Learning & Memory Flashcards
What is vicarious learning?
learning by observing the behaviours of others
What is incidental learning?
casual, unintentional learning
what is classical conditioning?
when an conditioned stimulus (eg. a brand name) that does not originally elicit a response is paired with a conditioned stimulus (eg. a catchy jingle) that elicits a response, therefore resulting in the solo CS to produce a response
what is instrumental conditioning?
when an individual learns to perform behaviours that produce positive outcomes and avoid those that yield negative outcomes
How does repetition impact learning?
Increases conditioning and learning; prevents decay
What is stimulus generalization?
the tendency for stimuli similar to a conditioned stimulus evoke similar unconditioned responses (eg. look a-like packaging – bounty vs Island bar)
What is stimulus discrimination?
a stimulus similar to a conditioned stimulus that is not followed by a response - consumers do not make any generalizations
What is an example of a conditioned stimulus?
a brand name
What is an example of an unconditioned stimulus
a catchy jingle
does backwards conditioning work? Does it matter which order the CS and UCS is presented?
NO - it absolutely matters. Showing a brand name and then the jingle will NOT WORK
What are 3 ways instrumental conditioning can occur?
- positive reinforcement
- negative reinforcement
- punishment
- extinction
How is positive reinforcement different from negative reinforcement?
positive reinforcement is happy, gives gifts & perks.
negative reinforcement is sad, encouraging consumers to avoid a negative outcome
What are the 4 reinforcement schedules and an example of each?
- fixed interval - seasonal sales
- variable interval - secret shoppers
- fixed ratio - rewards cards
- variable ratio - slot machines
What is cognitive learning?
internal mental processes and problem solving
what is observational learning?
modelling other’s behaviour after viewing the rewards and punishments others receive
What is the memory process?
external inputs > encoding (info placed into memory) > storage (retained in memory) > retrieval (stored info is found as needed)
What is the memory system?
- sensory memory (temporary storage of sensory info)
- attention (info transferred to short term memory)
- short term memory (brief storage of info currently used)
- elaborative rehearsal (meaning is considered & transferred to long term)
- long term (relatively permanent)
What is chunking?
combining small pieces of info into larger ones
What is dual coding?
having 2 different sensory stimuli available for coding (scent & taste, touch & sound)
What are associative networks (of related information)?
- knowledge structures of interconnected nodes
- word association
What is an evoked set? Why is it important for a brand to be in a consumer’s evoked set?
- the group of brands recalled
- a brand can not be chosen if it is not in the evoked set
What factors can influence retrieval?
- physiological (age)
- situational (viewing environments, brand names, brand novelty)
What is proactive interference?
when previously learned info interferes with recent info
What is retroactive interference?
when recently learned info interferes wit prior learning
How do we measure memory for marketing stimuli?
measure recognition vs recall ability
What is different between recognition and recall?
recognition is remembering with the help of a prompt, recalling is without
