Transcript chp 1
Chapter 3 Learning and Memory
CONSUMER BEHAVIOR, 10e Michael R. Solomon 3-1
Theories of Learning
• • Behavioral learning theories focus on stimulus-response connections Cognitive theories focus on consumers as problem solvers who learn when they observe relationships
2-2
• Conditioning results in learning.
3-3
Types of Behavioral Learning Theories
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 (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.
3-4
Classical Conditioning
• • Components of Conditioning • • • Unconditioned stimulus Conditioned stimulus Conditioned response Conditioning Issues • • • Repetition Stimulus generalization Stimulus discrimination
3-5
For Reflection
• How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the website’s avatar who resembles Albert Einstein?
2-6
Marketing Applications of Repetition
• • • Repetition increases learning More exposures = increased brand awareness • “Mere exposure effect” • When exposure decreases, extinction occurs However, too MUCH exposure leads to message wear out • Example: Izod crocodile on clothes
3-7
Marketing Applications of Stimulus Generalization
• Stimulus generalization: tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses.
• • • • Family branding Product line extensions Licensing Look-alike packaging
3-8
How Does Instrumental Conditioning Occur?
• • • Positive reinforcement • Do a good job, get a bonus Negative reinforcement (remove aversive stimulus) • Apply suntan lotion to avoid a sunburn Punishment (initiate aversive stimulus) • Do 100 pushups for disobeying
3-9
Types of Reinforcement 3-10
For Reflection
• • What kind of reinforcement is being used when stores offer loyalty programs?
What kind of reinforcement is being used when customers are charged late fees?
2-11
• We learn about products by observing others’ behavior.
2-12
For Reflection
• • To what extent do you emulate a celebrity’s choices? How does this differ for celebrities who are overtly endorsing a brand versus those who have an “organic” relationship with the brand?
2-13
• Our brains process information about brands to retain them in memory.
2-14
Memory Systems 3-15
Other concepts we associate with an individual product influence how we will remember it.
2-16
Spreading Activation
• • • • • Brand-specific Ad-specific Brand identification Product category Evaluative reactions
3-17
Scripts
• We rely on Scripts to set our expectations for product and service encounters • Examples of scripts: • • • Flying Eating out Doctor Visits
2-18
Retrieval
• Unique images are more easily retrieved from memory.
2-19
Understanding When We Remember & Forget
•
Memory Decay
vs.
Interference (proactive vs. retroactive)
• •
State-dependent retrieval
Salience / Recall and the “
Von Restorff” effect
•
Unipolar
vs.
Mixed Emotions 3-20
• Marketers measure our memories about products and ads.
2-21
Measuring Memory for Marketing Stimuli
• • Recognition versus Recall Problems with memory measures • • Response biases Memory lapses • • • Omitting Averaging Telescoping (time distortion) • • Illusion of truth effect Sleeper effect
3-22
The Marketing Power of Nostalgia
• Marketers may resurrect popular characters to evoke fond memories of the past • • Nostalgia Retro brand
3-23