Management and Organizational Studies 3321F/G Chapter Notes - Chapter 3: Long-Term Memory, Response Bias, Von Restorff Effect

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: Erika Simpson

Document Summary

Learning: a permanent change in behavior caused by experience. Assumes that learning is a result of responses to external events rather than internal thought processes. Classical conditioning: when a stimulus that elicits a response is paired with another stimulus that does not elicit a response on its own. Classical conditioning is a form of associative learning: consumers learn associations in a simple manner without a more complex memory/cognitions. Repetition: increase the strength of stimulus response associations and prevent their decay in memory. Overexposure which results in extinction (something to watch out for) Stimulus generalization: the tendency of a stimulus similar to a cs to evoke similar conditional responses (me too products) Stimulus discrimination: cs not followed by ucs - reactions are weakened. Brand equity: brand has strong positive associations in consumer memory and commands a lot of loyalty as a result.