MKTG 450 Chapter 6: learning and memory
Document Summary
Objective 1: it is important to understand how consumers learn about products and services: Incidental learning: casual, unintentional acquisition of knowledge: we learn even when we don"t try, we recognize many brand names and hum many product jingles for products we don"t personally use. Learning covers a consumer"s simple association between a stimulus ex. Product logo of coca- cola, and a response ex. Refreshing soft drink, to complex series of cognitive activities ex. Ivan pavlov russian physiologists: unconditioned stimulus (ucs): naturally capable of causing a the response ex. Dry meat powder squirted into dogs mouth: conditioned stimulus (cs): stimulus that produces a learned reaction through association over time. The drooling because of a sound, now linked to feeding time (ex. Of responses controlled by autonomic, salivation, and nervous systems, eye blink: ex. Tv ads complemented by print media: extinction: when the effects of prior conditioning diminish and finally disappear, ex.
