Consumer Beh Ch. 9

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Consumer Beh Ch. 9
2012-10-24 16:01:28
Consumer Beh

Consumer Beh Ch. 9
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  1. Short Term Memory
    • a.k.a. Working Memory
    • the portion of total memory that is currently activeated or in use
  2. Long Term Memory
    the portion of total memory devoted to permanent storage
  3. Semantic Memory
    the basic knowledge and feelings an individual has about a concept
  4. Episodic Memory
    the memory of a sequence of events in which a person participated
  5. Classical Conditioning
    the precess of using an established relationship between one stimulus (music) and reponse (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand)
  6. Operant Conditioning
    involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce behavior
  7. Iconic Rote Learning
    learning associated between 2 or more concepts without conditioning
  8. Vicarious Learning
    learn by observing others' behaviors and adjust own behavior accordingly
  9. Analytical Reasoning
    restructure and recombine existing info with new info
  10. Analogical Reasoning
    • use of analogy to understand a new object
    • (this is like that)
  11. What happens when consumers forget?
    • Conditioned Learning Extinction: desired response dies out if not reinforced
    • Congnitive Learning Retrieval Failure: information that is in LTM cannot be retreived¬†
  12. Strength of Learning Factors
    • importance
    • message involvement
    • mood
    • reinforcement
    • repetition
    • dual coding
  13. Memory Interference
    • occurs when consumers have difficulty retrieving a piece of info because of other related info in memory gets in the way
    • common form of this is competitive advertising
  14. Brand Image
    • Perceived Product Attributes: features of the product
    • Benefits: what do you get out of it
    • Usage Situation: when is it used
    • Users: who is using it
    • Manufacturer/Maker Characteristic: things related to company
  15. Product Positioning
    • decision by a marketer to try to achieve a defined brand image relative to competition within a market segment
    • important component of brand image is the appropriate usage situations for the product/brand
  16. Perceptutal Mapping
    offers marketing managers a useful technique for measuring and developing a product's position
  17. Product Repositioning
    • refers to a deliberate decision to significantly alter the way the market views a product
    • can include: level of performance, feelings it evokes, situations in which it is used, who uses the product
  18. Brand Equity
    the value consumers assign to a brand above and beyond the functional characteristics of the product
  19. Brand Leverage
    • often termed family branding, brand extentions, or umbrella branding
    • refers to marketers capitalizing on brand equity by using an existing brand name for new products