Consumer Behavior, Ninth Edition. Schiffman & Kanuk

Size: px
Start display at page:

Download "Consumer Behavior, Ninth Edition. Schiffman & Kanuk"

Transcription

1 Consumer Behavior, Ninth Edition Schiffman & Kanuk

2 Chapter Outline The Elements of Consumer Learning Behavioral Learning Theories Cognitive Learning Theory Measures of Consumer Learning

3 Learning The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products

4 Learning Theories Behavioral Theories Based on observable behaviors (responses) that occur as the result of exposure to stimuli Cognitive Theories Learning based on mental information processing Often in response to problem solving

5 Elements of Learning Theories Motivation Cues Response Reinforcement

6 Behavioral Learning Theories Classical Conditioning Instrumental Conditioning Modeling or Observational Learning

7 Classical Conditioning A behavioral learning theory according to which a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone.

8 Models of Classical Conditioning Figure 7-2a

9 Figure 7-2b

10 Strategic Applications of Classical Conditioning Basic Concepts Repetition Increases the association between the conditioned and unconditioned stimulus Slows the pace of forgetting Advertising wearout is a problem Cosmetic vs substantive variation

11 Strategic Applications of Classical Conditioning Basic Concepts Stimulus generalization Having the same response to slightly different stimuli Helps me-too products to succeed

12 Strategic Applications of Classical Conditioning Basic Concepts Stimulus generalization Useful in product extensions Line extension Form extension Category extension

13 Strategic Applications of Classical Conditioning Basic Concepts Stimulus generalization Family brand Marketing a whole line of company products under the same brand name Retail Private Brand Licensed brand

14 Strategic Applications of Classical Conditioning Basic Concepts Stimulus discrimination Selection of a specific stimulus from similar stimuli This discrimination is the basis of positioning which looks for unique ways to fill needs

15 Instrumental (Operant) Conditioning A behavioral theory of learning based on a trialand-error process, with habits forced as the result of positive experiences (reinforcement) resulting from certain responses or behaviors.

16 A Model of Instrumental Conditioning Figure 7-10

17 Types of Reinforcement Positive Negative Forgetting Extinction

18 Strategic Application of Instrumental Conditioning Customer Satisfaction (Reinforcement) Reinforcement Schedules Total (continuous) Systematic (fixed ratio) Random (variable ratio) Shaping Massed vs distributed learning

19 Observational Learning A process by which individuals observe how others behave in response to certain stimuli and reinforcements. Also known as modeling or vicarious learning.

20 Cognitive Learning Theory Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.

21 Cognitive learning models Promotional Model Tricompetent Model Decision- Making Model Innovation Adoption Model Diffusion of Innovation Sequential Stages of Processing Attention Interest Desire Cognitive Affective Awareness Knowledge Evaluation Awareness Interest Evaluation Knowledge Persuasion Action Conative Purchase Postpurchase Evaluation Trial Adoption Decision Confirmation

22 Information Processing Relates to cognitive ability and the complexity of the information Individuals differ in imagery their ability to form mental images which influences recall

23 Information Processing and Memory Stores - Figure 7.14

24 Rehearsal and Encoding Rehearsal: The amount of information available for delivery from the short term to long term storage depends on the amount of rehearsal it receives. Failure to rehearse end up fading data Encoding: Is the process by which we select a word or visual image to represent a perceived object When consumers are exposed to information overload, they encounter difficulty storing the information.

25 Retention Retention: Information is stored in long-term memory Episodically: by the order in which it is acquired Ex: remembering a movie story Semantically: according to significant concepts Ex: remembering the stars of the movie based on priorities

26 Learning and Market Communication Learning a picture takes less time than learning verbal information A verbal communication creates more learning but a visual communication creates more attention As a result a combination of picture and information is the best way to communicate

27 Retrieval: Retrieval is the process by which we recover information from long-term storage. For example, when we are unable to remember something with which we are very familiar, we are experiencing a failure of the retrieval system. Consumer involvement High vs Low: Level of involvement is directly related to the brand loyalty, brand switching and variety seeking consumer behavior

28 Involvement theory The basic premise of split-brain theory is that the right and left hemispheres of the brain specialize in the kinds of information they process. The left hemisphere is primarily responsible for cognitive activities such as reading, speaking, etc. The right hemisphere of the brain is concerned with nonverbal, pictorial, and holistic information. The left side of the brain is rational, active, and realistic; the right side is emotional, impulsive, and intuitive.

29 Two Methods of Persuasion: Central and Peripheral Central route to persuasion occurs when a person is persuaded by the content of the message. Peripheral route to persuasion occurs when a person is persuaded by something other than the message's content. Highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) Uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).

30 Two Methods of Persuasion: Central and Peripheral Illustrates the concept of extensive and limited problem solving for high and low involvement purchase situations Consumers carefully evaluate the benefits and problems of a product when the purchase is a high involvement one Vise versa for the low involvement purchase highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).

31 Measure of Involvement In recognition tests, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points. In recall tests, the consumer is asked whether he or she has read a specific magazine or watched a specific television show Recognition tests are based in aided recall, whereas recall tests use unaided recall.

