MKT 400 Chapter 3: Chapter 3 - Learning and Memory
17 Apr 2012
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Document Summary
Learning relatively permanent change in behaviour that is caused by experience does not have to be direct, we can learn vicariously. Incidental learning casual, unintentional acquisition of knowledge. Two learning theories behavioral and cognitive. These assume that learning takes place as the result of responses to external events. This view is represented by two major approaches to learning classical and instrumental. Occurs when a stimulus that elicits a response is paired with another stimulus that initially doesn"t elicit its own response. Unconditioned stimulus naturally capable of causing response. Condition stimulus after conditioning, capable of causing response. Repeated exposure increase the strength of stimulus-response and prevent the decay of these associations in memory. Stimulus generalization tendency of stimuli similar to a cs to evoke similar conditioned responses. Stimulus discrimination when a similar stimulus to a cs is not followed by a ucs.
