Marketing Flashcards on Conditioning

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

Why is it difficult to identify consumers in terms of their ethnic subculture membership?

There are many ethnic and racial stereotypes the general public associates them with.

What is the difference between acculturation and enculturation?

Acculturation is the process of learning the beliefs and behaviors endorsed by another culture, while enculturation is the process of learning the beliefs and behaviors endorsed by one's own culture.

What is the progressive learning model and how does it relate to acculturation?

The progressive learning model helps to understand the acculturation process by assuming people gradually learn a new culture as they come in contact with it.

How do we measure social class?

Social class is measured by the division of people based on their social and economic status, including factors like occupation and income. Signup and view all the answers

What are the social classes in the US?

Upper Class, Middle Class, Working Class, Lower Class. Signup and view all the answers

What is social capital?

Social capital refers to organizational affiliations and experiences that provide access to desirable social networks. Signup and view all the answers

How do marketers use knowledge about social class and income to predict consumer behavior?

Marketers use occupation and income as indicators of social class to predict consumer behavior, but they must recognize the limitations. Signup and view all the answers

What are the differences between fads, fashions, and classics?

Fad is a short-lived fashion, fashion is a process of social diffusion for new styles, and classic is a fashion with a long acceptance cycle. Signup and view all the answers

How do fads and fashions take hold and gain traction? Provide examples.

Fashions begin slowly and can diffuse rapidly, while fads spread quickly but do not have lasting impact. Signup and view all the answers

What are behavioral science perspectives on fashion?

Includes psychological, economic, sociological, and medical models that explain motivations and diffusion of fashion. Signup and view all the answers

Describe types of adopters and the process of innovation diffusion.

Innovators, Early Adopters, Late Adopters, and Laggards are the types of adopters in innovation diffusion. Signup and view all the answers

What determines if an innovation will diffuse?

Compatibility, trialability, complexity, observability, and relative advantage are key factors. Signup and view all the answers

What makes for successful social media?

Successful social media involves conversations, presence, collective interest, and democracy. Signup and view all the answers

What is the difference between an unconditioned stimulus and a conditioned stimulus?

Unconditioned Stimulus is naturally capable of causing a response, while Conditioned Stimulus is a conditioned response learned over time. Signup and view all the answers

What is the difference between classical conditioning and instrumental conditioning?

Classical conditioning pairs a stimulus that elicits a response with another stimulus, while instrumental conditioning involves learning behaviors for positive outcomes. Signup and view all the answers

Name the three stages of information processing.

Encoding, storage, retrieval. Signup and view all the answers

List the three types of memory and explain how they work together.

Sensory Memory, Short-Term Memory, Long-Term Memory. Signup and view all the answers

What is cognitive learning theory?

It emphasizes internal mental processes where people actively use information to master their environments. Signup and view all the answers

Define nostalgia and explain why it's such a widely used advertising strategy.

Nostalgia is the bittersweet emotion remembering the past with sadness and longing. Signup and view all the answers

What are examples of marketing applications of classical conditioning principles?

Repetition, product associations, stimulus generalization. Signup and view all the answers

What are examples of marketing applications of instrumental conditioning principles?

Frequency marketing, gamification. Signup and view all the answers

What do marketers mean when they talk about the 'extended self'?

It refers to the objects and props used by consumers to define their social roles. Signup and view all the answers

How do marketers use personality traits to predict consumer behavior?

They focus on measuring personality traits to align marketing strategies with consumer preferences. Signup and view all the answers

What are the five dimensions of brand personality?

Sincerity, excitement, competence, sophistication, ruggedness. Signup and view all the answers

What are the benefits to the firm in developing a strong brand personality?

Conveys a desired image, helps build consumer perception. Signup and view all the answers

How are attitudes formed?

Through the ABC model of attitudes: affect, behavior, cognitive. Signup and view all the answers

Describe the attitude models: Fishbein Model, Theory of Reasoned Action, Theory of Trying.

Fishbein Model measures beliefs and evaluations; Theory of Reasoned Action focuses on intentions influenced by social factors; Theory of Trying replaces behavior with attempts to achieve a goal. Signup and view all the answers

What can mathematics and romance tell us about consumer behavior?

Patterns can help predict behavior. Signup and view all the answers

How do marketers use psychological principles to change attitudes?

Using principles like scarcity, reciprocity, and authority. Signup and view all the answers

What types of message appeals do marketers use?

Emotional, rational, sex, humor, fear. Signup and view all the answers

Describe factors influencing the purchase environment.

Shopping experience, sales interactions, atmospherics, mobile technology. Signup and view all the answers

How does organizational decision making differ from individual consumer decision making?

Involves multiple people, requires technical specifications, and emphasizes personal selling. Signup and view all the answers

What are the different types of social power?

Referent power, information power, legitimate power, expert power, reward power, coercive power. Signup and view all the answers

What is brand community and why are marketers interested in it?

A brand community is formed around shared interests in products, increasing brand loyalty. Signup and view all the answers

What is conformity and why do people do it?

