chapter 9 learning memory and product positioning

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Cshowalter
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305148
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chapter 9 learning memory and product positioning
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2015-07-20 17:56:53
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  1. memory
    • Short term- what is ontop of your mind
    • STM is short lived
    • STM has limited capacity
    • Elaborative Activities occur in STM
    • Long-Term- this is what you remember (file cabinets) 
    • Schemas- a pattern of such associations around a particular concept. schems sometimes called knowledge structure
    • Scripts- memory of how an action sequence should occur.
  2. Learning and involvement
    • conditioning- a set of procedures that marketers can use to increase the chances that an association between 2 stimuli is formed or learned.  shaping- process of encouraging partical respones leading to a final desired response (consume a free sample, buy a discount)
    • cognitive learning- encompasses all the mental activities of humans as they work to solve a problem
  3. cognitive learning 324
    • iconic rote learning- learning  a concept or the association between two or more concepts in the absence of conditioning
    • vicarious learning- this is ob severing the out come of others and changing behavior
    • analytical- (most complex) is an inference process that allows process that allows consumer to use existing knowledge base to understand a new situation or objective.
  4. strength of learning enhancements  328- 331
    • importance
    • message involvements
    • moods
    • reinforcement
    • repetitions
    • dual coding
  5. Brand image & Product positioning define
    • brand image- schematic memory of a brand
    • product positioning- is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment

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