Chapter 3
Learning and Memory
CONSUMER
BEHAVIOR, 8e
Michael Solomon
Learning Objectives
When you finish this chapter you should understand why:
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.
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Learning Objectives (cont.)
Memory systems work.
The other products we associate with an individual
product influences how we will remember it.
Products help us to retrieve memories from our past.
Marketers measure our memories about products and
ads.
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Learning is a Process
Our tastes are
formed as a result of
a learning process,
sometimes with
painful results.
Consumer Behavior
The Learning Process
Products as reminders of life
experiences
Products + memory = brand
equity/loyalty
Learning: a relatively
permanent change in behavior
caused by experience
Incidental learning: casual,
unintentional acquisition of
knowledge
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Behavioral Learning Theories
Behavioral learning theories: assume that learning takes
place as the result of responses to external events.
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Figure 3.1
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.
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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
Ivan Pavlov and his dogs
Rang bell, then squirt dry meat
powder into dogs mouths
Repeated this until dogs salivated
when the bell rang
Meat powder = unconditioned
stimulus (UCS) because natural
reaction is drooling
Bell = conditioned stimulus (UC)
because dogs learned to drool
when bell rang
Drooling = conditioned response
(CR)
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Click to play
Pavlovs dog game
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Discussion Question
In the 1980s, the Lacoste
crocodile was an exclusive
logo symbolizing casual
elegance. When it was
repeated on baby clothes
and other items, it lost its
cache and began to be
replaced by contenders such
as the Ralph Lauren Polo
Player.
Can you thing of other logos
that have lost their prestige
due to repetition?
Consumer Behavior
Marketing Applications of Repetition
Repetition increases learning
More exposures = increased brand awareness
When exposure decreases, extinction occurs
Example: Izod crocodile on clothes
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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Masked Branding
Consumer Behavior
Discussion
Some advertisers use well-known songs to promote their
products. They often pay more for the song than for
original compositions.
Why do advertisers do this? How does this relate to
learning theory?
How do you react when one of your favorite songs
turns up in a commercial?
If you worked for an ad agency, how would you select
songs for your clients?
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Instrumental Conditioning
Behaviors = positive outcomes or negative outcomes
Instrumental conditions occurs in one of these ways:
Positive reinforcement
Negative reinforcement
Punishment
Extinction
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Instrumental Conditioning
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Figure 3.2
Instrumental Conditioning (cont.)
Reinforcement schedules include:
Fixed-interval (seasonal sales)
Variable-interval (secret shoppers)
Fixed-ratio (grocery-shopping receipt programs)
Variable-ratio (slot machines)
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Cognitive Learning Theories:
Observational Learning
We watch others and note reinforcements they
receive for behaviors
Vicarious learning
Socially desirable models/celebrities who use or
do not use their products
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Observational Learning (cont.)
Modeling: imitating others behavior
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Figure 3.3
Role of Memory in Learning
Memory: acquiring information and storing it over time so
that it will be available when needed
Information-processing approach
Mind = computer and data = input/output
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Figure 3.4
How Information Gets Encoded
Encode: mentally program meaning
Types of meaning:
Sensory meaning, such as the literal color or shape of
a package
Semantic meaning: symbolic associations, such as
the idea that rich people drink champagne
Episodic memories: relate to events that are personally
relevant
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Memory Systems
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Figure 3.5
Associative Networks
Activation models of memory
Associative network of related information
Knowledge structures of interconnected nodes
Hierarchical processing model
[See next slide for an example of an associative
network]
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Associative Networks for Perfumes
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Figure 3.6
Spreading Activation
As one node is activated, other nodes associated with it
also begin to be triggered
Meaning types of associated nodes:
Brand-specific
Ad-specific
Brand identification
Product category
Evaluative reactions
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Levels of Knowledge
Individual nodes = meaning concepts
Two (or more) connected nodes = proposition (complex
meaning)
Two or more propositions = schema
We encode info that is consistent with an existing
schema more readily
Service scripts
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Retrieval for Purchase Decisions
Retrieving information often requires appropriate factors
and cues:
Physiological factors
Situational factors
Consumer attention; pioneering brand; descriptive
brand names
Viewing environment (continuous activity; commercial
order in sequence)
Postexperience advertising effects
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Retrieval for Purchase Decisions (cont.)
Appropriate factors/cues for retrieval
(cont.):
State-dependent retrieval/mood
congruence effect
Familiarity
Salience/von Restorff effect
(mystery ads)
Visual memory versus verbal
memory
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What Makes Us Forget?
Decay
Interference
Retroactive versus
proactive
Part-list cueing effect
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Products as Memory Markers
Furniture, visual art, and
photos call forth memories
of the past
Autobiographical
memories
The marketing power of
nostalgia
Retro brand: updated
version of a brand from
a prior period
Nostalgia index
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Click image for
www.fossil.com
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Discussion
Marketers often evoke memories of the good ol days
by marketing products with nostalgic images. Though it
seems this strategy targets only middle-aged or older
consumers, it can be used toward college students.
What retro brands are targeted to you? Were these
brands that were once used by your parents?
What newer brands focus on nostalgia, even though they
never existed before?
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Measuring Memory for Marketing Stimuli
Recognition versus recall
The Starch Test
Problems with memory measures
Response biases
Memory lapses
Memory for facts versus feelings
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