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Learning and Memory What is Learning? A change in Behaviour caused by experience. What is Consumer learning? Why is it important to understand how consumer’s learn? 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) Applications of Classical Conditioning • Applications: communications--advertising, public relations, personal selling. • Goal: identify powerful positive stimulus and associate brand with it. • Examples of powerful, emotion causing stimuli: – beautiful, sexy people – patriotic themes, religious symbols – Music, beautiful scenes – Also, negative stimuli can be associated with competitors. Credit card insignia may elicit spending responses The bears (UCS) generate positive feelings (UCR) towards them Coke (CS) is associated with the positive feelings that. Later you have a positive feeling towards coke (CR) (Coke, before conditioning does not elicit a warm feeling response) The goal of advertisers is to get the exposed person at the grocery store to associate the positive feeling they had for the ad with the product Event sponsorship The sponsor (Bayer) wants the person viewing the event (UCS) to project the positive feelings (UCR) they get from the event with their product (CS); I.e. Bayer hopes the positive emotional feeling will transfer to their product outside the sporting context Positive emotional feeling toward the event can be intense because the person has chosen to be exposed to the event. What happens when the person’s favorite team loses? What feelings are associated with the Disney logo? Brand Equity Instrumental or Operant Conditioning B.F. Skinner Positive Reinforcement Negative Reinforcement Punishment Reinforcements Schedules Interval Fixed-Interval Reinforcement Variable-Interval Reinforcement Ratio Fixed-Ratio Reinforcement Variable-Ratio Reinforcement Frequency Marketing Consumer awareness of supermarket savings clubs or frequent-shopper programs (increased in 1997 versus 1996 (72 percent versus 62 percent respectively). 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 Nostalgia “Every time I learn something new, it pushes some old stuff out of my brain” Forgetting Recognition Versus Recall • Recognition remembering when shown •Recall: remembering without stimulus 1. Zoom Zoom Zoom 2. Just for the fun of it Mazda Diet Coke 3. Grab Life By The Horns Dodge 4. Driven Nissan 5. I did it my way Viagra 6. The best a man can get." Gillette 7. The ultimate driving machine BMW 8. Engineered to be great cars 10. No More Tears Chrysler Visa J & J Baby Shampoo 11. Always low prices. Walmart 9. It's everywhere you want to be 12. Good to the last drop 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