Management and Organizational Studies 1021A/B Chapter Notes - Chapter 3: Personalized Marketing, Spreading Activation, Customer Retention

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Vicki Olds

Document Summary

The learning process: memories development relevant to brand attitude formation. Incidental learning unintentional acquisition of knowledge (recognize brand name/jingle) * participants picked pen paired with pleasant music (e. g. ucs of star wars theme song) Associative learning: associative learning learn about associations between stimuli in simple manner w/o complex memory/cog processes but can induce complex reactions to stimuli, credit cards (cs) trigger greater spending with associations of making larger purchases/tips. Repetition: associative learning effects more likely after cs and ucs paired numerous times inc strength and prevents decay (structural changes in brain by learning dec over time) of associations in memory. Intervals between exposures and medium to communicate associations influences strategy effectiveness best if spaced exposure and alternative media (more and less involving. Stimulus generalization: stimulus generalization tendency of stimuli similar to cs to evoke similar cr (dogs salivate to keys) as occurs in presence of similar stimuli.