Chapter 9 Flashcards
(68 cards)
1
Q
consumer behavior is largely a …
A
learned behavior
2
Q
Things that are learned
A
values, tastes, behaviors, preferences, symbolic meanings, and feelings
3
Q
things that affect the lifestyle people seek
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culture, family, friends, mass media, and advertising
4
Q
learning
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any change in the content or organization of long term memory or behavior
5
Q
information processing
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a series of activities by which stimuli are perceived, transformed into information , and stored
6
Q
Ex: Information processing, learning , memory
A
a consumer may notice his or her favorite brand of soda on the store shelf because of a purchase goal stored in long term memory.
- the current price of the soda is brought into sort-term memory through the perceptual system for processing. then comparison of long and short term on price
7
Q
short term memory - working memory
A
portion of total memory that is currently activated or in use
-information is analyzed, categorized, and interpreted
8
Q
long term memory
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is that portion of total memory devoted to permanent information storage
- marketers worry about HOW this information is categorized
- unlimited, permanent storage
9
Q
STM-short lived
A
- not static
- short lived (3.7 secs)
- must refresh info through maintenance rehearsal -ex: repeating the same formula or definition before an exam OR marketers repeating the brand name or key benefit in a prominent manner several times in an ad.
10
Q
STM-Limited capacity
A
- can only store 5 to 9 bits of information
- chunking- organizing individuals items into groups related items that can be processed as a single unit -EX: toll free numbers vanity numbers (800-555-HOME)
11
Q
STM- elaborative activities
A
- EA: when previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.
- Ex: new tech product - HOW it is presented will influence the nature of the elaborate activities that will occur and how it is remembered
12
Q
Elaborative activities can include:
A
concepts- abstractions of reality that capture the meaning of an item in terms of other concepts
imagery - concrete sensory representations of ideas, feelings, and objects - it permits a direct recovery of aspects of past experiences - Ex: sensory images , vivid pictures , words and phrases - “picture it”, “feel it”, “imagine it”
13
Q
key issue in learning and memory
A
extent of elaboration- major determent is when consumer motivation or involvement is low
-elaboration increases LTM
14
Q
LTM types
A
- Semantic memory:basic knowledge and feelings an individual has about a product. EX: Acura- defined as a “luxury car”
- Episodic memory- memory of a sequence of events in which a person participated - EX: first date, graduation, learning to drive , can be quite strong remembrances
- Flashbulb memory- acute memory for the circumstances surrounding a surprising and novel event (type of episodic memory) : vivid detail, high degree of confidence, special and different from memories, specific situational detail about location and people
15
Q
two important memory structures
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schemas and scripts
16
Q
Schemas
A
- a complex web of associations
- ex: MT Dew - how one may form a network of meaning for that brand based off of various concepts
- associative links between feelings are nodes (strong links are cool and crisp, and weak are halloween party - for MT Dew example)
- contains product characteristics, usage situations, episodes, and effective reactions
- source of schemas is personal experience
17
Q
Marketers schema for..
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consumption situations and schema they have of the brand
18
Q
Consumption situation schema
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EX: jogging - drink Dasani
EX: party- Budweiser - relates to the schematic memory - which refers to the evoked set
EX: party mixer- Canada Dry ginger ale - situation schema
19
Q
Scripts
A
memory of how an action sequence should occur
- ex: purchasing and drinking a soft drink to relieve thirst
- ex: green marketing - recycle and disposal methods
20
Q
retrieval from LTM
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- accessibility- can be enhanced by rehearsal, repetition, and elaboration
- EX: coke - the brand that comes to mind when you think of sodas
- top of mind awareness
- more links and nodes from elaboration - enhances accessibility
21
Q
Retrieval of memories may involve
A
- explicit memories- answering end of chapter questions without looking back
- implicit memories- brand placement on TV shows
22
Q
high involvement learning
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the consumer is motivated to process or learn the material
EX: Reading a PC magazine before buying a computer
23
Q
low involvement learning
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the consumer has little or no motivation to process or learn the material
EX: tv is interrupted by a commercial for a product he or she may not want
24
Q
conditioning
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set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned
25
classical conditioning
attempts to create an association between a stimulus (brand name) and some response (behavior or feeling).
- most common in low involvement situations
EX: unknown product with known music- then you will create a positive feeling produced by the music
EX: hearing popular music - unconditioned stimulus , elicits a positive emotion - unconditioned response
This music is constantly parted with a a brand of pen - conditioned stimulus, the brand itself may come to elicit the same positive emotion - conditioned response
26
operant conditioning
attempts to create an association between a response (buying a brand) and some outcome (satisfaction) that services to reinforce the response.
