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Terms in this set (60)Behavioral Which type of learning takes place as the result of simple stimulus responses to external events? assume that learning takes place as the result of responses to external events. Those who subscribe to this view do not focus on internal thought, but emphasize the observable aspects of behavior. Incidental The casual, unintentional acquisition of knowledge takes place during which type of learning process? We learn even when we don't try. its an ongoing process and learning is continually updated. Learning Which of the following terms is defined as a relatively permanent change in behavior caused by experience? Incidental Learning We often learn even when we don't try. Immediate recognition of a brand logo, although we have never purchased or used that product, is an example of which of the following? the idea that we do not have to receive the experience directly. Repetition _________ is used to increase the strength of the stimulus-response association and prevent the decline of these associations in memory. conditioned A(n) ___________ response is the result of the repeated pairing of an unconditioned stimulus, which naturally triggers the desired response, and a conditioned stimulus, which does not typically generate the desired response. applies to responses controlled by the autonomic and nervous systems. When marketers pair cues with conditioned stimuli, such as brand names, consumers may learn a specific response when cues are encountered later. Conditioned response Consumers who get food poisoning from a restaurant are not likely to return to that restaurant. This is an example of which of the following? Product Association Advertisements typically pair a product with a positive stimulus to create a desirable association. Stimulus generalization refers to the tendency of similar stimuli to evoke similar responses. Behavioral learning ________ is a theory that assumes that learning takes place as a response to external events. does not focus on internal thought processes but rather the external stimuli and the resulting responses. Classical conditioning Which of the following is the term used when an unconditioned stimulus is paired with a conditioned stimulus, which, in time, will result in similar responses due to association? Pavlov used classical conditioning to associate food with the ringing bell. Halo Effect Which of the following describes the phenomenon where similar stimuli generate the same response in a consumer as an original stimulus? People also react to other, similar stimuli in much the same way they responded to the original stimulus; we call this generalization a halo effect Product line extension A ________ is the result of marketers adding new products that are related to an existing, popular brand. The halo effect A bottle of private-label pain reliever is packaged to resemble Excedrin®. Consumers assume that this "me-too" product shares other characteristics of the original. This is referred to by which of the following terms? example of stimulus generalization Classical Conditioning Researchers have found that the pleasure and appetite centers of the brains of small children will light up at the sight of the Golden Arches. This is an example of ________. Shaping . The shaping process is part of instrumental conditioning and rewards "intermediate" actions. Operant conditioning another term for instrumental conditioning where we learn through positive and negative reinforcement. Repetition Conditioning effects are more likely to occur after the conditioned and unconditioned stimuli have been paired a number of times. This concept is called ________. Extinction happens when the effects of prior conditioning diminish and finally disappear. Stimulus generalization Family branding, product line extensions, and licensing are marketing strategies based on which of the following? Positive reinforcement When a manufacturer provides a reward in order to strengthen the response of a consumer to a brand, it is using ____________________. When the environment provides positive reinforcement in the form of a reward, this strengthens the response and we learn the appropriate behavior. The endowed progress effect The closer a consumer is to achieving a goal, such as a store reward, the more motivated s/he is to keep doing something. This is known as ________. In what researchers term the endowed progress effect, there is a clear connection to basic learning processes. Organisms are drawn to goals. The closer we are to achieving our goals, the more motivated we are to keep doing something. Stimulus discrimination Companies with a well-established brand image and brand equity encourage ________ when they promote the unique attributes of their brand. refers to a part of the learning process where responses are made to some stimuli but not to others. gamification a strategy that turns routine actions into gaming elements. Instrumental conditioning _______ refers to what occurs when we learn to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes. Positive reinforcement Under instrumental conditioning, when the environment provides ________, in the form of a reward, this strengthens the response and we learn the appropriate behavior. Observational learning Which type of learning occurs when we watch others and note the reinforcements they receive based on their behaviors? occurs when we watch the actions of others and note the reinforcements they receive for their behaviors. In these situations, learning occurs as a result of vicarious rather than direct experience. By instilling their values about consumption in their children In which way do parents directly attempt to influence consumer socialization in their children? Parents influence consumer socialization both directly and indirectly. They deliberately try to instill their own values about consumption in their children. Children learn about consumption as they watch their parents' behaviors and imitate them. Deliberately to obtain a goal Although responses in classical conditioning are involuntary, we make responses in instrumental conditioning ________. Frequency marketing Airline frequent flyer programs are an example of which of the following? Cognitive learning theory Unlike behavioral theories of learning, ________ stresses the importance of internal mental processes. sees consumers as problem-solvers who use information to make decisions. Observational learning Which of the following occurs when we watch the actions of others and learn from the reinforcements they receive for their behaviors? In these situations, learning occurs as a result of vicarious rather than direct experience. Episodic memory When an event is personally relevant to a consumer, whichtype of memory will be used, creating a stronger memory? relate to events that are personally relevant. As a result, a person's motivation to retain these memories will likely be strong. Storage During the ___________ stage of the memory process, we integrate knowledge with what is already in memory and "warehouse" it until needed. takes the information from the encoding stage and integrates it with existing knowledge. Memory Which of the following is the process of acquiring information and storing it over