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Consumer Behaviour > Chapter 3: Learning & Memory > Flashcards

Chapter 3: Learning & Memory Flashcards

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1
Q

Behavioural learning theories

A
  • assumes learning takes place as the result of responses to external events, as opposed to internal thought processes
  • divided into 2:
    1. classical
    2. instrumental
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2
Q

Classical conditioning

A

Occurs when stimulus that naturally elicts a response is paired with another stimulus that initially does not elicit a response on it’s own

i.e. dog hearing bell and drewling

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3
Q

Unconditioned stimulus

A
  • What the powder was because it was naturally capable of causing the response
  • it naturally & automatically triggers a response
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4
Q

Conditioned Stimulus

A
  • did not initally cause salivation, but the dog learned to associate the bell with the meat powder & began to salivate at the sound of the bell
  • makes it react because it’s related to something
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5
Q

Conditioned response

A

the drooling caused by a sound now linked to feeding time

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6
Q

Assocaitive learning

A
  • classica conditioning is a form of, where consumers learn associations between stimuli in a rather simple fashion without more complex processes such s memory or cognition taking place
    i. e. credit cards become conditioned cues & triggers higher spending
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7
Q

Assocaitive learning - Reptition

A
  • repeated exposures increase the strength of stimulus response associations & prevent decay of associations in memory
  • lack of association may be extinction when the effects of prior conditioning are reduced & decay
  • -> it can also occur with over exposure or forms new associations so brand is no longer with

i.e. Coach & Snookie partnered and it was successful, until she moved to Guess then coach tried to decrease undesirable associations of Snoolie being seen with brand

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8
Q

Assocaitive learning - Stimulus generalization

A
  • tendency of stimuli similar to a CS to evoke similar conditioned responses
    i. e. Pavlov noticed dog would salivate when they heard similar bell sound
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9
Q

Assocaitive learning - Stimulus discrimination

A
  • when a stimulus is similar to CS it is not followed by UCS

* reactions are weakened & will dissapear

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10
Q

Assocaitive learning - Masked branding

A

Hides a products true orgin

i.e. Dove is about body positivity but is owned by Axe which is about being big and strong so they try and hide it and down play

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11
Q

Assocaitive learning - Brand equity

A

The level of sway a brand name has in eyes of consumer & value of having a brand that is identifiable & well thought of

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12
Q

Assocaitive learning - Application of stimulus generalization

A

Central to branding & packaging decisions that attempt to capitalize on consumers positive associations with an existing brand or company name

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13
Q

Application of stimulus generalization - Family branding

A

variety of products which capitalize on the reputation of a company name

e.g. google, Henize, Campbell

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14
Q

Application of stimulus generalization - Product line extensions

A

Related products are added to an established name

e.g. dole added juice to their fruit cup line

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15
Q

Application of stimulus generalization - Licensing

A

Well known names are rented by others –> marketers link their products with well-established brands

e.g. playboy had declining print sales so they went to fragrance

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16
Q

Application of stimulus generalization - Look alike packaging

A

Distincitive packaging creates strong associations with a particular brand

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17
Q

Instrumental Conditioning

A
  • Occurs when people perform behaviours to produce psotiive outcomes and avoid negative ones
  • people perform more complex behaviours & associate them with other punishments or rewards
  • behaviours = positive or negative outcomes
  • psotive reinforcement
  • negative reinforcement
  • punishment
  • extinction
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18
Q

Frequency marketing

A

reinforces behaviour of regular purchases by giving them prizes with values that increase with more they spend

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19
Q

Gamification

A

capitalized on operant conditioning principles

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20
Q

Shaping

A

Occurs wehn consumers are rewarded for successive steps take toward the desired response

i.e. store may giveaway samples for coming in the store which encourages trial, then give coupond for low-involvedment purchase