32 Brand Loyalty Four types of loyalty No loyalty No purchase No cognitive attachment Covetous loyalty No purchase Strong attachment Inertia loyalty No emotional attachment Purchase by habit Premium loyalty High attachment High repeat purchase

33 Brand Loyalty vs. Habit Habit: consumer picks product without much thought; may be due to convenience Loyalty: consumer actively seeks out product

34 Brand Equity and co-branding Refers to the value inherent in a well known brand name The value stems from the consumer s perception of- Brand s superiority Social esteem Customer s trust Customer s identification with the rband Well known band names are called to be Megabrands Coca cola, Disney, Apple, Google etc Brand equity is most important for low involvement products Co-branding: Two brand names are featured in the same product

Chapter 7 Consumer Learning. Consumer Behavior, Ninth Edition. Schiffman & Kanuk. Chapter Outline

Chapter 7 Consumer Learning. Consumer Behavior, Ninth Edition. Schiffman & Kanuk. Chapter Outline Chapter 7 Consumer Learning Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter Outline The Elements of Consumer Learning Behavioral Learning Theories Cognitive Learning

More information

Study Unit 3 -Part 2. Consumer Learning SIM University. All rights reserved. Introduction. In this presentation, you will learn:

Study Unit 3 -Part 2. Consumer Learning SIM University. All rights reserved. Introduction. In this presentation, you will learn: Study Unit 3 -Part 2 Consumer Learning Introduction In this presentation, you will learn: Consumer learning process Various theories of learning Consumer Learning in Marketing Consumer learning is the

More information

CHAPTER 7. Consumer Learning

CHAPTER 7. Consumer Learning 164 CHAPTER 7 Consumer Learning LEARNING OBJECTIVES After studying this chapter students should be able to: 1. Understand the process and four elements of consumer learning. 2. Study behavioral learning

More information

The Learning Process. Learning is a Process. Behavioral Learning Theories. Chapter 3 Learning and Memory. How many of these do you remind?

The Learning Process. Learning is a Process. Behavioral Learning Theories. Chapter 3 Learning and Memory. How many of these do you remind? Chapter 3 Learning and Memory Consumer Behavior Buying, Having, and Being Sixth Edition 3-1 The Learning Process Learning: A relatively permanent change in behavior caused by experience Incidental Learning:

More information

Slide 3.1. Learning and memory

Slide 3.1. Learning and memory Slide 3.1 Learning and memory Slide 3.2 Learning defined Learning is a change in behaviour that is caused by experience. Learning can occur through simple associations between a stimulus and a response

More information

Learning Objectives. Learning Objectives 17/03/2016. Chapter 4 Perspectives on Consumer Behavior

Learning Objectives. Learning Objectives 17/03/2016. Chapter 4 Perspectives on Consumer Behavior Chapter 4 Perspectives on Consumer Behavior Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning

More information

How should marketing campaigns be structured to enhance consumer learning and memory?

How should marketing campaigns be structured to enhance consumer learning and memory? How should marketing campaigns be structured to enhance consumer learning and memory? 1 What we know, think and feel about brands comes from the process of learning What we think and feel are precursors

More information

Chapter 6. Learning Objectives. Analyzing Consumer Markets. buying behavior? consumer responses to the marketing program? decisions?

Chapter 6. Learning Objectives. Analyzing Consumer Markets. buying behavior? consumer responses to the marketing program? decisions? Chapter 6 Analyzing Consumer Markets Copyright 2016 Pearson Education Ltd. 6-1 Learning Objectives 1. How do consumer characteristics influence buying behavior? 2. What major psychological processes influence

More information

Chapter 3 Learning and Memory

Chapter 3 Learning and Memory Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 10e Michael R. Solomon 3-1 Learning Objectives When you finish this chapter, you should understand why: 1. It s important for marketers to understand how

More information

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. 4 Perspectives on Consumer Behavior McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Consumer Behavior The process and activities people engage in when searching for, selecting,

More information

Postgraduate Diploma in Marketing June 2016 Examination Exploring Consumer Behaviour (ECB)

Postgraduate Diploma in Marketing June 2016 Examination Exploring Consumer Behaviour (ECB) Postgraduate Diploma in Marketing June 2016 Examination Exploring Consumer Behaviour (ECB) Date: 16 June 2016 Time: 0930 Hrs 1230 Hrs Duration: Three (03) Hrs Total marks for this paper is 100 marks. There

More information

internal information search consumer behavior external information search consumer decision-making process nonmarketing-controlled information source

internal information search consumer behavior external information search consumer decision-making process nonmarketing-controlled information source consumer behavior internal information search consumer decision-making process external information search need recognition nonmarketing-controlled information source stimulus marketing-controlled information

More information

CHAPTER NINE INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOR

CHAPTER NINE INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOR CHAPTER NINE INTERPERSONAL DETERMINANTS OF CONSUMER BEHAVIOR CHAPTER OBJECTIVES Differentiate between customer behavior and consumer behavior Explain how marketers classify behavioral influences on consumer

More information

Postgraduate Diploma in Marketing June 2017 Examination Exploring Consumer Behaviour (ECB)

Postgraduate Diploma in Marketing June 2017 Examination Exploring Consumer Behaviour (ECB) Postgraduate Diploma in Marketing June 2017 Examination Exploring Consumer Behaviour (ECB) Date: 19 June 2017 Time: 0830 Hrs 1130 Hrs Duration: Three (03) Hrs Total marks for this paper is 100 marks. There

