chapter 3 flashcards
what are the two different behaviour theories?
classical and instrumental conditioning
what is classical conditioning
proposes that consumers respond to brand names, scents, jingles, and other marketing stimuli on the basis of the learned associations or connections they have formed in their minds over time
what is instrumental conditioning?
highlights that people also learn that the actions they take result in rewards and punishments, and this feedback influences the way they will respond in similar situations in the future
classical conditioning is a form of what type of learning?
it’s a form of associative learning
consumers often learn associations between stimuli in a rather simple fashion without more complex processes such as memory or cognition taking place
what is family branding?
a variety of products capitalize on the reputation of a company name
what are the four outcomes of instrumental learning?
- positive reinforcement
- negative reinforcement
strengthen - punishment
- extinction
weaken
what are the three different memory systems ?
sensory memory, short term memory, and long term memory
what is sensory memory?
we store the piece of information from our senses. However; it’s vert temporary and it lasts about a couple of seconds
what is short term memory?
a place where we store information for a limited time period, and the capacity is limited
can be regarded as WORKING MEMORY: it holds the information we are currently processing
and verbal input can be stored ACOUSTICALLY OR SEMANTICALLY
what is long term memory?
the system that allows us to retain information for a long period of time
how does information enter long term memory?
elaborative rehearsal is required. This means that we need to think of the meaning of a stimulus and relate it to other information already in the memory.
how do we store information in the memory?
depending on the type of information and the nature of the processing task, theirs different levels of processing that occur that a activate some aspects of memory rather than others.
these approaches are called ACTIVATION MODELS OF MEMORY. the more effort it takes to process information, the more likely it is that the information will be placed in long term memory
