Consumer Learning Flashcards
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Learning defined
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obvious
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Elements of consumer learning (motivation, cues, response, reinforcement)
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motivation- driving force that compells consumers to buy things
cues- stimuli that direct purchasing motives
response-how they react to a cue
, reinforcement- increase likelyhood that a specific repsonse will occur
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Classical conditioning (Pavlovian conditioning)
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his example was dog ring bell dog trear
unconditioned meatpaste
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Strategic applications of classical conditioning (repetition, stimulus generalization, stimulus differentiation)
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repetition- increases stenght of association of condition stimulas and unconditioned stimulas and slows forgetting
stimullas generalization, - dog salivates to bell as well as keys
stimulus differntiation- discrimination- opposite of generalization abilility to select a specigic stimulus among other stimuli because of perceived differences
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Instrumental conditioning (positive reinforcement, negative reinforcement, extinction and forgetting, reinforcement)
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positive reinforcement- consists of events that strenghen the likelyhood of a specific responce . shampoo that makes your hair shine, will cause you to buy it again
negative reinforcement-
extinction and forgetting- when a learned response is no longer reeniforced it is extinct
forgetting- a couple who eats at a favorite resturawnt will forget how good it was
reinforcement- a good experience makes u go back reguardless of what u were there for…
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Basics of cognitive learning<!--EndFragment-->
how consumers store and retrive information
information processing,
sensory store- the place where all sensory inputs are housed before converting to short-term memory
short term store- the stage in real memory information stored before going into long term memory
long term store-
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Hemispheric lateralization (left brain vs. right brain)
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spilt brain theory-
left brain- human language linear side, reading speaking,attributional informational processing, rational and realistic
right brain- non verbal concepts, non linear, creativeness, imaginationa and plessure, impulsive emotional intituitive
