Download learning and memory

Learning
and Memory
What is Learning?
A change in Behaviour
caused by experience.
What is Consumer learning?
From a marketer’s perspective learning
becomes teaching
Learning
Theories
Behaviorism
Classical
Conditioning
Instrumental
Conditioning
Cognitive
Classical Conditioning
 learning occurs when a stimulus (unconditioned
stimulus) elicits a response (unconditioned response)
 that is paired with another stimulus (conditioned
stimulus) that initially does not elicit a response on
its own,
 but will cause a similar response (conditioned
response) over time because of its association with
the first stimulus.
Ivan Pavlov’s Classic Experiment
Before Conditioning
UCS (food
in mouth)
UCR
(salivation)
During Conditioning
Neutral
stimulus
(tone)
No
salivation
After Conditioning
UCS (food
in mouth)
Neutral
stimulus
(tone)
Slide 10
UCR
(salivation)
CS
(tone)
CR (salivation)
The bears (US) generate
positive feelings (UR),
Coke (CS) is associated
with the positive
feelings that have then
become the CR.
i.e you have a positive
feeling about coke
What product is
being advertised?
After repeated pairing of the Marlboro man (unconditioned
stimulus) a “real” man (UR) with the cigarettes (conditioned
stimulus) is so strong that the company no longer includes the name
of the product in the ads.
Brand Equity
Stimulus Generalization
Applications of Stimulus Generalization
Look-Alike Packaging
Product Line Extension
Family Branding
Licensing
Stimulus Discrimination
If all brands are perceived to be alike, why should
consumers buy your brand?
The real thing
The Choice Of A New
Generation
Instrumental or Operant Conditioning
 B.F. Skinner
 Positive Reinforcement
 Negative Reinforcement
 Punishment
Negative
Reinforcement
Reinforcements Schedules
Interval
 Fixed-Interval Reinforcement
 Variable-Interval Reinforcement
Ratio
 Fixed-Ratio Reinforcement
 Variable-Ratio Reinforcement
Learning
Theories
Behaviourism
Classical
Conditioning
Instrumental
Conditioning
Cognitive
Reasoning
Observation
COGNITIVE LEARNING THEORY
• Observational Learning
• Reasoning
Applications of Cognitive Learning Principles
• Modelling
The Role of Memory in Learning
Stages
• Encoding
• Storage
• Retrieval
An Associative Network for Perfumes
Draw an associative network for Pepsi
Things to consider might include:
• specific brands
• a celebrity identified with Pepsi
• related activities
• related products
• where purchased
• packaging
• attributes
• concepts
• feelings
“Every time I learn
something new, it pushes
some old stuff out of my
brain”
Forgetting
Recognition Versus Recall
• Recognition i.e. remembering
when shown
•Recall: try and remember
without stimulus
1. Zoom Zoom Zoom
2. Just for the fun of it
Mazda
Diet Coke
3. They're great.
Frosted Flakes
4. Driven
Nissan
5. Taking care of business
Office Depot
6. The best a man can get."
Gillette
7. The ultimate driving machine
BMW
8. Engineered to be great cars
9. It's everywhere you want to be
10. No More Tears
11. The Un-Cola
12. Good to the last drop
Chrysler
Visa
J & J Baby Shampoo
7-up
Maxwell House
Advertising Recall as function of timing
and number of exposures (Zielske 1959)
70
1 exposure/ week for 13 weeks
60
50
13 exposures at 4-week intervals
40
%
30
20
10
0
25
week of the year
50
How Can Marketers improve Memory
retention?
Repetition
• Repetition of a central theme with some variation
• KISS
• how many times a consumer should be exposed to an ad
before the advertising message is effective.
 Meaningful or more vivid material
 Material presented first (primacy) or last (recency) is
better retained than material presented in the middle