Memory and learning Flashcards
Declarative System
Long-term memory
Episodic knowledge, autobiographic knowledge, semantic knowledge
Consciously available
Non-declarative system
Long-term memory Perceptual knowledge (form of an object) procedural knowledge (conditioning)
working memory
Central execution
Subsystems: phonologic loop (Sprache wird in Laute umgewandelt); visual-spatial, episodic puffer
Sensory register
visual, auditive, haptical,
Associations
Associations are ALWAYS POSITIVE
Negations always require energy and motivation
Creation of synopsis through learning
Bigger, faster, new way
Associative network:
Associative network: activation can be automatic and unknowingly wondering between the knots.
Taxonomic knowledge structure:
Taxonomic knowledge structure: pro positional knowledge the about a relationship between objects. Controlled and deliberate processing is required for the assignment of an object in the taxonomy.
Recognition versus recall:
Recognition versus recall: recall is way more difficult and needs way more resources
Type of memory contents:
Type of memory contents: Real objects (therefore sales with touch are increased) can be remembered better than pictures. Pictures are easier to remember then text.
Processing depth:
Processing depth: do not only remember the content but also on the reason, why you remember it.
Context dependency:
Context dependency: remembering the context for the memory provides tremendous help for remembering
Intrusion effects:
Intrusion effects: if there is a gap in the memory, the missing information gets reconstructed ad hoc.
Memory performance is context based:
Memory performance is context based:
People learn the contexts, in which they learn.
Emotional feelings are strongly stored
Primacy effect:
Primacy effect: gets explain by saved memory that already exists in the long-term memory
Recency effect:
Recency effect: gets explained by memory which still exists in the short-term memory (working memory)
Memory and affective judgment: mere exposure effect:
Memory and affective judgment: mere exposure effect:
The simple exposition to an object raises the preference for this object —> facilitated categorization through an increase in processing fluency
Smells
Smells are extremely emotional / bad tastings can last forever in the memory
Amygdala:
Amygdala: emotions are the strongest memory filler (Flashbulb memories)
Hippocampus:
Hippocampus: transfers memory from the short-term to the long-term.
REM-Sleep:
REM-Sleep: small part of our daily sleep doses is the REM sleep. Over our lifetime the percentage of sleep gets reduced dramatically. But the REM phase gets reduced even more.
Classical (evaluated) conditioning
Classical (evaluated) conditioning (Stimulus —> Stimulus): emotional advertisement, often shown (Pavlov Dog)
Measure and delete phase only shows the effective time.
operant (instrumental) conditioning (Reaction —> Effect):
operant (instrumental) conditioning (Reaction —> Effect):
own behavior leads to positive emotions (bonus programs)
Operant conditioning of consumer behavior
Positive reinforcement: prison positive consequences (increase the probability of behavior —> has to be surprised)
Negative reinforcement: remove aversive
consequences(Increases the probability of behavior)
Extinction: Neutral consequences occure (decreases the probability of behavior)
Punishment: present aversive consequences (Decreases the probability of behavior)
Continues reinforcement schedule:
Continues reinforcement schedule: after every single behavior and amplifier is presented (expensive)
Fixed ratio schedule:
Fixed ratio schedule: and amplifiers presented after every n-times behavior.
Variable ratio schedule:
Variable ratio schedule: an amplifier is presented in random order (empirical shown that this one has a high delete resistance —> people react strongly on surprises)
Shaping:
Shaping: consumer behavior often requires a whole chain of behaviors. To amplify every single step is called shaping.
Discriminative stimuli:
Discriminative stimuli: signals the consumer a certain contingency between behavior and rewards
Learning by the model:
Learning by the model: observing others who are rewarded or being punished for their behavior is almost as efficient for the operant learning has their own experience (often used in advertisement)
Single conditioning
Single conditioning (Reuss Puma / Reuss Puma / Reuss Puma) —> Risky
Multiple conditioning
Multiple conditioning (Reuss Puma / Baine Puma / Jordan Puma) —> more stable and delete resistant.
Conditioning sequence
Conditioning sequence
Simultaneously (effective —> unconscious conditioning)
(effective) Sequential (Puma —> Reuss; evolutionary: something neutral leads to something emotional)
(uneffective) Sequential (Reuss —> Puma; evolutionary: something emotional leads to something neutral)
Neuro-scientific research on learning processes
Neuro-scientific research on learning processes
MRT only shows activation relative to one single dimensional control condition (not absolute)
With practice: the brain tries to safe resources and tries to do regular tasks automatically. (Foundation of heuristics)
Cortical discharge:
Cortical discharge: weak brand (Sanofi) - strong brain activity versus strong brand(Coca-Cola) - low brain activity —> evolutionary: no brain activity needs list resources, which we think is positive.
