Learning, Memory, and Knowledge Flashcards
What is Learning?
The process of acquiring new information and knowledge about products and services for application to future behavior
What are the two types of learning?
- Cognitive learning theory
- Behavioral learning theory
What is Memory?
As the persistence of learning, memory enables past experience and learning to influence current behavior
What is Cognitive learning theory?
Learning based on mental activity, such as thinking, reasoning, and problem-solving
In cognitive learning theory, we learn not only by trial and error but by…
- Searching for informaiton
- Evaluating for information
- Making a decision about what is best for us
What is Behavioral learning theory?
Learning takes place as the result of responses to external events
What are the two types of conditioning under behavioral learning theory?
- Classical conditioning
- Operant conditioning
What is Knowledge?
Knowledge is created when a person makes associations between concepts. Thinking about two things repeatedly strengthens the association
What is Classical conditioning?
A learning theory centered on creating associations between meaningful objects or ideas to elicit the desired response
What are the different types of applications of classical conditioning?
- Forward conditioning
- Backward conditioning
What is Forward conditioning?
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)
What is Backward conditioning?
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
What is the Pre-exposure effect?
An unconditioned stimulus previously encountered without pairing will not be effectively linked to a conditioned stimulus
What is operant conditioning?
Using outcomes of behaviors to create positive or negative associations
Associating your behavior with its consequences
How does operant conditioning differ from classical conditioning?
- We control our own behaviors in operant conditioning
- We don’t control events in classical conditioning as behavior occurs as an automatic response to stimuli
Which conditioning is more active learning?
Operant conditioning
What causes operant conditioning?
- Reinforcement
- Punishment
What is Reinforcement?
Any event that increases the frequency of the preceding event
What are the types of reinforcements?
Positive reinforcement:
When consumer engages in behavior something good happens
Negative reinforcement: When consumer engages in behavior, something bad stops happening
What is Punishment?
Opposite of reinforcement; attempts to decrease behavior, when consumer engages in the behavior, something bad happens
How does operant conditioning work?
Over time, associate some behaviors with positive consequences and some with negative consequences
The consequences of behaviors are stored in memories
What is Memory?
A process of acquiring information and storing it over time so that it will be available when we need it
3 important concepts of memory
Memory:
Storage facility
Encoding:
Transferring information into memory
Retrieval:
Remembering and accessing what is stored in memory
What are the 3 types of memory?
- Sensory memory
- Short-term memory (STM)
- Long-term memory (LTM)
