Final - Diagrams

Front 1

Perceptual process diagram

Back 1

Front 2

Perceptual process

Back 2

1. Primitive categorization: basic characteristics of a stimulus are isolated

2. Cue check: characteristics are analysed in preparation for the selection of a schema.

3. Confirmation check: the schema is selected

4. Confirmation completion: a decision is made as to what the stimulus is

Sensation refers to the immediate response of our sensory receptors (e.g. eyes, ears, nose, mouth, fingers) to such basic stimuli as light, colour and sound.

Perception is the process by which these stimuli are selected, organized and interpreted.

Front 3

Learning outcomes from operant conditioning

Back 3

Front 4

Learning outcomes from operant conditioning

Back 4

Instrumental conditioning: the person learns to perform behaviors that produce positive outcomes and avoid those that result in negative outcomes.

Front 5

Learning outcomes diagram

Back 5

Front 6

Components of observational learning

Back 6

Complex process as people store these informations in their memory and use it to guide their own behavior.

1. Attention: the consumer focuses on a model's behavior.
2. Retention: The consumer retains this behavior in his memory.
3. Production processes: the consumer has the ability to perform de behavior.
4. Motivation: A situation arises wherein the behavior is useful to the consumer.
5. Observational learning: the consumer acquires and performs the behavior earlier demonstrated by a model.

Front 7

Memory systems

Back 7

1. Sensory memory
2. Attention
3. Short term memory
4. Elaborative rehearsal
5. Long-term memory

Front 8

Sensory memory

Back 8

• Temporary storage of sensory information
• High capacity
• Duration of less than one second if it's vision or a few seconds if we are hearing

Front 9

Attention

Back 9

• Information that passes through an attentional gate is transferred to the short term memory.

Front 10

Short term memory

Back 10

• Brief storage of information currently being used.
• Limited capacity
• Duration of less than 20 seconds

Front 11

Elaborative rehersal

Back 11

• Information subjected to elaborative rehearsal or deep processing (for example when its meaning is considered). Then it's transferred to long term memory

Front 12

Long term memory

Back 12

• Relatively permanent storage of information
• Unlimited information
• Duration is long or permanent

Front 13

Memory systems

Back 13

According to the information-processing perspective, there are three distinct memory systems: sensory memory, short-term memory, and long-term memory. Each plays a role in processing brand-related information, as summarized in the figure.

Sensory memory stores the information we receive from our senses. This storage is temporary. If the information is retained for further processing, it passes through an attentional gate and transfers to short-term memory. Short-term memory also stores information for a limited period of time, and it has limited capacity. This system is working memory. It holds information we are currently processing. Our memories can store verbal input acoustically or semantically. We store this information by combining small pieces into larger ones in a process we call chunking. A chunk is a configuration that is familiar and the person can think about it as a unit. Long-term memory is the system that allows us to retain information for a long period of time. A cognitive process we call elaborative rehearsal allows information to move from short-term memory to long-term memory.