en MA What Have You Learned in Chapter 9? 44 learning:People acquire most of their attitudes, values, tasks, behaviors, preferences, symbolic meanings, and feelings through this information processing:series of activities by which stimuli are perceived, transformed into information, and stored short-term memory:also known as a working memory long-term memory:unlimited, permanant storage maintenance rehearsal:continued repetition of a peice of information in order to hold it in current memory for use in problem solving or transferal to long term memory accessibility:The likelihood and ease with which information can be recalled from long-term memory advertising wearout:when too much repetition can cause customers to actively shut out the message, evaluate it negatively, or disregard it analogical reasoning:an inference process that allows consumers to use an existing knowledge base to understand a new situation or object analytical reasoning:individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts brand equity:the value consumers assign to a brand to a brand above and beyond the functional characteristics of the product brand image:Firm’s image without a direct comparison to a competitor brand leverage:marketers capitalizing on brand equality by using an existing brand name for new products classical conditioning:attempts to create an association between a stimulus and some response cognitive learning:encompasses all the mental activities of humans as they work to solve problems or cope with situations concepts:abstractions of reality that capture the meaning of an item in terms of other concepts conditioning:set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned elaborative activities:serve to redefine or add new elements to memory episodic memory:The memory of a sequence of events in which a person participated explicit memory:Conscious recollection of an exposure event extinction:often referred to as forgetting in conditional learning flashbuld memory:acute memory for the circumstancs surrounding a surprising and novel event high-involvement learning:where customer is motivated to process or learn the material iconic rote learning:learning a concept or the association between two or more concepts in the absence of conditioning imagery:involves concrete sensory representation of ideas, feelings, and objects implicit memory:Unconscious retrieval of previously encountered stimuli low-involvement learning:where consumer has title or no motivation to process or learn the material memory interference:Difficulty retrieving a specific piece of information because other related information in memory gets in the way modeling:this type of learning is common in both low and high-involvement situations operant conditioning:rewarding desirable behaviors with a positive outcome that reinforces the behavior perceptual mapping:technique for measuring and developing a product’s position product positioning:Explicit reference to a brand’s image relative to another brand product repositioning:deliberate decision to significantly alter the way the market views a product pulsing:in a new product introduction, the act of using frequent and close together repetitions are used punishment:opposite of reinforcement; Any consequence that decreases the likelihood that a given response will be repeated in the future reinforcement:anything that increases the likelihood that a given response will be repeated in the future retrieval failure:this is often referred to as forgetting in cognitive learning schema:a pattern of such associations around a particular concept script:memory of how an action should occur self-referencing:a message strategy that highlights a brands personal relevance to the consumer sematic memory:basic knowledge and feelings an individual has about a concept shaping:The process of encouraging partial responses leading to the final desired response stimulus discrimination:The process of learning to respond differently to similar, but distinct stimuli stimulus generalization:Also known as the rub-off effect; Occurs when a response to one stimulus is elicited by a similar, but distinct stimulus vicarious learning:using imagery to anticipate the outcome of various courses of action

What Have You Learned in Chapter 9?