More information

Perspectives on Consumer Behavior McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Perspectives on Consumer Behavior McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Perspectives on Consumer Behavior Consumer Decision Making Decision Stage Problem recognition Psychological Process Motivation Information search Perception Alternative evaluation Attitude formation Purchase

More information

I'IHITIIBIFI UNIVERSITY

I'IHITIIBIFI UNIVERSITY ... I'IHITIIBIFI UNIVERSITY OF SCIEI ICE HITD TECHNOLOGY FACULTY OF MANAGEMENT SCIENCES DEPARTMENT OF MARKETING AND LOGISTICS MARKETING SECTION QUALIFICATION: BACHELOR OF MARKETING & OTHERS QUALIFICATION

More information

CONSUMER BEHAVIOR, 10e Michael R. Solomon CHAPTER 3 LEARNING AND MEMORY

CONSUMER BEHAVIOR, 10e Michael R. Solomon CHAPTER 3 LEARNING AND MEMORY CONSUMER BEHAVIOR, 10e Michael R. Solomon CHAPTER 3 LEARNING AND MEMORY Perception is a three-stage process that translates raw stimuli into meaning. Process: physical sensations, such as sights, sounds,

More information

Chapter 7 Behavior and Social Cognitive Approaches

Chapter 7 Behavior and Social Cognitive Approaches Chapter 7 Behavior and Social Cognitive Approaches What is Learning o What Learning Is and Is Not Learning - a relatively permanent influence on behavior, knowledge, and thinking skills that comes about

More information

Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved. ENLIGHTENED CARMAKERS KNOW WHAT CUSTOM(H)ERS VALUE! The Sense of Styling! The Need for Speed! The Substance of Safety!

More information

CHAPTER 6: Memory model Practice questions at - text book pages 112 to 113

CHAPTER 6: Memory model Practice questions at - text book pages 112 to 113 QUESTIONS AND ANSWERS QUESTIONS AND ANSWERS CHAPTER 6: Memory model Practice questions at - text book pages 112 to 113 1) Which of the following sequences reflects the order in which the human brain processes

More information

Perspectives on Consumer Behavior

Perspectives on Consumer Behavior Consumer Decision Making Perspectives on Consumer Behavior Decision Stage Problem recognition Information search Psychological Process Motivation Perception Prof. Pierre Xiao LU, Fudan University Alternative

More information

Welcome to. Chapter No: 04 of MKT 425: Consumer Behavior. Chapter Name: Reference Groups. Modular:

Welcome to. Chapter No: 04 of MKT 425: Consumer Behavior. Chapter Name: Reference Groups. Modular: Welcome to Chapter No: 04 of MKT 425: Consumer Behavior Chapter Name: Reference Groups Modular: Mr. Afjal Hossain Lecturer Department of Marketing, PSTU Leon G. Schiffman & Leslie Lazar Kanuk Consumer

More information

Services Marketing Chapter 10: Crafting the Service Environment

Services Marketing Chapter 10: Crafting the Service Environment Chapter 10: Crafting the Service Environment 7/e Chapter 10 Page 1 Overview of Chapter 10 What is the Purpose of Service Environments? Understanding Consumer Responses to Service Environments Dimensions

More information

Chapter 8: Consumer Attitude Formation and Change

Chapter 8: Consumer Attitude Formation and Change MKT 344 Faculty NNA Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 8: Consumer Attitude Formation and Change Attitude A learned tendency to behave in a consistently favorable or unfavorable

More information

Consumer Behavior. Consumer Behavior. edition. edition. Leon G. Schiffman Joseph L. Wisenblit

Consumer Behavior. Consumer Behavior. edition. edition. Leon G. Schiffman Joseph L. Wisenblit Consumer Behavior For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with

More information

Monday 3/26/2012 Warm-up: What is superstition? How do we acquire them? Activities: 1. What is the best or most effective form of punishment for

Monday 3/26/2012 Warm-up: What is superstition? How do we acquire them? Activities: 1. What is the best or most effective form of punishment for Monday 3/26/2012 Warm-up: What is superstition? How do we acquire them? Activities: 1. What is the best or most effective form of punishment for teens? Or would reinforcement be more effective? 2. If you

More information

Epilepsy and Neuropsychology

Epilepsy and Neuropsychology Epilepsy and Neuropsychology Dr. Sare Akdag, RPsych Neuropsychology Service, BC Children s Hospital Clinical Assistant Professor, Dept of Paediatrics, UBC November 24, 2008 BC Epilepsy Society Lecture

More information

M.Sc. in Psychology Syllabus

M.Sc. in Psychology Syllabus M.Sc. in Psychology Syllabus Paper - I Paper - II Paper - III Paper - IV Paper - V Paper - VI Paper - VII Paper - VIII Paper - IX Paper - X First Year Advanced General Psychology Advanced Social Psychology

More information

Learning. Learning is a relatively permanent change in behavior acquired through experience or practice.

