Learning and Memory in Consumer Behavior

A comprehensive set of flashcards covering key concepts from the 'Learning and Memory' lecture focusing on consumer behavior.

Learning

A relatively permanent change in behavior that is caused by experience.

Vicarious Learning

Observing events that affect others.

Incidental Learning

Casual, unintentional acquisition of knowledge.

Behavioral Learning Theories

Assume learning results from responses to external events, rather than internal thought processes.

Black Box Approach

Focus on observable behavior, not the mind's internal cognitive processes.

Classical Conditioning

Learning through association, where a stimulus that naturally elicits a response is paired with another stimulus.

Unconditioned Stimulus (UCS)

A stimulus that naturally causes a response.

Conditioned Stimulus (CS)

A previously neutral stimulus that, after association with a UCS, elicits a conditioned response.

Conditioned Response (CR)

A learned response to a previously neutral stimulus.

Associative Learning

Consumers learn associations between stimuli without complex cognitive processes.

Repetition

Repeated exposures increase the strength of stimulus-response associations.

Extinction

The reduction and eventual disappearance of a conditioned response.

Stimulus Generalization

Tendency of stimuli similar to a CS to evoke similar responses.

Family Branding

Using a company name to promote a range of products.

Product-line Extensions

Adding related products to an established brand.

Licensing

Allowing others to use well-known names.

Look-alike Packaging

Distinctive designs that create strong brand associations.

Stimulus Discrimination

When a stimulus similar to a CS does not provoke a response.

Masked Branding

Deliberately hiding a product's true origin.

Brand Equity

Positive associations and loyalty that a brand commands in memory.

Advertising Wear-out

When consumers lose attention to a familiar marketing stimulus.

Operant Conditioning

Learning to perform behaviors that yield positive outcomes.

Shaping

Reinforcing successive steps towards a desired response.

Positive Reinforcement

A reward given for desired behavior.

Negative Reinforcement

Removing something negative to increase a desired response.

Punishment

A response is followed by a negative outcome.

Fixed-ratio Reinforcement

Reinforcement occurs only after a specific number of responses.

Variable-ratio Reinforcement

Behavior is reinforced after an unpredictable number of responses.

Fixed-interval Reinforcement

Reinforcement occurs after a specified time period.

Variable-interval Reinforcement

Reinforcement delivery time varies around an average.

Frequency Marketing

Reinforcing purchasing behavior with rewards that grow with purchase amount.

Gamification

Using game-like elements to engage consumers.

Cognitive Learning Theory

Stresses the importance of internal mental processes in learning.

Information Processing

Viewing individuals as problem solvers utilizing external information.

Observational Learning

Learning by watching the actions of others.

Modeling

Imitating the behavior of others.

Retrieving Information for Purchase Decisions

The process of accessing information from long-term memory.

Postexperience Advertising

Advertising influencing perceptions after product usage.

Encoding of Information

Linking new information to existing knowledge for meaningful understanding.

Sensory Meaning

Meaning derived from colors and shapes.

Semantic Meaning

Symbolic associations attached to information.

Episodic Memories

Memories of personally relevant events.

Narratives

Stories used to convey product information meaningfully.

Memory Systems

Three distinct systems: sensory memory, short-term memory, long-term memory.

Chunking

Storing information by combining smaller bits into larger units.

Activation Models of Memory

Different processing levels activate different aspects of memory.

Associative Network Models

Incoming information stored in networks of related bits.

Knowledge Structures

Storage units for data organized by relationships.

Bottom-up Processing

Processing begins at a basic level and becomes increasingly complex.

Spreading Activation

Concept activation spreads between nodes in an associative network.

Propositions

Links between concepts forming complex meanings.

Schema

Cognitive frameworks developed through experience.

Script

Expected sequence of events in a particular context.

Analogical Learning

Learning about a new product by relating it to an existing one.

Base

Existing product serving as a source of knowledge.

Target

New product that receives knowledge from the base.

Retrieval Factors

Factors that influence how information is recalled.

Physiological Factors

Older adults may display inferior recall for current items.

Situational Factors

Context of the message delivery impacts memory retrieval.

Familiarity and Recall

The more experience a consumer has, the easier it is to recall information.

Salience

Prominence or activation level of a brand in memory.

Von Restorff Effect

Novelty increases recall.

Unipolar Emotions

Emotions that are entirely positive or negative.

Pictorial Cues

Visually presented information is more likely to be recognized.

Forgetting Factors

Interference from new information can displace older memories.

Retroactive Interference

Learning new responses displaces old associations.

Proactive Interference

Previous learning interferes with new learning.

Autobiographical Memories

Ads that evoke personal past memories increase liking.

Nostalgia

Bittersweet emotion associated with longing for the past.

Spontaneous Recovery

A stimulus may evoke a weakened response later.

Retro Brand

An updated version of an old brand.

Recognition versus Recall

Two methods to assess memory for ads.

Free-recall Tests

Consumers think independently about what they've seen without prompts.

Memory Lapses

Problems such as omitting facts or telescoping time.

Response Biases

Results influenced by characteristics of measuring instruments.

Psychological Principles

Shape consumer decisions via persuasion.

Reciprocity

People feel obligated to return favors.

Scarcity

Perception that limited availability increases desirability.

Authority

Credibility influences persuasion.

Consistency

Small commitments lead to larger commitments.

Liking Principle

Consumers say yes to people they like.

Consensus Principle

People look to others' behavior to inform their own.

Tactical Communication Options

Considerations for message creation and delivery.

Interactive Communication

Mutual exchange of information between marketers and consumers.

Permission Marketing

Consumers opt-in to receive marketing messages.

Co-creation

Involving consumers as part of the marketing process.

First-order Response

Direct marketing transactions and sales data.

Second-order Response

Non-transactional customer feedback.

Real-time Marketing

Leveraging current events in marketing strategies.

Martyrdom Effect

Increased donations when participants have to struggle.

Transmedia Storytelling

Involves various media to communicate messages.

Source Effects

Same message from different sources influences interpretation.

Source Credibility

Perceived expertise and trustworthiness of the source.

Source Attractiveness

Social value associated with the spokesperson.

Consumer Beliefs

Beliefs about product attributes can be influenced by source bias.

Knowledge Bias

Doubts about a source’s required knowledge.

Reporting Bias

Perceptions of endorsement bias due to payments.

Persuasion Knowledge Model (PKM)

Consumers use knowledge about persuasion to respond to it.

Hype vs Buzz

Buzz is authentic and customer-generated, while hype is corporate propaganda.

Halo Effect

Assumptions about a person based on a single positive trait.