Chapter 4 Flashcards
(27 cards)
What is Behavioral Learning?
Focuses on stimulus-response connections and the idea that learning happens as the result of responses to external events.
EX: You touch a hot stove and burn your hand. You feel the pain (punishment) and don’t make the same mistake again.
What is Classical Conditioning?
A brand pairs itself with positive stimuli (i.e. a jingle, slogan, imagery) so that over time, consumers start to associate good feelings with that brand.
EX: McDonald’s “I’m Loving It” jingle makes people feel happy and hungry even if they don’t see the food.
What is brand equity?
Successful classical conditioning leads to a consumer creating positive associations with a brand, leading to a lot of loyalty.
How is Classical Conditioning and Repetition Applied?
Since repetition increases learning, it’s the driving force of classical conditioning. More exposure leads to increased brand awareness. Decreased exposure leads to extinction. Too much exposure can lead to advertising wearout because people get annoyed!
What is Stimulus generalization?
It’s the tendancy for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses.
This is common in “family branding”, product line extensions, licensing (i.e. NFL puts team logos on everything), and look-alike packaging (i.e. generic brands exploit the linkage to popular brand names by putting their products in similar packaging).
What is Instrumental Conditioning (under behavioral learning)?
Consumer learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes (behavior, reward, result).
What is an example of positive reinforcement?
Increasing a behavior by adding a reward.
EX: Customers who buy coffee from Starbucks are rewarded with stars that can lead to perks or discounts. They are likely to return to earn more points (behavior is reinforced)
What is an example of negative reinforcement?
Removing an unpleasant experience to increase behavior
EX: Spotify free users get ads (unpleasant). Spotify says “Go premium to remove ads”. People subscribe to premium to avoid ads.
What is an example of a punishment?
Decreasing behavior by introducing something unpleasant.
EX: If a customer brings a suitcase that’s too heavy, they have to pay an extra $50. They’ll be less likely to bring an overweight bag next time to avoid the punishment.
What is Frequency Marketing (related to instrumental conditioning)?
Rewards regular purchasers with prizes that get better as they spend more (generates addictive behavior)
EX: Duolingo has a lot of rewards and badges on its app that keep users hooked.
What are loyalty programs (instrumental)?
Rewards customers for their purchases.
EX: Frostbite has a punch card that gets you a free ice cream after 10 punches.
What does the cognitive learning theory say?
Focuses on how people acquire, process, and store information in their minds. It emphasizes internal mental processes (like memories, beliefs, and perceptions) that guide future behaviors, rather than just external stimuli and responses.
EX: Sweet Loren’s uses educational content to educate consumers about their healthier cookies.
What is Observational Learning?
Occurs when we watch the actions of others and note the reinforcements they receive for their behaviors.
EX: Bombas has the buy one, give one initiative, where for every pair of socks purchased, one is donated to a person in need. Consumers see people doing this in campaigns and are motivated to do the same –> social default and modeling
What is Sensory Memory?
Temporary storage of information received from the senses. It takes low capacity and happens for less than a second. Attentional gate.
What is short-term memory?
Brief storage of information currently being used. Less than 20 seconds. Attentional or elaboration gate.
What is long-term memory?
Relatively permanent storage of information that is subject to elaboration.
What makes is forget?
Decay, interference (learning addt info), motivated forgetting, and memory efficacy.
How do marketers use consumer memories to drive action?
Nostalgia – works well on older people as they can depend on familiar products during unsettling times.
EX: in 2009, Pepsi released Pepsi Throwback as a nod to the 1960s-70s design.
Retro brand – updated version of a brand from a prior period
EX: Polaroid introducing cameras with a vintage design
What is an Associative Network?
The brain is organized in a network that holds bits of related information. IT’s more fluid and is determined moreso from exposure.
EX: When you think of water you then think of hydration, Aquafina, thirst, etc.
What is a schema?
It’s like a blueprint that helps us organize and interpret information based on prior knowledge. It’s more rigid.
EX: A restaurant schema includes typical components of a restaurant that helps us navigate a new restaurant without starting from scratch.
What is a knowledge structure?
The individual storage units (kind of like a spiderweb) that hold the information. It encompasses schemas and knowledge structures.
What is a script?
The sequence of events that the consumer expects to occur. Because most consumers aren’t early adopters or innovators, marketers use behavioral conditioning to get consumers to try the product and change the script!
EX: Self-scan checkouts were met with resistance because consumers are used to having grocery store clerks.
What are Nodes?
Mental representation of a concept or idea and associations are the links between the nodes.
What is an exemplar brand?
The “leader” or the first thing consumers think of in a category. It can impact how consumers see the entire brand or ven category.
EX: category is fast food, exemplar brand is McDonalds.
