Chapter 3 Learning & Memory

Solomon text

Learning Process
Permanent

change in behavior Caused by experience On-going process

Methods to learn
Active
Incidental

learning Vicariously
observations

learning
Without

trying, unintentional, casual learning

Behavior Learning Theories

Assumes

learning takes place as a result of responses to external environments Stimuli -> Black Box -> Response

Behavior Learning Theories

Two

views: Classical conditioning Instrumental conditioning

1. Classical Conditioning
A

stimulus
(unconditioned stimuli)

that

elicits a response

(conditioned response) (conditioned stimuli )

is paired with another stimulus

that does not elicit a response on its own

Classical Conditioning examples

Association between stimuli & expectation Pavlovs dog Food Bell drooling // Bell alone = drooling Automatically using a credit card when purchasing items.

Other responses & terms = CC

Repetition Stimulus

generation Halo effect Masked branding Stimulus discrimination Substitutes

Marketing applications = BLT

Distinctive

brand image Link between product & need Brand equity

Marketing applications = BLT

Ad

wearout
much repetition)

(too

Backward

conditioning Extinguishing product associations

Strategies: stimulus generalization

Family

branding Product line extensions Licensing Look-alike packaging

2.

Instrumental conditioning

A.

Operant conditioning

As

individual learns to perform behaviors that produces a positive outcome

Avoids those that yield negative outcomes

2.

Instrumental conditioning
SHAPING
desired behavior

B.

Rewarding

B.F.

Skinner & pigeons

Instrumental learning
Positive

reinforcement Negative reinforcement Punishment Extinction

When positive outcome no longer occurs

Rules for reinforcements

Fixed

interval Variable Fixed ratio Variable ratio

Example: Frequency

marketing
Prizes for the more you buy Discover Card

3.

COGNITIVE LEARNING THEORY

Internal

mental processes View people as problem solvers Actively uses information to master environment.

3. CLT:
Conscious
Modeling

learning or not? Observational learning

3. CLT Modeling conditions

Attention

directed at model Model must be desirable to emulate Must remember what model does & says

3. CLT Modeling conditions

Must

convert information into action Must be motivated to perform actions

3. CLT : marketing application

Consumer
to

willingness

make own reinforcement Saves marketers the task

Consumers
for

enjoy using models

guidance in purchasing

4. Observational Learning

We watch others and note reinforcements they receive for behaviors

Vicarious learning Socially desirable models/celebrities who use or do not use their products

4. Observational Learning

Modeling: imitating others behavior

ATTENTION

RETENTION

PRODUCTION PROCESSES

MOTIVATION

Figure 3.3 (Abridged)

OBSERVATIONAL LEARNING

Stop finish on Friday

MEMORY in Learning
Process Acquires

information Stores it over time for access later

Encoding, storage, retrieval

MEMORY: Encoding

Sensory meaning Semantic meaning Episodic memories Flashbulb memories

Through narrative or story

Memory Systems
SENSORY MEMORY SHORT-TERM MEMORY LONG-TERM MEMORY

ATTENTION

ELABORATIVE REHEARSAL

Figure 3.5 (Abridged)

Memory Systems:

Sensory memory Short-term memory

Info passes thru attentional gate, then transferred Retains information for long period of time Catchy slogans & jingles help this

Long-term memory

STORING info in Memory

Multiple-store Activation models of memory

Knowledge structures Nodes Hierarchical processing model Evoked sets

Storing info in Memory

Spreading activation Coding

Proposition

Links nodes with chunks of info Sequence of events is expected Scripts that guide behavior in commercial environ.

Script

Service scripts

RETRIEVAL from memory

Info

accessed from LT memory Influencing factors

Age Situational variable (e.g. environment) Viewing the environment

Retrieval: (recall)

State-dependent retrieval

If internal state is similar when info learned

Mood Congruence effect

Prior Familiarity with item enhances recall Salience of brand (level of prominence)

Von Restorff Effect Surprise element

FORGETTING
Decay Interference Retroactive interference Proactive interference Part-listing cueing effect

Response bias Memory lapses Facts vs. feelings

Products as memory makers

Nostalgia Retro

brand
version of an historical

Updated

brand

Measuring memory
Poor

job of recall Factors:

Impact

Recognition (longer) recall

The end