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Chapter 3

Learning & MemorySolomon text

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Learning Process

Permanent change in behavior

Caused by experienceOn-going process

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Methods to learn

Active 

learning

Vicariously 

observations

Incidental

learning 

Without trying,

unintentional,

casuallearning

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Behavior Learning Theories

Assumes learning takes place

as a result of responses to external 

environments 

Stimuli -> Black Box -> Response

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Behavior Learning Theories

Two views:

Classical conditioningInstrumental conditioning

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1. Classical Conditioning

A stimulus (unconditioned stimuli)

that elicits a response 

(conditioned response)

is paired with another stimulus (conditioned stimuli ) – 

that does not elicit a response on its own

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Classical Conditioning examples

Association between stimuli & expectation

Pavlov’s dog 

Food – Bell – drooling // Bell alone = drooling

Automatically using a credit card whenpurchasing items.

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Other responses & terms = CC

Repetition

Stimulus generation

Halo effect

Masked branding

Stimulus discriminationSubstitutes 

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Marketing applications = BLT

Distinctive brand image

Link between product & needBrand equity

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Marketing applications = BLT

Ad wearout 

(too much repetition)

Backward conditioning

Extinguishing product

associations

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Strategies: stimulus generalization

Family branding

Product line extensionsLicensing

Look-alike packaging

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2. Instrumental conditioning

A. Operant conditioningAs individual learns to perform

behaviors that produces a positiveoutcome

Avoids those that yield negativeoutcomes

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Instrumental learning

Positive reinforcement

Negative reinforcement

Punishment

Extinction When positive outcome no longer occurs 

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Rules for reinforcements

Fixed  –  

interval

Variable

Fixed ratio

Variable ratio

 Example:

Frequency 

marketing  Prizes for the

more you buy

Discover Card

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3. COGNITIVE LEARNINGTHEORY

Internal mental processes

View people as problem solvers

Actively uses information tomaster environment .

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3. CLT: 

Conscious learning or not?

Observational learningModeling

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3. CLT – Modeling conditions

Must convert information into

action

Must be motivated to perform

actions

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3. CLT : marketing application

Consumer willingness 

to make own reinforcement

Saves marketers the task 

Consumers enjoy using models 

for guidance in purchasing

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4. Observational Learning

We watch others and notereinforcements they

receive for behaviors Vicarious learning

Socially desirablemodels/celebrities who use or

do not use their products 

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4. Observational Learning

Modeling: imitating others’ behavior  

Figure 3.3 (Abridged)

RETENTIONATTENTIONPRODUCTION

PROCESSESMOTIVATION

OBSERVATIONALLEARNING

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Stop – finish on Friday

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MEMORY in Learning

Process

Acquires information

Stores it over time for accesslater

Encoding, storage, retrieval

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MEMORY: Encoding

Sensory meaning

Semantic meaning

Episodic memories Flashbulb memories

Through narrative or story

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Memory Systems

Figure 3.5 (Abridged)

SHORT-TERMMEMORY

SENSORYMEMORY

LONG-TERMMEMORY

ELABORATIVEREHEARSAL

ATTENTION

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Memory Systems:

Sensory memory

Short-term memory

Info passes thru attentional gate, then transferred Long-term memory

Retains information for long period of time

Catchy slogans & jingles help this

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STORING info in Memory

Multiple-store

Activation models of memory

Knowledge structures Nodes

Hierarchical processing model

Evoked sets

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Storing info in Memory

Spreading activation

Coding

Proposition Links nodes with chunks of info

Script

Sequence of events is expected

Service scripts

Scripts that guide behavior in commercial environ.

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RETRIEVAL from memory

Info accessed from LT memory

Influencing factors

Age

Situational variable (e.g. environment)

Viewing the environment

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Retrieval: (recall)

State-dependent retrieval

If internal state is similar when info learned

Mood Congruence effect

Prior Familiarity with item enhances recall

Salience of brand (level of prominence)

Von Restorff Effect

Surprise element

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FORGETTING

Decay

Interference

Retroactiveinterference

Proactive

interference Part-listing cueing

effect

Response bias

Memory lapses

Facts vs. feelings

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Products as memory makers

Nostalgia

Retro brand

Updated version of an historical 

brand 

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Measuring memory

Poor job of recall

Factors: Impact

Recognition (longer)

recall

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The end