Learning and memory

Hebbs Law

neurons fire together - connections strengthen - easier activation - reinforced learning

direct experiences

learning that occurs through personal interaction with a product or service

Vicarious learning

learning that occurs by watching other behaviour and the consequences they face

incidental learning

learning that occurs without intention, often as a byproduct of engaging in other activities.

simple assocation

logo recognition

complex activity

reactions that they have got from their friends and peers as a result of their interactions, contributing to changes in their own behaviors and knowledge.

behavioural learning theory

peoples experiences shaped by feedback (rewards and punishments) they receive as they go through life

Classical conditioning

involves associating a netutral stimulus with an involuntary response

conditions for classical conditioning

forward conditioning is usually more effective,where the neutral stimulus precedes the unconditioned stimulus. Timing and consistency are crucial for establishing the association.

avoiding wear out

ad variation, rooting creative, frequency capping, storying telling and episodic, engaging forms

saturation

refers to hitting the ceiling of how much an audience can be reached effectively

stimulus generalization

tendency of a stimulus similar to CS to evoke a similar conditioned response

Brand extension

using same visuals to trigger the same positive emotions (packaging, couterfiert)

Stimulus discrimination

stimulus discrimination occurs when an organism learns to differentiate between a conditioned stimulus and other stimuli that are similar but do not predict the unconditioned stimulus

Instrumental or operant conditioning

invoices learning through the consequences of voluntary behaviour, choosing brand to gain rewards such as reinforcement or punishment that increases or decreases the likelihood of the behavior's occurrence.

cognitive learning theory

proposes that learning occurs through mental processes, emphasizing the role of observation, imitation, and modeling in acquiring new behaviors.

Memory

is the cognitive process of encoding, storing, and retrieving information over time. It involves various types of memory, including short-term, long-term, and working memory, enabling individuals to access past experiences and knowledge.