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
Behaviorist School: Classical
Conditioning (Pavlov)
“Unconditioned”
Stimulus
“Unconditioned”
Response
Behaviorist School: Classical
Conditioning
“Unconditioned”
Stimulus
“Unconditioned”
Response
“Conditioned”
Stimulus
“Conditioned”
Response
Behaviorist School: Instrumental
Conditioning (Skinner)




Positive Reinforcement
Negative Reinforcement
Punishment
Extinction: positive outcome no longer
perceived
– e.g. no longer satisfied with the product
Cognitive Learning

Encoding
– Elaboration
– Rehearsal

Memory
– Sensory
– Short-term
– Long-term
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
Cognitive Learning: Enhancing
Retention





Interrelations among stimuli
Concrete vs. Abstract words
Self referencing
Mnemonic Devices
Repetition repetition repetition
Cognitive Learning: Retrieval





Personal determinants: age
State-Dependent Retrieval
Familiarity
Salience-prominence
Pictures versus verbal cues
Forgetting


Decay
Interference
– retroactive: new information mucks up the
old
– Proactive: old learning mucks up the new
What About Loyalty


Behavioral Approach
Cognitive Approach