Weekly Blog Post #2
HappyRainFrog1
MAR6506RX9Module2-LearningandMemory.pptxThis Photo by Unknown Author is licensed under CC BY-SA
Learning and Memory
Learning and Memory
Learning is a continuous process caused by experience
Involves the range of learning from simple responses to learning of complex problem solving
For learning to occur, basic elements have to be present:
Motivation
Cues
Responses
Reinforcement
Memory refers to the storage of learned information
Encoding determines how information will be stored in the memory
Two school of thought that concern the learning process:
Behavioral Learning Theory and Cognitive Learning Theory
Behavioral Learning Theory
Learning occurs as response to external events
Learning takes place when an individual responds in a predictable way to known stimulus
Behavioral scientist are mostly concerned with response to environmental stimuli and observable behavior
Individuals respond to jingles, scents, brand names
Two main Behavioral Learning Theories:
Classical conditioning and Instrumental conditioning
This Photo by Unknown Author is licensed under CC BY-ND
Behavioral Learning Theories- Classical Conditioning
First introduced by Ivan Pavlov through experiments with dogs
Pavlov demonstrated that after repeating the action of ringing the bell, dogs automatically began salivating.
The bell was the indicator of food.
The dogs associated the conditioned stimulus (the bells)
with an unconditioned stimulus (food)
Learning happened after a repetition of the bell sound followed by the food.
This Photo by Unknown Author is licensed under CC BY
Behavioral Learning Theories- Classical Conditioning
Occurs when a stimulus that naturally produces a response (unconditioned stimulus) is paired with another stimulus that doesn’t create the natural response (Neutral stimulus)
Over time, the stimulus (neutral) is conditioned or learned to react in a way that the unconditional stimulus does
Learning happens through repetition- without repetition there can’t be conditioning
Behavioral Learning Theories- Instrumental Conditioning
Happens through rewards and reinforcement- habit forming
Learning occurs through trial and error
Repeated consumption behaviors through positive reinforcement can given by:
Customer satisfaction
Service provided
Buying experience
Reinforcement increases the likelihood that specific responses will happen again in the future
This Photo by Unknown Author is licensed under CC BY-ND
Example: Having clear skin after using this product can result in purchasing again.
Positive reinforcement will be in the form of a satisfied customer, allowing learning to occur
Involvement Theory
Involvement Theory- People engage in limited information processing in low importance situations
Concerned with customer’s involvement with products and purchases
High – involvement purchases: of great importance to buyer (perceived risks)
Low- involvement purchases: not very important to the customer
This Photo by Unknown Author is licensed under CC BY
Cognitive Learning Theory
Based on consumer thinking and problem-solving
Learning takes place due to mental activity (internal events)
Concerned with how information is stored, retained, and retrieved
Psychological process such as perception, motivation, and mental processes produce desired response
Evaluates information that is already known in order to make decision on unfamiliar events/purchases
Brain stores information and retrieves/recovers at moment purchase moment
Assumptions
Information is processed in steps
The brain works similar to computers
Obtain external information-process-input
