LEARNING
There are several theories to explain the learning process such as the Behavioural Theory and the Cognitive Theory.
· Conditioned Product Association
· Stimulus Generalisation
· Family Branding
· Product Line Extensions
· Licensing
· Look-Alike Packaging
· Stimulus Discrimination
How do we lean cognitive?
In cognitive learning, the
individual learns by listening, watching, touching, reading or experiencing and
then processing and remembering the information. Cognitive learning might seem
to be passive learning, because there is no motor movement. However, the
learner is quite active, in a cognitive way in the processing the remembering
newly incoming information.
Cognitive learning enables
us to create and transmit a complex culture that includes symbols, values, beliefs
and norms. Because cognitive activity is involved in many aspects of human
behaviour, it might seem the cognitive learning only takes place in the human
beings. However, many different species of animals are capable of observational
learning. For example, monkey in the zoo, sometimes imitates human visitors.
This is cognitive learning by obtained from studies on humans.
“Every time an advertisement or commercial appears, the
objective is to have the reader or viewer learn something …. and remember what
he learned “ (Britt 1955)
“ …. our ultimate aim is to teach them brand loyalty” (Rice
1997)
Behaviourism is a world-view that assumes a learner is essentially passive, responding to environmental stimuli. The learner starts off as a clean slate and behaviour is shaped through positive reinforcement or negative reinforcement. Both positive reinforcement and negative reinforcement increase the probability that the antecedent behaviour will happen again. In contrast,punishment (both positive and negative) decreases the likelihood that the antecedent behaviour will happen again. Positive indicates the application of a stimulus; Negative indicates the withholding of a stimulus. Learning is therefore defined as a change in behavior in the learner. Lots of (early) behaviourist work was done with animals and generalised to humans.Behaviourism precedes the cognitivist worldview. It rejects structuralism and is an extension of Logical Positivism.
How a
Stimulus Results in Behavior
Behaviour is often defined as the response to a stimulus. In other words, what a person,
animal, plant, or organism does after being stimulated is part of its behavior.
In order to cause that response, the stimulus must be sensed, processed, and
interpreted by the person, animal, plant, or organism.
Senses detect energy
Living
objects have sensors (or senses) that detect forms of energy from the world
around them and converts the energy into a signal. Human senses include the
sense of sight, hearing, smell, taste and touch, as well as several others.
The
signal from a sensor may be quite simple or very complex, as in the case of
information on images detected by the eye.
Signal interpreted
The
organism then processes or interprets the signal from the sensor, resulting in
a response or being ignored as not important. The signal is may be processed
near the sensor, in the brain, or in an area in between. Obviously, plants and lower
level animals don't have brains.
Processed before brain
For
example, the skin can detect heat. If the heat is interpreted as dangerously
high, the person will jerk away from the source of heat. The signal does not
have to reach the brain for the interpretation to cause the response in this
situation.
Processed in brain
On the
other hand, the nose of a dog senses the odor from a treat being offered. The
signal reaches the brain which interprets the smell as something good to eat.
The dog then responds by salivating and perhaps begging for the treat. This
response is its behaviour to the stimulus.
Complex interpretation
On a more
complex level, a person may hear a song on the radio. The song is sensed and
processed, and its words interpreted for their meaning. This is going well
beyond responding to a loud noise. The words and melody are presented as
complex information, and their interpretation can result in an emotional
response or behaviour.
Types of response
The
response to a stimulus can be positive, negative, or ignored as not important.
A positive reaction is that the being wants more or is attracted to the
stimulus. A negative reaction is that the being wants to avoid the stimulus.
Positive Examples
of positive responses or behavior include:
Negative Examples
of negative responses or behaviour include:
Ignored Examples
of responding to a stimulus by deciding to ignore it:
Memory
Memory is something that is remembered from past experiences,ideas,images such as advertisements this could be done to incorrige people to purchase their product by making a funny advert or reading a review in a magazine.
Nostalgia
The term nostalgia basically describes a longing for the past, often in an idealised form. It is when something you see, hear and even in some case feel, incline a memory of something else to redevelop.
Here is my VERY OWN MOOD BOARD :)
REFS
* Pavlov (1903) published the results of an experiment on conditioning after originally studying digestion in dogs.
* Watson (1913) launches the behavioural school of psychology (classical conditioning), publishing an article, "Psychology as the Behaviorist Views It".
* Watson and Rayner (1920) conditioned an orphan called Albert B (aka Little Albert) to fear a white rat.
* Thorndike (1905) formalised the "Law of Effect".
* Skinner (1936) wrote "The Behavior of Organisms" and introduced the concepts of operant conditioning and shaping.
* Clark Hull’s (1943) Principles of Behavior was published.
* B.F. Skinner (1948) published Walden II in which he described a utopian society founded upon behaviorist principles.
* Bandura (1963) publishes a book called the "Social Leaning Theory" which combines both cognitive and behavioral frameworks.
* B.F. Skinner (1971) published his book Beyond Freedom and Dignity, where he argues that free will is an illusion.
Learning focuses on is what happens when learning is taking
place. When doing stuff we don’t actually aware that we are learning
expectations from STIMULUS will follow a response. The main theories are
behavioural and cognitive.
Creating Brand Equity
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1 comments for this post
again great to see you reading so widely round the subject (and referencing it all fully) Love the cartoon