BUS 396 Chapter 4 Notes (1) PDF

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