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MKTG1204 Midsemester Exam > Chapter 6: Learning and memory > Flashcards

Chapter 6: Learning and memory Flashcards

1
Q

Learning is a relatively permanent…

A

Change in behaviour caused by experience

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2
Q

Incidental learning is the…

A

Casual, unintentional acquisition of knowledge

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3
Q

Behavioural theories focus on…

A

Simple stimulus-response connections

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4
Q

Cognitive theories regard consumers as…

A

Solvers of complex problems who learn abstract rules and concepts

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5
Q

Behavioural theories assume that learning takes place as the result of…

A

Responses to external events

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6
Q

Behavioural theories approaches the mind as a ______ and focuses on ______ behaviour

A

Black box; Observable

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7
Q

3 Components of classical conditioning

A
  1. Unconditioned stimulus
  2. Conditioned stimulus
  3. Conditioned response
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8
Q

Classical conditioning primarily applies to responses controlled by the…

A

Autonomic and nervous systems

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9
Q

Extinction [in classical conditioning] occurs when…

A

The effects of prior conditioning diminish and disappear

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10
Q

Stimulus generalisation refers to the tendency of…

A

Similar stimuli to a conditioned stimulus to evoke similar responses

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11
Q

When people react to similar stimuli in the same way they respond to the original stimulus, this is known as…

A

The Halo effect

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12
Q

Piggybacking strategy occurs when…

A

Similar packaging and brand names are used to make use of existing associations

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13
Q

Masked branding strategy occurs when…

A

The true origins are hidden to separate the product from existing associations

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14
Q

Stimulus discrimination occurs when…

A

An unconditioned stimulus does not follow a stimulus similar to a conditioned stimulus

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15
Q

Instrumental/Operant conditioning occurs when we learn to perform behaviours that….

A

Produce positive outcomes and avoid negative outcomes

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16
Q

Instrumental conditioning occurs in 1 of 3 possible ways

A
  1. Positive reinforcement
  2. Negative reinforcement
  3. Punishment
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17
Q

Positive reinforcement occurs when the learner…

A

Obtains a positive outcome

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18
Q

Negative reinforcement occurs when the learner…

A

Avoids a negative outcome

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19
Q

Punishment occurs when the learner…

A

Receives a negative outcome or is deprived of a positive outcome

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20
Q

Extinction [in instrumental conditioning] occurs when…

A

A person no longer receives a positive outcome

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21
Q

Positive and negative reinforcement together will (strengthen/weaken) the stimulus-response connection.
Punishment and extinction together will (strengthen/weaken) the stimulus-response connection.

A

Strengthen; Weaken

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22
Q

Types of reinforcement schedules (4)

A
  1. Fixed interval
  2. Variable interval
  3. Fixed ratio
  4. Variable ratio
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23
Q

Advertising wear-out occurs when consumers become so used to a stimulus that they…

A

No longer pay attention to it

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24
Q

Marketing applications of stimulus generalisation (4)

A
  1. Family branding
  2. Product-line extension
  3. Licensing
  4. Look-alike packaging
25
Frequency marketing rewards regular purchases with...
Prizes that get better as they spend more
26
Cognitive learning theory stresses the importance of...
Internal mental processes in decision making
27
Observational learning occurs when we...
Watch the actions of others and note the reinforcements they receive for their behaviours
28
Modelling is the process of...
Imitating the behaviour of others
29
4 stages of modelling
1. Attention 2. Retention 3. Production processes 4. Motivation
30
Parental socialisation styles (3)
1. Authoritarian 2. Neglecting 3. Indulgent
31
Authoritarian parents are...
Hostile, restrictive and emotionally uninvolved
32
Neglecting parents are...
Detached from their children and don't exercise control over what they do
33
Indulgent parents are...
Less restrictive and communicate with their children
34
Five stages of consumer development in children
1. Observing 2. Making requests 3. Making selections 4. Making assisted purchases 5. Making independent purchases
35
3 stages in cognitive development and corresponding ages
1. Limited (0-6) 2. Cued (6-12) 3. Strategc (12+)
36
Memory is a process of acquiring information and....
Storing it over time so that it will be available when we need it
37
Information processing approach assumes that the mind is like a..
Computer
38
Consumers go through 3 stages when processing external inputs
1. Encoding 2. Storage 3. Retrieval
39
Types of meaning (4)
1. Sensory 2. Semantic 3. Personal relevance 4. Narrative
40
Types of memory (3)
1. Sensory 2. Short-term 3. Long-term
41
Individual nodes connect to make...
Meaning concepts
42
Two or more connected nodes form a...
Proposition
43
Two or more propositions form a...
Schema
44
Schema is defined as the...
Cognitive framework we develop through experience
45
We encode information more readily when that information is...
Consistent with an existing schema
46
Scrips are...
Sequence of events that are expected to occur
47
According to activation models of memory, an incoming piece of information gets stored in an....
Associative network
48
The way we store a piece of information depends on the type of meaning we assign to it. Meaning types include... (5)
1. Brand-specific 2. Ad-specific 3. Brand identification 4. Product category 5. Evaluative reactions
49
Retrieval is the process whereby we...
Recover information from long-term memory
50
We can forget information as a result of..
Decay and interference
51
We are better able to access information if our internal state is the same at the time of recall as when we learned the information. This process is known as...
State-dependent retrieval
52
When consumers are highly familiar with a brand/advertisement, they may not pay much attention to a message for it. This is known as...
Automaticity
53
The salience of a brand refers to its...
Prominence or level of activation in memory
54
The ______ Effect shows that any technique that increases the _______ of a stimulus will improve recall.
von Restorff; Novelty
55
We are (more/less) likely to remember information in pictorial form compared to verbal form.
More
56
Memory lapses occur when people tend to forget information or retain inaccurate memories. 3 types are..
1. Omitting (leaving facts out) 2. Averaging (normalising things) 3. Telescoping (wrong time)
57
Nostalgia describes the _________ emotion that arises when we view the past with both _______ and _______
Bittersweet; Sadness; Longing
58
A retro brand is an...
Updated version of an older brand

MKTG1204 Midsemester Exam (6 decks)

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