the portion of total memory that is currently activeated or in use
Long Term Memory
the portion of total memory devoted to permanent storage
Semantic Memory
the basic knowledge and feelings an individual has about a concept
Episodic Memory
the memory of a sequence of events in which a person participated
Classical Conditioning
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)
Operant Conditioning
involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce behavior
Iconic Rote Learning
learning associated between 2 or more concepts without conditioning
Vicarious Learning
learn by observing others' behaviors and adjust own behavior accordingly
Analytical Reasoning
restructure and recombine existing info with new info
Analogical Reasoning
use of analogy to understand a new object
(this is like that)
What happens when consumers forget?
Conditioned Learning Extinction: desired response dies out if not reinforced
Congnitive Learning Retrieval Failure: information that is in LTM cannot be retreived
Strength of Learning Factors
importance
message involvement
mood
reinforcement
repetition
dual coding
Memory Interference
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
Brand Image
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
Product Positioning
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
Perceptutal Mapping
offers marketing managers a useful technique for measuring and developing a product's position
Product Repositioning
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
Brand Equity
the value consumers assign to a brand above and beyond the functional characteristics of the product
Brand Leverage
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