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Consumer Behavior BA 492 Winter 2007 Learning and Memory Review: Perception Exposure Attention Interpretation Acceptance Loyalty What is it? Learning 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) Positive Reinforcement Negative Reinforcement Punishment Extinction: positive outcome no longer perceived – e.g. no longer satisfied with the product Cognitive Learning Encoding – Elaboration – Rehearsal Memory – Sensory – Short-term – Long-term Cognitive Learning 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 Interrelations among stimuli Concrete vs. Abstract words Self referencing Mnemonic Devices Repetition repetition repetition Cognitive Learning: Retrieval Personal determinants: age State-Dependent Retrieval Familiarity Salience-prominence Pictures versus verbal cues Forgetting Decay Interference – retroactive: new information mucks up the old – Proactive: old learning mucks up the new What About Loyalty Behavioral Approach Cognitive Approach