Learning and Memory

1. Learning and Memory

2. The Importance of Consumer Learning to New Product Success • Why did these products fail? • Ben-Gay Aspirin • Frito-Lay Lemonade • Why did PocketPaks succeed?

3. Perception Learning Definition “A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.

4. Behavioural Learning Theories Cognitive Learning Theory Based on “Blackbox” and passive acquisition of habits. Based on active information processing by the individual. t1 t2 t3 t4 t5 S1 S2 S3 S4 S5 B1 B2 B3 B4 B5 “Focus on S, B and T. “External World” B1 “Focus on Memory and Processing. “Internal World” S1 IP LTM Two Schools of Learning

5. Pavlovian Model of Classical Conditioning Unconditioned Stimulus Meat paste (S1) Unconditioned Response Salivation (R1) Conditioned Stimulus Bell (S2) AFTER REPEATED PAIRINGS Conditioned Stimulus Bell (S2) Conditioned Response Salivation (R1)

6. Analogous Model of Classical Conditioning Unconditioned Stimulus Superbowl Unconditioned Response Fun Conditioned Stimulus Budweiser AFTER REPEATED PAIRINGS Conditioned Stimulus Budweiser Conditioned Response Fun

7. Conditions for Optimal Conditioning • Forward Conditioning (CS Precedes US) • Repeated Pairings of CS and US • A CS and US that Logically Belong to Each Other • A CS that is Novel and Unfamiliar • A US that is Biologically or Symbolically Salient

8. Basic Concepts of Classical Conditioning • Repetition • Stimulus Generalization • Stimulus Discrimination

9. Repetition • Repetition increases strength of associations and slows forgetting but over time may result in advertising wearout. • Cosmetic variations reduce satiation. Figure 7.3 Cosmetic Variations in Ads

10. Stimulus Generalization The inability to perceive differences between slightly dissimilar stimuli.

11. Stimulus Generalization and Marketing • Product Line, Form and Category Extensions • Family Branding • Licensing1 • Look-alike packaging • Potential problems Back

12. Figure 7.5 Product Line Extension

13. Figure 7.6 Product Form Extensions

14. Figure 7-8Shoe Manufacturer Licenses Its Name

15. Masked Branding

16. Stimulus Discrimination The ability to select a specific stimulus from among similar stimuli because of perceived differences.

17. Stimulus Discrimination and Marketing • Positioning • Differentiation

18. Figure 7.9 Stimulus Discrimination

19. Instrumental (Operant) Conditioning A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of experiences (reinforcement) resulting from certain responses or behaviors. Learning through Behavior

20. A Model of Instrumental Conditioning Try Brand A Neg result Legs too tight Try Brand B Neg result Tight in seat Need good-looking jeans Try Brand C Neg result Baggy in seat Try Brand D Reward Perfect fit Repeat Behavior

21. Instrumental (Operant) Conditioning Instrumental: behavior seen as an instrument to reach a specific goal. . Marketing Implications: Shaping and Loyalty programs. Essential role played by the result of the behavior: Positive versus negative reinforcement. Learning through Behavior

22. Four Types of Learning Outcomes Figure 3.2

23. Instrumental (Operant) Conditioning Instrumental: behavior seen as an instrument to reach a specific goal. . Marketing Implications: Shaping and Loyalty programs. Essential role played by the result of the behavior: Positive versus negative reinforcement. Learning through Behavior

24. Instrumental Conditioning and Sales Promotion Unknown product Try First Purchase Repeat Purchase Loyal Consumer

25. Different Types of loyalty ? Brown classification (1952) • Undivided Loyalty ex.: AAAAAAAA • Divided Loyalty ex.: ABABABAB • Unstable Loyalty ex.: AAABBBAA • Non Loyal ex.: ABCDEFGH

26. Brand Loyalty Consistent preference and/or purchase of the same brand in a specific product or service category.

27. Brand Loyalty As a Function of Relative Attitude and Patronage Behavior Repeat Patronage High Low Relative Attitude High Loyalty Latent Loyalty Low Spurious Loyalty No Loyalty

28. Observational Learning A process by which individuals observe the behavior of others, remember it, and imitate it. Also known as modeling.

30. Cognitive Learning Theory A theory of learning based on mental information processing, often in response to problem solving. Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment. Learning through Cognition

31. Figure 7.12 Appeal to Cognitive Processing

32. Learning through the influence of cognition and memory The consumer plays an active role in the learning process. L= f(S, Rep.) L= f (S, Reinf) L = f (IP). Learning through Cognition

33. Information Processing A cognitive theory of human learning that focuses on how information is stored in human memory and how it is retrieved.

34. Information Processing and Memory Stores Sensory Store Working Memory (Short-term Store) Long-term Store Sensory Input Encoding Retrieval Forgotten; lost Forgotten; lost Forgotten; unavailable

35. Sensory Store The place in which all sensory inputs are housed very briefly before passing into the short-term store.

36. Short-Term Store The stage of real memory in which information received from the sensory store for processing is retained briefly before passing into the long-term store or forgotten.

37. Rehearsal The silent, mental repetition of material. Also, the relating of new data to old data to make the former more meaningful.

38. Encoding The process by which individuals select and assign a word or visual image to represent a perceived object or idea.

39. Long-Term Store In information-processing theory, the stage of real memory where information is organized, reorganized and retained for relatively extended periods of time.

40. An Associative Network

41. Retrieval The stage of information processing in which individuals recover information from long-term storage.

42. What Is Retrieval? • Trace Strength • Accessibility • Spreading of Activation • Priming • Retrieval Failures • Decay • Interference • Primacy and Recency Effects • Retrieval Errors

43. Measures of Consumers Learning • Recognition and Recall Measures • Aided and Unaided Recall • Cognitive Responses to Advertising • Copytesting • Attitudinal and Behavioral Measures of Brand Loyalty