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L4: Learning and Memory (Fundamentals of Memory (Types of Memory (Sensory…
L4: Learning and Memory
Learning
Classical conditioning
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Classical conditioning explanation:
- Pairing conditioned and unconditioned products and stimulus (product and song)
- unconditioned stimulus such as song or celebrity causes good mood
- conditioned stimulus (product) causes conditioned response (e.g. good mood)
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Works positively or negatively (see Gorn's 1982 pen study) --> 79 percent choose pen with music they liked
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Brand protection:
- Louboutin trademark --> red sole
- Xerox, Kleenex --> fear to loose their brand name due to frequent usage in everyday language (Genericide)
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Fundamentals of Memory
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Types of Memory
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Short Term Memory
Short lived, limited capacity, encoding and interpretation of memory
Long Term Memory
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Very large storage, sometimes information cannot be found
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