LEARNING and MEMORY

Mayank Kumar
Learning
• Learning is relatively permanent change in behavior
that occurs as result of practice or experience
• change
• relatively permanent
• result of practice (deliberate) and/or experience (may
not deliberate)
• S-R schema
Conditioning or Associative
Learning
conditional Stimulus

Unconditional Stimulus
The process of classical conditioning

Conditioned stimulus
- Ringing of bell

Unconditioned stimulus
Unconditioned
–Meat powder Response

Conditioned stimulus Conditioned

Response
Classical conditioning
• The process of classical conditioning

• Pairing of conditioned stimulus with unconditioned

stimulus

• learning to conditioned stimulus with unconditioned

stimulus - temporal proximity

• conversion of unconditioned response into conditioned

response
Reasons for learning
• Form of association

• Stimulus substitution, conditioned stimulus has acquired

a capacity of substituting the unconditioned stimulus

• Information and expectation, unconditioned stimulus

has become the signal of CS
 Strength of learning

• Temporal proximity

• Number of repetition

• Extent of motivation

• US which is biologically or symbolically or emotionally

salient

• Novelty of US
https://www.youtube.com/watch?v=J9po8piihCc
Strength of learning
 Forward Conditioning CS (Bell)
US (Meat Powder)

Delayed Conditioning CS (Bell)

US (Meat Powder)

Trace Conditioning CS (Bell)

US (Meat Powder)

Simultaneous Conditioning CS (Bell)

US (Meat Powder)

CS (Bell)
Backward Conditioning
US (Meat Powder)
 The phenomenon of extinction

Conditioning Extinction
Strength of response

Pairing of US + CS End of pairing of US + CS

The phenomenon of Spontaneous Recovery

Reconditioning

Spontaneous Recovery
 Conditioning - key concepts
• Stimulus generalization - response conditioned to
particular stimulus will occur to an unconditioned stimulus
which is similar in some way

The greater the similarity, the greater the generalization among CS

• Stimulus discrimination - learning to make one response to

one stimulus and another response or no response to
another stimulus
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Stimulus Discrimination

https://www.youtube.com/watch?v=q3BI9E52
CpE
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Operant conditioning
 Operant conditioning
• The process of operant conditioning
• some action on the part of respondent is instrumental in
bringing out the change in the environment
• if the change is positive likelihood of the response occurring
again increases
• due to this reinforcement (either positive or negative) the
behavior is learned

In the classical conditioning the response is elicited by the

stimulus where as in operant conditioning it is
emitted by the organisms.
 Operant conditioning – key concepts

• Positive reinforcement
• is an event or a stimulus occurrence of which increases the
likelihood of the response
 Operant conditioning – key concepts

• Negative reinforcement
• is an event or stimulus, removal of which increases the
likelihood of the response
 Operant conditioning – key concepts

• Punishment

• https://www.youtube.com/watch?v=f-tLLqCR9iY
 Introduction of Increase in the
Response positive probability of
reinforcement response

Termination of Increase in the

Response negative probability of response
reinforcement

Introduction of
Decrease in the
Response aversive
probability of response
stimulus or
event
Marketing Applications
 Operant conditioning – key concepts

• Strength of learning is dependent on

• Magnitude of the reinforcement

• Reinforcement delay

• Schedule of reinforcement
 Operant conditioning – key concepts
Schedules of reinforcement

• Continuous

• Intermittent
• Unpredictable
 Schedule of reinforcement
• Continuous reinforcement is more useful for establishing
a new behavior whereas for maintaining or strengthening
an existing behavior intermittent schedule is better

• Variable ratio schedule is the best reinforcement

schedule as the response rate is the highest in this case
and this high response rate is maintain continuously.
Further the behavior learnt on the basis of variable ratio
schedule is resistant to extinction and therefore is more
durable
 Cognition

• Cognition refers to the processing of the information

about the environment that is received through the
senses

• Cognitive processes involves –

1. The selection of information
2. Alterations in the received information
3. Association of items of information with each other in the
thought
4. The elaboration of the information in thought
5. The storage of information in the memory
6. The retrieval of the stored information
 Theories of social learning
• All the theories till now has not taken ‘societal impact’
into account
• Man is a social animal
• interacts
• influenced
• learns
• Social learning theories take into account societal impact
• to explain learning
• argue that most of our learning is social learning.
• based on the concept of imitation and modeling
https://www.youtube.com/watch?v=YrSSxp6QFKU
 Bandura’s theory -1
• Observation & imitation
• Observation is watching somebody else with attention and with
the intention to retain the substance of observation

