Learning and cb 3

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Learning and cb 3

  1. 1. Consumer Behavior Learning and Memory
  2. 2. Review: Perception Exposure Attention Interpretation Acceptance
  3. 3. Loyalty What is it?
  4. 4. Learning Behavioral Learning Theories Cognitive Learning Theory
  5. 5. Behaviorist School: Classical Conditioning (Pavlov) “Unconditioned” Stimulus “Unconditioned” Response
  6. 6. Behaviorist School: Classical Conditioning “Unconditioned” Stimulus “Conditioned” Stimulus “Conditioned” Response “Unconditioned” Response
  7. 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. 8. Cognitive Learning Encoding – Elaboration – Rehearsal Memory – Sensory – Short-term – Long-term
  9. 9. Cognitive Learning Activation Model of Memory: Knowledge Structures – Associative Network – Meaning concepts (nodes): bits of data – Propositions (beliefs): linked nodes – Schema and script
  10. 10. Cognitive Learning: Enhancing Retention Interrelations among stimuli Concrete vs. Abstract words Self referencing Mnemonic Devices Repetition repetition repetition
  11. 11. Cognitive Learning: Retrieval Personal determinants: agePersonal determinants: age State-Dependent RetrievalState-Dependent Retrieval FamiliarityFamiliarity Salience-prominenceSalience-prominence Pictures versus verbal cuesPictures versus verbal cues
  12. 12. Forgetting Decay Interference – retroactive: new information mucks up the old – Proactive: old learning mucks up the new
  13. 13. What About Loyalty Behavioral Approach Cognitive Approach

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