Scribd
Upload
126 views

Learning and Memory

This chapter discusses consumer learning and memory theories that are important for marketers to understand. It covers classical and instrumental conditioning, which result in learning through associations between stimuli and responses. Observational learning is also discussed, where consumers learn by observing and modeling the behaviors of others. The chapter then addresses how memory works, including how information is encoded, stored, and retrieved from memory over time. Marketers aim to understand these learning and memory processes in order to effectively develop marketing messages and brand associations that consumers will remember.

Uploaded by

Nadapoy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
126 views

Learning and Memory

This chapter discusses consumer learning and memory theories that are important for marketers to understand. It covers classical and instrumental conditioning, which result in learning through associations between stimuli and responses. Observational learning is also discussed, where consumers learn by observing and modeling the behaviors of others. The chapter then addresses how memory works, including how information is encoded, stored, and retrieved from memory over time. Marketers aim to understand these learning and memory processes in order to effectively develop marketing messages and brand associations that consumers will remember.

Uploaded by

Nadapoy
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 24

3.

LEARNING AND MEMORY


Dr. Afif Zaerofi, MM
Learning Objectives
When you finish this chapter, you should understand why:
• It’s important for marketers to understand how consumers
learn about products and services.
• Conditioning results in learning.
• Learned associations can generalize to other things and why
this is important to marketers.
• There is a difference between classical and instrumental
conditioning.
Learning Objectives (Cont.)
When you finish this chapter, you should understand why:
• We learn by observing others’ behavior.
• Memory systems work
• The other products we associate with an individual product
influences how we will remember it.
• Products help us to retrieve memories from our past.
• Marketers measure our memories about products and ads.
1. Behavioral Learning Theories
.•
Behavioral learning theories: assume that learning takes place
as the result of responses to external events.
2. Types of Behavioral Learning Theories

Classical conditioning:
a stimulus that elicits a response is paired with another
stimulus that initially does not elicit a response on its
own.
Instrumental conditioning:
the individual learns to perform behaviors that produce
positive outcomes and to avoid those that yield negative
outcomes.
3. Classical Conditioning
• Ivan Pavlov rang bell and put meat powder into dogs’
mouths; repeated until dogs salivated when the bell rang
• Meat powder = UCS (natural reaction is drooling)
• Bell = CS (dogs learned to drool when bell rang)
• Drooling = CR
4. Marketing Applications of Repetition
• Repetition increases learning
• More exposures = increased brand awareness
• When exposure decreases, extinction occurs
• However, too MUCH exposure leads to advertising wear out
• Example: Izod crocodile on clothes
5. Marketing Applications of Stimulus Generalization
Stimulus generalization: tendency for stimuli similar to a
conditioned stimulus to evoke similar, unconditioned
responses.
• Family branding
• Product line extensions
• Licensing
• Look-alike packaging
6. Instrumental Conditioning
• Behaviors = positive outcomes or negative outcomes
• Instrumental conditions occurs in one of these ways:
• Positive reinforcement
• Negative reinforcement
• Punishment
• Extinction
7. Instrumental Conditioning
8. Reinforcement Schedules in Instrumental
Conditioning
• Fixed-interval (seasonal sales)
• Variable-interval (secret shoppers)
• Fixed-ratio (grocery-shopping receipt programs)
• Variable-ratio (slot machines)
9. Cognitive Learning Theories: Observational Learning

• We watch others; we model behavior


• Conditions for modeling to occur:
• The consumer’s attention must be directed to the
appropriate model
• The consumer must remember what the model does and
says
• The consumer must convert information to action
• The consumer must be motivated to perform actions
The Observational Learning Process
Role of Memory in Learning
Memory: acquiring information and storing it over time so that it
will be available when needed.
Information-processing approach; Figure 3.4
Mind = computer and data = input/output
How Information Gets Encoded

• Encode: mentally program meaning


• Types of meaning:
• Sensory meaning, such as the literal color or shape of
a package
• Semantic meaning: symbolic associations
• Episodic memories: relate to events that are
personally relevant
• Narrative: memories store information we acquire in
story form
The Memory Process
Spreading Activation

• As one node is activated, other nodes associated


with it also begin to be triggered
• Meaning types of associated nodes:
• Brand-specific
• Ad-specific
• Brand identification
• Product category
• Evaluative reactions
Levels of Knowledge

• Individual nodes = meaning concepts


• Two (or more) connected nodes = proposition
(complex meaning)
• Two or more propositions = schema
• We encode info that is consistent with an
existing schema more readily
• Service scripts
Retrieval for Purchase Decisions

• Retrieving information often requires appropriate


factors and cues:
• Physiological factors
• Situational factors
• Consumer attention; pioneering brand; descriptive
brand names
• Viewing environment (continuous activity; commercial
order in sequence)
• Post experience advertising effects
What Makes Us Forget?

• Appropriate factors/cues for retrieval:


• State-dependent retrieval/ mood congruence
effect
• Familiarity
• Salience/von Restorff effect
• Visual memory versus verbal memory
Measuring Memory for Marketing Stimuli

• Recognition versus recall


• Problems with memory measures
• Response biases
• Memory lapses
• Omitting
• Averaging
• Telescoping
• Illusion of truth effect
The Marketing Power of Nostalgia

• Marketers may resurrect popular characters to


evoke fond memories of the past
• Nostalgia
• Retro brand
Chapter Summary

• Marketers need to know how consumers learn in


order to develop effective messages.
• Conditioning results in learning and learned
associations can generalize to other things.
• Learning can be accomplished through classical and
instrumental conditioning and through observing
the behavior of others.
• We use memory systems to store and retrieve
information.
Syukron 

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy