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Learning and Memory

Learning and Memory. What is Learning?. A change in Behaviour caused by experience. Learning Theories. Behaviourism. Cognitive. Classical Conditioning. Instrumental Conditioning. Classical Conditioning

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Learning and Memory

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  1. Learning and Memory

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

  3. Learning Theories Behaviourism Cognitive Classical Conditioning Instrumental Conditioning

  4. 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.

  5. 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.

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

  7. Stimulus Discrimination • Applications of Stimulus Discrimination • Product Positioning

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

  9. Reinforcements Schedules • Interval • Fixed-Interval Reinforcement • Variable-Interval Reinforcement Ratio • Fixed-Ratio Reinforcement • Variable-Ratio Reinforcement

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

  11. COGNITIVE LEARNING THEORY • Observational Learning • Reasoning

  12. Applications of Cognitive Learning Principles • Modelling

  13. The Role of Memory in Learning • Encoding • Storage • Retrieval

  14. An Associative Network for Perfumes

  15. 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

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

  17. Recognition Versus Recall

  18. 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

  19. 1 exposure / week for 13 weeks 60 50 13 exposures at 4 - week intervals 40 % 30 20 10 0 25 50 week of the year Advertising Recall as function of timing and number of exposures ( Zielske 1959) 70

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