MKTG 350 Test 3: Chapter 9 Learning, Memory & Product Positioning

 Importance
 Message Involvement
 Mood
 Reinforcement
 Punishment
 Repetition
 Imagery
 High imagery fords leave a dual code in memory

~ Value consumer places on information to be learned.
~ Differentiates high-involvement learning from low-involvement learning.

, e.g., AFLAC or Energizer Bunny 

PositiveMoodEnhancesRelationalProcessing 

Pleasant or desired consequence.

Removal or avoidance of an unpleasant consequence.

Opposite of reinforcement; any consequence which decreases the
likelihood that a given response will be repeated in the future.

 Increases the strength and speed of learning.
 Effects directly related to the importance and reinforcement.

?: (1) Verbal & (2) Pictorial

Total accumulation of prior learning experiences.

 Very Limited Capacity
 “Working Memory”
 Maintenance Rehearsal –
 Elaboration –

Continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferral to long-term memory.

The use of previously stored experiences, values,
attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.

 Unlimited, Permanent Storage
 Semantic Memory
 Episodic Memory
 Schematic Memory
 Script

 Procedure for doing various things learned over time
 E.g., restaurant ?:
 make reservation  travel to restaurant  await seating  order drinks  study menu  order  have dessert and/or coffee  pay check and leave tip