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CH 4

This chapter discusses theories of learning and memory as they relate to consumer behavior. It covers behavioral learning theories focused on stimulus-response connections and cognitive theories that view consumers as problem solvers who learn by observing relationships. The chapter describes classical and instrumental conditioning processes and how they influence consumer learning. It also discusses how marketers apply concepts like repetition, stimulus generalization, and different types of reinforcement to influence consumer behavior. Finally, it examines consumer memory systems and how marketers measure memory of products and ads.

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Ahmad Abou Zahr
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64 views23 pages

CH 4

This chapter discusses theories of learning and memory as they relate to consumer behavior. It covers behavioral learning theories focused on stimulus-response connections and cognitive theories that view consumers as problem solvers who learn by observing relationships. The chapter describes classical and instrumental conditioning processes and how they influence consumer learning. It also discusses how marketers apply concepts like repetition, stimulus generalization, and different types of reinforcement to influence consumer behavior. Finally, it examines consumer memory systems and how marketers measure memory of products and ads.

Uploaded by

Ahmad Abou Zahr
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Chapter 3

Learning and Memory

CONSUMER
BEHAVIOR, 10e
Michael R. Solomon

3-1
Theories of Learning
• Behavioral learning theories focus on
stimulus-response connections
• Cognitive theories focus on consumers as
problem solvers who learn when they
observe relationships

2-2
• Conditioning results in learning.

3-3
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.
Instrumental Conditioning
(also, operant conditioning):
the individual learns to
perform behaviors that
produce positive outcomes
and to avoid those that yield
negative outcomes.

3-4
Classical Conditioning

• Components of Conditioning
• Unconditioned stimulus
• Conditioned stimulus
• Conditioned response
• Conditioning Issues
• Repetition
• Stimulus generalization
• Stimulus discrimination

3-5
For Reflection
• How might classical conditioning operate
for a consumer who visits a new tutoring
Web site and is greeted by the website’s
avatar who resembles Albert Einstein?

2-6
Marketing Applications of Repetition
• Repetition increases learning
• More exposures = increased brand awareness
• “Mere exposure effect”
• When exposure decreases, extinction occurs
• However, too MUCH exposure leads to message
wear out
• Example: Izod crocodile on clothes

3-7
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

3-8
How Does
Instrumental Conditioning Occur?

• Positive reinforcement
• Do a good job, get a bonus
• Negative reinforcement (remove aversive
stimulus)
• Apply suntan lotion to avoid a sunburn
• Punishment (initiate aversive stimulus)
• Do 100 pushups for disobeying

3-9
Types of Reinforcement

3-10
For Reflection
• What kind of reinforcement is being used
when stores offer loyalty programs?
• What kind of reinforcement is being used
when customers are charged late fees?

2-11
• We learn about products by observing
others’ behavior.

2-12
For Reflection
• To what extent do you emulate a
celebrity’s choices?
• How does this differ for celebrities who are
overtly endorsing a brand versus those
who have an “organic” relationship with
the brand?

2-13
• Our brains process information about
brands to retain them in memory.

2-14
Memory Systems

3-15
Other concepts we associate with an individual product
influence how we will remember it.

2-16
Spreading Activation
• Brand-specific
• Ad-specific
• Brand identification
• Product category
• Evaluative reactions

3-17
Scripts
• We rely on Scripts to set our expectations
for product and service encounters
• Examples of scripts:
• Flying
• Eating out
• Doctor Visits

2-18
Retrieval
• Unique images are more easily retrieved
from memory.

2-19
Understanding When We Remember & Forget
• Memory Decay vs.
Interference (proactive vs.
retroactive)
• State-dependent retrieval
• Salience / Recall and the “Von
Restorff” effect
• Unipolar vs. Mixed Emotions

3-20
• Marketers measure
our memories about
products and ads.

2-21
Measuring Memory for Marketing Stimuli
• Recognition versus Recall
• Problems with memory measures
• Response biases
• Memory lapses
• Omitting
• Averaging
• Telescoping (time distortion)
• Illusion of truth effect
• Sleeper effect

3-22
The Marketing Power of Nostalgia
• Marketers may
resurrect popular
characters to evoke
fond memories of the
past
• Nostalgia
• Retro brand

3-23

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