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Consumer Behavior Finals > Learning, Memory, and Knowledge > Flashcards

Learning, Memory, and Knowledge Flashcards

1
Q

What is Learning?

A

The process of acquiring new information and knowledge about products and services for application to future behavior

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2
Q

What are the two types of learning?

A
  1. Cognitive learning theory
  2. Behavioral learning theory
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3
Q

What is Memory?

A

As the persistence of learning, memory enables past experience and learning to influence current behavior

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4
Q

What is Cognitive learning theory?

A

Learning based on mental activity, such as thinking, reasoning, and problem-solving

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5
Q

In cognitive learning theory, we learn not only by trial and error but by…

A
  1. Searching for informaiton
  2. Evaluating for information
  3. Making a decision about what is best for us
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6
Q

What is Behavioral learning theory?

A

Learning takes place as the result of responses to external events

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7
Q

What are the two types of conditioning under behavioral learning theory?

A
  1. Classical conditioning
  2. Operant conditioning
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8
Q

What is Knowledge?

A

Knowledge is created when a person makes associations between concepts. Thinking about two things repeatedly strengthens the association

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9
Q

What is Classical conditioning?

A

A learning theory centered on creating associations between meaningful objects or ideas to elicit the desired response

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10
Q

What are the different types of applications of classical conditioning?

A
  1. Forward conditioning
  2. Backward conditioning
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11
Q

What is Forward conditioning?

A

Brand predicts the positive, unconditioned stimulus

It is most effective for learning the association

Occurs when the neutral stimulus appears before the presentation of the unconditioned stimulus (celebrity)

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12
Q

What is Backward conditioning?

A

The positive unconditioned stimulus predicts the conditioned stimulus of the brand

It is less effective for learning the association due to the pre-exposure effect

Involves the presentation of the neutral stimulus after the unconditioned stimulus

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13
Q

What is the Pre-exposure effect?

A

An unconditioned stimulus previously encountered without pairing will not be effectively linked to a conditioned stimulus

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14
Q

What is operant conditioning?

A

Using outcomes of behaviors to create positive or negative associations

Associating your behavior with its consequences

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15
Q

How does operant conditioning differ from classical conditioning?

A
  1. We control our own behaviors in operant conditioning
  2. We don’t control events in classical conditioning as behavior occurs as an automatic response to stimuli
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16
Q

Which conditioning is more active learning?

A

Operant conditioning

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17
Q

What causes operant conditioning?

A
  1. Reinforcement
  2. Punishment
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18
Q

What is Reinforcement?

A

Any event that increases the frequency of the preceding event

19
Q

What are the types of reinforcements?

A

Positive reinforcement:
When consumer engages in behavior something good happens

Negative reinforcement: When consumer engages in behavior, something bad stops happening

20
Q

What is Punishment?

A

Opposite of reinforcement; attempts to decrease behavior, when consumer engages in the behavior, something bad happens

21
Q

How does operant conditioning work?

A

Over time, associate some behaviors with positive consequences and some with negative consequences

The consequences of behaviors are stored in memories

22
Q

What is Memory?

A

A process of acquiring information and storing it over time so that it will be available when we need it

23
Q

3 important concepts of memory

A

Memory:
Storage facility

Encoding:
Transferring information into memory

Retrieval:
Remembering and accessing what is stored in memory

24
Q

What are the 3 types of memory?

A
  1. Sensory memory
  2. Short-term memory (STM)
  3. Long-term memory (LTM)
25
Q

Explain Sensory memory

A

Information that comes in through our senses

We retain impressions of sensory information after the original stimulus has ceased, but it is very short-lived

26
Q

The relationship between STM and LTM is similar to the computer’s…

A

RAM (STM) and Hard Disk Drive (LTM)

27
Q

Explain Short-term memory

A

Currently activated portion of memory with limited capacity and short-lived.

If encoding occurs, it becomes the door to long-term memory

28
Q

Explain Long-term memory

A

Permanent stored knowledge with a very large storage capacity; information is never lost but sometimes can’t be found

29
Q

Different types of LTM

A

Declarative:
Explicit and conscious information

Non-declarative:
Implicit and non-conscious information

30
Q

2 Types of memory in declarative memory

A

Episodic memory:
Knowledge about ourselves & our own experiences

Semantic memory:
Facts and general knowledge unrelated to specific episodes in our life’s history

31
Q

2 Types of memory in non-declarative memory

A

Associative:
New associations that are learned based on stimuli and response

Non-associative:
Repetition leads to low-level processing of the same stimuli and ease of activation
Habituation and sensitization

32
Q

2 Types of associative memory

A

Procedural memory:
Knowledge about how to do things

Conditioning:
The result of responses to external events stimuli

33
Q

What is knowledge structure?

A

How do consumers organize their knowledge in LTM?

34
Q

What are Associative networks?

A

Consumers store concepts, feelings, categories, and events in nodes, and these nodes are connected to each other; each knowledge can become a node

35
Q

How are the links in networks created?

A

Through learning and experience

36
Q

What is Spreading activation?

A

When one node is activated, this activation spreads along links to related concepts

37
Q

What are the 4 characteristics of memory

A
  1. Transience
  2. Absent-mindedness
  3. Blocking
  4. Misattribution (or confusion)
38
Q

What is Transience?

A

Forgetting over time

39
Q

What is Absent-mindedness

A

Forgetting as a result of shallow or superficial processing during encoding or retrieval

40
Q

What is Blocking?

A

Retrieval failure due to interference from related information stored in memory

  1. Tip of the tongue effect
  2. Ugly sister effect
41
Q

What is Ugly sister effect?

A

The ‘ugly sisters’, which are the incorrect information, tries to overshadow the correct information

42
Q

What can create Misattribution?

A

Source confusion:
remembering a fact and forgetting the source

Feelings of familiarity:
Confusing feelings of familiarity with fame, confidence, etc.

False memories:
The tendency to remember items or events that never happened

43
Q

What is Elaboration rehearsal?

A

Process that involves thinking about a stimulus and relating it to information already in memory

Consumer Behavior Finals (12 decks)

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