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Published byShona Berry Modified over 8 years ago
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With Duane Weaver
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Learning Defined Behavioural Learning Cognitive Learning Memory DefinedBehaviouralCognitiveMemory
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Learning: “permanent change in behaviour that is caused by experience, either directly or vicariously’ It is an ongoing process based on ongoing feedback (+ve or –ve) DefinedBehaviouralCognitiveMemory
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“result of responses to external stimuli” Conditioned stimulus (CS) Unconditioned stimulus (UCS) Conditioning Repetition Stimulus Generalization ( similar stimuli/similar response ) Stimulus Discrimination (when similar CS not followed by UCS) DefinedBehaviouralCognitiveMemory
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Repetition Product Associations (conditioning…pairing with stimulus) Generalization – family branding, product lines, licensing/merchandising, look-alike- packaging/knock-offs Discrimination – Instrumental/operant conditioning (go positive avoid negative), fixed interval, fixed ratio DefinedBehaviouralCognitiveMemory
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“stresses importance of internal mental processes” Problem solvers vs. reactors Conscious or not Mindlessness (info processed automatic and passively) Observational Vicarious (not instinctual?) ATTENTION>RETENTION>PRODUCTION PROCESSES>MOTIVATION>OBS LEARNING (see p. 78) DefinedBehaviouralCognitiveMemory
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The Memory Process External Inputs > Encoding > Storage > Retrieval Encoding Types of Meaning (sensory/semantic) Personal Relevance (episodes) Memory Systems (see Fig. 3-5) Sensory short term (RAM working) long term (elaborative rehearsal required…think/reflect) DefinedBehaviouralCognitiveMemory
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Activation Models of Memory Associative Networks (e.g. mind mapping) Spreading Activation (energy spreads across nodes of abstraction in the mind) allows shifting back and forth between levels of meaning (brand vs. ad vs. product category vs. evaluation) Levels of Knowledge NODES>PROPOSITIONS>SCHEMA Meaning concept> Belief (two nodes linked )> Schema (cognitive framework developed through experience) DefinedBehaviouralCognitiveMemory
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Recognition vs. Recall Have you seen it before? What have you seen? Problems with memory measures Response biases (instrument or respondent influences) Memory lapses (omitting, averaging/normalizing, telescoping) Can we use to our advantage? Memory for facts vs. feelings (does it measure advertising ability to arouse emotion?) What could we do? DefinedBehaviouralCognitiveMemory
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DefinedBehaviouralCognitiveMemory
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