A change in beliefs or actions due to group pressure. Signup and view all the answers

What are the roles in collective decision making?

Initiator, gatekeeper, influencer, buyer, users. Signup and view all the answers

What is a subculture? Provide examples of different types of subcultures.

A group sharing significant beliefs and experiences; examples include ethnic, religious, and age subcultures. Signup and view all the answers

What is the difference between a high-context and a low-context culture?

High-context cultures rely on contextual cues while low-context cultures depend on explicit communication. Signup and view all the answers

Study Notes

Unconditioned vs. Conditioned Stimulus

Unconditioned Stimulus: naturally induces a response (e.g., dog and meat powder).
Conditioned Stimulus: learned response through pairing (e.g., bell signifies meat powder).

Classical vs. Instrumental Conditioning

Classical Conditioning: pairs a neutral stimulus with a response (e.g., bell paired with meat powder).
Instrumental Conditioning: involves learning behaviors through positive or negative outcomes (e.g., rewards for studying, understanding negative consequences of actions).

Information Processing Stages

Encoding: information is recognized and made ready for processing.
Storage: integration of new information with existing knowledge for future retrieval.
Retrieval: accessing stored information as needed.

Types and Integration of Memory

Sensory Memory: momentarily holds sensory input; lasts seconds and transfers information to short-term memory.
Short-Term Memory: processes information for a short duration (up to 20 seconds), transfers significant information to long-term memory via elaborative rehearsal.
Long-Term Memory: stores information indefinitely with unlimited capacity.

Cognitive Learning Theory and Children

Cognitive Learning Theory: emphasizes mental processes; views individuals as problem solvers using environmental information.
Children are distinct consumers; they request specific products early but lack adult cognitive processing, necessitating unique marketing strategies.

Nostalgia in Advertising

Nostalgia evokes bittersweet emotions, linking past experiences to marketing.
References to "the good old days" can drive consumer feelings and influence purchasing behavior.

Applications of Classical Conditioning in Marketing

Repetition enhances brand awareness, but too much can lead to fatigue.
Positive product associations use music, humor, and imagery to appeal emotionally to consumers.
Stimulus Generalization leverages similar stimuli to invoke conditioned responses (e.g., branding strategies).

Applications of Instrumental Conditioning in Marketing

Frequency Marketing rewards consistent buyers with increasingly valuable incentives (e.g., loyalty programs).
Gamification incorporates game elements into marketing, enhancing consumer engagement through fun experiences (e.g., McDonald's promotions).

Extended Self Concept

Extended Self consists of external possessions that represent an individual's identity.
Levels include Individual (personal items), Family (home/ furnishings), Community (neighborhood), Group (subcultures/social circles), and Digital (online presence/avatars).

Personality Traits and Consumer Behavior

Marketers utilize personality traits to guide targeting strategies.
The Big Five dimensions (openness, conscientiousness, extroversion, agreeableness, neuroticism) inform predictions.
Challenges in applying trait theory include uneven validity of metrics, appropriateness of tests, and demographic mismatches.

Brand Personality Dimensions

Five key dimensions:
- Sincerity: Tom's Shoes.
- Excitement: Lego, Target.
- Competence: Nike, IBM.
- Sophistication: Mercedes, Chanel.
- Ruggedness: Levi's, Dodge.

Benefits of Strong Brand Personality

Creates a desired brand image and communicates market position.
Anthropomorphism relates human traits to brands, influencing consumer relationships.

Attitude Formation Models

ABC Model: Attitudes shaped by Affect (feelings), Behavior (intentions), and Cognition (beliefs).
Hierarchies of Effects vary based on the decision-making process:
- Standard Learning Hierarchy: cognitive first.
- Low-Involvement Hierarchy: behavioral first.
- Experiential Hierarchy: emotional first.

Key Attitude Models

Fishbein Model assesses beliefs, attribute links, and personal attribute evaluations.
Theory of Reasoned Action focuses on behavioral intentions influenced by social contexts.
Theory of Trying addresses overcoming barriers in achieving goals.

Mathematics and Romance in Consumer Behavior

Patterns in consumer behavior can be identified, aiding in predictions.

Psychological Principles in Attitude Change

Reciprocity, scarcity, authority can significantly shift consumer perceptions and behaviors.
Consistency: individuals prefer to align their actions with prior commitments.
Consensus: social proof influences decisions as individuals look to others for guidance.

Message Appeals in Marketing

Emotional vs. Rational: depends on context.
Humor captures attention but must not overshadow the main message.
Fear appeals highlight negative outcomes to stimulate behavior change.

Factors Influencing Purchase Environment

Mood greatly affects shopping experiences, driven by store design, atmosphere, and personal situations.
Point of Purchase stimuli enhance engagement and encourage purchases.
Effective atmospherics use design elements to create a desired shopping experience.

Organizational vs. Individual Decision Making

Organizational choices involve multiple stakeholders and require technical precision.
Focuses more heavily on personal selling and experience-based decision-making.

