COM 362 Chapter Notes - Chapter 3: Brand Equity, Reinforcement, Umbrella Brand

• School: University of Victoria
• Department: Commerce
• Course: COM 362
• Professor: H A R D I S T Y, D A V I D

Document Summary

Learning = change in behaviour caused by experience. It covers both, simple associaions between a simulus and a concept and a complex series of cogniive aciviies. Learning = result of external events (no internal thought process). This view is represented by classical condiioning and instrumental condiioning. Classical condiioning is a form of associaive learning (associaions between simuli are simple), repeiion increases the strength of the associaions and prevents decay of the associaions in memory. Adverising wearout (consumers no longer pay atenion to the markeing simulus) Simulus generalizaion: tendency of simuli similar to cs evoke similar condiioned responses (strategies to use simulus generalizaion: family branding (diferent product lines), product-line extensions, licensing, look-alike packaging (consumer confusion can be a (legal) problem)) Simulus discriminaion: if a simulus similar to cs is not followed by a ucs, reacions are weakened and inally disappear. Exincion can occur if the ucs or the cs is encountered without the other simulus too oten.