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 |