LECTURE 3

LEARNING & MEMOR

Y
By Dr. Dongmei Li

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THE WHEEL OF CONSUMER BEH
AVIOR

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LEARNING
Learning is a relatively
permanent change in
behavior that is caused by
experience.
It is an ongoing process. Our
world of knowledge is
constantly being revised as
we are exposed to new
stimuli and receive ongoing
feedback.

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THEORIES OF LEARNING
Behavioral learning theories focus on stimulu
s-response connections
Cognitive theories focus on consumers as pro
blem solvers who learn when they observe re
lationships
BEHAVIORAL LEARNING THEORY
Behavioral learning theories assume that lear
ning takes place as the result of responses to
external events

Behavioral Learning Theory

Stimulus Response Learning

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TYPES OF BEHAVIORAL LEARNIN
G THEORIES
Classical conditioning: a sti
mulus that elicits a respo
nse is paired with another
stimulus that initially doe
s not elicit a response on
its own.

Instrumental conditioning (als

o, operant conditioning): th
e individual learns to perfor
m behaviors that produce p
ositive outcomes and to avoi
d those that yield negative
outcomes.
 CLASSICAL CONDITIONING
Components of Conditioning
Unconditioned stimulus
Conditioned stimulus
Conditioned response
Conditioning Issues
Repetition
Stimulus generalization
Stimulus discrimination
CLASSICAL CONDITIONING

Unconditioned Unconditioned
Stimulus (UCS) Response (UCR)

Conditioned Conditioned
Stimulus (CS) Response (CR)

Emphasis: Association through repetition

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UCS

Happy Students

CS
CLASSICAL CONDITIONING

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MARKETING APPLICATIONS OF R
EPETITION
Repetition increases learning
More exposures = increased brand awareness
When exposure decreases, extinction occurs

6-11
MARKETING APPLICATIONS OF
STIMULUS GENERALIZATION
Stimulus generalization: tendency for stimuli similar to a c
onditioned stimulus to evoke similar, unconditioned respon
ses.
Family branding
Product line extensions
Licensing
Look-alike packaging
INSTRUMENTAL CONDITIONING
Behaviors = positive outcomes or negative ou
tcomes
Instrumental conditions occurs in one of thes
e ways:
Positive reinforcement
Negative reinforcement
Punishment
Extinction
 What are some products that promise good
things will happen if you buy their product
s?
Can you think of products that tell you that
you will be punished if you dont buy the
m?
Can you think of products where you are tol
d that you will be punished if you do buy t
hem or use them? Does it make any sense in
marketing?
INSTRUMENTAL CONDITIONING

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REINFORCEMENT SCHEDULES IN
INSTRUMENTAL CONDITIONING
Fixed-interval (seasonal sales)
Variable-interval (secret shoppers)
Fixed-ratio (grocery-shopping receipt programs)
Variable-ratio (slot machines)

Can you give examples of the above

reinforcement schedules?
OBSERVATIONAL LEARNING

Observational learning occurs

when people watch the
actions of others and note the
reinforcements they receive
for their behaviors. Learning
occurs as a result of vicarious
rather than direct experience.

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LEARNING OBJECTIVE 5
We learn about products by observing others behav
ior.
HOW MUCH WOULD YOU PLAY F
OR THESE SHOES?

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REFLECTION
How can marketers make consumers imitate
the behavior of others?
How do we learn to be consumers?

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 Memory is a process of
MEMORY acquiring and storing
information such that it
will be available when
needed.

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MEMORY PROCESS

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1. ENCODING
All inputs (or information) can have differe
nt types of meaning:
A)
Sensory meaning immediate sensation we h
ave with the stimulus
(e.g. this color is red; this taste is familiar)

B)
Semantic meaning - symbolic association we
have with the stimulus
(e.g. red means dangerous)
1. ENCODING
Some inputs are easier to encode (therefore
remember):
Episodic memories: Relate to events that are pe
rsonally relevant (e.g., special moment of your life)

Flashbulb memories: Especially vivid associations

(e.g., where were you at the 9-11 attack, watching the han
dover of Hong Kong)