1.	operant conditioning	A.	a message strategy that highlights a brands personal relevance to the consumer
2.	imagery	B.	learning a concept or the association between two or more concepts in the absence of conditioning
3.	analogical reasoning	C.	where consumer has title or no motivation to process or learn the material
4.	flashbuld memory	D.	continued repetition of a peice of information in order to hold it in current memory for use in problem solving or transferal to long term memory
5.	explicit memory	E.	anything that increases the likelihood that a given response will be repeated in the future
6.	iconic rote learning	F.	when too much repetition can cause customers to actively shut out the message, evaluate it negatively, or disregard it
7.	low-involvement learning	G.	abstractions of reality that capture the meaning of an item in terms of other concepts
8.	implicit memory	H.	People acquire most of their attitudes, values, tasks, behaviors, preferences, symbolic meanings, and feelings through this
9.	modeling	I.	deliberate decision to significantly alter the way the market views a product
10.	analytical reasoning	J.	basic knowledge and feelings an individual has about a concept
11.	stimulus discrimination	K.	serve to redefine or add new elements to memory
12.	brand leverage	L.	involves concrete sensory representation of ideas, feelings, and objects
13.	concepts	M.	using imagery to anticipate the outcome of various courses of action
14.	advertising wearout	N.	Firm’s image without a direct comparison to a competitor
15.	retrieval failure	O.	encompasses all the mental activities of humans as they work to solve problems or cope with situations
16.	schema	P.	series of activities by which stimuli are perceived, transformed into information, and stored
17.	reinforcement	Q.	where customer is motivated to process or learn the material
18.	short-term memory	R.	technique for measuring and developing a product’s position
19.	sematic memory	S.	in a new product introduction, the act of using frequent and close together repetitions are used
20.	accessibility	T.	an inference process that allows consumers to use an existing knowledge base to understand a new situation or object
21.	brand image	U.	rewarding desirable behaviors with a positive outcome that reinforces the behavior
22.	learning	V.	marketers capitalizing on brand equality by using an existing brand name for new products
23.	extinction	W.	opposite of reinforcement; Any consequence that decreases the likelihood that a given response will be repeated in the future
24.	stimulus generalization	X.	memory of how an action should occur
25.	maintenance rehearsal	Y.	The memory of a sequence of events in which a person participated
26.	long-term memory	Z.	Also known as the rub-off effect; Occurs when a response to one stimulus is elicited by a similar, but distinct stimulus
27.	high-involvement learning	A1.	Conscious recollection of an exposure event
28.	punishment	B1.	Difficulty retrieving a specific piece of information because other related information in memory gets in the way
29.	memory interference	C1.	The process of learning to respond differently to similar, but distinct stimuli
30.	episodic memory	D1.	The process of encouraging partial responses leading to the final desired response
31.	vicarious learning	E1.	acute memory for the circumstancs surrounding a surprising and novel event
32.	cognitive learning	F1.	a pattern of such associations around a particular concept
33.	conditioning	G1.	individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts
34.	script	H1.	The likelihood and ease with which information can be recalled from long-term memory
35.	classical conditioning	I1.	also known as a working memory
36.	perceptual mapping	J1.	unlimited, permanant storage
37.	product repositioning	K1.	attempts to create an association between a stimulus and some response
38.	product positioning	L1.	Explicit reference to a brand’s image relative to another brand
39.	elaborative activities	M1.	this is often referred to as forgetting in cognitive learning
40.	shaping	N1.	often referred to as forgetting in conditional learning
41.	self-referencing	O1.	the value consumers assign to a brand to a brand above and beyond the functional characteristics of the product
42.	pulsing	P1.	set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned
43.	brand equity	Q1.	this type of learning is common in both low and high-involvement situations
44.	information processing	R1.	Unconscious retrieval of previously encountered stimuli

What Have You Learned in Chapter 9?

1.	operant conditioning → U
2.	imagery → L
3.	analogical reasoning → T
4.	flashbuld memory → E1
5.	explicit memory → A1
6.	iconic rote learning → B
7.	low-involvement learning → C
8.	implicit memory → R1
9.	modeling → Q1
10.	analytical reasoning → G1
11.	stimulus discrimination → C1
12.	brand leverage → V
13.	concepts → G
14.	advertising wearout → F
15.	retrieval failure → M1
16.	schema → F1
17.	reinforcement → E
18.	short-term memory → I1
19.	sematic memory → J
20.	accessibility → H1
21.	brand image → N
22.	learning → H
23.	extinction → N1
24.	stimulus generalization → Z
25.	maintenance rehearsal → D
26.	long-term memory → J1
27.	high-involvement learning → Q
28.	punishment → W
29.	memory interference → B1
30.	episodic memory → Y
31.	vicarious learning → M
32.	cognitive learning → O
33.	conditioning → P1
34.	script → X
35.	classical conditioning → K1
36.	perceptual mapping → R
37.	product repositioning → I
38.	product positioning → L1
39.	elaborative activities → K
40.	shaping → D1
41.	self-referencing → A
42.	pulsing → S
43.	brand equity → O1
44.	information processing → P

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What Have You Learned in Chapter 9?