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13 Cards in this Set
- Front
- Back
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Learning |
- The process of acquiring new information and knowledge - guides future behaviour |
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Memory |
- The place in the human brain where information and knowledge is processed and stored - Enables past experiences and learning to influence current behavior. |
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Knowledge |
- Information that has already been learned and stored in memory. - Information becomes knowledge when a person makes associations between concepts. E.g: Apple- technology, innovation, imagination |
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Classical Conditioning |
- Creating associations between meaningful objects of ideas - Pairing an unconditioned stimulus (food) with a conditioned stimulus (bell) leads to stimulus generation. Dog, food, bell Taylor swift, covergirl, nice brand |
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Pre-exposure effect |
- Existing associations make it hard to form new associations. - Although we see this a lot in advertising, it is not as effective as using novel unconditioned stimuli and new brands. e.g popular song -> positive affect or negative effect. |
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Operant Conditioning |
Learn behaviour to behaviour to get reward or to avoid punishment. |
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Positive Reinforcement: |
- the presence of positive stimulus. - positive outcomes associated with using a product. - coupons, bonus points, rebats, prizes |
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Negative Reinforcement |
- The removal of a negative stimulus. - Prevent negative outcomes associated with not using a product. - Free shipping, easy returns, etc. |
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Comprehension (understanding) |
- The final stage of the perceptual process - Process of using prior knowledge to understand new information. - Information becomes knowledge through comprehension. - Memory is better for things we understand. |
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Memory depends on: |
1. Knowledge content: the set of things we have learned. 2. Knowledge structure: How knowledge is organized in memory. 3. Knowledge activation: Process of knowledge retrieval from long-term memory to active short-term memory. |
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Associative Network Model |
- Memory nodes containing bits of information are linked to other memory nodes that are conceptually related. - The links are known as associations |
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Ease of activation |
- Strength of associations between nodes - recency with which information has been acquired or last activated - frequency of prior activation - amount of processing at the time of information acquisition |
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Seven Sins of Memory |
1. Transience 2. Absent mindedness 3. Blocking 4. Misattribution 5. Suggestibility 6. Bias 7. Persistence |
