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LearningandMemory2002/04/171OverviewWhatisLearning?BehavioralLearningTheories行為學(xué)習(xí)VicariousLearning代理學(xué)習(xí)CognitiveLearningTheory認(rèn)知學(xué)習(xí)TheRoleofMemoryinLearning2002/04/172WhatIsLearning?來自資訊與經(jīng)驗(yàn)的影響，而所產(chǎn)生的一種行為、情感以及思想上的相當(dāng)持久的改變LearningTheoriesbehaviorallearningemphasizetheresponsestoexternaleventscognitivelearningstresstheimportanceofinternalmentalprocesses2002/04/173TheConsumerAsa“BlackBox”:ABehavioristPerspectiveonLearning2002/04/174BehavioralLearningTheoriesClassicalConditioning古典制約InstrumentalConditioning工具制約2002/04/175ClassicalConditioningTheunconditionedstimulus(US;UCS)evokesanunconditionedresponse(UR;UCR)Theunconditionedresponsecanbetransferredtoaconditionedstimulus(CS)throughclassicalconditioningSincethisresponsearisesfromtheconditioningitiscalledtheconditionedresponse(CR)2002/04/176ClassicalConditioning2002/04/177MarketingApplicationsofClassicalConditioningRepetitionStimulusGeneralization刺激類化familybrandingproductlineextensionslicensinglook-alikepackaging2002/04/178InstrumentalConditioningAlsoknownas“OperantConditioning”操作制約4typesoflearningoutcomes:positivereinforcement,negativereinforcement,punishment,extinction2002/04/179FourTypesofLearningOutcomes2002/04/1710ReinforcementSchedulesTotalReinforcement(continuousreinforcement)PartialReinforcementSystematicReinforcementfixed-interval固定定間間隔隔增增強(qiáng)強(qiáng)fixed-ratio固定定比比率率（（次次數(shù)數(shù)））增增強(qiáng)強(qiáng)RandomReinforcementvariable-intervalvariable-ratio2002/04/1711VicariousLearningAlsoknownas““observationallearning”or““modeling”individualslearnbehaviorbyobservingthebehaviorofothersandtheconsequencesofsuchbehavior3waysofmodeling:overtmodeling外顯顯模模仿仿學(xué)學(xué)習(xí)習(xí)covertmodeling晦隱隱模模仿仿學(xué)學(xué)習(xí)習(xí)verbalmodeling口頭頭模模仿仿學(xué)學(xué)習(xí)習(xí)2002/04/1712CognitiveLearningTheoryCognitivelearning:LearningbasedonmentalactivitiesRangefromverysimpleinformationacquisitiontocomplex,creativeproblemsolvingInformationProcessingModel:Acognitivelearningtheorythatfocusesonhowinformationisstoredinhumanmemoryandhowitisretrieved2002/04/1713TheRoleofMemoryin(Cognitive)LearningMemoryProcessMemorySystemMemoryOrganization--AssociativenetworkRetrievalForgetting2002/04/1714TheMemoryProcessExternalInputsEncodingInformationisPlacedinMemoryStorageInformationisRetainedinMemoryRetrievalInformationStoredinMemoryisFoundasNeeded2002/04/1715Relationshipsamongmemorysystems2002/04/1716IBMPCExpensiveStatusBrandPrestigeCompatiblewithOtherSystemsFastResponseTimeEaseofOperationEasytoLearnWidelyAvailableReliableAnAssociativeNetworkfortheIBMPC2002/04/1717TheCycleofRememberingLong-termMemoryShort-termMemoryRetrievalLearning2002/04/1718SuccessRetrievalDependson...Strengthofmemorytraceoftheto-be-rememberedinformationThenumberandstrengthoflinkagesbetweentheto-be-remembereditemandothermemorynodesSpreadingactivation:activatingonememorynodespreadsthroughlinkagestoothernodes2002/04/1719CausesofForgettingDecaytheorymemoriesgrowweakerwiththepassageoftimeInterferencetheorythechancesofretrievingaparticularpieceofinformationbecomesmallerasinterferencefromotherinformationbecomeslarger2002/04/1720HowCompaniesCanHelpConsumerstoRememberRemindersRepetitionsEncourageElaborationEncourageMultipleRepresentationsinMemoryConsistencyUseEasy-to-RememberStimuliPutConsumersinaGoodMood2002/04/1721謝謝謝1月月-2300:25:0200:2500:251月月-231月月-2300:2500:2500:25:021月-231月-2300:25:022023/1/60:25:029、靜夜四無鄰鄰，荒居舊業(yè)業(yè)貧。。1月-231月-23Friday,January6,202310、雨中中黃葉葉樹，，燈下下白頭頭人。。。00:25:0200:25:0200:251/6/202312:25:02AM11、以我我獨(dú)沈沈久，，愧君君相見見頻。。。1月-2300:25:0200:25Jan-2306-Jan-2312、故人江海海別，幾度度隔山川。。。00:25:0200:25:0200:25Friday,January6,202313、乍見翻疑夢(mèng)夢(mèng)，相悲各問問年。。1月-231月-2300:25:0300:25:03January6,202314、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國國見青青山。。。06一一月月202312:25:03上上午午00:25:031月-2315、比不了了得就不不比，得得不到的的就不要要。。。一月2312:25上上午1月-2300:25January6,202316、行動(dòng)出成果果，工作出財(cái)財(cái)富。。2023/1/60:25:0300:25:0306January202317、做前前，能能夠環(huán)環(huán)視四四周；；做時(shí)時(shí)，你你只能能或者者最好好沿著著以腳腳為起起點(diǎn)的的射線線向前前。。。12:25:03上上午午12:25上上午00:25:031月-239、沒有失失敗，只只有暫時(shí)時(shí)停止成成功！。。1月-231月-23Friday,January6,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。00:25:0300:25:0300:251/6/202312:25:03AM11、成成功功就就是是日日復(fù)復(fù)一一日日那那一一點(diǎn)點(diǎn)點(diǎn)點(diǎn)小小小小努努力力的的積積累累。。。。1月月-2300:25:0300:25Jan-2306-Jan-2312、世間成成事，不不求其絕絕對(duì)圓滿滿，留一一份不足足，可得得無限完完美。。。00:25:0300:25:0300:25Friday,January6,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2300:25:0300:25:03January6,202314、意意志志堅(jiān)堅(jiān)強(qiáng)強(qiáng)的的人人能能把把世世界界放放在在手手中中像像泥泥塊塊一一樣樣任任意意揉揉捏捏。。06一一月月202312:25:03上上午午00:25:031月月-2315、楚塞三三湘接，，荊門九九派通。。。。一月2312:25上上午1月-2300:25January6,202316、少年十五二二十時(shí)，步行行奪得胡馬騎騎。。2023/1/60:25:0300:25:0306January202317、空山山新雨雨后，，天氣氣晚來來秋。。。12:25:03上上午午12:25上上午00:25:031月-239、楊柳散散和風(fēng)，，青山澹澹吾慮。。。1月-231月-23Friday,January6,202310、閱讀一切好好書如同和過過去最杰出的的人談話。00:25:0300:25:0300:251/6/202312:25:03AM11、越是沒有有本領(lǐng)的就就越加自命命不凡。1月-2300:25:0300:25Jan-2306-Jan-2312、越是無能的的人，越喜歡歡挑剔別人的的錯(cuò)兒。00:25:0300:25:0300:25Friday,January6,202313、知人人者智