 |
Exercise
How Do You Learn? |
Think
about
the questions here and come to class prepared
to share your thoughts on your learning style. This is one of the
single best ways to learn Consumer Behaviour -- by
relating it to your own experience as a
consumer. Think of yourself and your local
shops as a very inexpensive and easily accessible
laboratory. |
|
Behavioural
Learning Theories
Classical
Conditioning
 |
Can we generalize
Pavlov's salivating dog theory to marketing
communications? |
Instrumental
(Operant) Conditioning
Positive
Reinforcement
Negative Reinforcement
Punishment
Extinction |
| Fixed
and variable interval and ratio |
Cognitive
Learning Theory
Conscious or Not?
| HOW
DO YOU
LEARN? You particularly - think about your own
learning style
|
Observational
Learning
Who
do you watch to learn from?
Who are your role
models?
Scarier Question: Who's watching you?
Who is
learning from your behaviour what's proper
behaviour?
This is scarier if you have your own
children, or those of a relative whom you spend
time with
|
The
Role of Memory
|
Sensory
Memory
Very
Short Term
What things do you
forget very quickly? |
|
|
Short
Term Memory - RAM
| Acoustical
Storage vs
Semantic Storage |
|
Long
Term Memory
What makes some things more
"memorable"?
Elaborative
Rehearsal
How do we go about deep processing
of concepts, ideas,
products? |
|
Retrieval is
a factor of
|
Age
Now,
what was I talking about??
I'm
much worse about this than I was
at 35
|
| State-Dependent
Retrieval
Why
we hold exams in the same room as
class
|
| Familiarity
What's
it like that you already know?
What "hangers" do you have in
your mind on which you can hang up a new
idea?
|
| Salience
How much does it stick
out in your mind as being important?
|
Pictorial
vs Verbal Clues
Easier to remember what
it looks like
(most of us are visual learners)
|
Forgetting is caused
by
|
Decay
- when we don't use something, we forget
it
Example?
What product did you used to buy
that you've forgotten about?
Is this a trick question??
How are you
supposed to answer this?! |
|
Proactive
Interference
We decide not to remember
|
Retroactive
Interference
New learning wipes out old
|
Partial
List Cueing
Things not mentioned are
harder to remember
|
Time for Group Meetings
|
