Chapter 9 Flashcards
(19 cards)
Learning
Any change in the content or organization of long-term memory or behavior.
Memory
Total accumulation of prior learning experiences
Short-term memory
Memory that is activated or in use
Long-term memory
Portion of total memory devoted to permanent information storage
Maintenance rehearsal
Continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory
Chunking
Organizing individual items into groups of related items that can be processed as a single unit.
Semantic Memory
The basic knowledge and feelings an individual has about a concept
Episodic Memory
Memory of a sequence of events in which a person participated
Flashbulb memory
Acute memory for the circumstances surrounding a surprising and novel event
Schematic memory
complex web of associations
Brand image
Refers to the schematic memory of a brand
Perceptual mapping
Offers marketing managers a useful technique for measuring and developing a products position
Script
Memory of how an action sequence should occur,
High vs. Low learning
High-the consumer is motivated to process or learn the material
Low-Consumer has little or no motivatino to process or learn the material
Classical conditioning
The process of using an established relationship between one stimulus (music) and response (pleasant feeling) to bring about the learning of the same response (pleasant feeling) to a different stimulus (brand)
Operant Conditioning
Involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior
Iconic rote learning
A concept or the association between two or more concepts in the absence of conditioning
Vicarious learning
Can use imagery to anticipate the outcome of various courses of action
Analytical reasoning
Inference process that allows consumers to use an exsisting knowledge base to understand a new situation or object
