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Short Term Memory
- a.k.a. Working Memory
- the portion of total memory that is currently activeated or in use
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Long Term Memory
the portion of total memory devoted to permanent storage
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Semantic Memory
the basic knowledge and feelings an individual has about a concept
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Episodic Memory
the memory of a sequence of events in which a person participated
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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)
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Operant Conditioning
involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce behavior
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Iconic Rote Learning
learning associated between 2 or more concepts without conditioning
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Vicarious Learning
learn by observing others' behaviors and adjust own behavior accordingly
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Analytical Reasoning
restructure and recombine existing info with new info
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Analogical Reasoning
- use of analogy to understand a new object
- (this is like that)
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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
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Strength of Learning Factors
- importance
- message involvement
- mood
- reinforcement
- repetition
- dual coding
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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
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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
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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
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Perceptutal Mapping
offers marketing managers a useful technique for measuring and developing a product's position
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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
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Brand Equity
the value consumers assign to a brand above and beyond the functional characteristics of the product
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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
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