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Block 2 Week 8 consumer learning and memory - Coggle Diagram
Block 2 Week 8 consumer learning and memory
Learning
Incidental Learning
product placement
display of items in -film
learning just by exisiting
learning by Description
learning from direct experience
food at restaurant
Arnould say if unambigious (only one interpretation) we rely on our consumption
if its ambigious we rely on knowledge of ad claims
from other experience
reading reviews
affects on sales
Behavioural learning theories
classical conditioning theory
conditional stimulus
conditioned response
involuntary response
unconditional stimulus
operant conditioning theory
instrumental conditioning
good food at restaurant & good service - free drink at end
choice deliberately made
key associations
Shaping
free makeover /free samples
reinforcement
10% off next buy
punishment
food poising
buy to avoid being punished
insurance
antiaging creams
Cognitive learning theories
concerned with the mind-
Cognitive effort
more invovlement
Cognitive structure
Analysis
interpreting info
elaboration
Memory
Oberservational or social learning
watching others
also called modelling (solomon)
4 conditions
who to copy
rememebr what they say or do
turn into actions
perform actions
memory
storing info
selective & interpretive
elaborative rehersal (solomon)
allows long term memories to form
retrevial
sensory memory - sight smell etc
short term
episodic memory
personal experience
semantic memory
no reason why rememeber
Encoding
first step to storing
visual
sound /acoustic
semantic
to give meaning
associated networks
mindmapping in memory