Chapter 7 - observational learning and information processing

Question 1

Define observational learning

Answer 1

individuals learn behaviour by observing the behaviour of others and the consequences of such behaviour.
Observe how others behave in response to certain situations (stimuli) and the results (reinforcement) that occur, and they imitate (model) the positively reinforced behaviour when faced with similar situations.

Question 2

What is cognitive learning theory?

Answer 2

The kind of learning most characteristic of humans is problem solving which enable humans to gain some control over their environment. Involves complex mental processing of information and emphasises role of motivation in producing desired response.

Question 3

Describe how consumers store information

Answer 3

Sensory store:
• Each sensor receives piece of information and transmits to brain in parallel where pieces are synchronised into single image. This image lasts just a second or two in the sensory store and if not processed is lost immediately. Each image assigned a value, difficult for marketers to make lasting impression.
Short-term store: (working memory)
• Stage of real memory in which information is processed and held for a brief period. If rehearsed it is transferred to long-term store. Limited to about 4 items
Long-term store:
• Information retained for extended periods. Possible to forget information within few minutes though.