Download CA2018 C6 Consumer learning and memory

Class 6
Learning
and
Memory
CA 2018 Consumer Insight
A.Kwanta Sirivajjanangkul
A.Panitta Kanchanavasita
Albert Laurence School of
Communication Arts
Department of Advertising
2013
Consumers as Individuals
Perception
• Process on how we absorb and interpret information about
products.
Learning and
Memory
• The way we mentally store this information and how it adds to
our exist knowledge during the learning process.
Motivation and
Values
• The reason or motivation to absorb this information and how our
cultural values influence what we do.
The Self
• Explores on how our views about ourselves affect what we do,
want, and buy.
Personality and
Lifestyles
• How people’s individual personalities influence these decision
and how the choice we make help to define our lifestyles.
Attitudes and
Persuasion
• How marketers form and change our attitudes.
Chapter outline
•  Learning and behavioral learning
Theories.
•  Classical, Instrumental, and Vicarious.
•  Memory Process.
Why is it important for marketers to
appreciate how consumers learn?
•  Learning associations among feeling,
events, and products – and the memories
they evoke – are an important aspect of
consumer behavior.
Learning
•  is a relatively permanent change in behaviour
that experience causes.
•  is an ongoing process.
•  the learner need not to experience directly.
•  We learn even we don’t try. Unintentional
acquisition of knowledge = Incidental learning
Three Theoretical
Schools of Learning
BehavioralTheory
•  ClassicalCondi3oning
•  InstrumentalorOperantCondi3oning
Cogni3veTheory
•  VicariousLearning
1. Classical Conditioning
•  A non conscious process in which a previously neutral
stimulus elicits a desired response.
•  After a number of pairings a conditioned response is
elicited by a previously neutral stimulus which now
becomes the conditioned stimulus.
1. Classical Conditioning
•  Ivan Pavlov
–  Nobel prize winning work in 1930
•  Classically conditioned behaviours
controlled by stimuli before the behaviour
–  the bell and meat powder precede salivation
1. Classical Conditioning
Stimulus Generalization
•  Refer to to the tendency of
stimuli similar to a CS to
evoke similar, conditioned
responses.
–  Hear similar noises à
salivate
•  Halo Effect
–  People react to other,
similar stimuli in much the
same way they response to
original
Stimulus Discrimination
•  Occur when a UCS does
not follow a stimulus
similar to a CS.
Classical Conditioning in Marketing
Conditioned Stimulus
Conditioned Response
Example
Familiar pop/ classical
music
Relaxation, excitement
“good will” capturing
the moment
Many Ad campaign
OP/ KTC
Familiar voices
Excitement, attention,
borrowed authority
Voice overs,
personalities
Sexy voices/images
Excitement / attention
arousal
Fragrance ads, Levi
Jeans, Diesel
Familiar Social Cues
Friendship/love/family
Use of children/ pets
2. Instrumental/Operant
Conditioning
•  Instrumental conditioning occurs as the individual
learns to perform behaviours that produce positive
outcomes and to avoid those that produce negative
outcomes
•  Responses in classical conditioning are involuntary,
responses in instrumental conditioning are deliberate in
view of specific goals
Burrhus F. Skinner
•  Behaviourism
•  If behaviour can be
predicted, it can be
controlled; if behaviour
can be controlled, life
can be improved.
2. Instrumental/Operant Conditioning
3 ways: When the environment produces
1.  Positive Responses
The response is strengthened and appropriate
behaviour is learned
2.  Negative reinforcement
Strengthens responses that avoid outcomes (Warning)
3.  Punishment
Occurs when behaviour is followed by unpleasant
events we learn not to repeat these behaviours
Marketing Application:
Reinforcement Schedules
•  Continuous Reinforcement
The offer of a reward after every desired
behaviour – Loyalty points
•  Fixed Ratio Schedule
Every x times that a behaviour is performed a
reward is given – Buy 2 get 1 free
•  Variable Ratio Schedule
A reinforce on an average or random of x times –
scratch cards, instant wins
Behavioral Theory vs. Cognitive Theory
•  A considerable amount of learning takes
place in the absence of direct
reinforcement - negative or positive
•  Individuals also learn through modelling or
observational learning
–  They observe the behaviour of others,
remember it and imitate it
Three Theoretical
Schools of Learning
BehavioralTheory
•  1.ClassicalCondi3oning
•  2.InstrumentalorOperantCondi3oning
Cogni3veTheory
•  3.VicariousLearning
3. Vicarious Learning
•  Also called modelling, observational
learning or imitative learning
•  It refers to people change their
behaviour because they observe the
behaviour of others and its consequences
Marketing Application:
Vicarious Learning - Modelling
•  Acquire new responses
–  ex. Demonstration video in stores
•  Decrease/inhibit undesired responses
–  ex. Ads of frustrated travels who did not use a travel
agent compared to those who used Amex Travellers
Cheques
•  Response facilitation (not new behaviours)
–  ex. Ovaltine (2 cups/day)
Memory Process
•  Anyinforma3on
fromenvironment
External
Inputs
Encoding
•  Informa3onis
placedinMemory
•  Informa3on
retainedin
memory
Storage
Retrieval
•  Informa3on
storedinmemory
isfoundedas
needed
Memory –
remembering & forgetting
Memory
process of acquiring information, storing it over time and
retrieving it when necessary
1.  Sensory memory
temporary storing of sensory information – seconds
2.  Short term memory
brief storage of information currently being used –
minutes
3.  Long term memory
permanent storage of information
4.  Retrieval
physiological, situational, state dependent,
familiarity recall, salience recall, pictorial/verbal
clues
Any
Questions??