Learning. Learning is a relatively permanent change in behavior acquired through experience or practice. Learning Learning is a relatively permanent change in behavior acquired through experience or practice. What is Learning? Learning is the process that allows us to adapt (be flexible) to the changing conditions

More information

Dikran J. Martin. Psychology 110. Name: Date: Principal Features. "First, the term learning does not apply to (168)

Dikran J. Martin. Psychology 110. Name: Date: Principal Features. First, the term learning does not apply to (168) Dikran J. Martin Psychology 110 Name: Date: Lecture Series: Chapter 5 Learning: How We're Changed Pages: 26 by Experience TEXT: Baron, Robert A. (2001). Psychology (Fifth Edition). Boston, MA: Allyn and

More information

Increasing the amount of information that can be held in short-term memory by grouping related items together into a single unit, or chunk.

Increasing the amount of information that can be held in short-term memory by grouping related items together into a single unit, or chunk. chunking Increasing the amount of information that can be held in short-term memory by grouping related items together into a single unit, or chunk. clustering Organizing items into related groups during

More information

Chapter 5: How Do We Learn?

Chapter 5: How Do We Learn? Chapter 5: How Do We Learn? Defining Learning A relatively permanent change in behavior or the potential for behavior that results from experience Results from many life experiences, not just structured

More information

Learning & Language Development

Learning & Language Development Learning & Language Development Classical Conditioning An involuntary response when a stimulus that normally causes a particular response is paired with a new, neutral stimulus. After enough pairings,

More information

CORE THEORY - NONVERBAL COMMUNICATION - SOCIAL LEARNING THEORY

CORE THEORY - NONVERBAL COMMUNICATION - SOCIAL LEARNING THEORY CORE THEORY - NONVERBAL COMMUNICATION - SOCIAL LEARNING THEORY Social Learning Theory explanation of Non- Verbal Communication Social learning theory (SLT) starts with the idea that we observe and imitate

More information

Module - 6 CONSUMER BEHAVIOR

Module - 6 CONSUMER BEHAVIOR Module - 6 CONSUMER BEHAVIOR Sangeeta Sahney Assistant Professor, Indian Institute of Technology Kharagpur, India Email. sahney@vgsom.iitkgp.emit.in Joint Initiative IITs and IISc Funded by MHRD - 1 -

More information

THE EIGHTEEN MANAGEMENT COMPETENCIES

THE EIGHTEEN MANAGEMENT COMPETENCIES THE EIGHTEEN MANAGEMENT COMPETENCIES GOAL AND ACTION MANAGEMENT CLUSTER Efficiency Orientation Proactivity Concern with Impact a. Sets goals or deadlines for accomplishing tasks which are challenging but

More information

Slide 2.1. Perception and interpretation

Slide 2.1. Perception and interpretation Slide 2.1 Perception and interpretation Slide 2.2 Perception defined Perception is the process by which physical sensations such as sights, sounds, and smells are selected, organised, and interpreted.

More information

Postgraduate Diploma in Marketing December 2017 Examination Exploring Consumer Behaviour (ECB)

Postgraduate Diploma in Marketing December 2017 Examination Exploring Consumer Behaviour (ECB) Postgraduate Diploma in Marketing December 2017 Examination Exploring Consumer Behaviour (ECB) Date: 18 December 2017 Time: 0830 Hrs 1130 Hrs Duration: Three (03) Hrs Total marks for this paper is 100

More information

23C581 Consumer Behavior Introductory lecture 3 November 2016

23C581 Consumer Behavior Introductory lecture 3 November 2016 23C581 Consumer Behavior Introductory lecture 3 November 2016 Introductory lecture Course practicalities Introduction to consumer behavior and course assignments Forming teams for the group assignments

More information

Chapter 3-Attitude Change - Objectives. Chapter 3 Outline -Attitude Change

Chapter 3-Attitude Change - Objectives. Chapter 3 Outline -Attitude Change Chapter 3-Attitude Change - Objectives 1) An understanding of how both internal mental processes and external influences lead to attitude change 2) An understanding of when and how behavior which is inconsistent

More information

Learning. Learning. Learning

Learning. Learning. Learning Learning PSY 1000: Introduction to Psychology Learning Monkeys beginning to wash their food before they eat it The rituals that athletes perform before/during contests Birds learning to flutter their wings

More information

Memory. Chapter 7 Outline. Human Memory: Basic Questions. Memory 10/2/ Prentice Hall 1. Chapter 7. How is pulled back out ( ) from memory?

Memory. Chapter 7 Outline. Human Memory: Basic Questions. Memory 10/2/ Prentice Hall 1. Chapter 7. How is pulled back out ( ) from memory? Memory Chapter 7 Chapter 7 Outline Basic Processing Encoding Retrieval Systems of Memory Physiology of Memory Your Memory Human Memory: Basic Questions How does get into memory? How is information in memory?

More information

Learning Approaches. Classical Conditioning Conditioned Stimulus (CS)... Conditioned Response (CR)... Acquisition... Extinction...

Learning Approaches. Classical Conditioning Conditioned Stimulus (CS)... Conditioned Response (CR)... Acquisition... Extinction... Reading: H & O Chapters 9, 10, 11 Terms you should know. J. B. Watson Pavlov Classical Conditioning Unconditioned Stimulus (UCS) Unconditioned Response (UCR) Conditioned Stimulus (CS) Conditioned Response

More information

2. Which of the following is not an element of McGuire s chain of cognitive responses model? a. Attention b. Comprehension c. Yielding d.

2. Which of the following is not an element of McGuire s chain of cognitive responses model? a. Attention b. Comprehension c. Yielding d. Chapter 10: Cognitive Processing of Attitudes 1. McGuire s (1969) model of information processing can be best described as which of the following? a. Sequential b. Parallel c. Automatic 2. Which of the

More information

Memory 2/15/2017. The Three Systems Model of Memory. Process by which one encodes, stores, and retrieves information

Memory 2/15/2017. The Three Systems Model of Memory. Process by which one encodes, stores, and retrieves information Chapter 6: Memory Memory Process by which one encodes, stores, and retrieves information The Three Systems Model of Memory Each system differs in terms of span and duration 1 The Three Systems Model of

More information

Copyright 2013 Pearson Education CHAPTER: 9 MEASURING SOURCES OF BRAND EQUITY: CAPTURING CUSTOMER MINDSET

Copyright 2013 Pearson Education CHAPTER: 9 MEASURING SOURCES OF BRAND EQUITY: CAPTURING CUSTOMER MINDSET Copyright 2013 Pearson Education CHAPTER: 9 MEASURING SOURCES OF BRAND EQUITY: CAPTURING CUSTOMER MINDSET Learning Objectives Describe effective qualitative research techniques for tapping into consumer

More information

Human cogition. Human Cognition. Optical Illusions. Human cognition. Optical Illusions. Optical Illusions

Human cogition. Human Cognition. Optical Illusions. Human cognition. Optical Illusions. Optical Illusions Human Cognition Fang Chen Chalmers University of Technology Human cogition Perception and recognition Attention, emotion Learning Reading, speaking, and listening Problem solving, planning, reasoning,

More information

Study of the Brain. Notes

Study of the Brain. Notes Study of the Brain Notes 1. Three Components of the Brain Cerebrum. Most high-level brain functions take place in the cerebrum. It is divided into the left and right hemispheres. Many motor and sensory

More information

This Lecture: Psychology of Memory and Brain Areas Involved

This Lecture: Psychology of Memory and Brain Areas Involved Lecture 18 (Nov 24 th ): LEARNING & MEMORY #1 Lecture Outline This Lecture: Psychology of Memory and Brain Areas Involved Next lecture: Neural Mechanisms for Memory 1) Psychology of Memory: Short Term

More information

Advertisement Questions READ Ask yourself

Advertisement Questions READ Ask yourself 7/18/2014 8:02:00 AM Advertisement Questions: Look at the ad and READ the question. Usually you are asked for general opinion about the CB theories expressed in the ad with a specific emphasis on one or

More information

MEMORY. Prof. Riyadh Al_Azzawi F.R.C.Psych

MEMORY. Prof. Riyadh Al_Azzawi F.R.C.Psych MEMORY Prof. Riyadh Al_Azzawi F.R.C.Psych Memory: Memory collects the countless phenomena of our existence into a single whole, considers conceptions, perception, thought and movement, it is memory that

More information

PSYCHOLOGY ADVANCED LEVEL

PSYCHOLOGY ADVANCED LEVEL PSYCHOLOGY ADVANCED LEVEL AIMS This syllabus aims to provide candidates with an opportunity to: 1. acquire a basic knowledge of psychological theories and research; 2. consider the applications of this

More information

MEMORY. Announcements. Practice Question 2. Practice Question 1 10/3/2012. Next Quiz available Oct 11

MEMORY. Announcements. Practice Question 2. Practice Question 1 10/3/2012. Next Quiz available Oct 11 Announcements Next Quiz available Oct 11 Due Oct 16 MEMORY Practice Question 1 Practice Question 2 What type of operant conditioning is Stewie using to get attention from his mom? A rercer that acquires

More information

MEMORY MODELS. CHAPTER 5: Memory models Practice questions - text book pages TOPIC 23

MEMORY MODELS. CHAPTER 5: Memory models Practice questions - text book pages TOPIC 23 TOPIC 23 CHAPTER 65 CHAPTER 5: Memory models Practice questions - text book pages 93-94 1) Identify the three main receptor systems used by a performer in sport. Where is the filtering mechanism found

More information

Chapter 17 Therapy and Change

Chapter 17 Therapy and Change Chapter 17 Therapy and Change Section 1 What is Psychotherapy? Psychotherapy is a general term for the several approaches used by mental health professionals to treat psychological disorders. Objectives

More information

NAME OF PRESENTATION 1

NAME OF PRESENTATION 1 NAME OF PRESENTATION 1 Agenda Influenza and the flu vaccine market DTC campaign Strategic Approach Objectives Integration. Integration. Integration. Results and Learning s Summary NAME OF PRESENTATION

More information

Welcome to. Chapter No: 08 of MKT 425: Consumer Behavior. Chapter Name: Perception. Modular: Mr. Afjal Hossain Lecturer Department of Marketing, PSTU

Welcome to. Chapter No: 08 of MKT 425: Consumer Behavior. Chapter Name: Perception. Modular: Mr. Afjal Hossain Lecturer Department of Marketing, PSTU Welcome to Chapter No: 08 of MKT 425: Consumer Behavior Chapter Name: Perception Modular: Mr. Afjal Hossain Lecturer Department of Marketing, PSTU Leon G. Schiffman & Leslie Lazar Kanuk Consumer Behavior

More information

0-3 DEVELOPMENT. By Drina Madden. Pediatric Neuropsychology 1

0-3 DEVELOPMENT. By Drina Madden. Pediatric Neuropsychology   1 0-3 DEVELOPMENT By Drina Madden DrinaMadden@hotmail.com www.ndcbrain.com 1 PHYSICAL Body Growth Changes in height and weight are rapid in the first two years of life. Development moves from head to tail

More information

Mental Imagery. What is Imagery? What We Can Imagine 3/3/10. What is nature of the images? What is the nature of imagery for the other senses?

