Ch. 6 Learning & Memory Flashcards
learning and memory
how we story information and perceive it
behavioural learning theories
stimulus-response connections
cognitive theories
focus on consumers as problem solvers who learn when they observe relationships
learning theories
- those that focus on connections between actions and consequences
- those that focus on understanding complex relationships and problem solving
types of behavioural learning theories
- Classical Conditioning
2. Instrumental Conditioning
Classical Conditioning
associating two different stimuli, one prompts behaviour and the other doesnt
Example of classical conditioning
volvo-safety
red bull - extreme sports
components of classical conditioning
- unconditioned stimulus
- conditioned stimulus
- conditioned response
issues in classical conditioning (3)
- repetition effect
- stimulus generalization
- stimulus discrimination
repetition effect
condition effects are more likely to occur after the conditioned (CS) and unconditioned (UCS) stimuli have been paired a number of times
stimulus generalization
stimuli similar to a CS may evoke similar responses
stimulus discrimination
conditions may also weaken over time especially when a UCS does not follow a stimulus similar to a CS
stimulus generalization startegies (4)
- family branding
- product line extensions
- licensing
- look-alike packaging
instrumental conditioning
learning process where behaviour is controlled by a set of consequences or what will occur (reward based learning)
- learns to produce positive outcomes and avoid negative outcomes
instrumental conditioning (3)
- Positive reinforcement
- Negative reinforcement
- Punishment
extinction
occurs when there is no reinforcement, conditioning is not activated because it is not reinforced, stimulus response connection has weekend
negative reinforcement
when a negative outcome is avoided
type of reinforcement schedules (4)
- fixed interval reinforcement
- variable interval reinforcement
- fixed ratio reinforcement
- variable-ratio schedule
fixed ratio reinforcement
reinforcement only occurs after a fixed number of responses
variable ratio schedule
number of responses needed for a reward varies (slot machine)
observational learning
watch the actions of others and note the reinforcements they receive for their behaviours
5 stages of consumer development
- observing
- making requests
- making selections
- making assisted purchases
- making independent purchases
parental socialization systems (3)
- Authoritarian parents (hostile, restrictive)
- Neglecting parents (detached)
- Indulgent parents (communicate more)
objective knowledge
information stored in memory
subjective knowledge
perceptions of what we know or think we know
information store in our memory
influenced and modified by experience
intrinsic cues
physical attributes
extrinsic cues
less tangible, price, brand name
consumer attitudes have 3 components
- cognitive - beliefs
- affective - emotions
- conative - behavioural intention
positive attitudes achieved be (5)
- celebrity and expert endorsements
- information source, credibility
- opinion formers
- fear
- repetition
activation models of memory
the more effort it takes to process information, the more likely it is information will transfer into long-term memory
spreading activation (5)
- brand-specific (claims)
- Ad-speific
- Brand identification
- Product category
- Evaluative reactions (emotions)
recognition
shown ads, asked if they have seen before
recall
what have they seen
problems with memory measures (3)
- response biases (people tend to say yes)
- memory lapses (omitting facts, inaccurate real of time)
- illusion of truth effect
nostalgia
marketers may resurrect popular characters to evoke fond memories of the past
(good old days)
state-dependent retrieval
better access information if our internal state is the same at the time of recall as when we learned the information
familiarity and recall
- better able to recall messages about items we are familiar with
salience and the von Restorff effect
bias ins remembering the unusual
viewing context
our ability to remember
