Chapter 3

Question 1

What is the difference between classical and instrumental conditioning?

Answer 1

Classical conditioning (p. 62): Involves pairing a neutral stimulus with an unconditioned stimulus to create a conditioned response. It relies on association and repetition.
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Instrumental conditioning (p. 67): Consumers learn through trial and error, repeating behaviors that lead to positive outcomes (rewards) and avoiding those with negative outcomes.

Question 2

What is observational learning?

Answer 2

Observational learning occurs when consumers learn by observing the behaviors of others (models) and the consequences of those behaviors.

Question 3

What are the three stages of information processing in memory?

Answer 3

The three stages of information processing are:
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Encoding: Converting information into a form that can be stored.
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Storage: Retaining information over time.
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Retrieval: Accessing stored information

Question 4

What is an associative network model of memory?

Answer 4

Associative networks organize memory into networks of interconnected concepts (nodes). Activating one node triggers activation of related nodes (spreading activation).

Question 5

What is brand equity and how does it relate to learning?

Answer 5

Brand equity refers to the value a brand has based on positive associations in consumers’ memories. It is built through consistent positive experiences and marketing efforts. Strong brand equity can lead to increased brand loyalty

Question 6

What is learning in the context of consumer behavior?

Answer 6

Learning refers to a relatively permanent change in behavior that is caused by experience. Learning can occur directly through experience, or indirectly through observation or incidental exposure.

Question 7

How does analogical learning work in marketing?

Answer 7

Analogical learning involves drawing a comparison between two things to explain or clarify a concept. In marketing, this often means explaining a new product by comparing it to something familiar to the consumer. This approach helps consumers integrate new information about the product into their existing knowledge structures (schemas)

Question 8

What is the role of memory in consumer behavior?

Answer 8

Memory is essential for storing information acquired through learning and making it available when needed. It plays a crucial role in shaping how consumers perceive, evaluate, and ultimately choose products and brands. Think of the mind like a computer that processes data (information) as input and produces behavior (purchases, brand preferences) as output.

Question 9

How does repetition affect memory in marketing?

Answer 9

Repetition strengthens associations and slows forgetting. It is a key factor in building brand awareness (both recall and recognition). Marketers often aim to expose consumers to a message at least three times to enhance learning and memory. However, excessive repetition can lead to advertising wear-out, where consumers become bored or annoyed by the message. Marketers try to combat this with cosmetic variations, slightly changing the ad’s execution while keeping the core message consistent

Question 10

What are some additional strategies marketers can use to improve memory retention and aid information retrieval?

Answer 10

Building a strong brand awareness: This focuses on both recall and recognition.
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Storytelling: Narratives that engage consumers emotionally and provide a memorable framework for information.
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Emotional Links: Connecting information to strong emotions can increase its memorability.
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Multi-Sensory Encoding: Engaging multiple senses during information presentation enhances memory encoding.

Question 11

What is the difference between recall and recognition in marketing?

Answer 11

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Recall: Requires retrieving information from memory without any aids or cues. The consumer reconstructs the information mentally. Example: Answering short-answer questions on a test. Recall is essential for convenience goods, where purchase decisions are often made quickly.
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Recognition: Involves retrieving information with the help of cues, making it easier to access the stored information. Example: Answering multiple-choice questions on a test. Recognition is vital for service and online products, where consumers often have many options presented to them.