Cognitive Learning Theory
Cognitive Learning Theory holds the idea that learning involves complex mental processing of information. Instead of focusing on the importance of repetition, cognitive theorists emphasize the role of motivation and mental processes in producing a desirable response. Thus under cognitive learning theory it is important to examine information processing in human mind which is described in Figure 7.13.
It is generally believed that there are separate and sequential store houses in human memory where information is kept temporarily before further processing: a sensory store, a short-term store, and long-term store. Sensory Store: Storage where all data comes to us through our senses; however, the senses do not transmit the whole image like the camera does. Sensory Input is a piece of information (such as the smell, color etc) that each sense receive. The image of sensory input lasts for just a second or two in the mind’s sensory store. For marketers, it is easy to get information into the consumer’s sensory store but difficult to make a lasting impression. Short-term Store: The short term store is also known as “working memory”. It is the stage of real memory in which information is processed and held for just a brief period. The information in the short term store will be lost in 30 seconds or less if it is not transferred to the long term store through the rehearsal process. Rehearsal means the mental repetition of information. The process takes 2 to 10 seconds. The purpose of rehearsal is to hold the information in short-term storage long enough for encoding to take place. Encoding is the process by which we select a word or visual image to represent an object (such as M stands for McDonalds, also Ronald McDonald: The clown) Long-term Store: In this storage, the information lasts for days, weeks, or even years. Information is stored in long-term memory in two ways: Episodically and Semantically. Storing information episodically...
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