Learning And Memory Flashcards
What is the learning process?
A relatively permanent change in behaviour that is cause by experience
What are behavioural learning theories?
Classical conditioning
Stimulus generalization
Stimulus discrimination
Instrumental conditioning
What are cognitive learning theories?
Observational learning
What is classical conditioning?
When a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Overtime, the second stimulus causes a similar response.
What is stimulus generalization?
Tendency of stimuli similar to a conditioned stimulus to evoke similar conditioned responses.
What are different ways brands use stimulus generalization?
Family branding -> umbrella brand
Product line extensions -> Coca Cola/coke diet
Licensing -> Disney, frozen shampoo
Look-alike packaging-> copycat products
What is stimulus discrimination?
Similar stimuli do not evoke similar response
Makes one brand look bad and one even better
What is a strategy for brands that use stimulus discrimination?
Copycat product and make it cheaper than rival
What is instrumental conditioning?
Individual learn to perform behaviours that produce positive outcomes and avoid those that yield negative outcomes
What is positive reinforcement? Examples?
Positive reinforcement is when someone is given something related to their good action. Ei. Study hard = good grades
What is negative reinforcement? Examples?
Negative reinforcement is when someone execute a behaviour to avoid something else. Ei. Putting on deodorant to avoid smelling and getting humiliated.
What is extinction?
The removal of positive event weakens responses, which are no longer followed by positive outcomes. They learn that behaviour does not lead to previous reward so they stop the behaviour
What is punishment?
Negative event weakens responses, which are then followed by negative outcomes. Consumer learns not to perform responses leading to punishment
What are the different types of reinforcement schedule? Examples for each?
Fixed-interval (seasonal promotion, getting paid)
Variable interval (flash sales, video games)
Fixed ratio (loyalty card)
Variable ratio (gambling, lottery)
What can the skimer rat experiment tell us?
Variable ratio are more rewarding and motivating. Joy comes from the inability to predict.
