1545006
Description
Flashcards by Faria Islam, updated more than 1 year ago
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Created by Faria Islam
over 9 years ago
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| Question | Answer |
| Learning | A relatively permanent change in behaviour caused by experience |
| What are the two types of learning? | - incidental learning - ongoing process |
| Products + Memory = | brand equity/loyalty |
| what are the five behavioural learning theories? (5) R, CC, IC, CL, OL | 1. repetition 2. classical conditioning 3. instrumental conditioning 4. cognitive learning 5. observational learning |
| does repetition increase learning? | yes |
| when does extinction occur? | when exposure decreases |
| what creates greater brand awareness? | more exposure |
| can too much exposure lead to advertising wear out | yes |
| less exposure can result in _ _ _ _ _ | decay |
| What is the tendency for stimuli similar to conditioned stimulus (keys jangling resemble bell) to evoke similar, unconditional responses? | Stimulus generalization |
| these are examples of what? - family branding - product line extensions -licensing - look-alike packaging | stimulus generalization |
| what is stimulus discrimination? | only buying brand names |
| - 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 | instrumental conditioning |
| Fixed-interval (seasonal sales) Variable-interval (secret shoppers) Fixed-ratio (frequent flyer programs) Variable-ratio (slot machines) Frequency marketing Are examples of? | Reinforcement Schedules |
| what is cognitive learning theory? | This theory stresses internal mental processes vs. behavioural theories People are problem solvers using information to master their environment Creativity and insight play a key role Cognitive learning is the result of listening, watching, touching or experiencing. |
| 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. | active process |
| 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 | Vicarious Learning |
| What is modelling? | imitating others' behaviour (celebrities/athletes) |
| Observational Learning | |
| Acquiring information and storing it over time so that it will be available when needed is? | memory |
| information processing approach Mind = computer and data = | input/output |
| why do we encode? | we encode information to help us retain it later |
| colours and shapes are examples of | sensory meaning |
| symbolic associations are examples of | semantic meaning |
| there is three times of memory | sensory memory short-term memory long-term 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? | chunking |
| what is associative networks? | it is activation models of memory an associative network of related information - A means of representing relational knowledge as a labeled directed graph. Each vertex of the graph represents a concept and each label represents a relation between concepts Knowledge structures of interconnected nodes Hierarchical processing model |
| _ _ _ _ _ _ _ _ _ is the process of accessing information from long-term memory factors | retrevial |
| what are some appropriate factors/cues for retrieval? | - State-dependent retrieval/mood congruence effect - Familiarity - Salience and Recall effect (mystery ads) - Visual memory versus verbal memory |
| what are some factors that influence forgetting? (4) - DIRP | - decay - interference - retroactive versus proactive - part-list cueing effect |
| what are some problems with memory measures? | 1. response biases 2. memory lapses 3. memory or fact vs. feelings |
| Furniture, visual art and photos call forth memories of the past Autobiographical memories Power of nostalgia Retro brands Nostalgia Index these are examples of? | products as memory makers |
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