1 / 13

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.

edan
Download Presentation

Consumer Behavior

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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

More Related