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Chapter 3

Chapter 3

Learning and

Memory

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The Learning ProcessThe Learning Process

• Learning refers to a relatively permanent change in behavior that is caused by experience.

• Learning is an ongoing process and we can learn:–Vicariously by observing events that affect others,

–By incidental learning which is unintentional.

• There are several theories to explain the learning process such as the BehavioralBehavioral Theory Theory and the Cognitive TheoryCognitive Theory.

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Behavioral Learning TheoriesBehavioral Learning Theories

StimulusStimulus ConsumerConsumerResponseResponse

Consumer’s Black Box

Behavioral Learning Theories Behavioral Learning Theories Assume that Learning Takes Place as the Result of Responses to External

Events.

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Behavioral Learning Theory:Classical ConditioningBehavioral Learning Theory:Classical Conditioning

Classical Conditioning Classical Conditioning Occurs When a Stimulus That Elicits a Response is Paired With Another Stimulus That

Initially Does Not Elicit a Response on It’s Own.

UnconditionedStimulus

(UCS)

UnconditionedStimulus

(UCS)

Conditioned Stimulus

(CS)

Conditioned Stimulus

(CS)

ConditionedResponse

(CR)

ConditionedResponse

(CR)

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Factors That Affect the Classical Conditioning ProcessFactors That Affect the Classical Conditioning Process

StimulusStimulusGeneralizationGeneralization

““Piggybacking”Piggybacking”

StimulusStimulusGeneralizationGeneralization

““Piggybacking”Piggybacking”

Stimulus Stimulus DiscriminationDiscrimination

Stimulus Stimulus DiscriminationDiscrimination

RepetitionRepetitionRepetitionRepetition

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Marketing Applications of Behavioral Learning PrinciplesMarketing Applications of Behavioral Learning Principles• Behavioral Learning

– Brand Equity

• Repetition– Advertising Wear-Out

• Conditioned Product Association

• Stimulus Generalization– Family Branding

– Product Line Extension

– Licensing

– Look-Alike Packaging

• Stimulus Discrimination

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Behavioral Learning Theory:Instrumental ConditioningBehavioral Learning Theory:Instrumental ConditioningInstrumental Conditioning (Operant Conditioning) Instrumental Conditioning (Operant Conditioning) Occurs as the Individual Learns to Perform Behaviors That Produce Positive Outcomes and to Avoid Those That Yield Negative Outcomes.

It Occurs in One of the Following Ways:

PunishmentPunishment

Positive ReinforcementPositive Reinforcement

Negative ReinforcementNegative Reinforcement

ExtinctionExtinction

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Instrumental LearningInstrumental Learning

• Reinforcement SchedulesReinforcement Schedules– Fixed - Interval

–Variable - Interval

– Fixed - Ratio

–Variable - Ratio

• Applications of Instrumental ConditioningApplications of Instrumental Conditioning–Reinforcement of Consumption

– Frequency Marketing Frequency Marketing - reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased.

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Cognitive Learning Theory:Observational LearningCognitive Learning Theory:Observational Learning

Consumer’s Attention Must Be Drawn to a Desirable ModelConsumer’s Attention Must Be Drawn to a Desirable Model

Consumer Must Remember What is Said and Done by Model Consumer Must Remember What is Said and Done by Model

Consumer Must Convert This Information Into ActionsConsumer Must Convert This Information Into Actions

Consumer Must be Motivated to Perform These ActionsConsumer Must be Motivated to Perform These Actions

Is Learning Conscious Or Not?

Observational Learning Observational Learning Occurs When People Watch the Actions of Others and Note the Reinforcements They Receive From Others.

Imitating the Behavior of Others is Called ModelingModeling:

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The Role of Memory in LearningThe Role of Memory in Learning• Encoding Information for Later Retrieval

– Types of Meaning– Personal Relevance

» Flashbulb Memories» Narrative

• Memory Systems– Sensory Memory– Short-Term Memory (STM)– Long-Term Memory (LTM)

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Relationships Among Memory Systems

Relationships Among Memory Systems

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The Role of Memory in LearningThe Role of Memory in Learning• Storing Information in Memory

» Activation Models of Memory

• Associative Networks– Knowledge Structures

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An Associative Network for PerfumesAn Associative Network for Perfumes

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The Role of Memory in LearningThe Role of Memory in Learning• Spreading Activation

– Memory Trace for an Ad Could Be Stored in One or More of the Following Ways:» Brand-specific» Ad-specific» Brand Identification» Product Category» Evaluative Reactions

• Levels of Knowledge

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The Role of Memory in LearningThe Role of Memory in Learning

• Retrieving Information for Purchase Decisions– Factors Influencing Retrieval– State-Dependent Retrieval– Familiarity and Recall– Salience and Recall

» Von Restorff Effect– Pictorial Versus Verbal Cues: Is a Picture Worth a Thousand

Words?

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The Role of Memory in LearningThe Role of Memory in Learning• Factors Influencing Forgetting

– Decay– Part-List Cueing Effect

• Products as Memory Markers– Autobiographical Memories– The Marketing Power of Nostalgia

» Nostalgia» Spontaneous Recovery

– Memory and Aesthetic Preferences

• Measuring Memory for Marketing Stimuli– Recognition Versus Recall– The Starch Test

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The Role of Memory in LearningThe Role of Memory in Learning• Problems with Memory Measures

– Response Biases– Memory Lapses– Memory for Facts Versus Feelings