BUS 396 Chapter 4 Notes (1) PDF
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These notes cover Chapter 4 of BUS 396, focusing on learning and memory concepts in business marketing. They discuss incidental learning, classical conditioning, and stimulus generalization, including the effects of family branding and brand licensing. The notes also touch on frequency marketing and cognitive learning theory.
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Chapter 4: Learning and Memory Incidental Learning - Casual unintentional acquisition of knowledge (learning without trying) - Brands want their advertising messages to be equally recognizable - Occurs below the conscious threshold Behavioral learning - Our behaviors are reactions to...
Chapter 4: Learning and Memory Incidental Learning - Casual unintentional acquisition of knowledge (learning without trying) - Brands want their advertising messages to be equally recognizable - Occurs below the conscious threshold Behavioral learning - Our behaviors are reactions to the stimulus - Not processing internally or using cognitive power - Stimulus in …. Response out Classical Conditioning - Involuntary response to stimulus - Pavlov's Experiment - The bell is a conditioned stimulus - The salivation is a conditioned response - A stimulus that elicits a response is paired with a stimulus that does not initially elicit a response Why is an ad with a popular song not a good idea? - Extinction = unconditioned stimulus appears in the absence of the conditioned stimulus (product) Stimulus Generalization - The tendency of a stimulus similar to a conditioned stimulus (CS) to invoke similar, conditioned responses - Ex: private label brands vs. Target brand - Halo Effect = leveraging stimulus generalization (“me too!”) - Family Branding: the products have different functions but all look the same/similar - Because we have a favorable attitude toward one product, they extend the trust to other products - Product Line/category extension: ex: Colgate oral care products - Ex: What if Nike launched a new product line for rain boots - Maybe? Well-established brand known for its quality, sleek design, etc. - Brand Dillusion Can Backfire!!! Ex: Harley Davidson cologne - Brand Licensing - Wearing one brand allows another brand to use its name in exchange for a negotiated fee - Ex: Disney allowed Kellog to put Mickey Mouse on a cereal box Look-alike packaging Masked Branding - Make consumers think these products have nothing to do with Kellog so we form a different judgment - Disassociate themselves from the parent brand - OPPOSITE of stimulus generalization effect Instrumental Conditioning - Our behaviors are shaped by rewards - Perform behaviors that produce positive outcomes and avoid negative outcomes - Types (4): - Positive reinforcement, negative reinforcement, positive punishment, negative punishment - Negative reinforcement: to remove/avoid a negative outcome/consequence you strengthen a certain behavior - Ex: use our sunscreen to avoid ….. - Frequency Marketing: to encourage consumers to engage in repeated purchase - Examples of using positive vs negative reinforcement regarding reward program - Expiration date: if you don't use the reward you feel like you are losing the discount - Negative reinforcement to encourage you to go to the store - Positive punishment discourages bad behavior by adding (a speeding ticket) - Negative punishment discourages bad behavior by removing (getting your license revoked) Cognitive Learning Theory - Internal learning process - Helping Behavior - Requires internal processing - Ex: you are on Instagram and see Operation Christmas Child post, then your sorority participates in this program/partners with them - Then you want to model the behavior Memory - Sensory Memory - Short-term Memory (working memory) - Engage in chunking: to group small pieces of info into a larger one - Ex: Air fryer price comparison, you are visiting different stores - Long-Term Memory Has to pass through an attention gate - Elaborative rehearsal - Moving information from short-term memory to long-term - Assigning meaning and repetition - Von Restorff Effect: (isolation effect) When we are presented with a group of homogenous stimuli, the one that stands out will be easily remembered - Narrative storytelling: the art of conveying information using a structured sequence of events - Often involves multiple characters, setting, conflict, resolution - Connects to the audience emotionally or intellectually - The Guardian news outlet's example - Measuring Memory - Recognition: brings a group in and ask them if they recognize a curtain brand, logo, image - Free Recall: asks consumers to recall any information they might remember (focus groups, surveys, etc.) Midterm 1 (Wednesday) 4 Chapters 28 multiple choice and 2 short answer 60 minutes
