Learning and Memory Chapter 4

AMB200
•Learning and Memory
• Chapter 4
Conceptual Map of Chapter 4
Behavioural Learning
Theories
Cognitive Learning Consumer

Theories Behaviour
Memory
2 Copyright © 2019 Pearson Australia (a division of Pearson Australia Group Pty Ltd) – 99781442553583/Solomon/Consumer Behaviour/4e
The Learning Process
• Learning is a relatively permanent change in behaviour caused by
experience.
• Incidental Learning = Casual, unintentional acquisition of knowledge.
• Learning is an ongoing process:

• Knowledge is constantly being revised
• Can be either simple association (logo recognition) or complex
cognitive activity (writing an essay)
Behavioural Learning Theories
• Behavioural learning theories assume that learning takes place as the result of
responses to external events.
• People’s experiences are shaped by feedback they receive as they go through life.
• Actions result in rewards and punishments, which influence future responses to

similar situations.
Behavioural Learning Theories
Two major approaches to learning:
• Classical Conditioning
• Instrumental (or Operant)

Conditioning.
Classical Conditioning
Classical Conditioning: Example
https://www.youtube.com/watch?v=sDewR2jM138
How does classical conditioning work for the brand?

Relaxation
excitement,
etc.
Assume this is a new brand
Repeat, repeat, repeat
Conditioned response Relaxation

excitement,
etc.
Jane loves the commercial for Kleenex tissues, because she really
likes seeing the fuzzy little puppies in the ad romping around. At the
grocery store, she never considers another brand of issue. She just
assumes that Kleenex is the softest brand.
Marketing Applications of Classical Conditioning
Principles
• Creating positive associations by marketing:

• Ads often pair products with a positive stimulus (e.g. music, humour,
imagery) to create a desirable association.
• Companies use ethnic-sounding names for their products to transfer
positive thoughts and feelings about that country to their products (e.g.
Old El Paso uses images and fonts that remind consumers of Mexico)
• Applications of repetition:
• Marketers attempting to condition an association must ensure that
consumers have been exposed to the stimulus enough times to make it
‘stick’.
Memory Systems
• There are three distinct memory systems:
Sensory Memory
• Very temporary storage of information we receive from our senses.
Short-Term Memory (STM)
• Limited period of time and limited capacity

• Working memory (i.e. holds memory we are currently processing).
Long-Term Memory (LTM)
• Can retain information for a long period of time

Copyright © 2019 Pearson Australia (a division of Pearson
Australia Group Pty Ltd) – 24
99781442553583/Solomon/Consumer Behaviour/3e
Memory Systems
Associative Networks
• Associative networks: related

information organised according to
some set of relationships.
• Knowledge structures: storage units like

complex ‘spider webs’ filled with pieces
of data.
• Node: piece of information connected

to other information via associative
links.
Neuromarketing
Storing Information in Memory
•Traditional perspective (“multiple store model”) assumes that STM & LTM are separate systems.
Activation models of memory:
• Argue that different levels of processing occur depending on the nature of the processing task.
• The deeper the processing the more likely information is to be stored in LTM.
• Propose that information is stored in an associative network.
Retrieving Information for Purchase
Decisions
• Retrieval is the process whereby information is recovered from LTM.
• Factors Influencing Retrieval
• Physiological factors (e.g. age)
• Situational factors (e.g. brand, viewing environment)
• Pioneering brand: first brand to enter a market and generally easier to

retrieve from memory
• Viewing environment: Commercials shown first in a series of ads are

recalled better than those shown last
• State dependent retrieval (also called ‘mood congruence effect’).
Retrieving Information for Purchase
Decisions
• Factors Influencing Forgetting
• Decay: The structural changes in the brain produced by learning simply go away.
• Retroactive Interference: Consumers forget stimulus-response associations when new

responses to the same or similar stimuli are learned.
• Proactive Interference: When prior learning interferes with new learning.
• Part-list Cueing Effect: When only a portion of the items in a category are presented to
consumers, the omitted items are not as easily recalled.
Products as Memory Markers
•Products and ads themselves can serve as powerful retrieval

cues.
• E.g. Spokes characters can serve as memory and

learning devices
•The Marketing Power of Nostalgia
• Spontaneous recovery: the ability of a stimulus to

evoke a response years after it is initially perceived.
Problems with Memory Measures
• Recognition vs. Recall:
• Typical recognition test: subjects are shown ads/brands

and asked if they have seen them before.
• Typical recall test: subjects are asked to independently

think of what they have seen without being prompted first.
• Problems with memory measures:

• False Memories: The mistaken belief that something has occurred.
• Memory Lapses: Unintentionally forgetting information by omitting, averaging, telescoping.
• Memory for Facts and Feelings: Recall is insufficient to alter preferences. Need more sophisticated attitude-changing strategies

Learning and Memory Chapter 4

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

Learning and Memory Chapter 4

Uploaded by

Copyright:

Available Formats

AMB200

•Learning and Memory

Cognitive Learning Consumer

• Incidental Learning = Casual, unintentional acquisition of knowledge.

• Learning is an ongoing process:

• Actions result in rewards and punishments, which influence future responses to

Two major approaches to learning:

• Instrumental (or Operant)

How does classical conditioning work for the brand?

Assume this is a new brand

Repeat, repeat, repeat

Conditioned response Relaxation

• Creating positive associations by marketing:

• There are three distinct memory systems:

• Very temporary storage of information we receive from our senses.

Short-Term Memory (STM)

• Limited period of time and limited capacity

Long-Term Memory (LTM)

• Can retain information for a long period of time

• Associative networks: related

• Knowledge structures: storage units like

• Node: piece of information connected

Activation models of memory:

• Propose that information is stored in an associative network.

• Factors Influencing Retrieval

• Physiological factors (e.g. age)

• Situational factors (e.g. brand, viewing environment)

• Pioneering brand: first brand to enter a market and generally easier to

• Viewing environment: Commercials shown first in a series of ads are

• State dependent retrieval (also called ‘mood congruence effect’).

• Retroactive Interference: Consumers forget stimulus-response associations when new

• Proactive Interference: When prior learning interferes with new learning.

•Products and ads themselves can serve as powerful retrieval

• E.g. Spokes characters can serve as memory and

•The Marketing Power of Nostalgia

• Spontaneous recovery: the ability of a stimulus to

• Typical recognition test: subjects are shown ads/brands

• Typical recall test: subjects are asked to independently

• Problems with memory measures:

• Memory Lapses: Unintentionally forgetting information by omitting, averaging, telescoping.

You might also like