Narrative: An effective way of persuading people

is to construct a narrative or story, because much
of the information we learnt are in story form (e.
g., bedtime story). Effective in advertising.
2. STORAGE: MEMORY MODEL
Theory 1: Multiple store models of
memory
Sensory Short-term Long-term
memory memory memory

Theory 2: Activation models of memory

The associative
network

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 MULTIPLE STORE MODELS OF M
EMORY
MEMORY TYPE

SHORT-TERM MEMORY LONG-TERM MEMORY

SENSORY MEMORY
Brief storage of Relatively permanent
Temporary storage of
information currently storage of information
sensory information
being used Capacity: Unlimited
Capacity: High
Capacity: Limited Duration: Long or
Duration: <1sec
Duration: <20sec permanent

ELABORATIVE REHEARSAL
ATTENTION
Information subjected to
Information that passes
elaborative rehearsal or
through an antinational
deep processing is
gate is transferred to short-
transferred to long-term
term memory
memory

PROCESS
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HOW OUR MEMORIES STORE INFORMATION-
ASSOCIATIVE NETWORK

Apple

Red Apple iPhone

iPad

sweet
convenience
tasty
trendy

expensive stylish

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LEVEL OF KNOWLEDGE
Node
The basic element in memory Counterfeit

e.g., Sony

Proposition (a.k.a. belief) Bad

A larger unit of meaning formed Fake
by combinations of nodes
e.g., Sony is of good quality. illegal
Schema
A cognitive framework (comprised
of propositions) developed through
experience
e.g., Sony is of good quality. Sony is a Japanese brand. Most Sony products are
made in Malaysia now. Sony produces computers, cameras, televisions, etc.
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SPREADING OF ACTIVATION
This is an example of a schema relating to the concept
Apple. The spreading of activation describes how
memory are organized and works. It suggests that as one
node is activated, other nodes associated with it also begin
to be triggered.

Apple iPhone

Red Apple
iPad

sweet convenience
tasty trendy

expensive stylish

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COGNITIVE SCHEMAS
Schema a type of associative network that works as a cognitive re
presentation of a phenomenon that provides meaning to that entity.
(e.g., script)
SPREADING ACTIVATION
Brand-specific meaning refers to memory stored
in terms of the claims the brand makes.
Ad-specific meaning refers to memories stored in
terms of the medium or content of the ad itself.
Brand identification is memory stored in terms of
the brand name.
Product category meaning is memory stored in te
rms of how the product works or where it should
be used.
Evaluative reactions is memory stored as positive
or negative emotions.
REFLECTION
Construct an example of an associative netw
ork for a product or brand of your choosing. I
llustrate how the network is being constructe
d.

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MEASURING MEMORY FOR MARK
ETING STIMULI
Recognition versus recall
Problems with memory measures
Response biases
Memory lapses
Omitting
Averaging
Telescoping
Illusion of truth effect
FACTORS INFLUENCING FORGET
TING
Decay
theory
Memories fade with the passage o
f time.

New information may displace ear

Interference lier information (e.g., brand nam
theory
es with frequently used words)

Presenting a portion of the items i

Part-list n a category makes the omitted it
cueing
ems more difficult to recall.
effect

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UNDERSTANDING WHEN WE REM
EMBER
State-dependent retrieval
Familiarity and recall
Salience and the von Rest
orff effect
Viewing context
Pictorial versus verbal cues
HELPING RETRIEVAL
1. Force consumers to rehearse information
2. Be consistent
3. Using retrieval cues
4. Caution to Viewing environment
5. Mood congruence effect
6. Understand how age influences retrieval
7. Make it easy!

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 MEASURE IMPACT
1st - Recall 2nd - Recognition
Subjects are asked to Subjects are shown
independently think of ads and asked if they
what they have seen have seen them
without being prompted before
What brands of first
car can you remember?

Have you ever seen this brand before?

Have you ever heard o the brand BMW?

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 Some marketers argue that
being first into the market
place (e.g., the pioneering
brand) give the brand first-
mover advantage.
Discuss the first-mover adv
antage in the context of lea
rning and memory.
PRODUCTS AS MEMORY MARKER
S
Marketers measure our memories about
products and ads.

https://www.youtube.com/watch?v=UEkETm-uQVI