Learning and Memory Flashcards
What is learning
A relatively permanent change in behaviour caused by experience
Behavioural learning theories focus on…
stimulus response connections.
Cognitive theories focus on…
consumers who are problem solvers who learn when through observation.
What is classical conditioning?
two stimuli (conditioned and unconditioned) cause a response.
what is advertising wear out?
when a piece of information cease to be relevant because it no longer resonates with the target market.
what is stimuli generalisation?
stimuli similar to a conditioned stimulus evokes similar response.
what is stimulus discrimination/
the ability to distinguish between two stimuli (which may be very similar) and decide to respond to one and not the other
what is instrumental conditioning?
learning behaviours that produce positive outcomes and avoid those that cause negative outcomes.
what are the four learning outcomes?
Positive Reinforcement, Negative Reinforcement, Extinction and Punishment.
examples of modelling.
Overt, covert and verbal modelling
what the appropriate observational learning model?
attention, retention, motivation, action, observational learning.
