consumer behaviour - learning and memory
DESCRIPTION
This is a summary of chapter 3 in Solomon Book's of consumer behaviourTRANSCRIPT
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
Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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