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| Process by which changes occur in the content or organization of a persons long-term memory |
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| Case where individuals are less motivated to attend to and process material to be learned |
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| High involvement learning |
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| Case where individuals are motivated to process information to be learned |
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| Invloves linking a conditioned stimulus and an unconditioned stimulus |
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| Learning is driven by the positive or negative consequences of behavior |
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| Views humans as goal-oriented, problem solvers, and information processors |
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| Include products, brands, and stores |
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| Might include celebrities, music, humor |
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| Frequency of pairing a conditioned and an unconditioned stimulus |
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| Sequentially presented cues must be related |
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| Condenses a learning schedule into a brief time span |
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| Paces learning over time intervals |
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| Our tendency to assign commonality to similar stimuli |
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| Our tendency to distinguish between similar-but non-identical-stimuli |
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| Consistant purchase of a specific brand within a product category |
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| A storage system where incoming data undergo preliminary processing |
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| A storage system that momentarily holds acquired information |
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| The process of employing symbols such as words or images to store a perceived idea |
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| An information warehouse where data are organized and extendedly stored |
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| When knowledge recedes into the mind's unconscious recesses and cannot be recalled |
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| When recent learning interferes with recall of previous learning |
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