Memory & Learning Flashcards
Remember definitions
Memory
active mental system that receives, stores, organizes, alters and recovers information (RSOAR)
Mental Representation
is about storing knowledge in memory and accuracy of that information
Language
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Intelligence
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Learning
a relatively permanent change in behaviour which is linked to experience
Short-term memory
stores info for brief periods of times, has limited capacity, deals with currently processed information, people readily recall what is presented either at beginning or end (order effect)
Long-term memory
does not have limited capacity, is infinite, information forms an associative network, information that is grouped together will enhance memory performance
Sensory stores
information received through different input modalities
Repetition
repeating marketing stimuli can increase likelihood of recall as well as strengthen associations between specific attributes and brand names. using different ads to advertise the same brand is more effective.
Pictorial Cues
incorporating pictures will allow products to be more easily remembered if the right cues are used to trigger recall
5 elements of learning
internal drive, cue stimuli, response(internal come together with external), reinforcement(seek positive reinforcement), retention
Aspects of cognitive learning theory
attention; marketer captures consumer’s attention
comprehension; new information is entered into stm and analyzed rapidly whether it interests them
learning; information is elaborated upon with existing store of knowledge
recall and reconstruction; recall may be the gist of message only and reconstructed into cognitive script
feedback; from friends etc.
Social learning theory
learning occurs as a result of observing behaviour of others and consequences of the behaviour observed
