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Chapter 3
Learning & Memory
I. Introduction
A. Learning
1. The process by which experience leads to changes in knowledge,
attitude, &/or behavior.
2. Essentially, it is the process of adding
3. We look at how people learn in two ways.
Marketers use both of the following approaches:
B. Cognitive Approach
1. Learning is reflected by changes in knowledge.
C. Behaviorist Approach
1. Concerned solely with observable behaviors.
2. People learn that
II. Classical Conditioning
A. Remember …
1. This is a behaviorist model.
2. Occurs when a stimulus that elicits a response
3. Tommy Hilfiger example:
4. Pizza Hut Delivery example:
B. How it works
1. Unconditioned Stimulus (UCS) 2. Unconditioned Response (UR)
3. Conditioned Stimulus (CS) –
4. Conditioned Response (CR) 5. Advantage to Marketers:
C. Determinants of Classical Conditioning - Factors that affect Effectiveness
1. UCS Strength –
2. Number of Pairings –
3. CS-UCS Order i. Forward conditioning - CS precedes UCS [Note: Text is
incorrect on this.]
ii. Backward Conditioning - UCS precedes CS iii. Simultaneous Conditioning - UCS & CS at the same time iv. Media Implications 4. Familiarity - The more familiar you are with either stimuli, the
i. You have some latitude here.
ii. Also, people are going to encounter your product without the
UCS at some point in time. (E.g., Chevy slogan, “Heartbeat”
written on the vehicle helps.)
iii.
iv. Best off with new products and new stimuli. That’s most
effective.
4. Elaboration – The more you elaborate,
D. Extinction
1. Occurs when the CS no longer evokes the CR.
2.
UCS encountered without the CS. Two ways:
a. Frequent Contact with CS.
b. Frequent contact with UCS.
E. Generalization – similar stimuli evoke similar responses
1. It’s said to occur when,
a. Have you ever met somebody who reminds you of somebody
2. Family Branding – placing the same brand name on different
products.
a. Brand Equity –
b. Sometimes, not done –
c. Me-Too Products –
d. Licensing –
F. Discrimination – similar stimuli do not evoke similar responses
1. Process whereby one learns to emit a response to one stimulus but
2. Marketers obviously want people to discriminate between their product
a.
b.
c.
d. Generic names –
III.
Operant Conditioning – (instrumental conditioning) people learn to
perform behaviors that produce
A. Operant Conditioning – consequences affect future behavior
1. Positive Reinforcement –
2. Negative Reinforcement –
3. Punishment –
4. Extinction –
B. Shaping
1. Free product (followed by behavior of use and subsequent purchase)
2. Large coupon (followed by behavior of purchase)
3. Smaller coupon (followed by behavior of purchase)
4. No Discount
III.
Cognitive Learning Theory
[Learning occurs via mental processes. See people as problem solvers. We want them to
add info. to their current store. More we understand about memory functions, better we’ll
be.]
A. How marketers take advantage of instrumental conditioning principles –
B. How marketers take advantage of cognitive learning processes –
IV. The Role of Memory in Learning A. Encoding Info. For Later Retrieval 1. Types of Memory - abstract meanings; semantic meanings; episodic
memories; flashbulb memories
2. Memory Systems - 3 systems that are interrelated
a. Sensory Memory – (or Sensory Registers
i.
ii.
iii.
Iconic memory –
iv.
Echoic memory –
v.
The advantage of this type of memory is
b. Short-term Memory (Working memory)i. “chunking”
ii.
Typically
iii.
Marketers sometimes use Mnemonic devices
c. Long-term Memory i.
Perceived as an unlimited storehouse,
ii.
iii.
Companies use musical jingles to help you
iv.
elaborate rehearsal –
B. Storing Info. In Memory 1. Associative networks a. Nodes –
b. Links –
c. Schema –.
d. Script Schema –
e. Knowledge Structures - “storage units”
f.
Spreading Activation –
g. Levels of Knowledge C. Retrieving Info. For Purchase Decisions
1. Factors Influencing Retrieval a. State-Dependent Retrieval - Mood congruence effect
b. Familiarity and Recall –
c. Salience and Recall –
d. Pictorial vs. Verbal Cues –
2. Factors Influencing Forgetting 3. Products as Memory Markers a. Power of Nostalgia
b. Memory and Aesthetic Preferences D. Measuring Memory for Advertising - very few viewers remember the
ads.
1. Recognition vs. Recall
 with “recognition”
 with “uncued recall”
 with “cued recall”
2. Problems with Memory Measures
 response biases
 memory lapses
 memory for facts vs. feelings
3. Consumer Processing Model
a. Exposure to information
b. Selective attention
c. Comprehension of attended information
d. Agreement with comprehended info.
e. Retention in memory of accepted info.
f. Retrieval of info. from memory
g. Cr. Decision making from alternatives
h. Action taken on basis of decision