Final - Lecture 7

Question 1

Respondent Conditioning

Answer 1

• behaviors are the result of past conditioning and the presence of environmental stimuli
• behaviors are not goal oriented, but are reactions to prior conditioning
• low involvement products (positive and negative emotional themes)

Question 2

Classical Pavlovian Conditioning

Answer 2

external stimulus can be conditioned or associated with a natural unconditioned stimulus to evoke a behavioral response

Question 3

John B Watson

Answer 3

coffee break and little albert

Question 4

Simultaneous Respondent Conditioning

Answer 4

UCS & CS –> Response

Question 5

Forward Respondent Conditioning

Answer 5

UCS and CS either delayed or trace conditioned before the Response

Question 6

Second-Order Respondent Conditioning

Answer 6

UCS & CS –> Response

CS1 & CS2 –> Response

Question 7

stimulus discrimination

Answer 7

the ability of a consumer to differentiate between two or more similar stimuli

Question 8

stimulus generalization

Answer 8

ability to evoke the desired response in a consumer with a different but similar stimulus

Question 9

symetricality

Answer 9

the degree to which the product imagery evokes images or thoughts of the conditioned stimulus

Question 10

Negative associations operant vs respondent

Answer 10

operant: forces viewers to contemplate consequences
respondent: forces viewers to “react” to unpleasant images

Question 11

Scent

Answer 11

considered the most evocative sense

Question 12

OC vs RC

Answer 12

response –> stimulus = OC (conscious)

stimulus –> response = RC (unconscious)