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Chapter 3

Learning and Memory

CONSUMER BEHAVIOR, 9eMichael R. Solomon

Dr. Rika HoustonCSU-Los AngelesMKT 342: Consumer Behavior

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The Learning Process

• Learning• a relatively permanent change in behavior

caused by experience

• Incidental Learning• casual, unintentional acquisition of

knowledge

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Behavioral Learning Theories

• Assume that learning takes place as the result of responses to external events• Classical conditioning

• Instrumental conditioning

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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

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Repetition

• Repetition increases learning

• More exposures = more brand awareness

• When exposure decreases, extinction occurs

• However, too much exposure leads to advertising wear out

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Stimulus Generalization

• Tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses

• Marketing applications:• Family branding

• Product line extensions

• Licensing

• Look-alike packaging

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Behavioral Learning Theories:Instrumental (Operant) Conditioning

• The individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

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Instrumental Conditioning

• Behaviors have positive or negative outcomes

• Instrumental conditions occurs when there is:

• Positive reinforcement

• Negative reinforcement

• Punishment

• Extinction

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Figure 3.2

Instrumental Conditioning

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Cognitive Learning Theories

• Stress the importance of internal mental processes

• People are viewed as problem solvers

• We actively use information from the world around us to master our environments

• Observational learning:• We watch each other and model the behavior of

others

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Figure 3.3

The Observational Learning Process

• Modeling: imitating the behavior of others

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Role of Memory in Learning

• Acquiring information and storing it over time so that it will be available when needed

• Information-processing approach• Mind = computer & data = input/output

Figure 3.4

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How Information Gets Encoded

• Encode

• mentally program the meaning

• Types of meaning

• Sensory meaning

• Semantic meaning

• The way we encode helps us to retain incoming data

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Figure 3.5

The Memory Process

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Information Retrieval for Purchase Decisions

• Retrieving information often requires appropriate factors and cues:

• Physiological factors

• Situational factors

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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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Chapter 3: Learning and MemoryKey Concepts

• Learning• Behavioral learning theories• Classical conditioning• Instrumental conditioning

• Repetition• Stimulus generalization• Cognitive learning theories• Observational learning process• Role of memory in learning• The memory process• Information coding• Information retrieval• Nostalgia in marketing• Retro brands