consumer behaviour - learning and memory

CHAPTER 3

LEARNING AND MEMORY

ADELITA SIREGAR

ANDI SITI HALIDA

BRENDA ANGELITA

NADYA MEPRISTA

OBJECTIVE 1

It’s important for marketers to understand how consumers learn about products and

services

Learning

A relatively permanent change in behavior caused by experience. The learner need not have the experience directly; they can also learn when they observe events that affects

others

Behavioral Learning Theories

Focus on simple stimulus-response connections

Cognitive Learning Theories

Consumers are problem solvers who learn abstract rules an concepts when they observe what others say and do

OBJECTIVE 2

Conditioning results in learning

Classical Conditioning

A stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own

Instrumental Conditioning

Individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

Classical Conditioning Components

• Unconditioned Stimulus

• Conditioned Stimulus

• Conditioned Response

Conditioning Issues

• Repetition

• Stimulus Generalization

• Stimulus Discrimination

EXAMPLE

OBJECTIVE 3

Learned associations can generalize to other things and why this is important to

marketers

Repetition

Repetition increases learning

Less exposures = extinction of brand awareness

More exposures = increased brand awareness

TOO MUCH exposures = advertising wear out

EXAMPLE

Stimulus Generalizations

Tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses

• Family Branding

• Product Line Extensions

• Licensing

• Look Alike Packaging

EXAMPLE

OBJECTIVE 4

There is a difference between classical and instrumental conditioning

Instrumental Conditioning

Individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

• Positive Reinforcement

• Negative Reinforcement

• Punishment

Reinforcement Schedule

• Fixed interval reinforcement

• Variable interval reinforcement

• Fixed ratio reinforcement

• Variable ratio reinforcement

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OBJECTIVE 5

We learn by observing others’ behavior

Observational learning

Occurs when we watch the actions of others and note the reinforcements they receive for they behavior

Modeling is the process of imitating the behavior of the others

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

EXAMPLE

OBJECTIVE 6

Our brains process information about brands to retain them in memory

Memory

A process of acquiring information and storing it over time so that it will be available when we need it

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Consumer Decision Making Process

Combine internal memory with external memory, includes all the product detail on packages and other marketing stimuli that permit us to identify and evaluate brand alternatives in the marketplace

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

EXAMPLE

OBJECTIVE 7

The other products we associate with an individual product influence how we will

remember it

Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

Spreading Activation

• Brand Specific

• Ad Specific

• Brand Identification

• Product Category

• Evaluative Reactions

EXAMPLE

OBJECTIVE 8

Products help us to retrieve memories from our past

OBJECTIVE 9

Marketers measure our memories about products

Recognition versus Recall

• Recognition test : consumers were shown ads and asked if they have seen them before

• Recall test : consumers asked to independently think about what they have seen and remembered

Problem with memory measures

• Response biases

• Memory lapse

• Omitting• Averaging• Telescoping

• Illusion of truth effect