consumer behaviour - learning and memory
DESCRIPTION
This is a summary of chapter 3 in Solomon Book's of consumer behaviourTRANSCRIPT
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CHAPTER 3
LEARNING AND MEMORY
ADELITA SIREGAR
ANDI SITI HALIDA
BRENDA ANGELITA
NADYA MEPRISTA
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OBJECTIVE 1
It’s important for marketers to understand how consumers learn about products and
services
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Learning
A relatively permanent change in behavior caused by experience. The learner need not have the experience directly; they can also learn when they observe events that affects
others
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Behavioral Learning Theories
Focus on simple stimulus-response connections
Cognitive Learning Theories
Consumers are problem solvers who learn abstract rules an concepts when they observe what others say and do
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OBJECTIVE 2
Conditioning results in learning
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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
Individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes
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Classical Conditioning Components
• Unconditioned Stimulus
• Conditioned Stimulus
• Conditioned Response
Conditioning Issues
• Repetition
• Stimulus Generalization
• Stimulus Discrimination
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EXAMPLE
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OBJECTIVE 3
Learned associations can generalize to other things and why this is important to
marketers
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Repetition
Repetition increases learning
Less exposures = extinction of brand awareness
More exposures = increased brand awareness
TOO MUCH exposures = advertising wear out
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EXAMPLE
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Stimulus Generalizations
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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EXAMPLE
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OBJECTIVE 4
There is a difference between classical and instrumental conditioning
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Instrumental Conditioning
Individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes
• Positive Reinforcement
• Negative Reinforcement
• Punishment
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Reinforcement Schedule
• Fixed interval reinforcement
• Variable interval reinforcement
• Fixed ratio reinforcement
• Variable ratio reinforcement
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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OBJECTIVE 5
We learn by observing others’ behavior
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Observational learning
Occurs when we watch the actions of others and note the reinforcements they receive for they behavior
Modeling is the process of imitating the behavior of the others
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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EXAMPLE
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OBJECTIVE 6
Our brains process information about brands to retain them in memory
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Memory
A process of acquiring information and storing it over time so that it will be available when we need it
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Consumer Decision Making Process
Combine internal memory with external memory, includes all the product detail on packages and other marketing stimuli that permit us to identify and evaluate brand alternatives in the marketplace
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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EXAMPLE
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OBJECTIVE 7
The other products we associate with an individual product influence how we will
remember it
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Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Spreading Activation
• Brand Specific
• Ad Specific
• Brand Identification
• Product Category
• Evaluative Reactions
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EXAMPLE
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OBJECTIVE 8
Products help us to retrieve memories from our past
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OBJECTIVE 9
Marketers measure our memories about products
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Recognition versus Recall
• Recognition test : consumers were shown ads and asked if they have seen them before
• Recall test : consumers asked to independently think about what they have seen and remembered
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Problem with memory measures
• Response biases
• Memory lapse
• Omitting• Averaging• Telescoping
• Illusion of truth effect