RMG 302 Lecture : Perception/Memory
Document Summary
Operant conditioning) reward received following the desired behaviour. Stimulus generalization tendency of stimuli similar to conditioned stimulus to evoke similar conditioned responses. (keys jangling sounds like bell) Masked branding hides a products true origin. Stimulus discrimination when a stimulus is not followed by an uncontrolled stimulus. Brand equity a brand has strong positive associations in a consumer"s memory and commands a lot of loyalty. Exposure 1st awareness, 2nd relevance to consumer, 3rd reminder of benefits. Slow music leads to longer times and more money spent at grocery stores, and one extra glass at restaurants. Stimulus generalization is central to packaging decisions that capitalize on consumers associations with existing brands or companies. Stimulus generalization strategies: family branding capitalizing on reputation of company name, product line extensions related products are added to a brand. Frequency marketing rewards regular buyers with prizes which values increase overtime.