LEARNING AND MEMORY

LEARNING AND MEMORY

1. Learning is a change in the content or organization of long-term memory and/or behavior

2. Classical conditioning

   • Pavlov's work with dogs when he discovered in an experiment that dogs salivated experiment that dogs salivated on powdered meat, when he later accustomed them to it while ringing a bell without feeding bell without feeding the dogs, they would continue to salivate with meat

3. Operant conditioning

   • Behavior-consequence-probability of behavior, increases or decreases

4. Reinforcement

   • If a behavior is only rewarded part of the time of the time, the behavior can be learned
     • Fixed interval: The consumer receives a free dessert every Tuesday when he eats at a certain restaurant.
     • Fixed relationship: The behavior is rewarded (or punished) every
     • Variable proportion: Each time an action is performed, there is a certain percentage chance that a reward is certain percentage of chances that a reward will be given.

5. Extinction

   • When the behavior ceases to have consequences and then the behavior eventually ceases to occur

6. Vicarious learning

   • It is when you learn by observing the consequences consequences of others
     • Short-term memory and Long-term memory
       • Proactive interference implies that something we have learned interferes with what we will remember later. interferes with what we are going to remember later.
       • In retroactive interference, the problem is the reverse: learning something new blocks something old. reverse: learning something new blocks something old.
       • Salience, i.e., the degree to which something is very prominent very evident. The prototypicality implies the degree to which a stimulus is a "perfect" example of a category. a category.
       • Congruence implies the "appropriateness" to a situation
       • Priming consists in linking a stimulus with something, so that if "that something" is found, it is something, so that if "that something" More likely that the stimulus will be retrieved.
       • Scripts involve a series of steps to do various things.
       • Positioning consists of putting our objective into practice.
       • Repositioning involves an attempt to change the perception consumers have of a brand. Usually because the brand's existing position has become has become less attractive.