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)
observational learning:
people watch the actions of others and note the reinforcements they receive for their behaviours (eg. modelling, vicarious learning, violence and children)
cognitive learning theory
stresses the importance of internal mental processes and views people as problem solvers who actively use information from the world around them to master their environment.
Observational learning
attention, retention, production processes, motivation, observational learning
memory
acquiring information and storing it over time so that it will be available when needed.
encoding
we encode information to help us retain it later. (sensory meaning, semantic meaning, personal relevance)
associative networks
propose that an incoming piece of information is stored in an associate network, consumer has organized systems of concepts relating to brands, stores, manufacturers.
spreading activation
meaning can be activated indirectly.
meaning types associated with nodes:
- brand specific
- ad specific
- brand identification
- product category
- evaluative reactions
individual nodes
meaning concepts
two ore more connected nodes
proposition (complex meaning)
two or more propositions
schema
retrieval for purchase decision
process of accessing information from long-term memory factors.
appropriate factors/cues related to retrieval
- state dependent retrieval/mood congruence effect
- familiarity
- salience and recall effect
- visual memory versus verbal memory
cue of the cloud effect
connection between the online environment and the physical store that impacts memory and purchase
factors influencing forgetting
- decay
- interference
- retroactive versus proactive
- part-list cueing effect
