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MKTG 3202

by: Carlyjones123
GPA 3.4

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About this Document

These notes cover Chapter 6 of Exam 2. Exam 2 covers Chapters 5 through 8.
Consumer Behavior
Class Notes
business, Marketing, Consumer, behavior
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This 3 page Class Notes was uploaded by Carlyjones123 on Tuesday September 27, 2016. The Class Notes belongs to MKTG 3202 at East Tennessee State University taught by Atkins in Fall 2016. Since its upload, it has received 4 views. For similar materials see Consumer Behavior in Business Marketing at East Tennessee State University.


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Date Created: 09/27/16
East Tennessee State University Department of Management and Marketing MKTG 3202 Consumer Behavior Ch 6 Learning & Memory  LO 1  How does learning differ from incidental learning? Learning is an ongoing process and is  caused by experience. Incidental learning is unintentionally learning knowledge.  LO 2, 3, 4  Two learning theories are: 1. Behavioral Learning Theories­ assuming that learning takes place as the result of  responses to external events. Observing the aspects of behavior.  a) Classical conditioning­ occurs when a stimulus that elicits a response is  paired with another stimulus that initially does not elicit a response on its own.   How can marketers use classical conditioning principles? By using autonomic and nervous systems. It focuses on visual and olfactory cues that induce  hunger, thirst, sexual arousal, and other basic drives.  b) Instrumental conditioning (also called __operant____ conditioning) How can marketers use instrumental conditioning principles? Positive  reinforcement, negative reinforcement, and punishment.  What is gamification? A strategy that turns routine actions into experiences  as it adds gaming elements to tasks that might otherwise be boring or routine. 2. Cognitive Learning Theory­ unlike behavioral theories of learning, this theory  approaches stress is the importance of internal mental processes.  LO 5 Observational Learning­ occurs when we watch the actions of others and note the  reinforcements they receive for their behaviors. Learning occurs as a result of  vicarious rather than direct experience.   How do we learn to be consumers? By consumer socialization, the process by which young  people acquire skills, knowledge, and attitudes relevant to their functioning in the  marketplace.” LO 6 th 11  edition East Tennessee State University Department of Management and Marketing MKTG 3202 Consumer Behavior  Memory is a process of: acquiring information and storing is over time so that it will be  available when we need it.   Diagram the memory process (or types of memory): 1. Sensory memory­ temporary  storage of sensory information. Capacity: high. Duration: less than 1 second (vision) or a  few seconds (hearing.)  2. Attention­ Information that passes through an attentional gate is transferred to short­term memory.  3. Short­term Memory­ brief storage of information currently being used. Capacity: limited.  Duration: less than 20 seconds.  4. Elaborative Rehearsal­ information subjected to elaborative rehearsal or deep  processing (example­ its meaning is considered) is transferred to long­term memory.  5. Long­Term Memory­ relatively permanent storage of information. Capacity: unlimited.  Duration: long or permanent.  LO 7  Activation models of memory suggest that “depending on the nature of the processing task,  different levels of processing occur that activate some aspect of memory rather than others“  pg. 229  Associative networks are used to store what? An incoming piece of information  Memory retrieval can be influenced by these factors: Stimulation factors, cues, recall,  pioneering brands, and follower brands.         What makes us forget? Decay, interference, retroactive interference, proactive interference.  LO 9  What is the difference between recall and recognition? Recall is when someone retrieves  information from memory. Recognition is when they are familiar with something.  th 11  edition East Tennessee State University Department of Management and Marketing MKTG 3202 Consumer Behavior  Nostalgia describes: the bittersweet emotion that arises when we view the past with both  sadness and longing.  th 11  edition


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