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Learning and Memory
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What is Learning? A change in Behaviour caused by experience.
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Classical Conditioning
Learning Theories Behaviourism Cognitive Classical Conditioning Instrumental Conditioning
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Classical Conditioning
learning occurs when a stimulus (unconditioned stimulus) eliciting a response (unconditioned response) is paired with another stimulus (conditioned stimulus) that initially does not elicit a response on its own, but will cause a similar response (conditioned response) over time because of its association with the first stimulus.
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What product is being advertised?
After repeated pairing of the Marlboro man (unconditioned stimulus) with the cigarettes (conditioned stimulus) is so strong that the company no longer include the name of the product in the ads.
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Stimulus Generalization
Applications of Stimulus Generalization Look-Alike Packaging Family Branding Product Line Extension Licensing
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Stimulus Discrimination
Applications of Stimulus Discrimination Product Positioning
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Instrumental or Operant Conditioning
B.F. Skinner Positive Reinforcement Negative Reinforcement Punishment
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Reinforcements Schedules
Interval Fixed-Interval Reinforcement Variable-Interval Reinforcement Ratio Fixed-Ratio Reinforcement Variable-Ratio Reinforcement
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Classical Conditioning
Learning Theories Behaviourism Cognitive Classical Conditioning Instrumental Conditioning Reasoning Observation
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COGNITIVE LEARNING THEORY
Observational Learning Reasoning
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Applications of Cognitive Learning Principles
Modelling
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The Role of Memory in Learning
Encoding Storage Retrieval
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An Associative Network for Perfumes
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Draw an associative network for Pepsi
Things to consider might include: specific brands a celebrity identified with Pepsi related activities related products where purchased packaging attributes concepts feelings
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“Every time I learn something new, it pushes some old stuff out of my brain”
Forgetting
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Recognition Versus Recall
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Zoom Zoom Zoom Just for the fun of it They're great. Driven Taking care of business You're in good hands with _______ The ultimate driving machine Engineered to be great cars It's everywhere you want to be No More Tears The Un-Cola Good to the last drop Mazda Diet Coke Frosted Flakes Nissan Office Depot Allstate Insurance BMW Chrysler Visa J & J Baby Shampoo 7-up Maxwell House
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Advertising Recall as function of timing and number of exposures (
Zielske 1959) 70 10 20 30 40 50 60 25 week of the year 1 exposure / week for 13 weeks % 13 exposures at 4 - week intervals
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