• Modeling
• Modeling is more pervasive process in which a person tries to be
same kind of person (as the model) and is based on the process
of identification – imitation is of an act – modeling is of a person
 Bandura’s theory -1

Vicarious Learning

https://www.youtube.com/watch?v=0WTeSfU
PD6M
Marketing Applications
• Who is a Good Marketer?
• TWISS
MEMORY

Mayank Kumar
Let’s see how many of these old shows you
can recognize
 Memory

• Memory can be defined as the cognitive system for

storing and retrieving information about past
experiences.

• Types of memory
• Recall—reproduces a fact
• TOM, Spontaneous and Aided

• Recognition –to identify a fact

• Stages of Memory
Pay attention on next slide
You have 8 seconds
You have 30 seconds now to jot down all
the brands that you remember
• Process of Memory formation—encoding, storing
and retriving
• Encoding process- maintenance Rehearsal,
elaborated rehearsal
maintenance Rehearsal
 Food Tata Brands Startups Telecom
Payments Ride Sharing Entertainment
• Organization (Chunking)
Mechanistic Repetition
Let’s Take a Short Ad
Break
Write Down Everything You
Remember About The Ads
Which was the ‘most and
least memorable’ ad and
why?
Elaborated Rehearsal

• Encoding Short Term to Long-term

 Elaborate rehearsal

• In the elaborative rehearsal information is processed in

terms of its meaning and is linked to the existing set of
memories and on expectation on how the information can
be used, how it can be used to attain goal etc.

• deeper the level of processing more is the chances of that memory

being encoded in the long-term memory
• encoding of more features of the memory
• long term potentiation
Types of Long-term memory

Memory

Declarative memory Procedural memory

Semantic memory Episodic memory

Procedural memory
is implicit

Semantic and episodic memory is

largely explicit but can be
implicit also
Get Ready for Brand Trivia Challenge
Guess the Brands!
This brand is known for its "Golden Arches"
logo
The Ultimate Driving Machine
iPad and iPhone
Just Do It
This brand’s logo consists of three
parallel stripes
You're Not You When You're
Hungry
This brand is synonymous with
online search and advertising
Whopper
Have a Break, Have a…..?
Finger Lickin' Good
Iconic red can with a white ribbon
"Eat Fresh"
The King of Beers
Black horse on a yellow
background
Memory (contd.)
• Declarative memory
• Declarative memory is that aspect of memory which stores facts,
experiences and knowledge about the world. So these are the
factual knowledge which a person can state into words.

• Episodic memory - is the memory that we have experienced and that is

why it is also called autobiographical memory

• Semantic memory – is the memory that contains generalized knowledge

and facts about the world which has not been experienced
Memory (contd.)
• Procedural memory
• On the other hand procedural memory is that aspect of memory
that contains ‘how to do’ a skill based job and is very difficult to
be converted into words

Procedural memory is less amenable to forgetting than the

declarative memory

Example
Memory (contd.)

• Implicit memory
• Implicit memory is the memory which people draws on while
performing the task without being aware of doing so.
• Explicit memory
• Explicit memory requires a conscious effort to retrieve the
information from the memory – ease of retrieval depends on the
encoding
The process of memory
formation

Encoding, storage and retrieval of the information

 Forgetting

• Forgetting happens because of interference and

repression and not deletion of information

• Repression

• Interference
• Proactive interference
• Forgetting old memory because of new memory
• Reactive interference
• Forgetting new memory because of old memory
Remembrance or retrieval
The concept of remembrance or retrieval

• How is information stored?

• Direct Retrieval
• Not sequential scan like computers
• The more the places ‘a memory’ better is the chance
of activation and remembering
• Short term memory as workbench
Memory Enablers
 The memory enablers
• Attention – awareness
• Need/drive, symbolic, emotional association
• Chunking
• Elaborate rehearsal
• To integrate it with the existing information
• Organization of information
• Constructive processes
• Proper storage and Retrieval cues
• Provision of multiple tags
• Multi sensory
• Significant cultural symbols
Thank You