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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
Classical Conditioning
InstrumentalConditioning
Learning Theories
Behaviorism 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.
Slide 10
Ivan Pavlov’s Classic Experiment
Before Conditioning
During Conditioning After Conditioning
UCS (foodin mouth)
Neutralstimulus(tone)
Nosalivation
UCR(salivation)
Neutralstimulus(tone)
UCS (foodin mouth)
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
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.
Event sponsorship
What happens when the person’s favorite team loses?
Brand Equity
What feelings are associated with the Disney logo?
Instrumental or Operant Conditioning
B.F. Skinner
Positive Reinforcement
Punishment
Negative Reinforcement
Reinforcements SchedulesInterval
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).
Classical Conditioning
InstrumentalConditioning
Reasoning Observation
Learning Theories
Behaviourism Cognitive
COGNITIVE LEARNING THEORY
• Observational Learning
• Reasoning
Applications of Cognitive Learning Principles
• Modelling
The Role of Memory in Learning
• Encoding
• Storage
• Retrieval
Stages
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
3. Grab Life By The Horns
4. Driven
5. I did it my way
6. The best a man can get."
7. The ultimate driving machine
8. Engineered to be great cars
9. It's everywhere you want to be
10. No More Tears
11. Always low prices.
12. Good to the last drop
Mazda
Diet Coke
Dodge
Nissan
Viagra
Gillette
BMW
Chrysler
Visa
J & J Baby Shampoo
Walmart
Maxwell House
Advertising Recall as function of timing and number of exposures (Zielske 1959)
70
0
10
20
30
40
50
60
5025
week of the year
1 exposure/ week for 13 weeks
%
13 exposures at 4-week intervals
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
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