MARK2051 Lecture Notes - Lecture 7: Semantic Memory, Episodic Memory, Headache
Lecture 7: Preference Formation (Learning and Memory)
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- Familiarity effect
o Relatively permanent change in behaviour
o Create feedback effects about preferences
-
Learning:
Process consumers get from a low to high state of familiarity with product
attributes
o Relatively permanent change in behaviour/behaviour potential occurring
from practice/experience
§ Relatively permanent: Not from fatigue/motivational change
§ Result of experience: Not changes from maturation
§ Behaviour potential
- Latent Learning experiment
- Association: Relation of stimuli whether in environment or consumer’s mind
o Basis of most type of learning (classical conditioning, operant conditioning,
concept learning, rote learning)
- Classical conditioning
§ Conditioned stimulus (CS – product attribute)
• Initially neutral, comes to create new response because of US
association
§ Reinforcement (US – consumer goal)
• Stimulus that increases desire behaviour
§ Unconditioned response (UR)
• Response made by US
§ Conditioned response (CR – choice/satisfaction with product
attribute)
Document Summary
Familiarity effect: relatively permanent change in behaviour, create feedback effects about preferences. Learning: process consumers get from a low to high state of familiarity with product attributes: relatively permanent change in behaviour/behaviour potential occurring from practice/experience. Result of experience: not changes from maturation. Association: relation of stimuli whether in environment or consumer"s mind: basis of most type of learning (classical conditioning, operant conditioning, concept learning, rote learning) Initially neutral, comes to create new response because of us association. Reinforcement (us consumer goal: stimulus that increases desire behaviour. Unconditioned response (ur: response made by us. Conditioned response (cr choice/satisfaction with product attribute: new response to cs. Pop music (us) gets a positive emotion (ur) which if consistently pair with brand (cs) will come to elicit same positive emotion (cr) Acquisition training: repeated pairing of cs with us will create a cr.
