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Learning and Memory
The Importance of Consumer
Learning to New Product Success
Why did these products fail?
– Ben-Gay Aspirin
– Frito-Lay Lemonade
Why did PocketPaks succeed?
Definition
“A process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior.
Perception
Learning
Two Schools of Learning
Behavioural Learning Theories
Based on “Blackbox” and passive acquisition of habits.
t1
t2
t3
t4
t5
S1
S2
S3
S4
S5
B1
B2
B3
B4
B5
“Focus on S, B and T.
“External World”
Cognitive Learning Theory
Based on active information processing by the individual.
S1
IP
LTM
B1
“Focus on Memory
and Processing.
“Internal World”
Pavlovian Model of Classical Conditioning
Unconditioned Stimulus
Meat paste (S1)
Unconditioned Response
Salivation (R1)
Conditioned Stimulus
Bell (S2)
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Bell (S2)
Conditioned Response
Salivation (R1)
Analogous Model of Classical Conditioning
Unconditioned Stimulus
Superbowl
Unconditioned Response
Fun
Conditioned Stimulus
Budweiser
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Budweiser
Conditioned Response
Fun
Conditions for Optimal Conditioning

Forward Conditioning (CS Precedes US)
 Repeated Pairings of CS and US
 A CS and US that Logically Belong to Each
Other
 A CS that is Novel and Unfamiliar
 A US that is Biologically or Symbolically
Salient
Basic Concepts of Classical Conditioning

Repetition
 Stimulus Generalization
 Stimulus Discrimination
Repetition

Repetition
increases strength
of associations and
slows forgetting but
over time may
result in advertising
wearout.
 Cosmetic variations
reduce satiation.
Figure 7.3 Cosmetic
Variations in Ads
Stimulus
Generalization
The inability to perceive
differences between slightly
dissimilar stimuli.
Stimulus Generalization and Marketing





Product Line, Form
and Category
Extensions
Family Branding
Licensing 1
Look-alike packaging
Potential problems
Back
Figure 7.5
Product Line
Extension
Figure 7.6 Product Form
Extensions
Figure 7-8
Shoe
Manufacturer
Licenses
Its Name
Masked Branding
Stimulus
Discrimination
The ability to select a
specific stimulus from
among similar stimuli
because of perceived
differences.
Stimulus Discrimination and Marketing

Positioning
 Differentiation
Figure 7.9
Stimulus
Discrimination
Learning through Behavior
Instrumental (Operant) Conditioning
A behavioral theory of learning based on a trial-and-error
process, with habits forced as the result of experiences
(reinforcement) resulting from certain responses or
behaviors.
A Model of Instrumental Conditioning
Need
goodlooking
jeans
Try
Brand A
Neg result
Legs too tight
Try
Brand B
Neg result
Tight in seat
Try
Brand C
Neg result
Baggy in seat
Try
Brand D
Reward
Perfect fit
Repeat Behavior
Learning through Behavior
Instrumental (Operant) Conditioning
Instrumental: behavior seen as an instrument to reach a specific goal. .
Essential role played by the result of the behavior: Positive versus
negative reinforcement.
Marketing Implications: Shaping and Loyalty programs.
Four Types of Learning Outcomes
Figure 3.2
Learning through Behavior
Instrumental (Operant) Conditioning
Instrumental: behavior seen as an instrument to reach a specific goal. .
Essential role played by the result of the behavior: Positive versus
negative reinforcement.
Marketing Implications: Shaping and Loyalty programs.
Instrumental Conditioning and
Sales Promotion
Unknown
product
Try
First
Purchase
Repeat
Purchase
Loyal
Consumer
Goal
Promotional Shaping
Reinforcement.
Consumers should know
about the product.

Consumers should
purchase the product for
the first time.

Repeat Purchase
Free Sample with
important coupon.

Coupon included in
purchase with smaller
discount.

Coupon with even smaller
discount.

No Promotion.
Free Product, Quality
and Coupon.

Coupon and Product
Quality.

Loyal Consumer

Coupon and Product
Quality.

Product Quality.
Different Types of loyalty ?
Brown classification (1952)
•
•
•
•
Undivided Loyalty
Divided Loyalty
Unstable Loyalty
Non Loyal
ex.: AAAAAAAA
ex.: ABABABAB
ex.: AAABBBAA
ex.: ABCDEFGH
Brand Loyalty
Consistent preference and/or
purchase of the same brand
in a specific product or
service category.
Brand Loyalty As a Function of Relative
Attitude and Patronage Behavior
Repeat Patronage
High
Low
High
Loyalty
Latent
Loyalty
Low
Spurious
Loyalty
No
Loyalty
Relative
Attitude
Observational
Learning
A process by which
individuals observe the
behavior of others,
remember it, and imitate it.
Also known as modeling.
Learning through Cognition
Cognitive Learning Theory
A theory of learning based on mental information
processing, often in response to problem solving.
Holds that the kind of learning most characteristic of
human beings is problem solving, which enables
individuals to gain some control over their environment.
Figure 7.12
Appeal to
Cognitive
Processing
Learning through Cognition
Learning through the influence of cognition and memory
The consumer plays an active role in the learning process.
L= f(S, Rep.)
L= f (S, Reinf)
L = f (IP).
Information
Processing
A cognitive theory of human
learning that focuses on how
information is stored in
human memory and how it is
retrieved.
Information Processing and Memory
Stores
Sensory
Input
Sensory
Store
Working
Memory
(Shortterm
Store)
Forgotten;
lost
Forgotten;
lost
Encoding
Longterm
Store Retrieval
Forgotten;
unavailable
Sensory Store
The place in which all
sensory inputs are housed
very briefly before passing
into the short-term store.
Short-Term
Store
The stage of real memory in
which information received
from the sensory store for
processing is retained briefly
before passing into the longterm store or forgotten.
Rehearsal
The silent, mental repetition
of material. Also, the
relating of new data to old
data to make the former
more meaningful.
Encoding
The process by which
individuals select and assign
a word or visual image to
represent a perceived object
or idea.
Long-Term
Store
In information-processing
theory, the stage of real
memory where information
is organized, reorganized
and retained for relatively
extended periods of time.
An Associative Network
Retrieval
The stage of information
processing in which
individuals recover
information from long-term
storage.
What Is Retrieval?
– Trace Strength
 Accessibility
– Spreading of Activation
 Priming
– Retrieval Failures
 Decay
 Interference
 Primacy and Recency Effects
– Retrieval Errors
Measures of Consumers
Learning

Recognition and Recall Measures
– Aided and Unaided Recall

Cognitive Responses to
Advertising
– Copytesting

Attitudinal and Behavioral
Measures of Brand Loyalty