Learning and Memory

Def. Consumer Learning - A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.

Learning Approaches
Situation Learning approach Specific learning theory
Classical

Learning approach

Situation

Conditioning Highinvolvement learning situation

Operant

Conditioning Lowinvolvement learning situation

Iconic rote

Cognitive

Vicarious/ modeling Reasoning

Cognitive

Commonly used Occasionally used

Learning through Conditioning

Conditioning refers to learning based on association of a stimulus and response. Classical (low involvement):

Operant (high involvement):

Pavlovian Model of Classical Conditioning

Unconditioned Stimulus Meat paste Unconditioned Response Salivation Conditioned Stimulus Bell
AFTER REPEATED PAIRINGS

Conditioned Stimulus Bell

Conditioned Response Salivation

Making Classical Conditioning Work in Marketing

1. Identify desired outcomes that we are trying to reach. 2. Understand an existing stimulus-response relationship. 3. Tie our brand/product to the existing stimulus 4. Our brand becomes associated with the response. 5. Behavior is now controlled.

Operant Conditioning

Reinforcement Schedules
Continuous reinforcement Fixed Ratio reinforcement Variable Ratio reinforcement Ex.

Shaping
Involves successively reinforcing behaviors that approximate the desired behavior. In this way, the person gradually comes to perform the desired behavior.

Cognitive Learning
Cognitive learning encompasses all the mental activities of humans as they work to solve problems or cope with situations. Three types of cognitive learning: Iconic Rote Vicarious/Modeling Reasoning

Iconic Rote
Iconic Rote (low involvement): the association between two or more concepts in the absence of conditioning, usually through repeating.

Vicarious Learning/Modeling (Lo or Hi Involvement) Overt Modeling A target behavior (the behavior of interest) can be influenced showing the relevant behavior and having consumers observe the consequences that occur to the model (e.g., demonstration, TV ad, salesperson). Covert Modeling Consumers are asked to imagine the behavior in question and the consequences that could occur (e.g., fantasy). Verbal Modeling the appropriate behaviors and consequences are described verbally to the consumers.