Consumer Beh Ch. 9

• a.k.a. Working Memory
• the portion of total memory that is currently activeated or in use

the portion of total memory devoted to permanent storage

the basic knowledge and feelings an individual has about a concept

the memory of a sequence of events in which a person participated

the precess of using an established relationship between one stimulus (music) and reponse (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand)

involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce behavior

learning associated between 2 or more concepts without conditioning

learn by observing others' behaviors and adjust own behavior accordingly

restructure and recombine existing info with new info

• use of analogy to understand a new object
• (this is like that)

• Conditioned Learning Extinction: desired response dies out if not reinforced
• Congnitive Learning Retrieval Failure: information that is in LTM cannot be retreived 

• importance
• message involvement
• mood
• reinforcement
• repetition
• dual coding

• occurs when consumers have difficulty retrieving a piece of info because of other related info in memory gets in the way
• common form of this is competitive advertising

• Perceived Product Attributes: features of the product
• Benefits: what do you get out of it
• Usage Situation: when is it used
• Users: who is using it
• Manufacturer/Maker Characteristic: things related to company

• decision by a marketer to try to achieve a defined brand image relative to competition within a market segment
• important component of brand image is the appropriate usage situations for the product/brand

offers marketing managers a useful technique for measuring and developing a product's position

• refers to a deliberate decision to significantly alter the way the market views a product
• can include: level of performance, feelings it evokes, situations in which it is used, who uses the product

the value consumers assign to a brand above and beyond the functional characteristics of the product

• often termed family branding, brand extentions, or umbrella branding
• refers to marketers capitalizing on brand equity by using an existing brand name for new products