Chapter 4.

Learning and Memory

MKT201 - CONSUMER BEHAVIOR
Watch the video…
P/S
Chapter Objectives
1. Conditioning results in learning.
2. We learn about products by observing others’ behavior.
3. Our brains process information about brands to retain them in
memory.
You are here!
Theories of Learning
Behavioral learning theories focus on stimulus-response
connections.
Cognitive theories focus on consumers as problem solvers who learn
when they observe what others say and do
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
its own. Over time, this second stimulus causes a similar response
because we associate it with the first stimulus.

For classical conditioning to succeed, the key is repetition. Repetition

here increased the strength of the stimulus-responses associations.

See the experiment at the office

Classical Conditioning

Corona Beer Video 1

Corona Beer Video 2
Stimulus Generalization
Stimulus Generalization refers to the tendency for stimuli similar to a
conditioned stimulus to evoke similar, unconditioned responses.

o Family branding: iPod, iPhone, iPad,…

o Product line extensions:
o Licensing:
o Look-alike packaging (copycat)

ALDI 1
ALDI 2
Instrumental Conditioning
Instrumental conditioning (or operant conditioning) occurs when we
learn to perform behaviors that produce positive outcomes and avoid
those that yield negative outcomes (rewards & punishments).
Instrumental Conditioning
Instrumental learning can occur in the following ways:
• Positive reinforcement (Starbuck Rewards)
• Negative reinforcement (Ponds)
• Punishment
DHL
Gamification – The New Frontier for
Learning Applications
In short, gamification can be described as the use of game design
elements in non-game contexts.
Gamification – The New Frontier for
Learning Applications
In short, gamification can be described as the use of game design
elements in non-game contexts.

• Endowed progress effect

• Store and brand loyalty
• Social marketing
• Employee performance
Nike + Fuelband
Cognitive Learning Theory
Cognitive learning theory approaches stress the importance of internal
mental processes.
Cognitive learning theories focus more on how individuals are problem
solvers who actively gather and use information from their
environment during the learning process.
Learning is an on-going process and what we know about the world
constantly changes.
Observational Learning
Observational learning occurs when we watch the actions of others and note
the reinforcements they receive for their behaviors.
This type of learning occurs when: Individuals store observations of other
people in their memory and use this information to guide their future behavior.
For observational learning in the form of modelling occurs when the following
four conditions are met:
1. “The consumer’s attention must be directed to the appropriate model who,
for reasons of attractiveness, competence, status or similarity, it is desirable to
emulate.
2. The consumer must remember what is said or done by the model.
3. The consumer must convert this information into actions.
4. The consumer must be motivated to perform these actions.
Observational Learning
• Consumer socialization
Rolex
• Parent’s influence
o Authoritarian
o Neglecting
o Indulgent
Figure 4.3 Five Stages of Consumer
Development
Memory
Memory is a process of acquiring information and storing it over time so
that it will be available when we need it.
Sensory Memory
Sensory memory stores the information we receive from our senses.
Mental processing starts when one or more of our senses are activated
during an encounter with a specific stimuli.
Sensory memory is the ability to record and retain an impression (a
memory) of an item after the stimuli has ended.
A remarkable aspect of our sensory memory is its high capacity. However,
this type is the shortest type of memory and information retained
typically only lasts for a few seconds.
Short-time Memory
Short-term memory (STM) also stores information for a limited period of
time, and it has limited capacity. Short-term memory is also known
as working memory. This is where the information we receive from our
sensory memory is stored and encoded for placement in our long-term
memory.
Encoding takes place when information is first processed and recorded in
a recognised form, before it is ready to be transferred to the long-term
memory.
Retrieval is the process where information is accessed from the long-term
memory and transferred back to the short-term memory for additional
processing.
Long-term memory
Long-term memory (LTM) is the system that allows us to retain
information for a long period of time. Long-term memory is where all of
the information processed from the short-term memory is stored.
This portion of memory has unlimited capacity and unlimited duration.
Information stored in the long-term memory is encoded with semantic
coding. This means that the stimuli can be expressed verbally.
How Our Memories Store Information
Bittersweet Memories: The Marketing
Power of Nostalgia
Marketers may resurrect popular
characters to evoke fond
memories of the past.
Nostalgia in marketing is used to
trigger memories from the past
to evoke positive emotions such
as warmth and comfort.
• Nostalgia
• Retro brand

Gucci
Nokia
Bittersweet Memories: The Marketing
Power of Nostalgia
Brands utilize the power of nostalgia in a variety of ways to engage
consumer:
• Reminisce about popular things from the past
• Revive old campaigns or bring back by popular demand an old,
beloved product
• Create an ad in which an iconic celebrity (a former actor, musician,
etc.) endorses the product
• Pay tribute to past events
End of Chapter 3