Ch3 - Consumer behaviour - Learning and Memory

Learning

What are the two types of learning?

Products + Memory =

what are the five behavioural learning theories? (5)
R, CC, IC, CL, OL

does repetition increase learning?

when does extinction occur?

what creates greater brand awareness?

can too much exposure lead to advertising wear out

less exposure can result in _ _ _ _ _

What is the tendency for stimuli similar to conditioned stimulus (keys jangling resemble bell) to evoke similar, unconditional responses?

these are examples of what?
- family branding
- product line extensions
-licensing
- look-alike packaging

what is stimulus discrimination?

- Behaviours = positive outcomes or negative outcomes
- Deliberate behaviour to obtain a goal

Positive reinforcement
- Frequency marketing, thank you letters, rebates, follow-up phone calls

- Negative reinforcement: Punishment, Extinction

Shaping: Desired behaviour learned over time

Fixed-interval (seasonal sales)
Variable-interval (secret shoppers)
Fixed-ratio (frequent flyer programs)
Variable-ratio (slot machines)
Frequency marketing

Are examples of?

what is cognitive learning theory?

learning is an ___________ ____________?
Direct experience, making errors, and looking for solutions are vital for the assimilation and accommodation of information. How information is presented is important. When information is introduced as an aid to problem solving, it functions as a tool rather than an isolated arbitrary fact.

Observational Learning
_______________ Learning occurs when learners see and or hear a learning situation for which they are not the addresses and do not interact with the observed learner nor the observed learner's instruction

What is modelling?

Acquiring information and storing it over time so that it will be available when needed is?

information processing approach
Mind = computer and data =

why do we encode?

colours and shapes are examples of

symbolic associations are examples of

there is three times of memory

- Informational unit in short-term (STM) memory
- Brand names
-Area code and telephone number
-Phone numbers were designed with three or 4 “chunks” for optimum recall
this is an example of?

what is associative networks?

_ _ _ _ _ _ _ _ _ is the process of accessing information from long-term memory factors

what are some appropriate factors/cues for retrieval?

what are some factors that influence forgetting? (4) - DIRP

what are some problems with memory measures?

Furniture, visual art and photos call forth memories of the past
Autobiographical memories
Power of nostalgia
Retro brands
Nostalgia Index

these are examples of?