time so that it will be available when we need it? Marketers rely on consumers to retain information they collect on products and services so they will apply it to future purchases. Symbolic association is another term for semantic meaning. Sensory meaning The iconic shape of the Coca-Cola bottle is a stimulus that ________. Sometimes we process a stimulus in terms of sensory meaning, such as color, shape, or texture of the product or package. Episodic memories Which of the following refers to memories of specific events that are personally relevant? Because episodic memories are personally relevant, a person's motivation to retain these memories is likely to be strong. Tying a product to a special personal event is strong motivation for consumers. Working memory short-term memory and stores information we are currently processing. Elaborative rehearsal ________ is a cognitive process that is utilized by marketers through catchy slogans or jingles that consumers repeat on their own like Nike's "Just Do It." involves thinking about the meaning of a stimulus and relating it to other information already in memory. Chunking refers to the process of combining small pieces of memories into larger ones for storage. Encoding is the stage where information enters the memory system in a way that our system will recognize. Associative network According to activation models of memory, incoming information is connected to a(n) _______________, which stores many bits of related information. The way we encode or mentally program information helps to determine how our brains will store this information. In general, it's more likely that we'll retain incoming data when we associate it with other things already in memory. Schema A(n) ______________ is a complex cognitive framework that we develop through experience. We integrate propositions to produce an even more complex unit called a schema. A schema is a cognitive framework we develop through experience. We encode information more readily when that information is consistent with an existing schema. Associative networks We each have organized systems of concepts that relate to brands, manufacturers, and stores filed in our memories. Which of the following terms refers to the "system" of these bits of related information? Spreading activation Which of the following terms refers to the spreading of meaning across the network, which allows us to recall concepts such as competing brands and relevant attributes? a marketing message might activate our memory of a brand directly or it might do so indirectly when it links to something else that's related to the brand in our knowledge structure. The process of spreading activation allows us to shift back and forth among levels of meaning. Knowledge structures We each have organized systems of concepts that relate to brands, manufacturers, and stores stored in our memories. Which of the following terms is used to identify these storage units? Incoming pieces of information get placed in an associative network which, in turn, get stored in knowledge structures filled with nodes containing pieces of data. Proactive interference What is the result when prior learning interferes with the process of new learning? Forgetting also occurs as a result of interference; as we learn additional information, it displaces the previous information. Prior learning can interfere with new learning, a process we term proactive interference. Salience The prominence, or the level of activation in our memory, of a brand is referred to as _____. The salience of a brand refers to its prominence or level of activation in memory. Stimuli that stand out in contrast to their environments are more likely to command attention, which, in turn, increases the likelihood that we will recall them. Pioneer brand Evidence indicates that we can more easily retrieve information from memory about a(n) ________ than about a follower brand. Evidence indicates that we can more easily retrieve information from memory about a(n) pioneer brand than about a follower brand. Create and maintain awareness One of the basic goals of marketers is to ________, because once we are already familiar with a product we're more likely to recall messages about it. State dependent retrieval illustrates that we are better able to access information if our internal state is the same at the time of recall as it was when we learned the information. Von restorff effect Which of the following explains why unusual advertising or distinctive packaging tends to facilitate brand recall? shows that almost any technique that increases the novelty of the stimulus also improves recall. Averaging When conducting memory and recall tests, some people make an effort to normalize memories by not reporting extreme cases. This lapse is referred to as _____. Spontaneous recovery Which of the following reestablishes a connection in memory where a consumer may feel an emotional reaction to stimuli they have not been exposed to in a long time? A stimulus is, at times, able to evoke a weakened response even years after we first perceived it. We call this effect spontaneous recovery, and this reestablished connection may explain consumers' powerful emotional reactions to songs or pictures they have not been exposed to in quite a long time. Impact Recognition and recall are two basic measures of which of the following? Response bias People tend to give "yes" answers to questions regardless of what the questions ask. This is an example of contamination in consumer recall measurement called ________. the result of "good subjects" who try to figure out what the experimenter is looking for and give the response they think they should give. Memory lapse Omitting, averaging, and telescoping are typical problems that are included in which of the following? People have a tendency to forget information or retain inaccurate memories. Typical problems include omitting (leaving facts out), averaging (the tendency to "normalize" memories), and telescoping (inaccurate recall of time). Response bias an example of contamination in consumer recall measurement where people tend to give "yes" answers to questions regardless of what the questions ask. Nostalgia A retro brand, an updated version of a brand from a prior historical period, triggers ________, a look back at a time when life was (in our memories) simpler. 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What are the 4 theories of learning?4 Theories Of Learning | Classical, Operant Conditioning, Social, Cognitive.
What does the learning theory assume?Although proponents of these two perspectives differ in their view of how learning can be studied, both schools of thought agree that there are three major assumptions of learning theory: (1) behavior is influenced by experience, (2) learning is adaptive for the individual and for the species, and (3) learning is a ...
Which theory states that learning is a result of interaction with the environment?Behaviorism learning theory is the idea that how a student behaves is based on their interaction with their environment.
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Which of the following theories assumes that learning takes place as the result of responses to external events quizlet?
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