COMM362 Chp 3

Learning

Learning

relatively permanent change in behavior caused by experience or observations

Incidental Learning

unintentional, casual acquisition of knowledge

Unconditioned Stimulus

neutral stimuli that elicits a natural, desired response

Masked Branding

companies hide the product/brand’s true origin

Stimulus Generalization

when a stimuli similar to the conditioned stimuli elicits the same conditioned response

Stimulus Discrimination

when a stimuli similar to the conditioned stimuli is not followed by a UCS

Extinction

lack of response from a lack of association with stimuli

Conditioned Stimulus

stimulus that does not cause the desired response, but after paired with UCS repeatedly, can elicit desired response

Conditioned Response

the desired response from pairing the conditioned stimulus with the UCS

Associative learning

unconscious learning of associations between stimuli without memorizing or observingS

Shaping

a process of rewarding consumers for taking actions over a period of time

Instrumental/Operant Conditioning

when consumers learn to perform behaviors that yield positive outcomes and avoid behaviors that yield negative outcomes

Trigger Feature

stimulus that cues toward a particular pattern

Mindlessness

people process information automatically, passively

Observational Learning

people watch the actions of others and note the reinforcements they receive for the behavior

Modelling

process of imitating the behavior of others

Chunking

storing info by combining smaller pieces into larger ones in a process

Classical Conditioning

when a CS is paired with a UCS to elicit a desired response, the CR

Behavioural Theory

focuses on responses to external factors and observable behaviors

Cognitive Theory

focuses on understanding learning through our cognitive system /memory

Advertising wearout

consumers stop paying attention when over-exposed to marketing stimulus

What are the 4 adapted strategies of stimulus generalization?

1. Family branding: products that take on the reputation of the company

2. Product-line extension: adding new products to existing category

3. Licensing: lending brand name to others to create new products in new categories

4. Look-alike packaging: small no name brands copying packaging from big brands

Instrumental Conditioning occurs in which three ways?

1. Positive reinforcement: using positive stimulus to strengthen the response

2. Negative reinforcement: taking away a negative stimulus to create desired response or strengthen it

3. Punishment: decreasing undesired response

What is the main difference between classical and instrumental conditioning

Classical conditioning is involuntary, simple, and unconscious, instrumental conditioning is conscious, active, and complex

Fixed-Ratio Reinforcement

occurs after a fixed amount of responses

Variable-Ratio Reinforcement

occurs after an unknown amount of responses

Fixed-Interval Reinforcements

responses occurs in bursts, usually periodically given

Variable-Interval Reinforcements

occurrence of reward is unknown, so response is consistent

Gamification

capitalize on people’s desire to achieve mastery at tasks

Frequency Marketing

the value of the prize increases with the amount purchased = reinforces behavior of regular purchases

Positive experience advertising can…

make you remember the experience as more favorable than it actually was

What are the four aspects of memory?

1. External inputs

2. Encoding

3. Storage

4. Retrieval

Encoding

info is placed in memory

Storage

info is retained in the memory

Retrieval

info is stored in memory and found as needed

What are the two types of meaning in encoding?

1. Sensory meaning: color and shape

   1. Semantic meaning: symbolic associations

What are the two types of memories in personal relevance?

1. Episodic memories: memories of events of strong personal relevance

2. Flashbulb memories: unique and vivid memories from episodic events

Associative links

the links between nodes

Nodes

categories, brands

Associative Network Models

network where information is stored, consists of associative links and nodes

Knowledge Structures

storage units of data connected by associative links

Spreading Activation

activation of concepts that can be spread to different nodes

Memory makers

used by consumers to retrieve memories of past experiences

How can we measure consumer brand awareness?

1. Recognition: cue evokes memory

2. Recall: memory evoked without cues

What are three three limitations of memory measures?

1. Response bias

2. Memory bias

3. Fact vs. Feelings