Download Ch 3 Learning and Memory

LEARNING & MEMORY
Chapter 3
Sessions 5-6
THE LEARNING PROCESS
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Learning
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Learning is an Ongoing Process
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A relatively permanent change in behavior caused by
personal experience or observation
Constantly being revised
Can be either simple association (logo recognition) or
complex cognitive activity (learning for exams)
Two popular learning theories
Behavioral
 Cognitive
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BEHAVIORAL LEARNING
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Assume that learning takes place as the result of
responses to external events (stimuli)
Two major approaches:
Classical Conditioning
 Instrumental (Operant) Conditioning
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CLASSICAL CONDITIONING
APPLICATIONS OF CLASSICAL CONDITIONING
PRINCIPLES
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Conditioned Product Associations  pairing products
with positive stimulus to create desirable associations
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Advertising
Choosing novel tunes (as opposed to popular ones) for jingles
 CS precedes UCS for effective conditioning
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Stimulus Generalization  Tendency of a stimulus
similar to a CS to evoke similar, conditioned
responses (Halo effect)
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Strategies based on SG principle:
Emergence of me-too brands & look-alikes
 Family branding & line extensions
 Licensing
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Masked branding (hiding true product origin)
INSTRUMENTAL CONDITIONING
Occurs as the individual learns to perform behaviors
that produce positive outcomes and avoid behaviors
that yield negative outcomes
 Can be
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Positive Reinforcement
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Punishment
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Behaviors that lead to “favorable” consequences
Behaviors that lead to “unfavorable” consequences
Negative Reinforcement
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Behaviors that help avoid “unfavorable” consequences
AD DEPICTING NEGATIVE REINFORCEMENT
APPLICATIONS OF INSTRUMENTAL CONDITIONING
PRINCIPLES
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Reinforcement of
Consumption
Thank you
 Rebates
 Follow-up phone calls
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Frequency Marketing
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Reinforces regular
purchases by giving them
rewards with values that
increase along with the
amount purchased
Frequent flyer miles
 K&Ns loyalty card
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COGNITIVE LEARNING
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Stresses the importance of active internal mental
processes in learning
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We learn because we develop conscious hypotheses &
then act on them
Observational Learning
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Occurs when people watch the actions of others and
note reinforcements received for their behaviors and
use this knowledge to guide their own behavior
Effect of violence & sex on TV on kids
 Marketing applications include depicting benefits of using
products in ads, celebrity endorsements, etc.
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OBSERVATIONAL LEARNING (KIDS)
CONSUMER MEMORY
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A vast personal storehouse of prior knowledge
about products, services, consumption
experiences, etc.
Types of memory:
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Sensory
Short term
Long term
HOW MEMORIES ARE CREATED
SENSORY MEMORY
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Very temporary storage of information we receive
from our senses
 Operates
automatically & is very fleeting
 Sensory input is stored as it is
 If information is relevant it passes the ‘attentional gate’
into our short-term memory
SHORT-TERM MEMORY
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Holds the information we are currently processing usually in
light of existing knowledge (working memory)
ST  LT can be enhanced by:
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Chunking
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Rehearsal
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Involves repetition or actively thinking about the information
Ex: Jingles that we love to hum or repeat (Diamond Supreme Foam)
Recirculation
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Grouping items to process as a unit
Ex: phone numbers (McDonald’s 11-12-44-622)
Repeatedly encountering the info (externally)
Ex: Repeating brand name within ad (Omore), repeating ads (Mezan),
using multiple media for the same message (Tarang)
Elaboration
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Relating info to prior knowledge & past experiences
Ex: Ads that make you think, relate info to past concepts, relevant
messages in communication
CHUNKING
ELABORATION?
LONG-TERM MEMORY
Where info is permanently stored for later use
 Two types
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Autobiographical (Episodic)
Knowledge we have about ourselves & our past experiences
(emotions, sensations etc.)
 Ex: Memories of eating at Aylanto, sweating in the summer
heat without AC, eating a paratha on Sunday morning
 Useful in advertising (empathizing with customers)
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Semantic
General knowledge or beliefs about the world from what we
heard, read, etc.
 Ex: France is a place for romantic vacations, CaCl2 means
Calcium Chloride, good GPA gets you a good job
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STORING INFORMATION IN MEMORY
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Semantic (Associative) Networks
Set of links or associations that represent
autobiographic & semantic memories connected to a
particular concept/s in our mind
 Each ‘node’ in the network can be an attribute, a
brand, a person, a belief, etc.
 Different links have different strengths of association
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Marketers try to strengthen these links through
recirculation & encouraging customers to rehearse &
elaborate on incoming information
The process of ‘spreading of activation’ helps us to
recall many different nodes when one is activated
depending on the strength of those links
PERFUMES – SEMANTIC NETWORK
RETRIEVAL
The process of recovering information from LTM
 Factors affecting the likelihood of retrieval:
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Situational Factors
Pioneering (prototypical) brands are generally easier to
retrieve from memory
 Descriptive brand names easier to recall than names that
do no provide cues to what the product is
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State-Dependent Retrieval
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A process by which consumers are better able to access info
if their mood or setting is the same at the time of their
recall as when the info was learned
Pictorial vs. Verbal Cues
Visual memory > verbal memory
 Pictorial ads may enhance recall (of ad and brand), but do
not necessarily improve comprehension.
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RETRIEVAL
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Products and ads can serve as powerful retrieval
cues
Products & ads can remind us of past experiences
(activate episodic memories) and create positive
feelings in us
 Popularity of Nostalgia Marketing
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State Life Insurance
 Habib Cooking Oil latest TVC
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CREATING NOSTALGIA THROUGH AD
CREATING NOSTALGIA THROUGH AD