Chapter 3 Learning and Memory

CONSUMER BEHAVIOR, 10e

Michael R. Solomon
By: Madam Noreen Noor Abd.Aziz noree974@johor.uitm.edu.my

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Learning Objectives
When you finish this chapter, you should understand why:
1. 2. 3. 4. 5. 6. 7. 8. 9.
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. There is a difference between classical and instrumental conditioning. We learn by observing others behavior. Our brains process information about brands to retain them in memory. The other products we associate with an individual product influence how we will remember it. Products help us to retrieve memories from our past. Marketers measure our memories about products.

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Learning Objective 1

It is important to
understand how consumers learn about products and services

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Theories of Learning

Behavioral learning theories focus on

stimulus-response connections

Cognitive theories focus on consumers as

problem solvers who learn when they observe relationships

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Learning Objective 2

Conditioning results in learning.

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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.

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Classical Conditioning

Components of Conditioning Unconditioned stimulus Conditioned stimulus Conditioned response Conditioning Issues Repetition Stimulus generalization Stimulus discrimination
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Learning Objective 3

Learned associations with brands

generalize to other products. We can utilize these associations in marketing applications through Repetition Conditioned product associations Stimulus generalizations

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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

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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

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Learning Objective 4

There is a difference
between classical and instrumental conditioning and both processes help consumers to learn about products.

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How Does Instrumental Conditioning Occur?

Positive reinforcement Negative reinforcement Punishment

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Figure 3.1 Types of Reinforcement

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Learning Objective 5

We learn about products by observing

others behavior.

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Learning Objective 6

Our brains process information about

brands to retain them in memory.

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Memory Systems

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Figure 3.6 Learning Objective 7

The other products we associate with an individual product influence how we will remember it.

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Spreading Activation

Brand-specific

Ad-specific
Brand identification

Product category
Evaluative reactions

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Learning Objective 8

Products help us to retrieve memories

from our past.

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Understanding When We Remember

State-dependent retrieval Familiarity and recall Salience and the von

Restorff effect

Viewing context Pictorial versus verbal

cues
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Learning Objective 9

Marketers measure
our memories about products and ads.

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Measuring Memory for Marketing Stimuli

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

Marketers may
resurrect popular characters to evoke fond memories of the past Nostalgia Retro brand

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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.

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