Mental Imagery. What is Imagery? What We Can Imagine 3/3/10. What is nature of the images? What is the nature of imagery for the other senses? Mental Imagery What is Imagery? What is nature of the images? Exact copy of original images? Represented in terms of meaning? If so, then how does the subjective sensation of an image arise? What is the

More information

Open Your Class With This Tomorrow The One World School House: Education Reimagined

Open Your Class With This Tomorrow The One World School House: Education Reimagined Open Your Class With This Tomorrow The One World School House: Education Reimagined Directions: The Khan Academy does not have much in the way of lessons related to high school psychology, but there many

More information

Foundations of Individual Behavior

Foundations of Individual Behavior Robbins & Judge Organizational Behavior 13th Edition Foundations of Individual Behavior Bob Stretch Southwestern College 2-0 Chapter Learning Objectives After studying this chapter, you should be able

More information

Executive Functioning

Executive Functioning Executive Functioning What is executive functioning? Executive functioning is a process of higher brain functioning that is involved in goal directed activities. It is the part of the brain that enables

More information

A23C581 Consumer Behavior. Introductory lecture 19 February 2018

A23C581 Consumer Behavior. Introductory lecture 19 February 2018 A23C581 Consumer Behavior Introductory lecture 19 February 2018 Introductory lecture Course practicalities Syllabus and course assignments Forming teams for the group assignments Course practicalities

More information

Name. True or False: 1. Learning is a relatively permanent change in behavior brought about by experience. True False

Name. True or False: 1. Learning is a relatively permanent change in behavior brought about by experience. True False Chapter 5 Quiz Name Learning (Modules 15, 16, 17) True or False: 1. Learning is a relatively permanent change in behavior brought about by experience. 2. A stimulus that naturally brings about a particular

More information

Psychology, Ch. 6. Learning Part 1

Psychology, Ch. 6. Learning Part 1 Psychology, Ch. 6 Learning Part 1 Two Main Types of Learning Associative learning- learning that certain events occur together Cognitive learning- acquisition of mental information, by observing or listening

More information

Objectives. Positive First Impressions. Outline. Problem

Objectives. Positive First Impressions. Outline. Problem Positive First Impressions Peter R. Kovacek, PT, MSA, DPT 2011 Objectives Articulate critical components of Positive First Impressions, Patient Satisfaction and Patient Loyalty Address Patient Financial

More information

Psychology: Exploring Behavior. Table of Contents. Chapter: Psychology: Its Nature and Nurture 1. Chapter: Methods and Data 37

Psychology: Exploring Behavior. Table of Contents. Chapter: Psychology: Its Nature and Nurture 1. Chapter: Methods and Data 37 i Table of Contents Chapter: Psychology: Its Nature and Nurture 1 What Is Psychology? 1 Psychology: Its Nature and Nurture 3 Definition of psychology 4 The History of Psychology 6 Psychology in the 1800s

More information

CONSUMER BEHAVIOR UNIT II

CONSUMER BEHAVIOR UNIT II CONSUMER BEHAVIOR UNIT II 1 UNIT II LEARNING OBJECTIVES 1. Market research and consumer behavior; Approaches to consumer behavior research: observation, interviews and surveys, experimentation 2. Consumer

More information

Emotional-Social Intelligence Index

Emotional-Social Intelligence Index Emotional-Social Intelligence Index Sample Report Platform Taken On : Date & Time Taken : Assessment Duration : - 09:40 AM (Eastern Time) 8 Minutes When it comes to happiness and success in life, Emotional-Social

More information

CHAPTER 7: Achievement motivation, attribution theory, self-efficacy and confidence. Practice questions - text book pages

CHAPTER 7: Achievement motivation, attribution theory, self-efficacy and confidence. Practice questions - text book pages QUESTIONS AND ANSWERS CHAPTER 7: Achievement motivation, attribution theory, self-efficacy and confidence Practice questions - text book pages 111-112 1) Which one of the following best explains achievement

More information

Optical Illusions 4/5. Optical Illusions 2/5. Optical Illusions 5/5 Optical Illusions 1/5. Reading. Reading. Fang Chen Spring 2004

Optical Illusions 4/5. Optical Illusions 2/5. Optical Illusions 5/5 Optical Illusions 1/5. Reading. Reading. Fang Chen Spring 2004 Optical Illusions 2/5 Optical Illusions 4/5 the Ponzo illusion the Muller Lyer illusion Optical Illusions 5/5 Optical Illusions 1/5 Mauritz Cornelis Escher Dutch 1898 1972 Graphical designer World s first

More information

Lesson 5 Sensation, Perception, Memory, and The Conscious Mind

Lesson 5 Sensation, Perception, Memory, and The Conscious Mind Lesson 5 Sensation, Perception, Memory, and The Conscious Mind Introduction: Connecting Your Learning The beginning of Bloom's lecture concludes his discussion of language development in humans and non-humans

More information

STUDENT NUMBER Letter Figures Words PSYCHOLOGY. Written examination 2. Thursday 6 November 2008

STUDENT NUMBER Letter Figures Words PSYCHOLOGY. Written examination 2. Thursday 6 November 2008 Victorian Certificate of Education 2008 SUPERVISOR TO ATTACH PROCESSING LABEL HERE STUDENT NUMBER Letter Figures Words PSYCHOLOGY Written examination 2 Thursday 6 November 2008 Reading time: 9.00 am to

More information

Which of the following is not an example of a reinforced behavior?

