Memory and Learning: The Basics
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Memory
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The total accumulation of prior learning experiences; it's critical to learning; and it consists of two interrelated components, short-term and long-term memory.
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Learning
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Any change in the content or organization of long-term memory or behavior and is the result of information processing.
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Short-Term Memory(STM) (Walking Memory)
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The portion of total memory that is currently activated or in use. Working Memory; Where info processing happens, aka thinking; Characteristics, limited capacity and short duration; 2 types of thinking, maintenance rehearsal and elaborative activities.
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Maintenance Rehearsal
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The continual repetition of a piece of information in order to hold it in current memory for use in problem solving or transferable to long-term memory.
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Elaborative Activities
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Are the use of previously stored experiences, values, attitudes, beliefs, and feelings to interpret evaluate information in working memory as well as to add relevant previously stored information.
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What are the differences between Maintenance Rehearsal and Elaborative Activities?
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Maintenance is learning by repetition and Elaborative is learning new info by relating it to memories.
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Long-Term Memory(LTM)
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The portion of total memory devoted to permanent information storage. Permanent Storage; How knowledge can be organized. Schema and Script; Retrieval (remembering) depends on accessibility, strength of linkages and number of linkages, due to limited capacity memory is constructed.
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Schema
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The pattern of such associations around a particular concept. (aka schematic memory and knowledge structure)
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Script
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The memory of how an action sequence should occur. (a special type of schema)
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Accessibility
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The likelihood and ease with which information can be recalled from LTM.
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How is memory constructed?
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We retrieve what we think we need? Due to limited capacity memory is constructed.
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Low-Involvement Learning
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Occurs when the consumer has little to no motivation to process or learn the material. Little or no motivation; Non-focused and may be non-conscious; Repetition Needed; and Most consumer learning is low involvement.
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High-Involvement Learning
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Occurs when the consumer is motivated to process or learn the material. High motivation, Conscious and deliberate, Deeper processing (more thinking), and Remembered better.
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Conditioning
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A set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned.
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Classical Conditioning
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The process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand).
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Operant Conditioning
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Involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behaviors such as brand purchases with a positive outcome that serves to reinforce the behaviors.
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Cognitive Learning
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Encompasses all mental activities of humans as they work to solve problems or cope with situations.
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Iconic Rote Learning
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Learning a concept or the association between two or more concepts in the absence of conditioning.
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Vicarious Learning (Modeling)
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Occurs when they observe outcomes of others' behaviors and adjust their own accordingly. Similarly, they can use imagery to anticipate the outcome of various courses of action.
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Analytical Reasoning
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Creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts.??
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Stimulus Discrimination
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The differentiation, refers to the process of learning to respond differently to similar buy distinct stimuli.
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Stimulus Generalization
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Occurs when a response to one stimulus is elicited by a similar but distinct stimulus. (aka rub-off-effect)
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Brand Image
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Refers to the schematic memory of a brand.
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Product Positioning
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The decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.
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Product Repositioning
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Refers to a deliberate decision to significantly alter the way the market views a product.
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Perceptual Mapping
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Offers marketing managers a useful technique for measuring and developing a product's position.
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Brand Equity
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The value consumers assign to a brand above and beyond the functional characteristics of the product.
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Brand Leverage
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Refers to marketers capitalizing on brand equity by using an existing brand name for new products.
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What factors affect strength of learning?
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Importance, Message Involvement, Mood, Reinforcement, Repetition, and Dual Coding.
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Importance
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The value the consumer places on the information to be learned.
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Message Involvement
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Occurs when a consumer is not motivated to learn the material, processing can be increased by causing the person to become involved with the message itself.
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Mood
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A positive mood during the reception of information appears to enhance its relational elaboration.
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Reinforcement
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Anything that increases the likelihood that a given response will be repeated in the future.
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Positive Reinforcement
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A pleasant or desired consequence.
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Negative Reinforcement
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Involves the removal or the avoidance of an unpleasant consequence.
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Punishment
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The opposite of reinforcement. It is any consequence that decreases the likelihood that a given response will be repeated in the future.
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Repetition
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Enhances learning and memory by increasing the accessibility of information in memory or by strengthening the associative linkages between concepts.
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Dual Coding
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Consumers can store (code) information in different ways. Storing the same information in different ways (dual coding) results in more internal pathways (associative links) for retrieving information.
