MARK320 Lecture Notes - Lecture 3: Chocolate Chip Cookie, Coco Star, Ge Power
13 Jul 2018
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Document Summary
Behaviour learning theories learning = responses to external events. Ivan pavlov unconditioned stimulus (ucs) paired with a conditioned stimulus (cs) Cognitive learning theories internal mental processes and problem solving - assumes mental processes are effective typically observed in high involvement, complex purchase situations routine and automatic conditioning (behavioural learning perspective) vs. formation of expectations (cognitive learning theories) Mark 320 - consumer behaviour trigger features - activating the desired reactions, e. g. seductive female models with cars make men more likely to purchase the car or nd it desirable. Chunking combining small pieces of information into larger ones phone numbers were designed with three or four chunks for optimum recall some brand names (e. g. h&m, ibm, kfc) are examples of chunks. Sensory memory temporary storage of sensory information capacity - high duration - less than 1 second (vision) or a few seconds (hearing) Short-term memory brief storage of information currently being used capacity - limited duration - less than 20 seconds.