Which of the following is not an example of a reinforced behavior? Learning that is not mechanically acquired through reinforcement, void of overt responses, and is gained through paying attention to other's behavior is called learning. 1. observational 2. association

More information

The Effects of Product Attribute s New Information and Target Compatibility on Consumer Elaboration

The Effects of Product Attribute s New Information and Target Compatibility on Consumer Elaboration The Effects of Product Attribute s New Information and Target Compatibility on Consumer Elaboration Dr. Chan-Chien Chiu, Associate Professor of Taiwan Hospitality & Tourism College, Taiwan ABSTRACT This

More information

Behavior Change Theories

Behavior Change Theories Behavior Change Theories Abdul-Monaf Al-Jadiry, MD, FRCPsych Professor of Psychiatry Behavioral change theories These theories explain the reasons behind alterations in individuals' behavioral patterns.

More information

NEGOTIATION SEVENTH EDITION

NEGOTIATION SEVENTH EDITION NEGOTIATION SEVENTH EDITION ROY J. LEWICKI DAVID M. SAUNDERS BRUCE BARRY 2015 by McGraw Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution

More information

Overcoming Psychological Barriers to Maximize Treatment Efficacy

Overcoming Psychological Barriers to Maximize Treatment Efficacy Overcoming Psychological Barriers to Maximize Treatment Efficacy Dr. Rob Winningham Western Oregon University, Northwest Rehabilitation Associates 2010, Dr. Rob Winningham All Personality and Mental Health

More information

Personality means how a person affects others and how he understands and views himself as well as the pattern of inner and outer measurable traits,

Personality means how a person affects others and how he understands and views himself as well as the pattern of inner and outer measurable traits, Personality means how a person affects others and how he understands and views himself as well as the pattern of inner and outer measurable traits, and the person situation interaction. A person s general

More information

Learning. Learning is a relatively permanent change in behavior acquired through experience.

Learning. Learning is a relatively permanent change in behavior acquired through experience. Learning Learning is a relatively permanent change in behavior acquired through experience. Classical Conditioning Learning through Association Ivan Pavlov discovered the form of learning called Classical

More information

A MODEL OF STUDENTS UNIVERSITY DECISION- MAKING BEHAVIOR

A MODEL OF STUDENTS UNIVERSITY DECISION- MAKING BEHAVIOR Ionela MANIU, George C. MANIU ASE researcher, Lucian Blaga University of Sibiu A MODEL OF STUDENTS UNIVERSITY DECISION- MAKING BEHAVIOR Methodological articles Keywords Higher educational institutions

More information

THE USE OF SENSORY ACUITY TECHNIQUES, OF MODELING, OF ANCHORING, OF

THE USE OF SENSORY ACUITY TECHNIQUES, OF MODELING, OF ANCHORING, OF Revista Tinerilor Economişti (The Young Economists Journal) THE USE OF SENSORY ACUITY TECHNIQUES, OF MODELING, OF ANCHORING, OF CALIBRATION, WITHIN NLP FOR IMPROVING THE ACTIVITY IN THE ORGANIZATION Cornel

More information

Structures of Memory. Structures of Memory. Processes in Memory. Processes in Memory. The Multi-Store Model. The Multi-Store Model.

Structures of Memory. Structures of Memory. Processes in Memory. Processes in Memory. The Multi-Store Model. The Multi-Store Model. Structures of Memory Name the three types of longterm memory (LTM). 1 Structures of Memory The three types of LTM are: episodic memory semantic memory procedural memory. 1 Processes in Memory Define storage.

More information

Chapter 3: Information Processing

Chapter 3: Information Processing SENG 5334: Human Factors Engineering & INDH 5931: Research Topics in IH/Safety Chapter 3: Information Processing By: Magdy Akladios, PhD, PE, CSP, CPE, CSHM 1 A Model of Information Processing Def: A model

More information

Operant Conditioning

Operant Conditioning Operant Conditioning Classical v. Operant Conditioning Both classical and operant conditioning use acquisition, extinction, spontaneous recovery, generalization, and discrimination. Classical conditioning

More information

Learning: Some Key Terms

Learning: Some Key Terms Learning: Some Key Terms Learning: Relatively permanent change in behavior due to experience Reinforcement: Any event that increases the probability that a response will recur Focus on what can be seen

More information

Sales Skills for the Reluctant Sales Representative. Presentation Available at: Disclosure

Sales Skills for the Reluctant Sales Representative. Presentation Available at: Disclosure Sales Skills for the Reluctant Sales Representative Irving Stackpole, RRT, MEd Telephone: 1-800-844-9934 istackpole@stackpoleassociates.com Presentation Available at: www.stackpoleassociates.com Disclosure

More information

Effective treatment strategies for individuals with Substance Use Disorder and Brain Injury.

