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Consumer Behavior

Consumer Behavior. BA 492 Winter 2007 Learning and Memory. Review: Perception. Exposure Attention Interpretation Acceptance. Loyalty. What is it?. Learning. Behavioral Learning Theories Cognitive Learning Theory. “Unconditioned” Response. “Unconditioned” Stimulus.

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Consumer Behavior

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  1. Consumer Behavior BA 492 Winter 2007 Learning and Memory

  2. Review: Perception • Exposure • Attention • Interpretation • Acceptance

  3. Loyalty • What is it?

  4. Learning • Behavioral Learning Theories • Cognitive Learning Theory

  5. “Unconditioned” Response “Unconditioned” Stimulus Behaviorist School: Classical Conditioning (Pavlov)

  6. “Unconditioned” Stimulus “Unconditioned” Response “Conditioned” Stimulus “Conditioned” Response Behaviorist School: Classical Conditioning

  7. Behaviorist School: Instrumental Conditioning (Skinner) • Positive Reinforcement • Negative Reinforcement • Punishment • Extinction: positive outcome no longer perceived • e.g. no longer satisfied with the product

  8. Cognitive Learning • Encoding • Elaboration • Rehearsal • Memory • Sensory • Short-term • Long-term

  9. Cognitive Learning • Activation Model of Memory: Knowledge Structures (think like Dr. Jon King) • Associative Network • Meaning concepts (nodes): bits of data • Propositions (beliefs): linked nodes • Schema and script

  10. Cognitive Learning: Enhancing Retention • Interrelations among stimuli • Concrete vs. Abstract words • Self referencing • Mnemonic Devices • Repetition repetition repetition

  11. Cognitive Learning: Retrieval • Personal determinants: age • State-Dependent Retrieval • Familiarity • Salience-prominence • Pictures versus verbal cues

  12. Forgetting • Decay • Interference • retroactive: new information mucks up the old • Proactive: old learning mucks up the new

  13. What About Loyalty • Behavioral Approach • Cognitive Approach

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