question

Learning

answer

Process by which changes occur in the content or organization of a persons long-term memory

question

Learning Qualifications

answer

- Not Directly Observable - Govern the sources of behavioral changes - Effects of learning are relatively long-term. - Covert activities (such as shopping) and cognitive processes (such as problem solving and information process)

question

Range of learning Situation

answer

- Low-Involvement Learning - High-Involvement Learng

question

Low-Involvement

answer

A case where individuals are less motivated to attend to and process material to be learned

question

High-Involvement

answer

Case where individuals are motivated to process information to be learned

question

Learning Theories

answer

Two Schools of thought: - Behavioral Associations Theories - Cognitive - Organizational Theories

question

Three Theories Apply (Marketers to simulate or change consumer Behavior)

answer

1. Classical Conditioning (Behavioral Association Theories) 2. Operant Conditioning (Behavioral Association Theories) 3. Cognitive Learning

question

Cognitive Learning

answer

Addresses the mental processes by which people acquire knowledge and form concepts

question

Classical Condition

answer

View that learning involves linking a conditioned stimulus and unconditioned stimulus: - Driven by Stimulus - Repetitive Responses to Contiguous Stimuli - Stimulus Substitution

question

Classical Conditioning / the Formation of Associations

answer

Traditional interpretation of classical conditioning views learning as forming connections or associations between environmental events.

question

Learning Principles Under the Classical Conditioning Model

answer

For connections to be formed under classical conditioning, four conditions must prevail - Reptition, Contiguity, Contingency, Congruity

question

Reptition

answer

The frequency of pairing a CS with an US. More often the CS and US are coupled, the more quickly learning occurs

question

Contiguity

answer

Spacial or Temporal nearness of objects. Learning occur more quickly when the CS is presented close to you.

question

Contingency

answer

Notion that the conditioned stimulus should precede the unconditioned stimulus

question

Congruity

answer

Relatedness of sequentially presented informational cues.

question

Operant Conditioning Operant (instrumental) Conditioning

answer

- View that learning is driven by the positive or negative consequences of behavior: - Learning Occur through trail and error - Involves Response Substitution - Ignore mental processes such as perception, thinking, and reasoning (Same for Classical Condition)

question

How Operant Conditioning Works

answer

Changing the Consequence: - Positive Reinforcement - Negative Reinforcement

question

Positive Reinforcement

answer

Inducement to repeat a behavior to receive a pleasant consequences

question

Negative Reinforcement

answer

Inducement to repeat a behavior in order to remove an adverse situation

question

Reinforcement Scedules

answer

- Continuous - Intermittent

question

Continuous Reforcement

answer

Rewards a desire behavior every time it occurs

question

Intermittent Reinforcement

answer

Rewards a desire behavior only occasionally

question

Practice Schedules

answer

- Massed (Concentrated) - Space (Distributed)

question

Massed (Concentrated)

answer

Lengthy learning sessions scheduled over a brief time period: condenses a learning schedule into a brief time span to accelerate learning

question

Spaced (Distributed)

answer

Brief learning sessions intermingled with rest periods scheduled over a lengthy time period: paces learning over a time interval to increase retention

question

Challenges in Applying Operant Conditioning

answer

- Behavior Shaping - Ecological Design

question

Behavior Shaping

answer

Process of breaking down complex behavior into a series of sample stages and reinforcing the learner at each step

question

Ecological Design

answer

Planning of physical space and other facets of the environment to modify human behavior

question

Applications of Conditioning Theories

answer

- Stimulus Generalization - Stimulus Discrimination

question

Stimulus Genralization

answer

Tendency to assign commonality to similar stimuli: Once learners acquire a response to a particular stimulus: Negative or Positive it is an Halo Effect

question

Stimulus Discrimination

answer

Tendency to distinguish between, and respond differently to, similar - but nonidentical - stimuli: Occur when when learners develop ability to distinguish between, and respond differently to, similar - but nonidentical - stimuli.

