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    Chapter 3 - My Solomon - Learning

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    garimadhamija02
    This document discusses learning and memory processes. It covers the learning process, methods of learning including active, incidental, vicarious and observational learning. It then discusses behavioral learning theories including classical and operant conditioning. Classical conditioning involves pairing a stimulus to elicit a response, like Pavlov's dog experiment. Operant conditioning is about rewarding desired behaviors through reinforcement. Cognitive learning theory views learning as an internal mental process where people learn through observation and modeling behaviors. The document also covers memory systems including sensory memory, short-term memory and long-term memory. It discusses encoding, storing and retrieving information from memory and factors that influence remembering and forgetting.

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    Chapter 3 - My Solomon - Learning

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    garimadhamija02
    142 views35 pages
    This document discusses learning and memory processes. It covers the learning process, methods of learning including active, incidental, vicarious and observational learning. It then discusses behavioral learning theories including classical and operant conditioning. Classical conditioning involves pairing a stimulus to elicit a response, like Pavlov's dog experiment. Operant conditioning is about rewarding desired behaviors through reinforcement. Cognitive learning theory views learning as an internal mental process where people learn through observation and modeling behaviors. The document also covers memory systems including sensory memory, short-term memory and long-term memory. It discusses encoding, storing and retrieving information from memory and factors that influence remembering and forgetting.

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    This document discusses learning and memory processes. It covers the learning process, methods of learning including active, incidental, vicarious and observational learning. It then discusses behavioral learning theories including classical and operant conditioning. Classical conditioning involves pairing a stimulus to elicit a response, like Pavlov's dog experiment. Operant conditioning is about rewarding desired behaviors through reinforcement. Cognitive learning theory views learning as an internal mental process where people learn through observation and modeling behaviors. The document also covers memory systems including sensory memory, short-term memory and long-term memory. It discusses encoding, storing and retrieving information from memory and factors that influence remembering and forgetting.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    142 views35 pages

    Chapter 3 - My Solomon - Learning

    Uploaded by

    garimadhamija02
    This document discusses learning and memory processes. It covers the learning process, methods of learning including active, incidental, vicarious and observational learning. It then discusses behavioral learning theories including classical and operant conditioning. Classical conditioning involves pairing a stimulus to elicit a response, like Pavlov's dog experiment. Operant conditioning is about rewarding desired behaviors through reinforcement. Cognitive learning theory views learning as an internal mental process where people learn through observation and modeling behaviors. The document also covers memory systems including sensory memory, short-term memory and long-term memory. It discusses encoding, storing and retrieving information from memory and factors that influence remembering and forgetting.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 35

    Chapter 3 Learning & Memory

    Solomon text

    Learning Process
    Permanent

    change in behavior Caused by experience On-going process

    Methods to learn
    Active
    Incidental

    learning Vicariously
    observations

    learning
    Without

    trying, unintentional, casual learning

    Behavior Learning Theories


    Assumes

    learning takes place as a result of responses to external environments Stimuli -> Black Box -> Response

    Behavior Learning Theories


    Two

    views: Classical conditioning Instrumental conditioning

    1. Classical Conditioning
    A

    stimulus
    (unconditioned stimuli)

    that

    elicits a response

    (conditioned response)
    (conditioned stimuli )

    is paired with another stimulus

    that does not elicit a response on its own

    Classical Conditioning examples

    Association between stimuli & expectation Pavlovs dog Food Bell drooling // Bell alone = drooling
    Automatically using a credit card when purchasing items.

    Other responses & terms = CC


    Repetition
    Stimulus

    generation Halo effect Masked branding Stimulus discrimination Substitutes

    Marketing applications = BLT


    Distinctive

    brand image Link between product & need Brand equity

    Marketing applications = BLT


    Ad

    wearout
    much repetition)

    (too

    Backward

    conditioning Extinguishing product associations

    Strategies: stimulus generalization


    Family

    branding Product line extensions Licensing Look-alike packaging

    2.

    Instrumental conditioning

    A.

    Operant conditioning

    As

    individual learns to perform behaviors that produces a positive outcome


    Avoids those that yield negative outcomes

    2.

    Instrumental conditioning
    SHAPING
    desired behavior

    B.

    Rewarding

    B.F.

    Skinner & pigeons

    Instrumental learning
    Positive

    reinforcement Negative reinforcement Punishment Extinction

    When positive outcome no longer occurs

    Rules for reinforcements


    Fixed

    interval Variable Fixed ratio Variable ratio

    Example:
    Frequency

    marketing
    Prizes for the more you buy Discover Card

    3.

    COGNITIVE LEARNING THEORY


    Internal

    mental processes View people as problem solvers Actively uses information to master environment.

    3. CLT:
    Conscious

    learning or not? Observational learning


    Modeling

    3. CLT Modeling conditions


    Attention

    directed at model Model must be desirable to emulate Must remember what model does & says

    3. CLT Modeling conditions


    Must

    convert information into action Must be motivated to perform actions

    3. CLT : marketing application


    Consumer
    to

    willingness

    make own reinforcement Saves marketers the task


    Consumers
    for

    enjoy using models

    guidance in purchasing

    4. Observational Learning

    We watch others and note reinforcements they receive for behaviors


    Vicarious learning Socially desirable models/celebrities who use or do not use their products

    4. Observational Learning

    Modeling: imitating others behavior

    ATTENTION

    RETENTION

    PRODUCTION PROCESSES

    MOTIVATION

    OBSERVATIONAL LEARNING

    Figure 3.3 (Abridged)

    Stop finish on Friday

    MEMORY in Learning
    Process
    Acquires

    information Stores it over time for access later

    Encoding, storage, retrieval

    MEMORY: Encoding

    Sensory meaning Semantic meaning Episodic memories Flashbulb memories

    Through narrative or story

    Memory Systems
    SENSORY MEMORY SHORT-TERM MEMORY LONG-TERM MEMORY

    ATTENTION

    ELABORATIVE REHEARSAL

    Figure 3.5 (Abridged)

    Memory Systems:

    Sensory memory Short-term memory

    Info passes thru attentional gate, then transferred Retains information for long period of time Catchy slogans & jingles help this

    Long-term memory

    STORING info in Memory

    Multiple-store Activation models of memory


    Knowledge structures Nodes Hierarchical processing model Evoked sets

    Storing info in Memory

    Spreading activation Coding

    Proposition

    Links nodes with chunks of info


    Sequence of events is expected Scripts that guide behavior in commercial environ.

    Script

    Service scripts

    RETRIEVAL from memory


    Info

    accessed from LT memory Influencing factors


    Age Situational variable (e.g. environment) Viewing the environment

    Retrieval: (recall)

    State-dependent retrieval

    If internal state is similar when info learned

    Mood Congruence effect

    Prior Familiarity with item enhances recall Salience of brand (level of prominence)

    Von Restorff Effect Surprise element

    FORGETTING
    Decay Interference Retroactive interference Proactive interference Part-listing cueing effect

    Response bias Memory lapses Facts vs. feelings

    Products as memory makers


    Nostalgia
    Retro

    brand
    version of an historical

    Updated

    brand

    Measuring memory
    Poor

    job of recall Factors:


    Impact

    Recognition (longer) recall

    The end

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