MCS 2600 Chapter Notes - Chapter 7: Umbrella Brand, Relationship Marketing, Product Differentiation

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Nicole Mc Callum

Document Summary

Basic elements for learning to occur: motivation the degree of relevance or involvement determines the consumer"s level of motivation to search for knowledge or info about product or service, cues. Serve to direct consumer drives where they are consistent with consumer expectations: response. Behavioral learning sometimes referred to as stimulus-response learning. Based on premise that observable responses to specific external stimula signal learning has occurred. Strategic applications of classical conditioning: repetition. Individual can become satiated with numerous exposures, and both attention and retention will decline. Substantive variations are changes in advertising content across different versions of an advertisement and are appropriate when the marketer wishes to convey more than one prodiuct feature. Some advertisers believe 3 exposures to an ad are required- 1 for aware of the product, 2nd to show consumers relevance of product, 3rd to remind them of its benefits: stimulus generalization. Making the same response to slightly different stimuli.