Referent Power: admiration-driven influence (e.g., celebrities).
Information Power: influence through possessing sought-after knowledge.
Legitimate Power: authority from societal norms.
Expert Power: respect earned through knowledge (e.g., specialists).
Reward Power: ability to offer incentives.
Coercive Power: influence derived from intimidation.

Brand Community

Formed through social relationships centered around shared brand interests, enhancing loyalty (e.g., Harley Davidson).

Conformity and Its Motivations

Conformity involves changing beliefs under group pressure due to cultural norms, group unanimity, and interpersonal influences.

Roles in Collective Decision Making

Initiator: identifies needs.
Gatekeeper: manages information flow.
Influencer: sways decision outcomes.
Buyer: executes purchases.
Users: consume the products.

Subcultures

Define smaller groups with shared beliefs offering distinct consumer behaviors.
Ethnic, religious, and age subcultures influence marketers in targeting strategies.

High-context vs. Low-context Cultures

High-context: indirect communication relies on context (e.g., Asia).
Low-context: direct communication relies on explicit statements (e.g., North America).

Challenges in Ethnic Subculture Identification

Stereotypes complicate accurate understanding of individuals within ethnic subcultures.

Acculturation vs. Enculturation

Acculturation involves adopting traits from another culture.
Enculturation involves learning one’s own cultural norms.

Progressive Learning Model

Describes the gradual adoption of new cultural practices alongside traditional beliefs during acculturation.

Social class determined by occupation and income, affecting consumer behavior patterns.

Societal divisions based on economic and social status, influencing consumption and market dynamics.### Social Class Definitions
Upper Class: Divided into upper uppers (1%) with inherited wealth, charity involvement, multiple homes, and prestigious schooling for children, and lower uppers (2%) who earn wealth through exceptional ability and engage in social affairs.
Middle Class: Upper middle (12%) consists of professionals with a focus on education and a desire for a better quality of life. The middle class (32%) includes average earners, both white and blue-collar workers, who prioritize living in desirable areas and purchasing popular products.
Working Class (38%): Relies heavily on family for economic and emotional support, guidance on purchases, and assistance in challenging times.
Lower Class: Upper lowers (9%) are working poor, typically well below the poverty line, struggling with education and low-paying jobs. Lower lowers (7%) represent visibly poor individuals often uneducated and reliant on public assistance.

Refers to organizational affiliations and experiences that provide access to valuable social networks, enhancing opportunities for individuals.

Predicting Consumer Behavior

Occupation: Most reliable indicator of social class, reflecting leisure use, resource allocation, aesthetic preferences, and political views.
Income: Distribution of wealth determines buying power and market potential.
Limitations: Individual social status can vary; high-status jobs may exist within low-status ethnic groups, complicating simple classifications.

Fads, Fashions, and Classics

Fad: Characterized by a very short-lived popularity.
Fashion: A social diffusion process where new styles are adopted by certain consumer groups.
Classic: A fashion that remains accepted over a long period.

Fads and Fashions Adoption

Fashions: Typically begin slowly, rapidly diffuse if popular, peak, then fade away (e.g., Cabbage Patch Kids).
Fads: Adopted by small, often subcultural groups, spreading quickly but not gaining widespread acceptance (e.g., college campus streaking).

Behavioral Science Perspectives on Fashion

Psychological Models: Motivations for fashion include conformity, variety-seeking, personal expression, and sexual attraction.
Economic Models: Focus on supply and demand; limited availability increases value, while saturation decreases desire.
Sociological Models: Look at how subcultures adopt fashions, which can then diffuse into mainstream society (e.g., Goth culture).
Medical Models: Innovations gain traction after reaching a tipping point in awareness; examples include Hush Puppy shoes transitioning from nerdy to fashionable.

Types of Adopters and Innovation Diffusion

Innovators: First wear new fashions, usually educated, socially active, and influential.
Early Adopters: Similar to innovators but more concerned with social acceptance and involved in product categories.
Late Adopters: Interested in innovations but cautious, often waiting for improvements or lower prices.
Laggards: Slow to adopt changes and innovations.
Innovation Diffusion Process: Categorized by the extent of behavioral changes needed: Continuous, Dynamically Continuous, and Discontinuous Innovations.

Factors Influencing Innovation Diffusion

Compatibility: Innovations must align with consumer lifestyles.
Trialability: Consumers prefer products they can test before full commitment.
Complexity: Easier products are more attractive than complex alternatives.
Observability: Innovations that are easily noticeable are likely to spread (e.g., fanny packs).
Relative Advantage: Innovations need to provide benefits that other alternatives do not.

Conversations: Active communication among community members fosters engagement.
Presence: Effective online spaces create a tangible sensation of community.
Collective Interest: Shared interests (like hobbies and goals) strengthen community bonds.
Democracy: Most online communities promote democratic participation and decision-making.

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

Test your knowledge of marketing concepts related to classical and instrumental conditioning. This quiz will help you understand the differences between unconditioned and conditioned stimuli, as well as the fundamental principles of conditioning in marketing psychology.