Effective treatment strategies for individuals with Substance Use Disorder and Brain Injury. Annette Pearson MS, LADC, CBIS Mind Matters Conference 2018 Effective treatment strategies for individuals with Substance Use Disorder and Brain Injury. The presentation will discuss how the brain changes

More information

CHAPTER 2 FOUNDATIONS OF INDIVIDUAL BEHAVIOR

CHAPTER 2 FOUNDATIONS OF INDIVIDUAL BEHAVIOR CHAPTER 2 FOUNDATIONS OF INDIVIDUAL BEHAVIOR "Intelligence is but one characteristic that people bring with them when they join an organization. In this chapter, we look at how biographical characteristics

More information

CS 544 Human Abilities

CS 544 Human Abilities CS 544 Human Abilities Human Information Processing Memory, Chunking & Phrasing, Modes Acknowledgement: Some of the material in these lectures is based on material prepared for similar courses by Saul

More information

FINAL SUMMARY REPORT. The Brand Strategy Group

FINAL SUMMARY REPORT. The Brand Strategy Group FINAL SUMMARY REPORT The Brand Strategy Group INTRODUCTION The State of Hawaii Judiciary s Center for Alternative Dispute Resolution (Center) contracted with The Brand Strategy Group ( BSG ) through the

More information

What is Stress? What Causes Stress?

What is Stress? What Causes Stress? Stress Management What is Stress? Any situation can lead to stress too much to do, a conflict between people, disappointment, criticism, even compliments. These situations are not stress; they are stressors.

More information

Chapter 6 Analyzing Consumer Markets

Chapter 6 Analyzing Consumer Markets Marketing Management Chapter 6 Analyzing Consumer Markets Md Afnan Hossain Lecturer SouthEast University Course Code: Mkt 3123 (D,E) Contents Source: Kotlar, Keller, Koshy, Jha (2014) Marketing Management.

More information

3/23/2017 ASSESSMENT AND TREATMENT NEEDS OF THE INDIVIDUAL WITH A TRAUMATIC BRAIN INJURY: A SPEECH-LANGUAGE PATHOLOGIST S PERSPECTIVE

3/23/2017 ASSESSMENT AND TREATMENT NEEDS OF THE INDIVIDUAL WITH A TRAUMATIC BRAIN INJURY: A SPEECH-LANGUAGE PATHOLOGIST S PERSPECTIVE ASSESSMENT AND TREATMENT NEEDS OF THE INDIVIDUAL WITH A TRAUMATIC BRAIN INJURY: A SPEECH-LANGUAGE PATHOLOGIST S PERSPECTIVE MONICA STRAUSS HOUGH, PH.D, CCC/SLP CHAIRPERSON AND PROFESSOR COMMUNICATION SCIENCES

More information

June 16, The retina has two types of light-sensitive receptor cells (or photoreceptors) called rods and cones.

June 16, The retina has two types of light-sensitive receptor cells (or photoreceptors) called rods and cones. K K The retina has two types of light-sensitive receptor cells (or photoreceptors) called rods and cones. rods: 75 to 150 million cells which are very sensitive to all levels of light. cones: 6 to 7 million

More information

Psyc 010: Intro Psych Learning Objectives Dr. Blackwell

Psyc 010: Intro Psych Learning Objectives Dr. Blackwell Chapter 1: The Science of Psychology 1.A What Is Psychological Science? 1. Define psychological science. 2. Define critical thinking, and describe what it means to be a critical thinker. 3. Identify major

More information

CHAPTER 7: Attribution theory, confidence and self-efficacy. Practice questions at - text book pages 124 to 125 QUESTIONS AND ANSWERS.

CHAPTER 7: Attribution theory, confidence and self-efficacy. Practice questions at - text book pages 124 to 125 QUESTIONS AND ANSWERS. QUESTIONS AND ANSWERS CHAPTER 7: Attribution theory, confidence and self-efficacy Practice questions at - text book pages 124 to 125 1) Weiner s model of attribution refers to: a. stable factors, such

More information

CHAPTER 2 MOTIVATION, ABILITY, AND OPPORTUNITY

CHAPTER 2 MOTIVATION, ABILITY, AND OPPORTUNITY Chapter 2: Motivation, Ability, and Opportunity CHAPTER 2 MOTIVATION, ABILITY, AND OPPORTUNITY Chapter Summary This chapter is the students introduction to factors that can influence consumers to behave

More information

Chapter 3. Perception and Memory. Factors That Affect Teacher s Guidance

Chapter 3. Perception and Memory. Factors That Affect Teacher s Guidance Chapter 3 A Key to Guiding children Effectively All rights reserved. Part 1 Perception and Memory 3-2 Factors That Affect Teacher s Guidance Perception-process of organizing information obtained through

More information

CS160: Sensori-motor Models. Prof Canny

CS160: Sensori-motor Models. Prof Canny CS160: Sensori-motor Models Prof Canny 1 Why Model Human Performance? To test understanding of behavior To predict impact of new technology we can build a simulator to evaluate user interface designs 2

More information