ch 4 memory Flashcards
(51 cards)
learning
a semi permeant change to an organism made through experience
*incidental learning
learning that is not done on purpose (humming brand names we don’t know or use personally)
*vicarious learning
observing learning that happens to others;store what they watch in memory then use it later to make own judgements
classical conditioning
when a new stimulus evokes the same response as an old stimulus when they get paired together over time (happen over time)
**classical conditioning- extinction
when conditioned stimulus ceases to occur bc of lack of reinforcement (prior conditioning diminish and finally disappear) i.e. IZOD croc, when it started to appear on baby clothes it lost its original affect
**stimulus generalization (KNOCK OFF)
when stimuli similar to CS, evoke similar to CS i.e. eggos knock offs i.e. dogs salivated when they heard noises similar to bells like keys jingling
**stimulus discrimination (ONLY ONE)
get the one and only, UCS does not follow a stimulus similar to CS, reactions weaken and will soon disappear
instrumental conditioning/operant conditioning
associate behaviors with its consequences do things that are rewarded/reinforced avoid doing things that are punished, conscious process (teaching kids to say please) i.e. teaching pigeons to dance and rewarding them with positive behaviors (only has to happen once?)
*positive reinforcement
positive consequences follow actions i.e.a women who buys a new perfume and gets compliments may continue to buy the product over time
*negative reinforcements
negative consequences avoided by taking action, not wearing perfume results in staying home alone and not going out where she could of bought the perfume and been happy (you don’t do anything something bad happens), **STILL TRYING TO GET THEM TO DO THE ACTION, brush teeth, if you don’t then you get cavities
*punishment
unpleasant events follow a response such as a friend ridiculing us when we wear a nasty fragrance, **dicourage action something bad happens, trying to get them to stop doing an action i.e. if you speed, more likely to get pulled over, if you smoke, more likely to die of cancer
*schedules of reinforcement: continuos reinforcement
get discount every time
*scheudles of reinforcement:intermittent
get discounts only sometimes ex?
*schedules of reinforcement fixed interval
sale at end of month (crowding into a store the last day of a sale and may not reappear until the next sale)
- SOR : variable interval
surprise sale (secret shoppers, maintaining a high quality just in case)
- SOR: fixed ratio
each 6th ice cream is free
*SOR: variable ratio
slot machines you get reinforced after a certain number of responses but you don’t know how many responses that is
observational learning model
attention, retention, production process, motivation, observational learning
sensory memory
temporary storage received from senses
short term (working memory)
keep memory in conscious while we process further
***how memory works (STEPS)
1.encoding Info enters in way system will recognize 2.storage (knowledge integrated into existing memory) 3.retrieval to access desired info
*chunking
combing smaller pieces into larger pieces
*rehersal
getting consumers to actively repeat info
*recirculation
exposing consumers to same information
