Consumer Behavior: Learning & Memory

Vocabulary flashcards covering behavioral and cognitive learning, classical and operant conditioning, memory structures, retrieval effects, and nostalgia types from the Consumer Behavior study guide.

Learning

A relatively lasting change in behavior or knowledge resulting from experience.

Incidental learning

Learning that occurs without deliberately trying, such as remembering a brand from repeated advertisements.

Intentional learning

The deliberate and purposeful researching of information or products prior to buying.

Behavioral learning

A form of learning where external associations and consequences influence actions.

Cognitive learning

A form of learning that involves internal mental processes like thinking, reasoning, and problem-solving.

Insight learning

Suddenly discovering a solution to a problem rather than relying on repeated trial and error.

Classical conditioning

A learning process based on association, where a neutral stimulus is repeatedly paired with an unconditioned stimulus to elicit a learned response.

Unconditioned stimulus (US)

A stimulus that naturally and automatically triggers a reaction without prior learning (e.g., food triggering salivation).

Unconditioned response (UR)

An unlearned, naturally occurring reaction to an unconditioned stimulus (e.g., salivating at the presentation of food).

Conditioned stimulus (CS)

A formerly neutral cue that, after association with an unconditioned stimulus, triggers a learned reaction (e.g., a bell).

Conditioned response (CR)

A learned reaction to a conditioned stimulus that was previously neutral (e.g., salivating at the sound of a bell).

Stimulus generalization

Responding in the same or similar way to cues that are similar to the original stimulus.

Stimulus discrimination

Responding differently to distinct cues, such as recognizing the difference between a favorite brand and a similar store brand.

Operant conditioning

Learning driven by consequences, actions, and their outcomes, strongly associated with B. F. Skinner.

Positive reinforcement

Adding something desirable following a behavior in order to increase that behavior.

Negative reinforcement

Removing something unpleasant following a behavior in order to increase that behavior.

Positive punishment

Adding something unpleasant following a behavior in order to decrease that behavior.

Negative punishment

Removing something desirable following a behavior in order to decrease that behavior.

Continuous reinforcement schedule

A schedule where an outcome or reward is provided after every single action.

Fixed ratio schedule

A reinforcement schedule where a reward is delivered after a predetermined, set number of actions.

Variable ratio schedule

A reinforcement schedule where a reward is delivered after an unpredictable number of actions, often creating persistent responding.

Fixed interval schedule

A reinforcement schedule where a reward is delivered after a set time interval, following an appropriate response.

Variable interval schedule

A reinforcement schedule where rewards become available after varying, unpredictable lengths of time, following a response.

Encoding

The initial step in the memory process involving getting information into the memory system.

Storage

The second step in the memory process involving keeping and maintaining information over time.

Retrieval

The third step in the memory process involving accessing and bringing stored information back into conscious awareness.

Sensory memory

A storage system holding extremely brief impressions of sensory inputs such as sights and sounds.

Iconic memory

The visual component of sensory memory that stores brief visual impressions.

Echoic memory

The auditory component of sensory memory that retains auditory impressions for a few seconds.

Sonic branding

The strategic use of recognizable sounds, such as a brand chime or jingle, to build memory and identity.

Working memory

A temporary storage system that actively holds and manipulates information while it is being used.

Chunking

The process of grouping individual pieces of information into larger, meaningful units to aid short-term retention.

Explicit (declarative) memory

Memories that can be consciously recalled and verbalized, encompassing personal experiences and factual knowledge.

Episodic memory

A subsystem of explicit memory containing personally experienced events and episodes.

Semantic memory

A subsystem of explicit memory containing general facts, concepts, and objective knowledge.

Implicit memory

Non-conscious memory for learned skills, habits, and associations that influence behavior without deliberate recall.

Peak-end rule

A heuristic where an experience is predominantly evaluated and remembered by its most intense point and its conclusion.

Recognition

A retrieval method where an individual identifies a familiar brand, item, or concept when directly shown it.

Recall

A retrieval method where an individual brings an item back from memory without being directly presented with it.

Unaided recall

A memory retrieval task conducted without providing any clues or prompts to the individual.

Aided recall

A memory retrieval task where a clue or prompt is provided to help the individual remember.

Mere-exposure effect

A psychological phenomenon where repeated exposure to a stimulus increases familiarity and favorable feelings toward it.

Ebbinghaus forgetting curve

A concept illustrating that memory loss typically occurs most rapidly soon after learning and gradually slows over time.

Decay

The gradual weakening and fading of a memory trace over the passage of time.

Interference

A phenomenon where other learned information disrupts the ability to store or retrieve a memory.

Retroactive interference

A type of interference where newly acquired information impairs the retrieval of older information.

Proactive interference

A type of interference where older stored information impairs the learning or recall of newer information.

Associative networks

A cognitive structure where knowledge is organized into linked concepts, consisting of nodes (ideas) and connecting paths.

Spreading activation

The mental process by which thinking of one node in an associative network triggers and activates connected concepts.

Elaboration

A memory-strengthening technique of connecting new information to existing, familiar concepts.

Leading brand / pioneer advantage

The strong, primary association that the first brands in a category establish within consumers' minds.

Redundant cues

Reinforcing brand identity by repeating it across multiple sensory channels and features, such as color, logo, and audio.

Retrieval cues

Stimuli or reminders that facilitate bringing a stored memory back into active thought.

Serial position effect

A memory phenomenon where items at the beginning (primacy effect) and end (recency effect) of a list are recalled better than those in the middle.

Dual coding

A memorable-message technique combining verbal information (words) with visual information (pictures) together.

Meaningful encoding

Connecting advertising or educational messages to the audience's personal values and goals to boost memorability.

Von Restorff effect

A psychological effect where an item that is distinct or unusual compared to surrounding items is more likely to be remembered.

Zeigarnik effect

A phenomenon where an unfinished story, task, or cliffhanger creates cognitive tension that improves recall.

Mystery advertising

A marketing style where an advertisement withholds the product or brand identity until the end to pique curiosity.

Nostalgia

A sentimental longing or affection for the past that marketers leverage to generate warmth and emotional connection.

Personal nostalgia

Nostalgic feelings tied directly to an individual's own past personal life experiences.

Cultural / collective nostalgia

Shared nostalgic feelings for past generational or societal cultural trends.

Historical / heritage nostalgia

Nostalgia linked to an organization's vintage history, such as using an original vintage brand logo.

Borrowed nostalgia

Feeling nostalgia for or fondness toward an era or aesthetic that one did not personally live through.

Regional / local nostalgia

Sentimental attachment centered around hometown memories and localized community traditions.

Simulated / invented nostalgia

The artificial creation of a vintage or retro feel for a newly created product that has no historical predecessor.