ADM 3321 Chapter Notes - Chapter 3: Mind Map, Observational Learning, Reinforcement

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

Molson man featured with puppies, sweet stories to appeal to women. Idea that women will see the sweet molson men, be attracted, and have similar feels towards other men drinking molson. Molson labels that have suggestive comments on reverse side (conversation starters) Instrumental conditioning: involves positive or negative outcomes, includes a deliberate behaviour to obtain a goal. Positive reinforcement: response is strengthened, appropriate behaviour learned. Negative reinforcement: removal of negative event strengths connection. Extinction: weakened connection, removal of positive event. Applications: reinforcement of consumption/schedules (ex. reminders at different stages) Cognitive learning theory: people=problem solvers, master environment by using information. [ attention retention ability to perform behaviour motivation = observational learning] Associative networks: making connections to consumer knowledge, mind maps of products based on connected thoughts (ex. perfume elegant elizabeth taylor) Decay: inability to retrieve information from memory, overtime memories begin to fade.