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Learning and Memory
Learning
and Memory
What is Learning?
A change in Behaviour caused by experience.
Classical Conditioning
InstrumentalConditioning
Learning Theories
Behaviourism Cognitive
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.
Slide 10
Ivan Pavlov’s Classic Experiment
Before Conditioning
During Conditioning After Conditioning
UCS (foodin mouth)
Neutralstimulus(tone)
Nosalivation
UCR(salivation)
Neutralstimulus(tone)
UCS (foodin mouth)
UCR(salivation)
CS(tone)
CR (salivation)
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.
What product is being advertised?
Stimulus Generalization
Applications of Stimulus Generalization Look-Alike Packaging Family Branding Product Line Extension Licensing
Applications of Stimulus Discrimination•Product Positioning
Stimulus Discrimination
Instrumental or Operant Conditioning
B.F. Skinner
Positive Reinforcement Negative Reinforcement Punishment
Reinforcements SchedulesInterval
Fixed-Interval Reinforcement Variable-Interval Reinforcement
Ratio Fixed-Ratio Reinforcement Variable-Ratio Reinforcement
Classical Conditioning
InstrumentalConditioning
Reasoning Observation
Learning Theories
Behaviourism Cognitive
COGNITIVE LEARNING THEORY
• Observational Learning• Reasoning
Applications of Cognitive Learning Principles
• Modelling
The Role of Memory in Learning
• Encoding• Storage• Retrieval
An Associative Network for Perfumes
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
“Every time I learn something new, it pushes some old stuff out of my brain”
Forgetting
Recognition Versus Recall
1. Zoom Zoom Zoom
2. Just for the fun of it
3. They're great.
4. Driven
5. Taking care of business
6. You're in good hands with _______
7. The ultimate driving machine
8. Engineered to be great cars
9. It's everywhere you want to be
10. No More Tears
11. The Un-Cola
12. Good to the last drop
MazdaDiet Coke
Frosted Flakes
Nissan
Office Depot
Allstate Insurance
BMW
ChryslerVisa
J & J Baby Shampoo
7-upMaxwell House
Advertising Recall as function of timing and number of exposures (Zielske 1959)
70
0
10
20
30
40
50
60
5025week of the year
1 exposure/ week for 13 weeks
%
13 exposures at 4-week intervals
