SANTOS, RUELLA MARIE C.

ASSIGNMENT 4

1. What is the difference between an unconditioned stimulus and a conditioned stimulus?

- The main difference between a conditioned stimulus and an unconditioned one is
that the former is a product of learned behavior. Unconditioned stimulus (UCS) a
stimulus that is naturally capable of causing a response while, Conditioned
stimulus (CS) a stimulus that produces a learned reaction through association over
time.
2. People react to other, similar stimuli in much the same way as they responded to an
original stimulus. What is this phenomenon, and how does it work?
- A stimulus generalization called a halo effect, the halo effect is a cognitive bias
that causes people’s opinion of something in one domain to influence their
opinion of it in other domains. For example, A drugstore’s bottle of private-brand
mouthwash that is deliberately packaged to resemble Listerine mouthwash may
evoke a similar response among consumers, who assume that this “me-too”
product shares other characteristics of the original. Indeed, consumers in one
study on shampoo brands tended to rate those with similar packages as similar in
quality and performance as well.
3. What are the dangers of advertising wear-out, and how might a marketer avoid it?
- Advertising wear-out occurs when, at some level of repetition, the customer's
affective response is either no longer positive or shows a significant decline.
Wear-out can also be a hazard, causing negative customer attitudes. Aggressively
communicating with your customers does not always lead to poor or deteriorating
relationships. But unless media carefully planned and executed, it may ruin the
opportunity to build long-term customer equity. To avoid wear-out, marketers
frequently develop and rotate a pool of advertisements that employ different
executions but convey the same basic message and claims.
4. Advertisers like to use celebrities and well-known faces to help promote their products
and services. Is this a good idea?
- I can say that it is a good idea because people tend to follow their idols and what
their idols are promoting. Some people use a certain product because the celebrity
they like was the promoter. Celebrities in advertising build brand awareness, and
they build it much more quickly than traditional types of advertising. Brand
awareness measures the percentage of people who are familiar with a particular
brand. And the use of a local celebrity can do much to enhance consumers'
awareness and understanding of what a small business offers.
5. Why are brand marketers concerned with stimulus discrimination?
- Stimulus discrimination is the ability of the consumer to detect differences in
levels of a stimuli. Consumers who have experience in a product category are able
to notice small differences between the features of many brands. Also, marketers
 want consumers to distinguish their brand from competitor brands. For example:
it is important that consumers are able to distinguish between my brand’s shape of
packaging, and its differences in taste or price.
6. What is the major difference between behavioral and cognitive theories of learning?
- The main difference between behavioral and cognitive learning theories is
that behavioral learning theory only focuses on external
observable behavior while cognitive learning theory focuses on internal mental
processes. Behavioral learning theories assume that learning takes place as the
result of responses to external events. According to the behavioral learning
perspective, the feedback we receive as we go through life shapes our
experiences. Similarly, we respond to brand names, scents, jingles, and other
marketing stimuli because of the learned connections we form over time. Unlike
behavioral theories of learning, cognitive learning theory approaches stress the
importance of internal mental processes. This perspective views people as
problem-solvers who actively use information from the world around them to
master their environments. Supporters of this view also stress the role of creativity
and insight during the learning process.
7. Name the three stages of information processing as we commit information about
products to memory.
- First stage, encoding stage, information enters in a way the system will recognize.
- Second stage, the storage stage, we integrate this knowledge with what is already
in memory and “warehouse” it until it is needed.
- Third stage, the retrieval, where access the desired information.
8. What is external memory, and why is it important to marketers?
- External memory is memory that uses cues from the environment to aid
remembrance of ideas and sensations. When a person uses something beside
his/her own internal memory tricks, traits, or talents to help him/her remember
certain events, facts, or even things to do, the person is using an external
memory aid. The grocery-shopping list is a good example of a powerful external
memory aid. When consumers use shopping lists, they buy approximately 80
percent of the items on the list. The likelihood that a shopper will purchase a
particular list item is higher if the person who wrote the list also participates in the
shopping trip. This means that if marketers can induce consumers to plan to
purchase an item before they go shopping, there is a high probability that they
will buy it.

