LearningandMemory.pptx
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- 上传时间:2024-01-30
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LearningandMemory.pptx
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LearningandMemory,2002/04/17,1,ch08,Overview,WhatisLearning?
BehavioralLearningTheories行為學習VicariousLearning代理學習CognitiveLearningTheory認知學習TheRoleofMemoryinLearning,2002/04/17,2,ch08,WhatIsLearning?
來自資訊與經驗的影響,而所產生的一種行為、情感以及思想上的相當持久的改變LearningTheoriesbehaviorallearningemphasizetheresponsestoexternaleventscognitivelearningstresstheimportanceofinternalmentalprocesses,2002/04/17,3,ch08,TheConsumerAsa“BlackBox”:
ABehavioristPerspectiveonLearning,2002/04/17,4,ch08,BehavioralLearningTheories,ClassicalConditioning古典制約InstrumentalConditioning工具制約,2002/04/17,5,ch08,ClassicalConditioning,Theunconditionedstimulus(US;UCS)evokesanunconditionedresponse(UR;UCR)Theunconditionedresponsecanbetransferredtoaconditionedstimulus(CS)throughclassicalconditioningSincethisresponsearisesfromtheconditioningitiscalledtheconditionedresponse(CR),2002/04/17,6,ch08,ClassicalConditioning,2002/04/17,7,ch08,MarketingApplicationsofClassicalConditioning,RepetitionStimulusGeneralization刺激類化familybrandingproductlineextensionslicensinglook-alikepackaging,2002/04/17,8,ch08,InstrumentalConditioning,Alsoknownas“OperantConditioning”操作制約4typesoflearningoutcomes:
positivereinforcement,negativereinforcement,punishment,extinction,2002/04/17,9,ch08,FourTypesofLearningOutcomes,2002/04/17,10,ch08,ReinforcementSchedules,TotalReinforcement(continuousreinforcement)PartialReinforcementSystematicReinforcementfixed-interval固定間隔增強fixed-ratio固定比率(次數)增強RandomReinforcementvariable-intervalvariable-ratio,2002/04/17,11,ch08,VicariousLearning,Alsoknownas“observationallearning”or“modeling”individualslearnbehaviorbyobservingthebehaviorofothersandtheconsequencesofsuchbehavior3waysofmodeling:
overtmodeling外顯模仿學習covertmodeling晦隱模仿學習verbalmodeling口頭模仿學習,2002/04/17,12,ch08,CognitiveLearningTheory,Cognitivelearning:
LearningbasedonmentalactivitiesRangefromverysimpleinformationacquisitiontocomplex,creativeproblemsolvingInformationProcessingModel:
Acognitivelearningtheorythatfocusesonhowinformationisstoredinhumanmemoryandhowitisretrieved,2002/04/17,13,ch08,TheRoleofMemoryin(Cognitive)Learning,MemoryProcessMemorySystemMemoryOrganization-AssociativenetworkRetrievalForgetting,2002/04/17,14,ch08,TheMemoryProcess,2002/04/17,15,ch08,Relationshipsamongmemorysystems,2002/04/17,16,ch08,IBMPC,Expensive,StatusBrand,Prestige,CompatiblewithOtherSystems,FastResponseTime,EaseofOperation,EasytoLearn,WidelyAvailable,Reliable,AnAssociativeNetworkfortheIBMPC,2002/04/17,17,ch08,TheCycleofRemembering,Long-termMemory,Short-termMemory,Retrieval,Learning,2002/04/17,18,ch08,SuccessRetrievalDependson.,Strengthofmemorytraceoftheto-be-rememberedinformationThenumberandstrengthoflinkagesbetweentheto-be-remembereditemandothermemorynodesSpreadingactivation:
activatingonememorynodespreadsthroughlinkagestoothernodes,2002/04/17,19,ch08,CausesofForgetting,DecaytheorymemoriesgrowweakerwiththepassageoftimeInterferencetheorythechancesofretrievingaparticularpieceofinformationbecomesmallerasinterferencefromotherinformationbecomeslarger,2002/04/17,20,ch08,HowCompaniesCanHelpConsumerstoRemember,RemindersRepetitionsEncourageElaborationEncourageMultipleRepresentationsinMemoryConsistencyUseEasy-to-RememberStimuliPutConsumersinaGoodMood,2002/04/17,21,ch08,谢谢,24.1.2906:
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12,2024年1月29日星期一6时5分12秒,
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