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ch9 summary & vocab

ch9 summary & vocab - Chapter 9 Accessibility...

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Chapter 9 The likelihood and ease with which information can be recalled from LTM. Advertising wearout An effect where too much repetition causes consumers to actively shut out the message, evaluate it negatively, or disregard it. Analogical reasoning Occurs when a consumer uses an existing knowledge base to understand a new situation or object. Analytical reasoning The most complex form of cognitive learning. Brand equity The value consumers assign to a brand above and beyond the functional characteristics of the product. Brand image The schematic memory of a brand. Brand leverage Often termed, family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products. Classical conditioning The process of using an established relationship between a stimulus and response to bring about the learning of the same response to a different stimulus. Cognitive learning Encompasses all the mental activities of humans as they work to solve problems or cope with situations. Concepts Abstractions of reality that capture the meaning of an item in terms of other concepts. Conditioning Learning based on the association of a stimulus (information) and response (behavior or feeling). Elaborative activities The use of previously stores experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information. Episodic memory The memory of a sequence of events in which a person participated. Explicit memory Characterized by the conscious recollection of an exposure event. Extinction Or forgetting occurs when the reinforcement for the learned response is withdrawn, the learned response is no longer used, or the individual is no longer reminded of the response. High-involvement learning A situation in which the consumer is motivated to process or learn the material. Iconic rote learning The association between two or more concepts in the absence of conditioning. Imagery Involves concrete sensory representations of ideas, feelings, and objects. Implicit memory Involves the nonconscious retrieval of previously encountered stimuli.
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The likelihood and ease with which information can be recalled from LTM. Learning Any change in the content or organization of long-term memory or behavior. Long-term memory An unlimited, permanent storage. Low-involvement learning A situation in which the consumer has little or no motivation to process or learn the material. Maintenance rehearsal The continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferal to long-term memory. Memory interference An effect where consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way.
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