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Chapter 3

Learning and Memory

3-1Copyright 2013 Pearson Education

CONSUMER

BEHAVIOR, 10eMichael R. Solomon

By:

Madam Noreen Noor Abd.Aziz

noree974@johor.uitm.edu.my

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3-2Copyright 2013 Pearson Education

Learning Objectives

When you finish this chapter, you shouldunderstand why:

1. Its important for marketers to understand how consumers learn about products andservices.

2. Conditioning results in learning.3. Learned associations can generalize to other things and why this is important to

marketers.

4. There is a difference between classical and instrumental conditioning.5. We learn by observing others behavior.6. Our brains process information about brands to retain them in memory.

7. The other products we associate with an individual product influence how we willremember it.

8. Products help us to retrieve memories from our past.9. Marketers measure our memories about products.

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Learning Objective 1

It is important tounderstand how

consumers learn about

products and services

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Theories of Learning

Behavioral learning theories focus onstimulus-response connections

Cognitive theories focus on consumers asproblem solvers who learn when theyobserve relationships

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Learning Objective 2

Conditioning results in learning.

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Types of Behavioral Learning Theories

Classical conditioning: astimulus 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 outcomesand 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 brandsgeneralize 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 brandawareness

When exposure decreases, extinctionoccurs

However, too MUCH exposure leads toadvertising wear out

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Marketing Applications of

Stimulus Generalization

Stimulus generalization: tendency forstimuli 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 differencebetween classical and

instrumental

conditioning and bothprocesses 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 observingothers behavior.

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Learning Objective 6

Our brains process information aboutbrands 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 productinfluence 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 memoriesfrom our past.

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Understanding When We Remember

State-dependent retrieval Familiarity and recall

Salience and the vonRestorff effect

Viewing context

Pictorial versus verbalcues

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Learning Objective 9

Marketers measureour 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

AveragingTelescoping

Illusion of truth effect

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The Marketing Power of Nostalgia

Marketers mayresurrect popular

characters to evoke

fond memories ofthe past

Nostalgia

Retro brand

http://www.fossil.com/

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Chapter Summary

Marketers need to know how consumers learn inorder 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 retrieveinformation.