Presentation Transcript

Chapter 3
Learning and Memory:
Chapter 3 Learning and Memory
The Learning Process:
The Learning Process Learning: A relatively permanent change in behavior caused by experience
Incidental Learning: Unintentional acquisition of knowledge Learning is an Ongoing Process:
Constantly being revised Can be either simple association (logo recognition) or complex
cognitive activity (writing an essay)
Behavioral Learning Theories:
Behavioral Learning Theories Assume that learning takes place as the result of responses to
external events. View is represented by two major approaches to learning: 1) Classical
Conditioning 2) Instrumental Conditioning Peoples experiences shaped by feedback they
receive as they go through life Actions result in rewards and punishments, which influences
future responses to similar situations.
The Consumer as a Black Box
A Behaviorist Perspective on Learning:
The Consumer as a Black Box A Behaviorist Perspective on Learning
Type 1: Classical Conditioning:
Type 1: Classical Conditioning Ivan Pavlovs Dogs Unconditioned stimulus (UCS) Naturally
capable of causing a response. Something you do automatically. Conditioned stimulus (CS)
Does not initially cause a response. This is the part you have to learn Conditioned response (CR)
Response generated by repeated paired exposures to UCS and CS. Eventually, through learned
association and repetition, the CS will cause the CR. These are enduring connections, hard to
break in consumers minds.
Type 1: Classical Conditioning:
Type 1: Classical Conditioning Needs repetition to make it stick Time 1=Awareness Time
2=relevance Time 3=reminder Pair positive stimuli to create a desirable association Brand names
and emotions connected, increased brand equity Transfer meaning from UCS to CS Coke,
Marlboro, Nike, Xbox Most effective when CS precedes UCS Not as effective in print: cant
control order in which consumer sees the info Link can be extinguished if it is too general, can
be confused with other CS-CR linkages
Stimulus Generalization:
Stimulus Generalization Stimulus generalization: Tendency of a stimulus similar to the CS to
evoke similar, conditioned responses. Piggybacking on others UCS-CR. Can be used for:
Family branding Product line extensions Licensing Look-alike packaging: Store Brands like
Genuardis brand of tissues looking like Kleenex box of tissues. Masked branding: Deliberately
hiding a products true origin (Plank Road Brewery (Micro-Brew) owned by Miller):
Stimulus Generalization:
Stimulus Generalization TIDE Liquid Pleasures Downy Febreeze DISNEY Visa Mobile Phone
Anti-Generalization:
Masked Branding:
Anti-Generalization: Masked Branding
Type 2: Instrumental Conditioning:
Type 2: Instrumental Conditioning Occurs as the individual learns to perform behaviors that
produce positive outcomes and avoid behaviors that yield negative outcomes A.K.A. Operant
ConditioningOccurs one of three ways: Positive reinforcement: Positive response to behavior
Negative reinforcement: Negative outcome avoided Punishment: Negative response to behavior
Four Types of Learning Outcomes:
Four Types of Learning Outcomes Figure 3.2
Type 2: Instrumental Conditioning:
Type 2: Instrumental Conditioning Called instrumental conditioning because the behavior is
instrumental in either gaining reward, avoiding consequences Can be reinforced regularly
(frequent flier tickets after certain number of segments) or irregularly (slot machines) to generate
behaviors
Instrumental Conditioning Strategies:
Instrumental Conditioning Strategies Reinforce Consumption: Thank you Rebates Follow-up
phone calls Frequency Marketing: Reinforces regular purchases by giving them rewards with
values that increase along with the amount purchased Frequent flyer miles Coupons/discounts for
loyal shoppers
Cognitive Learning Theory:
Cognitive Learning Theory Argues people are problem solvers who use info to process and think
about their decisions Conditioning occurs because people think about the link between CS/UCS
and CR Not simply an automatic response Develop hypotheses and act on them Example:
Observational learning Occurs when people watch the actions of others and note reinforcements
received for their behaviors Learning occurs as a result of vicarious, rather than direct,
experience.
