BU432 Chapter Notes - Chapter 3: Spreading Activation, Observational Learning, Response Bias
Document Summary
Our knowledge about the world constantly updates as we are exposed to new stimuli and as we receive ongoing feedback that allows us to modify our behavior when we find ourselves in similar situations at a later time. Associative learning: classical conditioning is a form of associative learning in which consumers learn associations between stimuli in a rather simple fashion without memory or cognition taking place. Marketing applications of conditioning: marketing strategies rely on the creation and perpetuation of positive brand equity in which a brand has positive associations in consumers memory and commands loyalty. Four types of learning schedules: two general ways in which consumers are reinforced for desired behaviors are ratio schedules and interval schedules, ratio schedules reinforce the learner based on the number of responses that have been completed. Cognitive learning theory: stresses the importance of internal mental processes, views people as problem solvers who actively use information from the world around tehm to master their environment.
