chapter 3 learning and memory 3-1 consumer behavior, 10e michael r. solomon
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Chapter 3Learning and Memory
3-1
CONSUMER BEHAVIOR, 10eMichael R. Solomon
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
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
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
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
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
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
• Memory Decay vs. Interference (proactive vs. retroactive)
• State-dependent retrieval
• Salience / Recall and the “Von Restorff” effect
• Unipolar vs. Mixed Emotions
• 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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