The learning of associations among events that allows the organisms to anticipate and represent its environment
What is classical conditioning
100
The stimulus that results is the most satisfactory response is the one that is learned
What is instrumental conditioning
100
Even if another brand has the same features as brand X, I would still prefer to buy brand X.
What is brand equity
200
The elements of consumer learning
What is motivation, cues, response, and reinforcement
200
In Pavlov's experiments, the bell sound was the ________ stimulus
What is conditioned
200
The acquisition of new knowledge about the world
What is cognitive associative learning
200
Explain how instrumental conditioning relates to how consumers can learn to shop at certain clothing stores instead of others
Everytime they purchase a shirt or sweater they like, their store loyalty is rewarded.
200
The greater the number of acceptable brands in a specific product category, the ________ likely the consumer is to be brand loyal to one specific brand
What is less
300
Increases the likelihood that a specific response will occur in the future as the result of a particular stimuli
What is reinforcement
300
A well-known brand symbol is an example of what kind of stimulus?
What is unconditioned stimulus
300
The three basic concepts derived from classical conditioning
What is repetition, stimulus generalization, and stimulus discrimination
300
The man associated with instrumental conditioning and his experiments
What is Skinner and the positive food reinforcements with animals
300
For low-involvement purchases, what route is likely to be more effective?
What is peripheral route
400
The two categories of the learning theory
What is behavioral and cognitive learning
400
Consumers that try different Crest products because of the belief that they embody the same attributes with which the Crest name is associated.
What is conditioned respose
400
This theory says that the consumer can be viewed as an information seeker who uses logical and perceptual relations among events, along with his or her own preconceptions, to form a sophisticated representation of the world
What is neo-Pavlovian conditioning
400
Using a shampoo that leaves your hair silky smooth is this type of reinforcement
What is positive
400
Which is the more effective route when it comes to marketing strategy?
What is central
500
This type of learning is not so much concerned about the process as much as the inputs and outcomes of learning
What is behavioral learning
500
Describe the steps of classical conditioning involving your stomach growling every time you listen to the 6 o'clock news
Early on: Unconditioned stimulus is dinner aromas and the conditioned stimulus is the 6 o'clock news lead to the unconditioned response of stomach growling.
After repeated pairings: Conditioned stimulus is the 6 o'clock news and the conditioned response is stomach growling
500
Optimal conditioning requirements (5)
What is 1. CS must precede the US, 2. Repeated pairings of CS and US, 3. CS and US are logically paired, 4. CS must be novel, 5. US must be important
500
What is the difference between continuous, fixed ratio, and variable ratio reinforcement and give an example of each.
Continuous: free after-dinner drinks at restaurants
Fixed: the Moe's punch card
Variable: casinos
500
What is the best type of ads for a consumer who processes things centrally?