| Accessibility | The likelihood and ease with which information can be recalled from LTM.
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| Advertising wearout | An effect where too much repetition causes consumers to actively shut out the message, evaluate it negatively, or disregard it.
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| Analogical reasoning | Occurs when a consumer uses an existing knowledge base to understand a new situation or object.
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| Analytical reasoning | The most complex form of cognitive learning.
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| Brand equity | The value consumers assign to a brand above and beyond the functional characteristics of the product.
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| Brand image | The schematic memory of a brand.
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| 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.
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| 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.
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| Cognitive learning | Encompasses all the mental activities of humans as they work to solve problems or cope with situations.
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| Concepts | Abstractions of reality that capture the meaning of an item in terms of other concepts.
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| Conditioning | Learning based on the association of a stimulus (information) and response (behavior or feeling).
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| 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.
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| Episodic memory | The memory of a sequence of events in which a person participated.
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| Explicit memory | Characterized by the conscious recollection of an exposure event.
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| 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.
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| High-involvement learning | A situation in which the consumer is motivated to process or learn the material.
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| Iconic rote learning | The association between two or more concepts in the absence of conditioning.
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| Imagery | Involves concrete sensory representations of ideas, feelings, and objects.
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| Implicit memory | Involves the nonconscious retrieval of previously encountered stimuli.
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| Learning | Any change in the content or organization of long-term memory or behavior.
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| Long-term memory | An unlimited, permanent storage.
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| Low-involvement learning | A situation in which the consumer has little or no motivation to process or learn the material.
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| 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.
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| 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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| Modeling | Occurs when consumers observe the outcome of others' behaviors and adjust their own accordingly.
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| Operant conditioning | Or instrumental learning differs from classical conditioning primarily in the role and timing of reinforcement.
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| Perceptual mapping | Takes consumers' perceptions of how similar various brands or products are to each other and relates these perceptions to product attributes.
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| Product positioning | A decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.
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| Product repositioning | A deliberate decision to significantly alter the way the market views a product.
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| Pulsing | frequent (close together) repetitions used any time it is important to produce widespread knowledge of the product rapidly.
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| Punishment | Any consequence that decreases the likelihood that a given response will be repeated in the future.
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| Reinforcement | Anything that increases the likelihood that a given response will be repeated in the future.
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| Retrieval failure | Happens in cognitive learning when information that is available in LTM cannot be accessed, that is, retrieved from LTM into STM. Also called forgetting.
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| Schema | A complex web of associations.
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| Scripts | Memory of how an action sequence should occur.
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| Self-referencing | Indicates that consumers are relating brand information to themselves.
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| Semantic memory | The basic knowledge and feelings an individual has about a concept.
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| Shaping | The process of encouraging partial responses leading to the final desired response.
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| Short-term memory | A limited capacity to store information and sensations.
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| Stimulus discrimination | The process of learning to respond differently to similar but distinct stimuli.
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| Stimulus generalization | Often referred to as the rub-off effect, occurs when a response to one stimulus is elicited by a similar but distinct stimulus.
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| Vicarious learning | Occurs when consumers observe the outcomes of others' behaviors and adjust their own accordingly.
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