Learning and memory

30 Setembro 2020, 12:30 • Rita Sousa

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- Behaviourist theories: classic and instrumental conditioning

- Cognitivist theories

- marketing applications

- The role of memory

Class 8 - Attitudes and persuasive communication

29 Setembro 2020, 08:00 • Rita Sousa

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Information retrieval

What's an attitude?

Functional theory

Attitudes model and effects hierarchy

Attitude formation and consistency

Attitude measurement

Persuasive communication

The role of source, medium and message - best ways to persuade

Influence and recommendation

Values and involvement

28 Setembro 2020, 12:30 • Rita Sousa

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- Consumer Involvement

- Consumer Generated Content

- Instrumental and terminal values

- Means-end chain

Class 7 - Learning and memory

28 Setembro 2020, 08:00 • Rita Sousa

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(from previous class) The mean-end chain and its application on advertising

Learning - concept and theories

Classic conditioning

Instrumental conditioning

Applications in marketing

Cognitive learning

Memory and learning

The motivation process

25 Setembro 2020, 14:00 • Rita Sousa

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- Motivation process

- Motivational conflicts

- Classifying consumers needs

- Maslow pyramid of needs