27
examples of classical conditioning
- product ads at a sports game to gain excitement
- political candidate play patriotic background music in ads
- Christmas music in stores to increase propensity to purchase
28
operation conditioning
involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior
- consumers learn that the response is associated with a positive outcome
EX: new light popcorn - offer free samples/special discounts - desired response, the test will be the positive outcome
-consumers have to FIRST engage with the product and come to understand stand the powers in positive outcomes to gain the reinforcement
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shaping
encouraging people to try a free sample and then they buy the product
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examples of operant conditioning
- direct mail or personal contact follow up
- extra reinforcement for purchasing a particular brand- rebates
- free product samples (shaping)
- exciting shopping environment (reinforcing)
31
cognitive learning
all the mental activities of humans as they work to solve problems or cope with situations
-learning ideas, concepts, attitudes
kinds:
iconic rote learning, analytical reasoning, and vicarious learning or modeling
32
iconic rote learning
a concept or the association between two or more concepts in the absence of conditioning
- low involvement, scanning - use information latter when need product
ex: Tylenol is a headache remedy - associate new concept of Tylenol with existing- headache remedy
33
vicarious learning or modeling
-both low and high involvement
observe outcomes of others and adjust accordingly
ex: high involvement :
- new job and work attire- buys a new suit , ads encourage people to imagine feelings when experiencing the use of the product
ex: low involvement :
- observing others behaviors of products and knowing when the situation is right
34
analytical reasoning
combining old and new information
-one form is use of analogical reasoning- inference process that allows consumers to use an existing knowledge base to understand a new situation or object
EX: kindle - you may have one or have learned about it by relating it to a laptop or word doc
35
Stimulus discrimination
learning to respond differntly to similar but distinct stimuli
- important to point out differences in products
EX: Bayer - differentiation by showing it is different from other brands
-brand scandals, can cause spill over - good opportunity to different from other brands
36
stimulus generalization
rub-off effect, occurs when a response to one stimulus is elected by a similar but distinct stimulus
ex: Oreo cookies taste good - the Oreo cone will taste good too then
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marketers want consumers to
learn and remember positive features, feelings, and behaviors associated with their brands
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conditioned learning - extinction
forgetting - when learning is not repeated, it is lost
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cognitive learning - retrieval failure
information in LTM memory can not be retrieved for STM
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two concerns for forgetting
likelihood of forgetting and rate of forgetting
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forgetting - marketers promote this when EX:
smoking - American machinist magazine designs this so individuals can unlearn smoking behavior - corrective advertising
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strength of learning is enhanced by six factors:
importance, message, involvement, mood, reinforcement, repetition, and dual coding
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importance
- how involved (high or low) they are with the purchase
| - ex: bilingual consumer - if ad was in Spanish instead of English would it be more effective
44
message involvement
not motivated to learn the material
-ex: playing a "popular song" with ppl singing along in a car - the consumer would be motivated to sing along with the ad
- key issues:
- scent in ads, role of suspense, and self-referencing (nostalgia appeals)
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mood
positive mood - enhances learning
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reinforcement
positive reinforcement - ex: "good morning gorgeous with the coffee pot , and "chipotle ad about a "enjoy the food, service, and atmosphere"
negative reinforcement-- removal of avoidance ex: Vicks says it will remove sinus pain and pressure
47
earworms
music that gets stuck in our heads
ex: chilis baby back ribs
48
punishment
if a couple tries chipotle after seeing the ad for good food- then they try it and dont like it they probs won't go back
49
repetition
the more ppl are exposed/engaged with a behavior = the more likely to remember it
ex: miller lite beer commercial during the baseball game
50
pulsing
ex: politicians holding back on information until right before the election
- waiting until the right timing so consumers recall the information
51
advertising wear out
when there is too much repetition
one strategy to avoid this is use variations of a theme
ex: target - Red Bullseye, they variate it - sometimes on the dog and sometimes roaming around
52
dual coding
consumers learning information in tow different contexts:
- consumer sees product in two different ads with two different themes
- consumers has a visual and a verbal
53
high imagery stimuli
leave a dual code - stored in memory on both verbal and pictorial dimensions
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low imagery stimuli
coded only verbally
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echoic memory
memory of sounds, including words
-ex: background music
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memory interference
competitive advertising - causes difficulty retrieving specific information
ex: canda dry versus mt. dew - mix up brand claims
57
memory interference - strategies
- avoid competing advertising - use a recent plan : ad is posted close to the time of purchase .
- strengthen initial learning- encourage dual coding and brand schema ex: radio ad followed by a print ad - if brand post all key attributes than it can cause issues with brand repositioning later
- reduce similarity to competing ads
- provide external retrieval cues - ex: got milk ads - got milk on packaging
58
response environment
marketers match the in-store retrieval environment to the learning environment by providing retrieval cues
ex: chewing gum - conditioned response - positive music and brand visual, see it on the shelf with same packaging and feel
59
brand image
schematic memory of a brand - what they have learned about the brand
products such as apples and water are now being branded
ex: tyson is now offering a line of fully cooked chicken - this is meeting the needs of consumers
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brand equity
the ability to benefit from a brand image
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ex of brand image gone wrong
Hershey - made an upscale chocolate and it did not perform well because Hershey is a non upscale brand
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product positioning
a decision by a marketer to try to achieve a defined band image relative to competition within a market segment
ex: sunkist healthy dummies - the brand positioned them as healthy and is going to place them in the store next to other health items
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perceptual mapping
measure and develop a products position
ex: chocolate candies
64
product repositioning
deliberate decision based on the market views
- costly and consumers have to unlearn the ways of before
ex: hyundai is attempting to move form low pricing image to one that is refined and elegant
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repositioning examples
Hardee's moved away from thin patties to thick ones
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brand equity
equity - economic value
buying brand named headache medicine - bayer
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brand leverage
family branding, brand extensions, umbrella branding...
ex: Starbucks ice cream, Campbell's tomato juice
Generally requires at least one of the following:
- complement
- substitute
- transfer
- image
ex: marketers are focused on the fit of the change - ex: fruit loops - hot cereal versus fruit loop lollipops
- the "image" of the taste allows this to work
ex: Revlon - tummies to help with beauty - the brand can't be that far of a stretch from the original product
68
brand dilution
ex: nike - associated with so many products and thing
