Week 4

Question 1

What is learning

Answer 1

• Learning is a relatively permanent change in behaviour caused by experience

Question 2

What are behavioural learning theories

Answer 2

assume that learning takes place as the result of responses to external events (Automatic, instinctive responses)

Question 3

What is classical conditioning

Answer 3

• a type of learning where a neutral stimulus becomes associated with a meaningful stimulus eventually triggering a similar response

Question 4

What is stimulus generalisation

Answer 4

• when a person responds not just to the originially conditioned but to similar stimulus

Question 5

When is stimulus generalisation used

Answer 5

• family branding
• product extension
• licensing
• Look a like packaging

Question 6

What is stimulus discrimination

Answer 6

• occurs when consumers differentiate a stimulus from other stimulus

Question 7

Instrumental (operant) conditioning

Answer 7

• occurs as the individual learns to perform behaviours that produce positive outcomes and avoid behaviours that yield negative out comes

Question 8

What is shaping

Answer 8

encouraging a partial response e.g free samples that lead to them buying the product

Question 9

What are the limitations of learning behavioural strategies

Answer 9

• Forgetting
• Extinction

Question 10

What are cognitive learning theories

Answer 10

Reasoned, high order thinking requires memory

Question 11

How do we learn to be consumers

Answer 11

• parental influence
• childhood memories
• the influence of social media
• emaulte

Question 12

What are the 5 comoponents of modelling

Answer 12

attention
retention
production
motivation to copy
observational learning

Question 13

What are the three stages of memory encompass

Answer 13

• encoding
• storage
• retrieval

Question 14

What are the three types of memory systems

Answer 14

• sensory memory
• short term memory
• long term memory

Question 15

What are associative networks

Answer 15

• related information prganised according to some set of relationships

Question 16

What are nodes

Answer 16

• piece of information connected to other information via associative links

Question 17

What is a schema

Answer 17

• cognitive framework developed through experience

Question 18

What is a script

Answer 18

a type of schema consisting of a sequences of events expected by an individual

Question 19

What is proactive interference

Answer 19

• When prior learning interfers with new learning

Question 20

What is retroactive influence

Answer 20

• consumers forget stimulus response when new responses are learned to smiliar stimuli

Question 21

What is response bias

Answer 21

• contaminated result due to the itnrument or repondent

Question 21

What are flase memories

Answer 21

• the mitkaen belief that something has occured