Consumer Behavior Chapter 8

Learning (Definition)

A relatively permanent change in behaviour caused by experience.

Learning as a Process

An ongoing process that ranges from simple associations to complex cognitive activities.

Incidental Learning

Unintentional learning through mere exposure to stimuli, such as huming a jingle without trying to learn it.

Behavioural Learning Theories

Theories focusing on stimulus-response connections, often viewing the mind as a "black box".

Cognitive Learning Theories

Theories viewing consumers as active problem solvers who process information to make decisions.

Classical Conditioning (Pavlov)

Learning that occurs when a stimulus that elicits a response is paired with another stimulus that initially does not.

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Unconditioned Stimulus (UCS)

A stimulus that naturally and automatically triggers a response (e.g., meat powder for a dog).

Conditioned Stimulus (CS)

A neutral stimulus that, after being paired with a UCS, eventually triggers a response (e.g., the bell).

Unconditioned Response (UCR)

The natural, innate response to an unconditioned stimulus (e.g., salivation at food).

Conditioned Response (CR)

The learned response to a previously neutral stimulus (e.g., salivation at the bell).

Stimulus Generalization

The tendency of stimuli similar to a conditioned stimulus to evoke similar responses (e.g., the "halo effect"). - one attribute is projected on the wole product

Family Branding

A strategy of using a company name for a whole range of products to capitalize on a positive brand image.

Licensing

"Renting" well-known brand names (e.g., Disney characters) to associate their positive image with new products.

Look-alike Packaging

Generic brands using packaging similar to market leaders to benefit from established consumer trust.

Stimulus Discrimination

The ability to differentiate between similar stimuli, helping a brand stand out from competitors.

Instrumental (Operant) Conditioning

Learning where behaviour is strengthened or weakened by rewards or punishments.

Positive Reinforcement

A reward follows a behaviour, increasing the likelihood that the behaviour will be repeated.

Negative Reinforcement

Removing an unpleasant state after a behaviour (e.g., using sunscreen to avoid sunburn).

Punishment

A negative event follows a behaviour to decrease the frequency of that behaviour.

Extinction

The process where a learned behaviour disappears over time when reinforcement is no longer provided.

Fixed-ratio Schedule

Reinforcement occurs after a fixed number of responses (e.g., "buy 10, get 1 free").

Variable-ratio Schedule

Reinforcement occurs after an unpredictable number of responses (e.g., a slot machine).

Fixed-interval Schedule

Reinforcement occurs after a specific period (e.g., seasonal sales).

Variable-interval Schedule

Reinforcement occurs after a random amount of time (e.g., "mystery shopping" or pop-up sales).

Observational Learning (Modelling)

Learning by observing the actions of others and the consequences of those actions.

Modelling Process: Attention

The consumer must focus on the model’s behaviour.

Modelling Process: Retention

The consumer must store the observed behaviour in memory.

Modelling Process: Production

The consumer must have the ability to perform the behaviour.

Modelling Process: Motivation

There must be a reason to imitate the behaviour (e.g., expected reward).

Memory (Definition)

The process of acquiring information and storing it over time so it is available when needed.

Encoding

The stage where information is prepared so the system can recognize it.

Storage

The process of retaining encoded information over a period of time.

Retrieval

The process of accessing information from long-term memory.

Sensory Memory

Stores incoming information from the senses for a very brief duration (fractions of a second).

Short-term Memory (STM)

Stores information for a limited time and has a small capacity.

Chunking

Combining small pieces of information into larger, meaningful units to improve memory.

Long-term Memory (LTM)

The system that allows for the permanent storage of information.

Associative Networks

Knowledge structures in memory consisting of nodes (concepts) and links between them.

Spreading Activation

When one node is activated, energy spreads to related nodes, facilitating retrieval.

Proactive Interference

Prior learning interferes with the ability to learn new information.

Retroactive Interference

Newly acquired information causes trouble remembering older information.

Memory Decay

The structural fading of memory traces over time.

Nostalgia Marketing

Marketers resurrecting popular characters or styles to evoke fond memories (Retro brands).

Memory Error: Omitting

Simple forgetting or leaving out details of an event.

Memory Error: Averaging

The tendency to remember events as more "average" than they actually were.

Memory Error: Telescoping

Misplacing an event in time (usually thinking it happened more recently than it did).

Illusion of Truth Effect

People are more likely to believe statements are true simply because they have heard them before.