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MKT 305 > Chapter 4 > Flashcards

Chapter 4 Flashcards

1
Q

learning

A

relatively permanent change in behavior caused by experience

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2
Q

incidental learning

A

unintentional acquisition of knowledge

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3
Q

behavioral learning theories

A

learning takes place as the result of response to external events

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4
Q

classical conditioning

A

(behavioral) occurs when a stimuli that elicits a response is paired w another stimulus that initially does not elicit a response on its own. over time, this second stimulus causes a similar response because we associate it w the first

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5
Q

unconditioned stimulus (UCS)

A

naturally capable of causing response by itself

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6
Q

conditioned stimulus (CS)

A

stimulus that pairs w response over time

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7
Q

conditioned response (CR)

A

learned response for conditioned stimulus

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8
Q

repetition

A

increase the strength of stimulus-response associations and prevent the decay of these associations in memory

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9
Q

extinction

A

effects of prior conditioning diminish and finally disappear

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10
Q

stimulus generalization

A

refers to the tendency of stimuli similar to a CS to evoke similar, conditioned responses

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11
Q

halo effect

A

people react to other, stimuli in much the same way they responded to the original stimulus

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12
Q

stimulus discrimination

A

occurs when a UCS does not follow a stimulus similar to the CS

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13
Q

brand equity

A

brand has a strong positive associations in a consumer’s memory and commands a lot of loyalty as a result

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14
Q

advertising wear-out

A

consumers are too used to hearing or seeing a marketing stimulus that they no longer pay attention to it

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15
Q

family branding

A

many products capitalize on the reputation of a company name

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16
Q

product line extension

A

marketers add related products to an established brand

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17
Q

licensing

A

“rent” well-known names, hoping that they learned associations will rub off onto other kinds of products

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18
Q

look-alike packaging

A

distinctive packaging designs create strong associations w a particular brand

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19
Q

consumer confusion

A

how likely is it that one company’s logo, product design, or package is so similar to another that the typical shopper would mistake one for the other

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20
Q

instrumental conditioning

A

occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes

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21
Q

shaping

A

rewards our intermediate actions

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22
Q

positive reinforcement

A

when someone does something.. form of a reward, strengthens the response and we learn the appropriate behavior

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23
Q

negative reinforcement

A

when someone avoids something… strengthens responses so that we learn the appropriate behavior… negative outcome if you don’t do the right thing

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24
Q

punishment

A

when someone does something… occurs when unpleasant events follow a response

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25
fixed-interval response
after a specified time period has passed, the first response you make brings the reward
26
variable-interval reinforcement
time that must pass before you get reinforced varies based on some average
27
fixed-ratio reinforcement
reinforcement occurs only after a fixed number of responses
28
variable-ratio reinforcement
reinforced after a certain number of responses, but you don't know how many responses are required
29
frequency marketing
rewards regular purchasers w prizes that get better as they spend more
30
gamification
turns routine actions into experiences as it adds gaming elements to tasks that might otherwise be boring or routine
31
endowed progress effect
punch card... buy 10 card get one free
32
cognitive learning theory
stress the importance of internal mental processes
33
observational learning
occurs when we watch the actions of others and note the reinforcements they receive for their behaviors
34
social default
mimic others' behaviors
35
modeling
process of imitating the behavior of others
36
consumer socialization
process by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace
37
stage of cognitive development
ability to comprehend concepts of increasing complexity 1. limited-younger than 6 2. cued-children between ages 6-12 3. strategic- children 12+
38
multiple-intelligence theory
idkkk
39
memory
process of acquiring information and storing it over time so that it will be available when we need it 1. encoding-information enters in a way the system will recognize 2. storage stage-integrate this knowledge w what is already in memory and "warehouse" until it is needed 3. retrieval-access the desired information
40
episodic memories
relate to events that are personally relevant
41
narrative
description of a product that is written as a story
42
sensory memory
stores the information we receive from our senses
43
short-term memory
stores info for a limited period of time
44
chunking
combine smaller pieces into larger ones
45
long-term memory
system that allows us to retain info for a long period of time
46
elaborative rehearsal
allows info to move from STM to LTM
47
activation models of memory
depending on the nature of the processing task different levels of processing occur that activate some aspects of memory rather than others
48
associative network
where incoming info gets stored
49
schema
integration of propositions
50
script
sequence of events an individual expects to occur
51
service scripts
guide our behavior in commercial settings
52
pioneering brand
first brand to enter a market
53
follower brands
ride their coattails because the first product's is too distinctive, and for time being, no competitors divert our attention
54
spacing effect
tendency for us to recall printed material more effectively when the advertiser repeats the target item periodically, rather than presenting it repeatedly in a short time period
55
decay
structural changes that learning produces in the brain simply go away
56
interference
as we learn additional info, it displaces previous info
57
state-dependent retrieval
we are better able to access info if our internal state is the same at the time of recall as when we learned the info
58
highlighting effect
occurs when the order in which consumer learn about brands determines the strength of association between these brands and their attributes
59
salience
prominence or level of activation in memory
60
von Restorff Effect
any technique that increases the novelty of a stimulus also improves recall
61
mixed emotions
positive and negative componenets
62
unipolar emotions
wholly positive or negative
63
hybrid ads
program tie-in
64
recognition
watching something and see if you recognize it
65
recall
think of what they have seen without being prompted for this info
66
response bias
only give the experimenter what they think they are looking for
67
nostalgia
bittersweet emotion that arises when we view the past w both sadness and longing
68
retro brand
updated version of a brand from a prior historical period
69
spontaneous recovery
stimulus able to evoke a weakened response even years after we first perceived it

MKT 305 (11 decks)

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