MKT 500 Study Guide - Response Bias, Episodic Memory, Umbrella Brand
Document Summary
Learning: relatively permanent change in behaviour that is caused by experience: experience does not have to affect learner directly; we can learn vicariously by observing events that affect others. Incidental learning refers to casual, unintentional acquisition of knowledge. Behavioural learning theories: assumes learning takes place as the result of responses to external events. This view is represented by two major approaches to learning: classical conditioning. Repeated exposure increases strength of stimulus-response associations and prevent decay of associations in memory. Extinction: occurs when the effects of prior conditioning are reduced and finally disappear: can occur when product is overexposed in the marketplace that original allure is lost. Stimulus generalization: tendency of stimuli similar to a cs to evoke similar conditioned responses. Family branding variety of products capitalize on the reputation of a company name. Product line extensions related products are added to an established brand. Licensing well-known names are rented by others.
