Textbook Notes (368,796)
Canada (162,165)
Marketing (884)
MKT 400 (66)
Chapter 3

Chapter 3 - Learning and Memory

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Department
Marketing
Course
MKT 400
Professor
Marla Spergel
Semester
Winter

Description
Wk 9Ch 3Learning and MemoryThe learning process Learningrelatively permanent change in behaviour that is caused by experiencedoes not have to be direct we can learn vicariouslyIncidental learningcasual unintentional acquisition of knowledgeTwo learning theoriesbehavioral and cognitiveBehavioural learning theories These assume that learning takes place as the result of responses to external eventsThis view is represented by two major approaches to learningclassical and instrumentalClassical conditioning Occurs when a stimulus that elicitsa response is paired with another stimulus that initially doesnt elicit its own responseUnconditioned stimulusnaturally capable of causing responseCondition stimulusafter conditioning capable of causing responseConditioned responseself explanatoryRepeated exposure i
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