Podcast
Questions and Answers
What defines incidental learning?
What defines incidental learning?
In classical conditioning, what is a conditioned response?
In classical conditioning, what is a conditioned response?
What is an example of stimulus generalization?
What is an example of stimulus generalization?
Why might using a popular song in an advertisement lead to extinction in conditioning?
Why might using a popular song in an advertisement lead to extinction in conditioning?
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What is a potential risk of family branding?
What is a potential risk of family branding?
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What is the primary concept behind brand licensing?
What is the primary concept behind brand licensing?
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What effect is opposite to stimulus generalization?
What effect is opposite to stimulus generalization?
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What type of reinforcement involves strengthening a behavior to avoid a negative outcome?
What type of reinforcement involves strengthening a behavior to avoid a negative outcome?
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Which method helps to move information from short-term memory to long-term memory?
Which method helps to move information from short-term memory to long-term memory?
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What is the Von Restorff Effect commonly referred to as?
What is the Von Restorff Effect commonly referred to as?
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What is one way frequency marketing encourages consumer behavior?
What is one way frequency marketing encourages consumer behavior?
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What kind of processing does cognitive learning theory emphasize?
What kind of processing does cognitive learning theory emphasize?
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In the context of memory types, which refers to the ability to recall any information without cues?
In the context of memory types, which refers to the ability to recall any information without cues?
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What role does narrative storytelling play in memory retention?
What role does narrative storytelling play in memory retention?
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Which of the following best represents a method of positive punishment?
Which of the following best represents a method of positive punishment?
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Study Notes
Incidental Learning
- Unintentional acquisition of knowledge, learning without trying
- Brands aim for easily recognizable advertising messages
- Occurs below conscious awareness
Behavioral Learning
- Behaviors are reactions to stimuli
- No internal processing or cognitive effort involved
- Stimulus in, response out
Classical Conditioning
- Involuntary responses to stimuli
- Pavlov's Experiment:
- Bell (conditioned stimulus) paired with food (unconditioned stimulus)
- Salivation (conditioned response) elicited by the bell
- Pairing a stimulus that elicits a response with one that doesn't initially
- Advertising with popular songs can backfire due to extinction: unconditioned stimulus (product) absent, weakening the conditioned response
Stimulus Generalization
- Similar stimuli to a conditioned stimulus (CS) evoke similar conditioned responses
- Example: private label brands vs. Target brand
- Halo Effect: leveraging stimulus generalization, "me too!" approach
- Family Branding: products with different functions but similar appearance, leveraging favorable attitude towards one product to others
- Product Line/category extension: e.g., Colgate oral care products
- Brand Dillusion: can backfire if not carefully managed, e.g., Harley Davidson cologne
- Brand Licensing: one brand uses another's name for a fee, e.g., Mickey Mouse on Kellogg's cereal
Look-alike Packaging
- Mimicking competitor's packaging to benefit from their brand equity
Masked Branding
- Disassociating a product from its parent brand to avoid negative associations
- Opposite effect of stimulus generalization
Instrumental Conditioning
- Behaviors shaped by rewards
- Perform behaviors that lead to positive outcomes and avoid negative outcomes
- Types:
- Positive reinforcement: adding a reward to strengthen behavior
- Negative reinforcement: removing a negative outcome to strengthen behavior
- Positive punishment: adding a negative consequence to weaken behavior
- Negative punishment: removing a positive consequence to weaken behavior
- Frequency Marketing: encourages repeated purchases through rewards, e.g., loyalty programs
Cognitive Learning Theory
- Internal learning process
- Helping Behavior: requires internal processing, e.g., seeing a charity post on Instagram and participating in a similar initiative
Memory
- Sensory Memory: brief storage of sensory information
- Short-term Memory (working memory): temporary storage, limited capacity
- Chunking: grouping small pieces of information into larger units
- Example: comparing air fryer prices across different stores
- Long-Term Memory: permanent storage, requires attention
- Elaborative Rehearsal: moving information from short-term to long-term memory
- Assigning meaning and repetition
- Von Restorff Effect (isolation effect): an item that stands out in a group of similar items is easily remembered
- Narrative Storytelling: conveying information through a structured sequence of events involving characters, setting, conflict, and resolution
- Connects to the audience emotionally or intellectually
- Example: The Guardian news outlet's approach
- Measuring Memory:
- Recognition: testing if consumers recognize a brand, logo, image
- Free Recall: asking consumers to recall any information they remember, used in focus groups, surveys, etc.
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