The consumer and motivation Learning and Memory

The consumer and motivation Learning and Memory

1. Background

   • Learning involves a change in the content or organization of memory and / or long-term behavior
     • What we know
     • Concrete behavior
     • Learning is not based only on knowledge

2. Classical conditioning

   • It is used by many modern advertisers
   • Pavlov carried out the first works with the dogs, demonstrating an unconditional response
     • He also discovered a conditioned stimulus

3. Operant conditioning

   • Or also called instrumental
   • Involves a different series of events, and this is what we generally think of as learning
     • There are three main forms of operant learning
       • In positive reinforcement, an individual does something and is rewarded
     • Punishment is the opposite and negative reinforcement is very different
     • The closer the consequences of behavior are, the more effective learning will be
   • Learning occurs when the individual can understand a relationship between behavior and consequences
     • Another question is the schedules of reinforcement and extinction
       • Variable ratio
         • Fixed ratio
           • Fixed interval
             • Variable ratio reinforcement is less vulnerable to extinction

4. Indirect learning

   • The consumer does not always need to go through the learning process himself, sometimes it is possible to learn by observing the consequences of others
     • Memory varies in duration on a continuum from extremely short to very long term
       • sensory memory
       • short-term memory
       • long-term memory
     • Various techniques can be used to improve memory of information
       • Group
       • Test
       • Recirculation
       • Elaboration
   • Memories cannot always be easily retrieved
     • information received less priority than anything else
     • information can be retrieved, but is not easily "available"
   • Activating the broadcast implies the idea that one memory activates another
   • There are numerous reasons why recovery may fail or we may forget
     • decomposition
     • interference
     • In retroactive interference
   • Memory can be improved under certain conditions
   • Positioning involves implementing our targeting.
   • Repositioning involves an attempt to change consumers' perceptions of a brand

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