Exam 1

Question 1

preexposure effect

Answer 1

when a unconditioned stimulus is is ineffective because it was previously encountered along without pairing…when a really popular song is suddenly paired with a brand it is not likely to stick

Question 2

blocking

Answer 2

when the first predictive stimulus blocks or prevents learning for other predictive stimuli later; timing is everything; after consumers learn that a target attribute is useful in predicting quality, other cures seem unproductive

Question 3

extinction

Answer 3

when presentations of the conditioned stimulus are alone, this leads to a reduced conditioned response

Question 4

operant conditioning

Answer 4

the second type of behavioral learning; fab the action is either rewarded or punished to encourage of discourage;

Question 5

classical conditioning

Answer 5

first type of behavioral learning; when a response follows a stimulus; pairing a conditioned stimulus with an unconditioned stimulus to create a meaningful conditioned response

Question 6

unconditioned stimulus

Answer 6

automatic; a meaningful idea or concept that evokes something within

Question 7

conditioned stimulus

Answer 7

neutral object

Question 8

unconditioned response

Answer 8

natural response to the unconditioned stimulus

Question 9

conditioned response

Answer 9

created response by pairing the CS with the US

Question 10

positive

Answer 10

presence of a stimuli

Question 11

negative

Answer 11

absense of a stimuli

Question 12

punishment

Answer 12

taking away to deter

Question 13

reinforcement

Answer 13

giving to encourage

Question 14

positive reinforcement

Answer 14

fab, presence of a good stimulus to encourage behavio

Question 15

negative reinforcement

Answer 15

fab, taking away a bad stimulus to encourage behavior

Question 16

positive punishment

Answer 16

fab, giving a bad stimulus to discourage behavior

Question 17

negative punishment

Answer 17

fab, taking away a good stimulus to discourage beharion

Question 18

continuous reinforcement

Answer 18

under operant conditioning, when reinforcement occurs every time the desired response occurs (learning occurs faster)

Question 19

partial reinforcement

Answer 19

in operant conditioning, when reinforcement occurs only some of the time the desired response occurs (learning is more persistent)

Question 20

shaping

Answer 20

reinforcing successive approximations of your desired response….rewarded to visit mall, then encourage to enter store with door prize, then buy products on discount

Question 21

corrective advertising

Answer 21

is a previous ad was misleading, companies will be forced to issue this

Question 22

transience

Answer 22

forgetting over time; forget details over time; use it or lose it

Question 23

accessible

Answer 23

recently processed information is easier to retrieve than info that was processed long ago

Question 24

absent mindedness

Answer 24

shallow or superficial ways of processing information during encoding leads to poor memory performance

Question 25

encoding

Answer 25

attention, comprehension, and transference of information from short-term memory to long-term memory

Question 26

retrieval

Answer 26

refers to transference of information from long-term memory to short-term memory

Question 27

generation effect

Answer 27

memory performance is enhanced when people create their own answers to questions rather then just repeating them; fixes absent-mindedness

Question 28

tip-of-the tongue effect

Answer 28

when you know the answer but cannot quite put you finger on it; a type of blocking

Question 29

node

Answer 29

idea or piece of information that is stored in memory

Question 30

associations

Answer 30

the connections that links nodes that are conceptually related

Question 31

associative networks

Answer 31

a large path of related nodes and their associations that link together

Question 32

activation

Answer 32

retrieval!!! refers to the transfer of inactive information from long term memory to active short term memory

Question 33

spreading activation

Answer 33

the notion that when people retrieve a particular node, they automatically think of other closely related nodes

Question 34

priming effect

Answer 34

strong association leads to priming; simply thinking about the brand leads consumers to think about closely related concepts; can be reduced or eliminated by reduced or adding new association to consumer's associative netowrks

Question 35

associative inference

Answer 35

new associations increase the complexity of associative networks and produce these where new associations compete and block old associations

Question 36

proactive interference

Answer 36

occurs when information learned earlier blocks memory for information learned later

Question 37

retroactive interference

Answer 37

occurs when information learned later blocks memory for information earlier

Question 38

encoding specificity principle

Answer 38

a way to reduce blocking; memory is context dependent ....context and background clues have a surprisingly powerful influence on memory

Question 39

spacing effect

Answer 39

encoding specificity principle suggests it is better to learn info in many different contexts and many different brief sessions over time

Question 40

misattribution

Answer 40

memory distortion; source confusion, feelings of familiarity, false memories

Question 41

mere exposure effect

Answer 41

the more familiar an initially neutral product becomes, the more consumers like the product;;;;because repeated exposure to a product increases familiarity and liking

Question 42

truth effect

Answer 42

as familiarity of a product claim increases, the more consumers believe the claim

Question 43

suggestibility

Answer 43

misleading questions and suggestions can lead to this type of memory distortion

Question 44

bias

Answer 44

prior beliefs can bias current beliefs and experiences

Question 45

persistance

Answer 45

memory distortion where one cannot forget

Question 46

dual process model

Answer 46

two styles of thinking...system 1 is automatic, effortless, peripheral...system is deliberate, effortful, central

Question 47

automatic information processing

Answer 47

system 1: mental processes that occur without awareness or intention

Question 48

adaptive unconscious

Answer 48

the unconscious mind can be trained to perform routine mental activities...people eventually drew from the low-risk deck

Question 49

thin slice inferences

Answer 49

more accurate with subjective; brief interaction can be more accurate than long and deliberate thought process 1. knowledge on the subject 2. trust in gut instinct;;;;first imporessions are more accurate

Question 50

intuition

Answer 50

= thin slice, gut feeling

Question 51

explicit memory

Answer 51

when customers are aware that they are searching for information stores in memory

Question 52

implicit memory

Answer 52

now aware that they ae using memory as a tool to perform a task;;;;used in priming

Question 53

assimilation effect

Answer 53

when the target was perceived as similar to the price of the automobile;;;;used in priming

Question 54

contrast effect

Answer 54

consumers contrasted the target with the price

Question 55

contrast effect v assimilation effect in priming

Answer 55

priming produce assimilation effect when the target was ambiguous and contrast effects when the target was unambiguous

Question 56

procedural priming effects

Answer 56

offers when situations are linked to cognitive or motor process via "if X, then Y" linkages where X refers to a specific situation and Y refers to a cognitive or behavioral activity

Question 57

mindset priming effect

Answer 57

if they chose to buy a pen in the first study because it was cheap, they were more likely to buy a moderately priced key chain in the second study because they were in the buying mood

Question 58

naiive theories

Answer 58

theories or assumptions about how the world works...consumers believe at the same time that expensive products are better quality and also that they are getting ripped off bc of the price...when quality is primed, they assumed that more exosneive is better but when value is primed, they inferred that the less expensive was better

Question 59

Implicit Association Test (IAT)

Answer 59

procedure for measuring sensitive beliefs including those held without awareness or intention

Question 60

implicit attitudes

Answer 60

preferences for white spokesperson when using the IAT test but when just asked, they said both were fine

Question 61

explicit attitudes

Answer 61

what you say on the outside is your preference

Question 62

truth effect

Answer 62

as familiarity increases a brand name seems more famous liking for the brand increases judgements about the brand are held with greater confidence and the product claims seems more likely to be true

Question 63

habit theory

Answer 63

habit format occurs in stable contexts, they are repetitive actions that;;;best way to break in when you are placed in a new context

Question 64

implementation intentions

Answer 64

the best way to form new good habits is to form implementation intentions, behavioral intentions to perform specific actions at specific times and places