1. 휴먼 감성인지데이터 분석방법론
Learning & Memory Part 2
담당교수: 홍우평

2. Conditioning Conditioning Classical conditioning
The process with which organism learns to associate elements both in terms of the world and their inner states
2 kinds
Classical: passive learning
Operant: active learning
Classical conditioning
Ian Pavlov: Mammals could learn to associate events, which would eventually lead them to display particular behavior to an otherwise irrelevant stimulus

3. Conditioning US: unconditioned stimulus UR: unconditioned response
CS: conditioned stimulus
CR: conditioned response

4. Conditioning Operant conditioning
The active counterpart to classical conditioning
A behavior (active) – punishment (reward) – association between that behavior and punishment (reward) – next time that behavior is less (more) likely to occur
A child who reaches out for a wasp and gets stung
A rat in the Skinner box

6. Conditioning Brain bases of conditioning
The learning to associate a stimulus with reward
Basal ganglia, notably the ventral striatum
The aversive learning
Amygdala
No simple or straightforward relationship between learning and brain regions

7. Associations and subjective knowledge
Association: a number of connected thoughts, feelings, and impressions
to brands, products, events, words, etc.
measurable by ‘free recall’
The relationship between association and preference
There is a positive relationship between subjective knowledge and preference
There is also a large variance in this relationship between different brands
Overall, there is a positive relationship between associative density(the number of associations) and preference
But no insight into the direction of the relationship

9. Associations and subjective knowledge

10. Associations and subjective knowledge
Associative density and the brain
Hippocampus
It is possible to predict consumer’s associative density from brain scans
Associative assets and associative goals
2 main ways to use brand association assessment
Mapping of association density and strengths
Identification of unknown and possibly broader associations
Associative asset: the actual associations that customers make to a particular brand or product
Associative goal: brand association as a strategic goal for a company

11. Associations and subjective knowledge

12. Framing and branding – Associative spread
Coke and preference
The ‘Pepsi Challenge’: Coca cola vs. Pepsi cola
the result of a blind test vs. brand preference
A classic neuroscience study
The more people enjoyed a drink, the stronger activity in the medial orbitofrontal cortex
When participants believed that they were drinking Coca cola, there was a stronger engagement of the hippocampus and dorsolateral prefrontal cortex (memory function)

13. Framing and branding – Associative spread