Chapter 5 MRKT 3333

Consumer learning

The process that continually evolves and changes as a result of newly acquired knowledge or actual experience.

Behavioral learning

A type of learning based on observable responses to specific external stimuli signifying that learning has occurred.

Classical conditioning

A form of learning where an automatic response is developed through repeated exposure and reinforcement.

Conditioned learning

Occurs when a stimulus paired with another stimulus elicits a known response.

Cognitive associative learning

Learning that involves acquiring new knowledge through associations among events to anticipate behaviors.

Three-hit theory

States that optimal ad exposure for effectiveness is three times: awareness, relevance, and reminder.

Family branding

Marketing strategy where a whole line of products is marketed under one brand name.

Positive reinforcement

Events that strengthen the likelihood of a specific response.

Negative reinforcement

An unpleasant outcome that encourages specific behavior.

Shaping

Reinforcement of behaviors required before the desired behavior is performed, increasing the probability of occurrence.

Observational learning

Learning behavior by observing others and the consequences of their behavior.

Retention

The process of organizing and reorganizing information as new links between chunks of information are created.

Data retrieval

The process of recovering information from long-term storage.

Environmental triggers

Cues in the environment that remind an individual of something.

Cognitive stage

The person’s knowledge and beliefs about a product.

Affective stage

The person’s feelings toward and evaluations of a product as favorable or unfavorable.

Conative stage

The person’s intention level to buy the product.

Information overload

Occurs when consumers face too much information, leading to frustration and poor decision-making.

Attribution theory

Theory explaining how people assign causality to events based on their behavior or the behavior of others.