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.
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
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.
strength of learning enhancements 328- 331
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