequential mental processing of information when people face problems they wish to resolve

Question 18

What are the four representations of cognitive learning?

Answer 18

Generic states of cognitive learning knowledge, evaluation, behaviour

Tri-component attitude model all attributes have three components - cognitive, affective and conative

Aida developed to explain how marketing and selling messages engage consumers - attention, interest and desire and action

Innovative adoption developed by Everett rogers to explain how consumers adopt new products and services - awareness, interest, and evaluation, trial and adoption

Question 19

What is passive learning?

Answer 19

A form of leaning in which a consumer receives information from repeated exposures which is fully processed after a product is purchased.

Question 20

What are some measures of passive learning?

Answer 20

Aided recall (recognition)
Unaided recall (recall)

Question 21

What is brand equity

Answer 21

The instrinsic value of a brand name. This value stems from the foundations of brand loyalty: the consumers\’s perception of the brand’s superiority, the social esteem that using it provides, and the customer’s trust and identification with the brand