Consumer Behavior Chapter 4

Advertising Wear-Out

Advertising Weariness

Associative Network

Behavioral Learning Theories

Brand Equity

Brand Extension

Category Exemplars

Chunking

Classical Conditioning

Cognitive Learning Theory

Conditioned Response (CR)

a response to a conditioned stimulus caused by the learning of an association between a conditioned stimulus (CS) and an unconditioned stimulus (UCS).

Conditioned Stimulus (CS)

a stimulus that produces a learned reaction through association over time.

Consumer Confusion

in legal contexts, the likelihood that one company’s logo, product design, or package is so similar to another that the typical shopper would mistake one for the other.

Consumption Constallations

a set of products and activities used by consumers to define, communicate, and perform social roles.

Decay

structural changes in the brain produced by learning decrease over time.

Deception Memory

memory for lies we told.

Elaboration

a cognitive process that involves thinking about the meaning of a stimulus and relating it to other information already in memory.

Embodied Knowledge

the perspective that people’s behaviors and observations of what they do and buy shape their thoughts rather than vice versa.

Encoding Stage

the stage of the memory process where information enters in a way the system will recognize.

Episodic Memories

memories that relate to personally relevant events; this tends to increase a person’s motivation to retain these memories.

Evaluative Conditioning

when an unconditioned stimulus (UCS) is paired with a series of different stimuli that all trigger the same type of emotional response.

Expertise

special skill or knowledge that is acquired by training, study, or practice.

Extinction

the process whereby a learned connection between a stimulus and response is eroded so that the response is no longer reinforced.

Family Branding

an application of stimulus generalization when a product capitalizes on the reputation of its manufacturer’s name.

Follower Brands

brands that enter a market after another brand has already tested the waters.

Frequency Marketing

a marketing technique that reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased.

Halo Effect

a phenomenon that occurs when people react to other, similar stimuli in much the same way they respond to the original stimulus.

Hybrid Products

items that feature characteristics from two different product domains.

Incidental Learning

unintentional acquisition of knowledge.

Instrumental Conditioning

also known as operant conditioning, occurs as the individual learns to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes.

Interference

one way that forgetting occurs; as additional information is learned, it displaces the previous information.

Knowledge Structures

organized system of concepts relating to brands, stores, and other concepts.

Learning

a relatively permanent change in a behavior caused by experience.

Licensing

popular marketing strategy that pays for the right to link a product or service to the name of a well-known brand or designer.

Long Term Memory (LTM)

the system that allows people to retain information for a long period of time.

Look alike packaging

package designs that mimic the shapes and colors of well-known brands.

Memory

a process of acquiring information and storing it over time so that it will be available when needed.

Memory Efficacy

the belief that people will be able to remember things that they are experiencing right now.

Memory Markers

the idea that products can serve as reminders of personal or collective experiences.

Memory Preservation

when photos and memorabilia help make otherwise intangible experiences easier to remember.

Mixed emotions

affect with positive and negative components.

Modeling

imitating the behavior of others.

Motivated forgetting

trying to forget any message that threatens a person’s social identity.

Multiple Intelligence Theory

a perspective that argues for other types of intelligence, such as athletic prowess or musical ability, beyond the traditional math and verbal skills psychologists use to measure IQ.

Narrative

product information in the form of a story.

Negative Reinforcement

the process whereby the environment weakens responses to stimuli so that inappropriate behavior is avoided.

Nostalgia

a bittersweet emotion; the past is viewed with sadness and longing; many “classic” products appeal to consumers’ memories of their younger days.

Objective Knowledge

the type of knowledge that comprises actual facts and ideas stored in memory.

Observational Learning

the process in which people learn by watching the actions of others and noting the reinforcements they receive for their behaviors.

Picture Superiority

the tendency to remember pictures better than words.

Pioneer Brands

the first brand to enter a market.

Positive Reinforcement

the process whereby rewards provided by the environment strengthen responses to stimuli and appropriate behavior is learned.

Primacy

the tendency to better remember information that is presented first in a sequence.

Product Placement

the process of obtaining exposure for a product by arranging for it to be inserted into a movie, television show, or some other medium.

Punishment

the learning that occurs when a response is followed by unpleasant events.

Recall

the process of retrieving information from memory; in advertising research, the extent to which consumers can remember a marketing message without being exposed to it during the study.

Recency

the tendency to better remember information that is presented last (most recently) in a sequence.

Recognition

in advertising research, the extent to which consumers say they are familiar with an ad the researcher shows them.

Repetition

multiple exposures to a stimulus.

Response Bias

a form of contamination in survey research in which some factor, such as the desire to make a good impression on the experimenter, leads respondents to modify their true answers.

Retrieval Stage

the part of the memory process when people access the desired information.

Retro Brand

an updated version of a brand from a prior historical period.

Salience

the prominence of a brand in memory.

Script

a learned schema containing a sequence of events we expect to occur.

Semantic Memory

long-term memory that stores factual knowledge and that is not tied to personal experiences.

Semantic Network

a knowledge structure that depicts how concepts are related to one another and illustrates how they interconnect.

Sensory Memory (Working Memory)

(working memory) the temporary storage of information received from the senses.

Shaping

the learning of a desired behavior over time by rewarding intermediate actions until the final result is obtained.

Short Term Memory (STM)

he mental system that allows people to retain information for a short period of time.

Sonic Branding

the association of a sound with a brand.

Sound Signatures

the use of sound to convey brand characteristics.

Spacing

communicating information with intervals between each new piece of information.

Spreading Activation

meanings in memory are activated indirectly; as a node is activated, other nodes linked to it are also activated so that meanings spread across the network.

Stages of Cognitive Development

the ability to comprehend concepts of increasing complexity as a person matures.

Stimulus Generalization

the process that happens when the behavior caused by a reaction to one stimulus occurs in the presence of other, similar stimuli.

Storage Stage

the stage of memory processing when individuals integrate incoming information with existing data and store it until needed

Subjective Knowledge

perceived knowledge that represents what we think we know, which can be influenced by our emotions.

Theory of Mind

a cognitive skill that refers to knowing and being aware of one’s own and other people’s mental states: understanding what they think and feel.

Unconditioned Stimulus (UCS)

(UCS) a stimulus that is naturally capable of causing a response.

Unipolar Emotions

emotional reactions that are either wholly positive or wholly negative.

Von Restorff Effect

techniques like distinctive packaging that increase the novelty of a stimulus and also improve recall.

Willfully Ignorant Memory

remembering only those things people like about a brand.

Working Memory

system that holds the information we are currently processing for a short period of time.