Download Consumer Behavior

Consumer Behavior
BA 492
Winter 2007
Learning and Memory
Review: Perception
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Exposure
Attention
Interpretation
Acceptance
Loyalty
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What is it?
Learning
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Behavioral Learning Theories
Cognitive Learning Theory
Behaviorist School: Classical
Conditioning (Pavlov)
“Unconditioned”
Stimulus
“Unconditioned”
Response
Behaviorist School: Classical
Conditioning
“Unconditioned”
Stimulus
“Unconditioned”
Response
“Conditioned”
Stimulus
“Conditioned”
Response
Behaviorist School: Instrumental
Conditioning (Skinner)
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Positive Reinforcement
Negative Reinforcement
Punishment
Extinction: positive outcome no longer
perceived
– e.g. no longer satisfied with the product
Cognitive Learning
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Encoding
– Elaboration
– Rehearsal
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Memory
– Sensory
– Short-term
– Long-term
Cognitive Learning
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Activation Model of Memory: Knowledge
Structures (think like Dr. Jon King)
– Associative Network
– Meaning concepts (nodes): bits of data
– Propositions (beliefs): linked nodes
– Schema and script
Cognitive Learning: Enhancing
Retention
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Interrelations among stimuli
Concrete vs. Abstract words
Self referencing
Mnemonic Devices
Repetition repetition repetition
Cognitive Learning: Retrieval
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Personal determinants: age
State-Dependent Retrieval
Familiarity
Salience-prominence
Pictures versus verbal cues
Forgetting
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Decay
Interference
– retroactive: new information mucks up the
old
– Proactive: old learning mucks up the new
What About Loyalty
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Behavioral Approach
Cognitive Approach