Lecture 3- Learning and Memory, Motivation Flashcards
Learning
refers to a relatively permanent change in behaviour that is caused by experience
learning can take place either:
- vicariously
2. incidentally
processes of behavioural learning
-black box
observable behaviour
classical condition and instrumental conditioning
classical conditioning:
a stimulus that elecits a response is paired with another stimulus that initially does not elicit a response on its own
Pavlov introduced
- unconditioned stimulus
- conditioned stimulus
- conditioned responses
associative learning
consumers learn associations between stimuli in rather simple fashion without more complex processes.
(classical conditioning is a form of associative learning).
Associative learning: Repetition
- repetition increases learning
- more exposure- greater awarness
stimulus generalization
tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses. (eg. licensing, family branding, look-alike packaging)
stimulus discrimination
occurs when a stimulus to a CS is not followed by UCS. (reactions are weakened)
masked branding
deliberately hides a products true origin
brand equity
a brand has strong positive associations in a consumers memory and commands a lot of loyalt as a result
instrumental conditioning (operant conditioning)
the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes (example roll up the rim).
Four types of learning schedules include:
- fixed-ratio
- variable-ratio
- fixed-interval
- variable -interval
frequency marketing
reinforces the behaviour of regular purchasers by giving them prizes with values that increase along with the amount purchased. (pioneered by airlines)
gamification:
involves borrowing from basic principles of game mechanics to motivate consumers across a broad spectrum of behaviours. (eg brand loyalty, social marketing, employee performance)
