Management and Organizational Studies 3321F/G Chapter Notes - Chapter 3: Classical Conditioning, List Of Doughnut Shops, Gamification

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Beth Lee

Document Summary

Development of vivid memories is relevant to the study of how brand attitudes are formed. Marketers realize that developing long-standing, learned connections between products and memorable experiences is a potent way to build and keep brand loyalty. Learning refers to a relatively permanent change in behaviour that is caused by experience. Behavioural learning theories: assume that learning takes place as the result of responses to external events, as opposed to internal thought processes. Classical conditioning: occurs when a stimulus that naturally elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time this second stimulus causes a similar response because it is associated with the first stimulus. Associative learning: consumers learn associations between stimuli in a simple fashion. Without complex processes such as memory or cognition taking place repetition: More likely to occur after a conditioned stimulus and an unconditioned stimulus have been paired a number of times.