Solomon cb09 PPT 03

Chapter 3
Learning and Memory
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
08/26/15
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
3-1
Learning Objectives
When you finish this chapter, you should
understand why:
Its 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.
08/26/15
3-2
Learning Objectives (continued)

understand why:
There is a difference between classical and

instrumental conditioning.
We learn by observing others behavior.

Memory systems work.
08/26/15
3-3
Learning Objectives (continued)

understand why:
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.
08/26/15
3-4
The Learning Process
Learning: a relatively
permanent change in
behavior caused by
experience
Incidental learning: casual,

unintentional acquisition of
knowledge
08/26/15
3-5
Behavioral Learning Theories
Behavioral learning theories: assume that

learning takes place as the result of
responses to external events.
08/26/15
3-6
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
(also, operant
conditioning): the
individual learns to
perform behaviors that
produce positive
outcomes and to avoid
those that yield negative
outcomes.
08/26/15
3-7
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
08/26/15
3-8
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
08/26/15
3-9
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
08/26/15
3-10
Discussion
Some advertisers use well-known songs to

promote their products. They often pay more
for the song than for original compositions.
How do you react when one of your favorite
songs turns up in a commercial?
Why do advertisers do this? How does this

relate to learning theory?
If you worked for an ad agency, how would

you select songs for your clients?
08/26/15
3-11
Instrumental Conditioning
Behaviors = positive outcomes or negative

outcomes
Instrumental conditions occurs in one of

these ways:
Positive reinforcement
Negative reinforcement
Punishment
Extinction
08/26/15
3-12
Figure 3.2 Instrumental Conditioning
08/26/15
3-13
Reinforcement Schedules in
Instrumental Conditioning
Fixed-interval (seasonal sales)

Variable-interval (secret shoppers)
Fixed-ratio (grocery-shopping receipt
programs)
Variable-ratio (slot machines)
08/26/15
3-14
Cognitive Learning Theories:

Observational Learning
We watch others; we model behavior
Conditions for modeling to occur:
The consumers 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
08/26/15
3-15
Figure 3.3
The Observational Learning Process
Modeling: imitating others behavior
08/26/15
3-16
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
08/26/15
3-17
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
08/26/15
3-18
Figure 3.5 The Memory Process
08/26/15
3-19
Figure 3.6
An Associative Networks for Perfumes
08/26/15
3-20
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
08/26/15
3-21
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
08/26/15
3-22
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
08/26/15
3-23
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
08/26/15
3-24
Measuring Memory for Marketing Stimuli
Recognition versus recall

Problems with memory measures
Response biases
Memory lapses
Omitting
Averaging
Telescoping
Illusion of truth effect
08/26/15
3-25
The Marketing Power of Nostalgia
Marketers may
resurrect popular
characters to evoke
fond memories of
the past
Nostalgia
Retro brand
08/26/15
3-26
Discussion
What retro brands are targeted to you?

Were these brands that were once used by
your parents?
What newer brands focus on nostalgia, even

though they never existed before?
08/26/15
3-27
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.
08/26/15
3-28

Solomon cb09 PPT 03

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Solomon cb09 PPT 03

Uploaded by

Copyright:

Available Formats

Chapter 3

Learning and Memory

Its important for marketers to understand

Conditioning results in learning.

Learning Objectives (continued)

There is a difference between classical and

We learn by observing others behavior.

Learning Objectives (continued)

The other products we associate with an

Products help us to retrieve memories from

Marketers measure our memories about

The Learning Process

Incidental learning: casual,

Behavioral Learning Theories

Behavioral learning theories: assume that

Types of Behavioral Learning Theories

Ivan Pavlov rang bell and

Meat powder = UCS (natural

Bell = CS (dogs learned to

Marketing Applications of Repetition

Repetition increases learning

When exposure decreases, extinction occurs

Example: Izod crocodile on clothes

Stimulus generalization: tendency for stimuli

Some advertisers use well-known songs to

Why do advertisers do this? How does this

If you worked for an ad agency, how would

Behaviors = positive outcomes or negative

Instrumental conditions occurs in one of

Figure 3.2 Instrumental Conditioning

Fixed-interval (seasonal sales)

Variable-ratio (slot machines)

Cognitive Learning Theories:

Modeling: imitating others behavior

Role of Memory in Learning

Memory: acquiring information and storing it

Information-processing approach; Figure 3.4

How Information Gets Encoded

Encode: mentally program meaning

Episodic memories: relate to events that are

Narrative: memories store information we

Figure 3.5 The Memory Process

As one node is activated, other nodes

Meaning types of associated nodes:

Individual nodes = meaning concepts

Two or more propositions = schema

existing schema more readily

Retrieval for Purchase Decisions

Retrieving information often requires

What Makes Us Forget?

Appropriate factors/cues for

Measuring Memory for Marketing Stimuli

Recognition versus recall

The Marketing Power of Nostalgia

What retro brands are targeted to you?

What newer brands focus on nostalgia, even

Marketers need to know how consumers

Conditioning results in learning and learned

Learning can be accomplished through

We use memory systems to store and

You might also like