MCS 2600 Lecture Notes - Lecture 5: Campbell Soup Company, Reinforcement, Umbrella Brand

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Khalil Rohani

Document Summary

Consumer learning: is a process that evolves and changes as consumers acquire knowledge from experience, observation and interactions with others and newly acquired knowledge affects future behavior. Learning consists of 4 elements: motivation, cues, response, reinforcement. Cognitive associative learning: the acquisition of new knowledge about the world. Advertising wear-out: when a consumer becomes aware of numerous exposures and attention and retention decline. Three hit theory: first exposure is to make consumers aware, second exposure is to make the relevance of the product, third exposure is to remind of the benefits. Repetition: increases association between the unconditioned stimulus and the conditioned. Stimulus generalization: responding the same way to two different stimuli. Stimulus discrimination: the selection of specific stimulus from among similar stimuli: positive, negative: Product line and product form extensions: line refers to the addition of related items to an established brand, form refers to the same product in a different form under the same name.