MKTG 3710 Lecture Notes - Lecture 6: Episodic Memory, Operant Conditioning, 6 Years
Document Summary
Obj1 it is important to understand how consumers learn about products and services. Learning relatively permanent change in behavior caused by experience. Repetition repeated exposure increases the strength of the stimulus. Extinction process whereby a learned connection between a stimulus and response is eroded so that the response is no longer reinforced. Stimulus generalization tendency of stimuli similar to a cs to evoke similar, conditioned responses. Halo effect people react to other, similar stimuli in much the same way they responded to the original stimulus. Stimulus discrimination when a ucs doesn"t follow a stimulus similar to a c; reactions weaken and will disappear sooner. Obj3 learned associations with brands generalize to other products, which is important to marketers. Brand equity a brand that has strong positive associations in a consumer"s memory and commands a lot of loyalty as a result.
