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Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior 3-1 The Learning Process • Learning • a relatively permanent change in behavior caused by experience • Incidental Learning • casual, unintentional acquisition of knowledge 3-2 Behavioral Learning Theories • Assume that learning takes place as the result of responses to external events • Classical conditioning • Instrumental conditioning 3-3 Behavioral Learning Theories: Classical Conditioning • A stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own 3-4 Repetition • Repetition increases learning • More exposures = more brand awareness • When exposure decreases, extinction occurs • However, too much exposure leads to advertising wear out 3-5 Stimulus Generalization • Tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses • Marketing applications: • • • • Family branding Product line extensions Licensing Look-alike packaging 3-6 Behavioral Learning Theories: Instrumental (Operant) Conditioning • The individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes 3-7 Instrumental Conditioning • Behaviors have positive or negative outcomes • Instrumental conditions occurs when there is: • • • • Positive reinforcement Negative reinforcement Punishment Extinction 3-8 Figure 3.2 Instrumental Conditioning 3-9 Cognitive Learning Theories • Stress the importance of internal mental processes • People are viewed as problem solvers • We actively use information from the world around us to master our environments • Observational learning: • We watch each other and model the behavior of others 3-10 Figure 3.3 The Observational Learning Process • Modeling: imitating the behavior of others 3-11 Role of Memory in Learning • Acquiring information and storing it over time so that it will be available when needed • Information-processing approach • Mind = computer & data = input/output Figure 3.4 3-12 How Information Gets Encoded • Encode • mentally program the meaning • Types of meaning • Sensory meaning • Semantic meaning • The way we encode helps us to retain incoming data 3-13 Figure 3.5 The Memory Process 3-14 Information Retrieval for Purchase Decisions • Retrieving information often requires appropriate factors and cues: • Physiological factors • Situational factors 3-15 The Marketing Power of Nostalgia • Marketers may resurrect popular characters to evoke fond memories of the past • Nostalgia • Retro brand 3-16 Chapter 3: Learning and Memory Key Concepts • Learning • Behavioral learning theories • • • • • • • • • • • Classical conditioning • Instrumental conditioning Repetition Stimulus generalization Cognitive learning theories Observational learning process Role of memory in learning The memory process Information coding Information retrieval Nostalgia in marketing Retro brands 3-17