Components of Observational Learning:
Components of Observational Learning
Advantages of Cognitive Learning Process:
Advantages of Cognitive Learning Process Consumers learn vicariously by seeing others receive
reinforcement for their behaviors. Marketers can reinforce or punish consumers indirectly by
showing what happens to desirable models who do or do not use their products. Consumers
evaluations of models are not limited to stimulus-response connections. Attractiveness can be
based on several components (e.g. physical attractiveness, expertise, similarity to the evaluator)
The Role of Memory in Learning:
The Role of Memory in Learning Memory A process of acquiring and storing information such
that it will be available when needed. Internal (what you remember) and external memory (info
from marketing stimuli) Stages of memory Encoding stage Information entered in a recognizable
way Storage stage Knowledge integrated into what is already there and warehoused Retrieval
stage The person accesses the desired information
The Memory Process:
The Memory Process Figure 3.4
Encoding Information:
Encoding Information Provoking a memory through meaning: Sensory meaning (e.g. color or
shape) Sense of familiarity (e.g. seeing a food that we have tasted) ifilm: Im Going to Disney
World (Superbowl 2006) Semantic meaning: Symbolic associations (e.g. rich people drink
champagne)
Encoding Information:
Encoding Information Provoking a memory through personal relevance: Episodic memories:
Relate to events that are personally relevant ifilm: Fidelity Paul McCarthy, NFL Network: Fans
Flashbulb memories: Especially vivid associations Narrative: An effective way of persuading
people to construct a mental representation of the information that they are viewing
Memory Systems:
Memory Systems Sensory Memory: Very temporary storage of information we receive from our
senses Short-Term Memory (STM): Limited period of time & 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 Elaboration rehearsal is required: Process involves thinking
about a stimulus and relating it to information already in memory
Memory Systems:
Memory Systems
Storing Information in Memory:
Storing Information in Memory Most research shows that STM and LTM are interdependent.
Depending on the task, different levels of each are activated, different processing occurs Called
Activation Models of Memory: The more effort it takes to process information, the more likely
that information will be placed in LTM.
Storing Memory Through Activation Models:
Storing Memory Through Activation Models Based on Associative Networks: Memory contains
many bits of related information organized according to some set of relationships Like a spider
web filled with pieces of data, consisting of links between nodes, or pieces of information
Recalled associative network brands are evoked set To get into network, new brand must link to
node in memory somehow through cues
An Associative Network for Perfumes:
An Associative Network for Perfumes Figure 3.6
Storing Memory Through Activation Models:
Storing Memory Through Activation Models Memory Generates Spreading Activation: One
node activated, spreads to other nodes Concepts in network are activated, brings up info like
attributes, competitors, etc. Nodes link together in different levels of knowledge: Nodes are data
points Propositions/beliefs are combinations of nodes Propositions/Beliefs combine into schema
More consistent the new info is with the existing schema, easier it is to encode
Retrieving Information for
Purchase Decisions:
Retrieving Information for Purchase Decisions Factors Influencing Retrieval: Physiological
Factors (e.g. age) Situational Factors: Amount of attention paid to the message Viewing
environment: Commercials shown first in a series of ads are recalled better than those shown
last. State of Retrieval when trying to recall (mood congruence) Familiarity with the item
Salience of the brand (prominence in memory) Pictorial v. verbal cue
Pictorial versus Verbal Cues:
Pictorial versus Verbal Cues There is some evidence for the superiority of visual memory over
verbal memory. Pictorial ads may enhance recall, but do not necessarily improve comprehension.
Pictorial versus Verbal Cues:
Pictorial versus Verbal Cues
Pictorial versus Verbal Cues:
Pictorial versus Verbal Cues
Factors Influencing Forgetting:
Factors Influencing Forgetting Decay: 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: As new
responses are learned, a stimulus loses its effectiveness in retrieving the old response. 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. Mentioning some competitors in an ad may inhibit recall
of the competitor not mentioned.
Products as Memory Markers:
Products as Memory Markers Products and ads can serve as powerful retrieval cues. Ads and
products that remind consumers of their past also help to determine what they like now. ifilm: 50
Years of Disney
Memories of the Past as Retrieval Cues:
Memories of the Past as Retrieval Cues
Nostalgia Appeal:
Nostalgia Appeal Fossils product designs evoke memories of earlier classic designs
Measuring Memory
for Marketing Stimuli:
Measuring Memory for Marketing Stimuli Recognition Versus Recall: Two basic measures of
impact. Typical recognition test: Subjects are shown ads and asked if they have seen them
before. Tends to be more reliable, doesnt decay over time More important when info is present
(shopping) Typical recall test: Subjects are asked to independently think of what they have seen
without being prompted first. More important when no product data (referral)