4 Learning&Memory

Question 1

Beahavioral Learning

Answer 1

• Learning takes place as the results of
responses to external events
• The mind is a ‘black box’
• Classical vs. instrumental conditioning

Question 2

Cognitive Learning

Answer 2

Learning is the result of internal mental
processing
• People actively use information to master
the world around them
• Observational learning & analytical
reasoning

Question 3

Classical Conditioning

Answer 3

Classical conditioning occurs when a stimulus that elicits a response is paired with
another stimulus that initially does not elicit a response on its own.

• Licensing
• Brand Familiarity
• Product Line Exension
• Similar Packaging

Question 4

Instrumental Conditioning

Answer 4

Instrumental conditioning occurs when we learn to perform behaviors that produce
positive outcomes and avoid those that yield negative outcomes.

• Positive Reinforcement
• Shaping

Question 5

Observational Learning

Answer 5

Observational learning occurs when we watch the actions of others and note the
reinforcements they receive for their behaviors

• Attention
• Retention
• Production Processing
• Motivation
• Observationl Learning

Question 6

Analytical Reasoning

Answer 6

Analytical reasoning occurs when we engage in creative thinking to restructure and
recombine existing information to form new associations and concepts

Question 7

Customer Socialization

Answer 7

Young people acquire the skills, knowledge, and attitudes relevant to their
functioning in the marketplace

Question 8

Strength of Learning depends on:

Answer 8

Depends on:
Importance
Message involvement
Mood
Reinforcement
Repetition

Question 9

Memory

Answer 9

The process of acquiring information and storing it over time so that it will be
available when we need it

• Sensor Memory ( few seconds, high capacity)
• > Attention
• Short term memory ( 20 sec, low capacity)
• > Eleaborative Rehersal
• Long term memory ( long or permanent, unlimited capacity)

Question 10

Information Storing

Answer 10

• Associative Networks (An incoming piece of information gets stored in an associative network that contains
  many bits of information) -> Brand Association Map
• Spreading Activation (The way we store a piece of information in memory depends on the type of meaning
  we initially assign to it) -> Brand Specific - Adspecific - Brand Identification - Product Category - Evaluative Reaction

Question 11

Forgetting

Answer 11

• Decay (The structural changes that learning produces in the brain simply go away)
• Interference (As we learn additional information, it displaces the previous information)
• State Dependent Retrievial (We are better able to access information if our internal state is the same at the time of
  recall as when we learned the information)
• von-Restorf Effect ( Almost any technique that increases the novelty of a stimulus also improves recall )

Question 12

Summary on Learning and Memory

Answer 12

Now, You Know…

…that conditioning results in learning
…that we learn about products by observing others’ behavior
…that our brains store information in various ways
…that we will not retrieve everything we have stored in memory