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

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• Conditioning results in learning.

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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.

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Classical Conditioning

• • Components of Conditioning • • • Unconditioned stimulus Conditioned stimulus Conditioned response Conditioning Issues • • • Repetition Stimulus generalization Stimulus discrimination

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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?

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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

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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

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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

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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?

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• We learn about products by observing others’ behavior.

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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?

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• Our brains process information about brands to retain them in memory.

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Memory Systems 3-15

Other concepts we associate with an individual product influence how we will remember it.

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Spreading Activation

• • • • • Brand-specific Ad-specific Brand identification Product category Evaluative reactions

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Scripts

• We rely on Scripts to set our expectations for product and service encounters • Examples of scripts: • • • Flying Eating out Doctor Visits

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Retrieval

• Unique images are more easily retrieved from memory.

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Understanding When We Remember & Forget

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Memory Decay

vs.

Interference (proactive vs. retroactive)

• •

State-dependent retrieval

Salience / Recall and the “

Von Restorff” effect

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Unipolar

vs.

Mixed Emotions 3-20

• Marketers measure our memories about products and ads.

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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

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The Marketing Power of Nostalgia

• Marketers may resurrect popular characters to evoke fond memories of the past • • Nostalgia Retro brand

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