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21
Q

Positive reinforcement

A

form of a reward the responses is strengthened & appropriate behaviours is learned

i.e. woment gets complemented for their perfume so they will buy it again

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22
Q

Negative reinforcement

A

Strengthens responses so appropriate behaviour is learned

i.e. when retailer offers to pay customers tax

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23
Q

Reinforcements of consumption

A

Follow up calls, promotional rebates, thank-you letters

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24
Q

Punishment

A

Marketers want to increase a particulare behaviour

i.e. buying cheap shoes and heel falls off

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25
Four types of learning schedules
* fixed ratio * variable ratio reinforcement * fixed interval reinforcement * variable interval reinforcement
26
Four types of learning schedules - Fixed ratio
* reinforcement only occurs after a specific number of responses i. e. buy at the same store because when you buy 14 items you get the 15th free
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Four types of learning schedules - Variable ratio
* behaviour of a person is reinforced after certain number of responses, but don't know how many i. e. slot machines, roll up the rim
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Four types of learning schedules - Fixed interval reinforcement
* after specified time period has passed, first response that is made bring the reward i. e. seasonal sale
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Four types of learning schedules - Variable interval
* time that must pass before reinforcement is delivered varies around average i. e. customer loyalty at spa, you get free facial every 8-10 months, secret shopper
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Cognitive learning theory
stresses importance of internal mental processes
31
observational learning
occurs when people watch the actions of others & note the reinforcement they receive for their behaviours ; learning occurs as a result of various rather than direct expereince i.e. women has perfume and friend went shopping for it because she really likes it
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Componenets of observational learning
* attention * retention * production process * motivation * observational learning
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Componenets of observational learning - attention
consumer focuses on a models behaviour
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Componenets of observational learning - retention
consumer retains behaviour in memory
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Componenets of observational learning - production process
consumer has ability to perfrom the behaviour
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Componenets of observational learning - motivation
sitation arises wehre behaviour is useful to the consumer
37
Componenets of observational learning - observational
consumer acquires & performs the behaviour demonstrated by model
38
Memory process
* External inputs * Encoding * Storage * Retriveal
39
Encoding of information
Types of meaning * consumers may prpcess stimulus simply in terms of its sensory such as colour or shape * be actived & sees picture of the stimulus Personal relevance * episodic memories - for events that are personally relevant i.e. first date
40
Relationships among memory systems
* Sensory memory * attention * short-term memory * elaborative rehearsal * long-term memory
41
Relationships among memory systems - Sensory memory
* temporarly storgae of sensory infroamtion * Capacity: high * Duration: less than 1 second of hearing or seeing
42
Relationships among memory systems - Attention
Infro mation that asses through an attentional gate is transferred to short-term memory
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Relationships among memory systems - Short-term memory
Brief storage of infromation being used Capacity: limited Durration: less than 20 seconds
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Relationships among memory systems - elaborative rehearsal
Deep processing is transformed to long-term memory
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Relationships among memory systems - long-term memory
Relatively permanent storage of information Capacity: unlimited Duration: long-term / permanent
46
Associative network
* incoming piece of infromation is stored containing many bits of related information organized according to some set of relationships * storage spots are = knowledge structures *SIPDERWEBS*
47
How are associative networks like spider webs
* they're filled with complex data | * the information is placed into nodes, which are connected by associative links within strucutres
48
Spreading activation
* refers to the notion that activation of concepts can spread between different nodes in associative network * consumer has organized information according to some type of relationship * has organized systems of concepts related to brands, stores, manufacturers etc.
49
Levels of knowledge
* Scheme the cognitive frameworks that is developed through experience * types of schema that's related to consumer behaviour is a script * sequence of procedures that is expected by an individual i.e. Script for dentist : drive there, wait in watingroom, get called, see hygentist, see dentist
50
Analogical learning
* how consumers can learn about nre products & features * marketer may draw an analogy between products for customer Base - original sources of product Target - what existing knowledge will transform to
51
Factors influencing forgetting
* decay * interference * retroactive vs proactive * partlist cueing effect
52
Measuring memory
* recognition vs. recall * the starch test (1923) * measure effectiveness of ads in newspaper & magazines * effective ad has to be seen, read, believed & acted upon
53
Problems with memory measyres
* response bias * memory lapses * memory for facts vs. feelings
54
Analogical can occur in 2 forms
1. occurs at the level of attributes which are identifiable features or properties of the product I.e. Listerine strips (both old and new) came in green packaging 2. relations refer to how to products relates to a desired outcome I.e. Listerine mouth strips and mouth wash serve the same purpose
55
Retrieval
process of accessing infromation from long-term memory
56
Salience
Refers to its prominence level of activation in memory
57
Unipolar emotion
Emotions that are wholly positive or wholly negative
58
Nastalgia
* past is viewed with both sadness and longing * usually refers to older generations i.e. good old days, Beetle car, old Coca-Cola sign
59
Retro Brand
* updated versionof a brand from it's prior historical period i. e. old spice guy
60
Response bias
Results are not necessairly accurate as something else can be influencing them

Consumer Behaviour (6 decks)

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