question

Cognitive Learning

answer

- View that humans are goal - oriented, problem solvers and processors of information - Recognize the roles of Subjective Experience

question

Subjective Experience

answer

Notion that humans synthesize beliefs and experiences to gain insight into new situations: Our Beliefs, Values, Attitudes, Expectations, Insight, Understanding, Meaning

question

Neo-Pavlovian Conditioning

answer

View that reshapes traditional classical conditioning into a fully cognitive theory, Modern view of classical conditioning. - What is really conditioned is an evaluative response or attitude , and not overt behavior per se, rather than the word response

question

Theories Marketers Employ

answer

- Classical - Operant Conditioning - Cognitive Learning

question

Learning / Hemispheric Specialization of the Brain

answer

View that the left and right hemispheres of the brain process, organize, and encode information differently: Concept - Left Hemisphere - Right Hemisphere

question

Left Hemishpere

answer

Area of the brain that specializes in analytical thinking, verbalization, and algebraic calculators

question

Right Hemisphere

answer

Area of the brain that specializes in interpreting and recognizing visual patterns

question

Four Learning Styles

answer

- Type 1 - Type 2 - Type 3 - Type 4

question

Type 1

answer

Primarily interested in personal meaning. For such individuals, marketers need to create a reason to know.

question

Type 2

answer

Primarily interested in the facts as they lead to conceptual understanding. Marketers need to give them facts that deepen their comprehension

question

Type 3

answer

Primarily interested in how things work. Marketers need to let them try out a product or service

question

Type 4

answer

Primarily interested in self-discovery. Marketers need to let them teach themselves and communicate the information they acquire to others

question

Vicarious Learning (Learning in a Social Context)

answer

Behavior change due to observing other and the consequences of their actions: Occur as a result of observing the activity of others, called models, and the consequences of their behavior

question

Learning Curve (Experience Effect)

answer

Notion that tasks become easier as the number of repetitions increases: - Habit and Brand Loyalty

question

Brand Loyalty (Habit and Brand Loyalty)

answer

Consumers consistent purchase of a specific brand within a product category

question

Inertia (Why do Consumers Develop Brand Loyalties?)

answer

Pattern of repeatedly buying a particular brand merely because it is familiar

question

Brand Parity (Why do consumers Switch Brands?)

answer

Situation where many consumers come to believe that no significant differences exist among brands

question

Four Purchasing Behaviors

answer

1. Reversion 2. Conversion 3. Vacillation 4. Experimentation

question

Reversion

answer

Consumers switch back to their original brand

question

Conversion

answer

Wherein consumers remain loyal to the new brand

question

Vacilation

answer

Random switching between brands

question

Experimentation

answer

Consumers engage in further systematic trial of other brand

question

Mnemonic Devices (Memory and Retention)

answer

Auditory or visual aids that promote retention of material by identifying it with easily remembered symbols

question

Structure of Memory

answer

- Sensory Memory (STM) - Short Memory - Long-term (LTM)

question

Sensory Memory

answer

Incoming data undergo preliminary processing largely based on the physical qualities of a perceived object, such as size, color, and volume. Instantaneous processing of visual and auditory data data are referred to as iconic and echoic processing, respectively

question

Short Term Memory

answer

Workbench for information-processing operations. Storage system in which an individual briefly holds a limited amount of information. Categorize, process, and hold information for a brief period.

question

Encoding (STM)

answer

Process of employing symbols such as words or images to store a perceived idea

question

Long-term Memory

answer

Information warehouse in which data are organized and extendedly. Retains information for a relatively longer span of time.

question

Knowledge Structures (Structure of Memory)

answer

Formation of related bits of information.

question

Information Retrieval

answer

Process of shifting through memory to activate previously stored information from LTM.

question

How researchers Distinguish Information

answer

- Availability - Accessibility (In connection with Information Retrieval)

question

Factors that Influence Information Accessibility for Retrieval Purpose

answer

1. Related learned Information (In case, that might be knowledge about Kellogg's and Post Cereals) 2. Self or Externally generated retrieval cues (Such as thoughts of a healthy breakfast or the mikey character) 3. Various encoding factors (Humorous or serious appeal)

question

Extinction and Forgetting

answer

Both involve loss of responses, skills, or cognitive material that once was learned and entered into memory.

question

Retroactive Interfernce

answer

Case where recent learning interferes with recall of previously learned material

question

Misinformation Effect

answer

Case where false assertions taint a persons recall of what really occured

question

Proactive Interfernce

answer

Case where prior learning interferes with recall of recently learned material

Consumer Learning and Memory – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards