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Learning and Memory BMW The Learning Process Learning refers to a relatively permanent change in behavior that is caused by experience. Learning is an ongoing process and we can learn: – Vicariously by observing events that affect others, – By incidental learning which is unintentional. Behavioral Learning Theories Behavioral Learning Theories Assume that Learning Takes Place as the Result of Responses to External Events. Stimulus Consumer Consumer’s Black Box Response Marketing Applications of Behavioral Learning Principles Behavioral Learning – Brand Equity Repetition – Advertising Wear-Out Conditioned Product Association Stimulus Generalization – – – – Family Branding Product Line Extension Licensing Look-Alike Packaging Stimulus Discrimination Behavioral Learning Theory: Instrumental Conditioning Instrumental Conditioning (Operant Conditioning) Occurs as the Individual Learns to Perform Behaviors That Produce Positive Outcomes and to Avoid Those That Yield Negative Outcomes. It Occurs in One of the Following Ways: Positive Reinforcement Negative Reinforcement Punishment Extinction Cognitive Learning Theory: Observational Learning Cognitive Learning Theory: Observational Learning Is Learning Conscious Or Not? Observational Learning Occurs When People Watch the Actions of Others and Note the Reinforcements They Receive From Others. Imitating the Behavior of Others is Called Modeling: Consumer’s Attention Must Be Drawn to a Desirable Model Consumer Must Remember What is Said and Done by Model Consumer Must Convert This Information Into Actions Consumer Must be Motivated to Perform These Actions Relationships Among Memory Systems An Associative Network for Perfumes The Role of Memory in Learning Spreading Activation Memory Trace for an Ad Could Be Stored in One or More of the Following Ways: Brand-specific Ad-specific Brand Identification Product Category Evaluative Reactions Levels of Knowledge The Role of Memory in Learning Factors Influencing Forgetting – Decay – Part-List Cueing Effect Products as Memory Markers – Autobiographical Memories – The Marketing Power of Nostalgia » Nostalgia » Spontaneous Recovery – Memory and Aesthetic Preferences Measuring Memory for Marketing Stimuli – Recognition Versus Recall The Role of Memory in Learning Problems with Memory Measures Response Biases Memory Lapses Memory for Facts Versus Feelings KINLEY
