Learning and Memory.

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Presentation transcript:

Learning and Memory

What is Learning? A change in Behaviour caused by experience.

Classical Conditioning Learning Theories Behaviourism Cognitive Classical Conditioning Instrumental Conditioning

Classical Conditioning learning occurs when a stimulus (unconditioned stimulus) eliciting a response (unconditioned response) is paired with another stimulus (conditioned stimulus) that initially does not elicit a response on its own, but will cause a similar response (conditioned response) over time because of its association with the first stimulus.

What product is being advertised? After repeated pairing of the Marlboro man (unconditioned stimulus) with the cigarettes (conditioned stimulus) is so strong that the company no longer include the name of the product in the ads.

Stimulus Generalization Applications of Stimulus Generalization Look-Alike Packaging Family Branding Product Line Extension Licensing

Stimulus Discrimination Applications of Stimulus Discrimination Product Positioning

Instrumental or Operant Conditioning B.F. Skinner Positive Reinforcement Negative Reinforcement Punishment

Reinforcements Schedules Interval Fixed-Interval Reinforcement Variable-Interval Reinforcement Ratio Fixed-Ratio Reinforcement Variable-Ratio Reinforcement

Classical Conditioning Learning Theories Behaviourism Cognitive Classical Conditioning Instrumental Conditioning Reasoning Observation

COGNITIVE LEARNING THEORY Observational Learning Reasoning

Applications of Cognitive Learning Principles Modelling

The Role of Memory in Learning Encoding Storage Retrieval

An Associative Network for Perfumes

Draw an associative network for Pepsi Things to consider might include: specific brands a celebrity identified with Pepsi related activities related products where purchased packaging attributes concepts feelings

“Every time I learn something new, it pushes some old stuff out of my brain” Forgetting

Recognition Versus Recall

Zoom Zoom Zoom Just for the fun of it They're great. Driven Taking care of business You're in good hands with _______ The ultimate driving machine Engineered to be great cars It's everywhere you want to be No More Tears The Un-Cola Good to the last drop Mazda Diet Coke Frosted Flakes Nissan Office Depot Allstate Insurance BMW Chrysler Visa J & J Baby Shampoo 7-up Maxwell House

Advertising Recall as function of timing and number of exposures ( Zielske 1959) 70 10 20 30 40 50 60 25 week of the year 1 exposure / week for 13 weeks % 13 exposures at 4 - week intervals