MARK217 Lecture Notes - Lecture 4: Long-Term Memory, Classical Conditioning, Umbrella Brand
Document Summary
Refers to any change in the content or organisation of long term memory. Learning results from information processing and causes changes in memory. Stimuli (internal and/or external) > information > learning > memory. Consumer learning > a process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour. The four models of learning : cognitive learning, classical conditioning, instrumental conditioning, modeling. Behavioural learning theories assume that learning takes place as a result of responses to external events > also known as stimulus response theory: stimulus > consumer > response, this is all inside of the consumer black box. Consumer learning through classical conditioning: using popular music to make you like a brand, using famous people to make you like a product > nespresso. Toblerone being in a triangle shape rather than a block: repetition. Positive behaviour with condition applied > positive reward. Positive behaviour with condition removed > extinction.
