4
Learning and Memory
CONSUMER
BEHAVIOR, 12e
Michael R. Solomon
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Learning Objective 1
• It is important to
understand how
consumers learn
about products and
services
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How do we learn?
• Learning
• Incidental learning
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Learning Objective 2
• Conditioning results in learning.
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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
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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.
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Classical Conditioning
• Components of Conditioning
Unconditioned stimulus
o
o Conditioned stimulus
o Conditioned response
• Conditioning Issues
o Repetition
o Stimulus generalization
o Stimulus discrimination
o Extinction
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Stimulus
• Stimulus generalization
o Halo effect
• Stimulus discrimination
• Classical Conditioning Principle
o Brand equity
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For Reflection
• How might classical conditioning operate
for a consumer who visits a new tutoring
Web site and is greeted by the Web site’s
avatar who resembles Albert Einstein?
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Learning Objective 3
• Learned associations with brands
generalize to other products.
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Marketing Applications of Repetition
• Repetition increases learning
• More exposures = increased brand awareness
• When exposure decreases, extinction occurs
• However, too MUCH exposure leads to
advertising wear out
o Example: Izod crocodile on clothes
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Marketing Applications of
Stimulus Generalization
• Stimulus generalization: tendency for stimuli
similar to a conditioned stimulus to evoke similar,
unconditioned responses.
o Family branding
o Product line extensions
o Licensing
o Look-alike packaging
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Learning Objective 4
• There is a difference
between classical and
instrumental
conditioning and both
processes 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 4.1 Types of Reinforcement
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Cognitive Learning Theory
• Internal
learning
processes
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For Reflection
• What kind of reinforcement is being used
when stores offer loyalty programs?
• Provide several examples and identify the
reinforcement approach being used.
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Learning Objective 5
• We learn about products by observing
others’ behavior.
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Learning Objective 6
• Our brains process information about
brands to retain them in memory.
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Memory
• Encoding
• Storage stage
• Retrieval
• Episodic
memories
• Narrative
• Activation models
of memory
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Memory Systems
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Learning Objective 7
• The other products we associate with an individual
product influence 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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