Concept of Verbal Learning.
Humans work at learning and this may be a unique quality (Terry, 2009). Other species learn through conditioning, but humans also use cognitive functioning. An important tool in knowledge acquisition is verbal learning or memorization. Early in an academic career individuals are required to learn information such as the alphabet or multiplication tables by rote learning. This method uses repeated rehearsals to memorize and recite the essential facts related to a subject. The information the individuals memorize is essential for critical thinking problems that the student will encounter later in his or her academic career. Rote memorization facilitates quick recall but does not facilitate the application of the facts to real problems (Terry, 2009). The student knows that two times two equals four, but must then learn that four divi...
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...d both unaided recall and concept application of common marketing strategies.
Keppel, G. (1964). Verbal learning in children. Psychological Bulletin, 61(1), 63-80. doi:http://dx.doi.org/10.1037/h0043153
Saber, J., & Johnson, R. (2008, December). Don't throw out the baby with the bathwater: verbal repetition, mnemonics and active learning. Journal of Marketing Education, 30(3), 207-216. doi:10.1177/0273475308324630
Terry, W. S. (2009). Learning and memory: Basic principles, processes, and procedures (4th ed.). Boston, MA: Pearson/Allyn Bacon.
Waugh, N. C. (1961). Free versus serial recall. Journal of Experimental Psychology, 62(5), 496-502. doi:http://dx.doi.org/10.1037/h0043891
Young, R. K., & Casey, M. (1964). Transfer from serial to paired-associate learning. Journal of Experimental Psychology,67(6), 594-595. doi:http://dx.doi.org/10.1037/h0046914
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