Podcast
Questions and Answers
What do behavioral learning theories focus on?
What do behavioral learning theories focus on?
- External events and observable behavior (correct)
- External events and unobservable behavior
- Internal events and unobservable behavior
- Internal events and observable behavior
What is the term used to describe the phenomenon of consumers becoming tired of seeing the same advertisement repeatedly?
What is the term used to describe the phenomenon of consumers becoming tired of seeing the same advertisement repeatedly?
- Advertising burnout
- Marketing fatigue
- Advertising wear-out (correct)
- Repetitive ad syndrome
Which factor can alleviate advertising wear-out?
Which factor can alleviate advertising wear-out?
- Increasing the frequency of ads
- Using humor in ads
- Varying ad messages (correct)
- Repetition
What are the two major approaches to learning?
What are the two major approaches to learning?
What type of stimulus is often paired with a product in advertisements?
What type of stimulus is often paired with a product in advertisements?
What is classical conditioning?
What is classical conditioning?
Which of the following can affect conditioning in marketing messages?
Which of the following can affect conditioning in marketing messages?
When are conditioning effects more likely to occur?
When are conditioning effects more likely to occur?
What is stimulus generalization?
What is stimulus generalization?
What is an example of a simple association conditioning complex meanings?
What is an example of a simple association conditioning complex meanings?
What is the term used to describe the transfer of meaning from an unconditioned stimulus to a conditioned stimulus?
What is the term used to describe the transfer of meaning from an unconditioned stimulus to a conditioned stimulus?
What is stimulus discrimination?
What is stimulus discrimination?
What type of advertising environment is most effective for repetitive ad messages?
What type of advertising environment is most effective for repetitive ad messages?
What do marketers use conditioning for?
What do marketers use conditioning for?
What can lead to extinction of the conditioned response?
What can lead to extinction of the conditioned response?
What is a key factor in consumer perception of me-too products?
What is a key factor in consumer perception of me-too products?
What can influence future behavior according to the text?
What can influence future behavior according to the text?
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Study Notes
- Behavioral learning theories focus on external events and observable behavior.
- Two major approaches to learning are classical conditioning and instrumental conditioning.
- Classical conditioning involves pairing a neutral stimulus with a stimulus that elicits a response to create a conditioned response.
- Conditioning effects are more likely to occur with repeated exposure and spaced exposures using different media.
- Stimulus generalization refers to the tendency for similar stimuli to evoke similar conditioned responses.
- Stimulus discrimination occurs when a similar stimulus does not result in the same response.
- Marketers use conditioning to create associations between brand cues and basic drives.
- Overexposure to a product can lead to extinction of the conditioned response.
- Me-too products can piggyback on the success of established brands, but quality is a key factor in consumer perception.
- Consumers learn to respond to rewards and punishments, which can influence future behavior.
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