Learning and Memory, Personality and Life, Attitude, Communications, Decision Making

Flashcards with key concepts and definitions from lecture notes on Learning and Memory, Personality and Life, Attitude, Communications, and Decision Making.

What are the two main schools of learning?

Behavioral School and Cognitive School

What is consumer learning defined as?

Relatively permanent change in behavior caused by experience.

What are the key elements of learning?

Motivation, cues, and reinforcement

What are the types of behavioral learning?

Classical conditioning, operant (instrumental) conditioning, and observational (vicarious) learning

What is the focus of cognitive learning?

Problem solving

In classical conditioning, what does a neutral stimulus become?

A conditioned stimulus through repeated pairings with a meaningful stimulus

What is the marketing concept application of classical conditioning?

Pairing a meaningful stimulus (e.g., humor) with a neutral stimulus (product) to create a conditioned response (happiness)

How does operant conditioning work?

Through reward/punishment; Behavior → Consequence → Probability (+/-) of behavior

What is the difference between positive and negative reinforcement?

Positive reinforcement adds a reward, while negative reinforcement removes something unpleasant.

What happens during extinction in operant conditioning?

The behavior is no longer reinforced.

What is observational learning also known as?

Vicarious learning or modeling

What are the keys to effective advertisements regarding effectiveness and recall?

Repetition and simplicity

Define Personality

Enduring consistent behaviors/responses to recurring situations.

Define Lifestyle

A mode of living defined by activities, interests, and opinions (AIO)

What are the three approaches to personality?

Psychological, motivational, and trait

Whose concept is key to the psychological approach?

Freud

What is motivational research about?

Linking personality to behavior and consumption

Define Trait.

Broad, enduring disposition to behave in certain ways.

What are the three parts to the human psyche according to Freudian theory?

Id (Pleasure Principle), Superego (The Conscience), and Ego (Mediates Id and Superego)

What is the marketing implication of Freudian Theory?

Recognize that symbolism can be very important and communicate to consumers using either id or superego.

What is the key focus of motivational research?

Latent/unconscious motives

What is one of the traits that relates to consumer behavior?

Reactance: when consumer freedom or choice threatened, consumers will act to reassert what is being threatened

What is Brand equity?

The benefits that accrue to consumer over and above function benefits, e.g., status, safety

What are the dimensions of branding?

Sincerity, Excitement, Competence, Sophistication, and Ruggedness

What are the lifestyle dimensions?

Activities, Interests, Opinions (AIO), and Demographics

What is the difference between demographics and psychographics?

Demographics = “who” and Psychographics = “why”

What is a method of psychographic techniques?

VALS: Values and Lifestyle Survey

What are attitudes in CB?

Attitudes towards brand and attitudes towards an advertisement.

Define attitude

A learned predisposition to respond positively or negatively to an object

What are functions and compositions attitudes?

Affective, behavioral, and cognitive

What is included in Theory of Reasoned Action?

Attitude and norm derive intention which leads us to behavior.

What does Theory of Planned Behavior revise?

Theory of Reasoned Action

What does elaborations likelihood theory explain?

Human processing, attitudes formed, attitude changed

What are the two routes in ELM persuasion?

Central processing route (high inv) and peripheral processing route (low inv)

What are the key components of the Communication Process?

Source/Sender → Encoding → Channel (Message) → Decoding → Receiver

Define the Trade-off between reach and richness.

As reach increases, richness decreases and vice versa

What is advertising?

A unique form of communication that is paid for, from an identified sponsor, mass media delivered, and aims to persuade

What are the Three Main Goals regarding advertising?

Inform, Persuade, Remind

What is AIDA model?

Attention → Interest → Desire → Action

In the Elaboration Likelihood Model (ELM), what is the processing in low involvement?

Peripheral processing (temporary change)

What are the 5 Stages of Decision-Making?

Problem Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, Post-Purchase Behavior

What can trigger the first stage: Problem Recognition?

Depleted assortment, ads, salespersons

What are the types of Perceived Risk?

Monetary/Financial, Functional, Physical, Social, Psychological

What are examples of Post-Purchase Behavior?

Cognitive Dissonance and Expectation Theory