9. How can marketers use sensory memory?

- The senses play a key role in consumer perceptions and exert a powerful
influence over buying decisions. Marketers have long sought to integrate the
senses into brand communications, albeit generally in a limited and partial way.
Today, sensory marketing is recognized as an essential tool for strengthening the
connection between brand and consumer by stimulating all the senses and
generating emotions. Sensory marketing leverages all five senses to influence
 perceptions, memories, and learning processes, with the aim of manipulating
consumers’ motivations, desires, and behavior. The goal is to create a sensory
experience that strengthens the connection with users through a process that
involves both the rational and the emotional parts of the brain, although to varying
degrees. As part of this process, the subconscious component facilitates automatic
decision-making and behaviors on the basis of lessons learned through past
experiences.
10. What advantages does narrative bring to advertising?
- A narrative, or a description of a product that is written as a story, is often an
effective way to convey product information. Our memories store a lot of the
social information we acquire in story form; it’s a good idea to construct ads in
the form of a narrative so they resonate with the audience. Narratives persuade
people to construct mental representations of the information they see or hear.
Pictures aid in this construction and allow us to develop more detailed mental
representations.
11. List the three types of memory and explain how they work together.
- Sensory Memory- stores the information we receive from our senses. This storage
is temporary; it lasts a couple of seconds at most. For example, a man who walks
past a donut shop gets a quick, enticing whiff of something baking inside.
Although this sensation lasts only a few seconds, it is sufficient to allow him to
consider whether he should investigate further. If he retains this information for
further processing, it transfers to short-term memory.
- Short-term Memory- also stores information for a limited period of time, and it
has limited capacity. Similar to a computer, this system is working memory; it
holds the information we are currently processing. Our memories can store verbal
input acoustically (in terms of how it sounds) or semantically (in terms of what it
means).
- Long-term Memory- is the system that allows us to retain information for a long
period of time. A cognitive process of elaborative rehearsal allows information to
move from STM into LTM. This involves thinking about the meaning of a
stimulus and relating it to other information already in memory. Marketers assist
in the process when they devise catchy slogans or jingles that consumers repeat
on their own.
12. How is associative memory like a spider web?
- Associative memory works Incoming information gets put into nodes that connect
to one another (if you have not guessed, this is also why we call cyberspace the
World Wide Web). When we view separate pieces of information as similar for
some reason, we chunk them together under some more abstract category. Then,
we interpret new, incoming information to be consistent with the structure we
have created.
13. How does the likelihood that a person wants to use an ATM machine relate to a schema?
- The desire to follow a script or schema helps to explain why such service
innovations as automatic bank machines, self-service gas stations, or "scan-your-
 own" grocery checkouts have met with resistance by some consumers, who have
trouble adapting to a new sequence of events. And also, older customer may
prefer to discuss their banking options with a living breathing teller vs. a
computer. Their beliefs reflect the time period where people had to go inside a
bank.
14. Why does a pioneering brand have a memory advantage over follower brands?
- Some evidence indicates that information about a pioneering brand (the first
brand to enter a market) is more easily retrieved from memory than follower
brands because the first product's introduction is likely to be distinctive and, for
the time being, no competitors divert the consumer's attention.
15. If a consumer is familiar with a product, advertising for it can work by either enhancing
or diminishing recall. Why?
- As a rule, prior familiarity with an item enhances its recall. This is one of the
basic goals of marketers who are trying to create and maintain awareness of their
products. The more experience a consumer has with a product, the better use he or
she is able to make of product information. However, there is a possible fly in the
ointment: As noted earlier in the chapter, some evidence indicates that extreme
familiarity can result in inferior learning and recall. When consumers are highly
familiar with a brand or an advertisement, they may attend to fewer attributes
because they do not believe that any additional effort will yield a gain in
knowledge.
16. Why are retro brands so popular? What is the key ingredient that makes them successful?
- They are as popular as they transport consumer to a simple and cheery place and
time through the development of well conceiving and executing licensing
program style which ensure they appeal to the current generation. Marketing is
the key ingredient that makes this brand successful, Retro uses Nostalgia
Marketing that blends well with Millennial and taps into positive cultural
memories from previous decades, designed to drive energy to modern campaign.
17. What is a schema? Give an example.
- A schema is a cognitive framework we develop through experience. We encode
information more readily when that information is consistent with an existing
schema. A schema is a cognitive structure in memory representing a person's
knowledge of a stimulus, which can include people's perceptions of themselves,
other people, products, roles and occupations, and the situations they face.
For example, if your schema for black people is that they eat a lot of fried
chicken, then this Church's chicken commercial will reinforce that schema.
18. How would you explain the terms salience and recall?
- Salience is the prominence of a brand in memory while recall is the process of
retrieving information from memory; in advertising research, the extent to which
consumers can remember a marketing message without being exposed to it during
the study.
19. How do different types of reinforcement enhance learning? How does the strategy of
frequency marketing relate to conditioning?
 - Depending on the type of reinforcement, customers will learn to associate certain
feelings to the effect the marketers create. For instance, a lot of beer companies
show their happy customers in parties on the beach or at a bar. This is positive
reinforcement, where customers want to embody the behavior. Conditioning does
not happen on the first time; it is a process that happens over time. Explains why
the TV and radio will play commercials over and over until you never want to buy
them anyway.
20. How does learning new information make it more likely that we’ll forget things we’ve
already learned?
- Retroactive interference refers to learning new responses to stimuli that replace
old reactions / response associations. Hold info in memory nodes with links to
connect and form interpretations. The more link, the more likelihood of
understanding. As we learn new responses, stimulus loses its effectiveness in
retrieving the old response.