Transcript Learning
Learning and Memory • Learning refers to a relatively permanent change in behaviour that is caused by experience. It’s an ongoing process. » Vicarious learning-social learning & consequences » Incidental learning • Behaviour learning theories assume that learning takes place as a result of responses to external events. – Classical conditioning – Instrumental conditioning • fig.3.1. Ana Oliveira Classical Conditioning • It occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. • Over time this second stimulus causes a similar response because it is associated with the first stimulus • . Ivan Pavlov’s “dog experiments”.-Drooling » A bell (neutral stimulus) conditioned response=CS » dried meat powder - Unconditioned stimulus= UCS • Nervous and automatic system & repetition. • Stimulus generalization: sound similar to a bell/package • Stimulus discrimination: don’t buy imitations Ana Oliveira Instrumental/Operant Conditioning • It occurs as the individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes. • Responses are made deliberately to obtain a goal. • Desired behaviour may be rewarded in a process called Shaping • Frequency marketing. E.g.: B.P cards. Ana Oliveira Instrumental/Operant Conditioning • Instrumental Conditioning occurs in one of three ways: – positive reinforcement (reward) E.g.: Women wearing a perfume receives a complement – Extinction( the learned stimulus-response connection will not be maintained). – negative reinforcement E.g.: women alone on a Saturday night because she did not use the perfume – punishment (not to repeat ) E.g.: Being ridiculed by friends for wearing a not good perfume. Ana Oliveira Cognitive Learning Theory » Importance of internal mental processes (different from behavioural). » People are problem-solvers who actively use information from the world around them to master their environment. » Is learning conscious or not? » School 1) Conditioning occurs because subjects develop conscious hypotheses and then act on them. » School 2) We move toward familiar patterns. Automatic responses. Ana Oliveira Observational Learning • Occurs when people watch the actions of others and note the reinforcements they receive for their behaviours-learning occurs as a result of vicarious rather than direct experience. • Memories are stored for later use. • Imitating the behaviour of others is called modelling. – Consumers attention must be directed to the appropriate model, who for reasons of attractiveness, competence, status, or similarity is desirable to emulate. – Consumer must remember what is said or done by the model – Consumer must convert this information into actions – Consumers must be motivated to perform these actions. Fig 3.3 E.g.: M.Jackson; H.Ford; Cindy C.; Claudia S. Ana Oliveira The Memory process-fig3.4 External Inputs Encoding: information is placed in memory. -programming Storage: information is retained in memory Retrieval: Information stored in memory is found as needed. Ana Oliveira Relationship among memory systems-fig 3.5 Sensory memory Temporary storage of sensory information. Capacity: High Duration: Less than 1 second or a few seconds (hearing) Short-term memory Brief storage of informa tion currently being used Capacity: Limited Duration: Less than 20 seconds Attention Information that passes through an attention gate is transferred to shortterm memory Long-term memory Relatively permanent storage of information Capacity: Unlimited Duration: Long or permanent Elaborative rehearsal Information subjected to elaborative rehearsal or deep processing (e.g. its meaning is considered) is transferred to long-term memory. • The forgetting process – Decay: the structural changes in the brain produced by learning simply go away. – Forgetting also occurs due to Interference; as additional information is learned, it displaces the earlier information. E.g.: Ads in the same product category. • Products as Memory Markers – Nostalgia. E.g.: Beetle. J.R.Ewing / Lukoil ads • Measuring Memory for Marketing Stimuli – The impression made is called Impact. – Recognition tends to stay longer than Recall. Ana Oliveira