Learning and Memory
Download
1 / 29

The Learning Process - PowerPoint PPT Presentation


  • 842 Views
  • Updated On :

Learning and Memory Chapter 3 The Learning Process Products as reminders of life experiences Products + memory = brand equity/loyalty Learning: a relatively permanent change in behavior caused by experience Incidental learning Ongoing process Consumer Stimulus Response

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'The Learning Process' - paul2


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

The learning process l.jpg
The Learning Process

  • Products as reminders of life experiences

  • Products + memory = brand equity/loyalty

  • Learning: a relatively permanent change in behavior caused by experience

    • Incidental learning

    • Ongoing process


Behavioral learning theories l.jpg

Consumer

Stimulus

Response

Behavioral Learning Theories

  • Learning = responses to external events

    • “Black box”

    • Observable behavior

  • Classical conditioning & instrumental conditioning

Figure 3.1


Classical conditioning l.jpg

PLAY “PAVLOV’S DOG” GAME!

Classical Conditioning

  • Ivan Pavlov

  • CS + UCS = response

    • Over time: CS = response

  • Brand names as CS

    • Credit card as CS

  • Music, humor, imagery

  • CS first, then UCS


Classical conditioning cont d l.jpg
Classical Conditioning (Cont’d)

  • Repetition of exposure

    • Type of medium used

    • Extinction

      • Izod Lacoste crocodile on baby clothes

    • Beware of…

      • Advertising wearout

      • Frequent product encounters


Discussion l.jpg
Discussion

  • Some die-hard fans were not pleased when the Rolling Stones sold the tune “Start Me Up” for about $4 million to Microsoft, which wanted the classic song to promote its Windows 95 launch. Other rock legends have refused to play the commercial game. Singer Neil Young is especially adamant about not “selling out.”

    • What’s your take on this issue?

    • How do you react when one of your favorite songs turns up in a commercial?

    • Is this use of nostalgia an effective way to market a product?

      • Why or why not?


Classical conditioning cont d7 l.jpg

Masked branding:

PLANKROADBREWERY.COM

Classical Conditioning (Cont’d)

  • Stimulus Generalization

    • Halo effect

      • “Piggybacking” strategy

      • Masked branding

    • Family branding, product line extensions, licensing, look-alike packaging


Discussion8 l.jpg
Discussion

  • Identify some important characteristics of a product with a well-known brand name.

    • Based on these attributes, generate a list of possible brand extension or licensing opportunities, as well as some others that would most likely not be accepted by consumers.


Classical conditioning cont d9 l.jpg
Classical Conditioning (Cont’d)

  • Stimulus Discrimination

    • Brand positioning

      • Unique attributes of brand

    • Anti-Counterfeiting Coalition combats “knockoffs”


Semantic associations l.jpg
Semantic Associations

  • Intel = “intelligent” + “electronics”

  • Viagra ~ Niagara (Falls)

  • Qualcomm = “quality” + “communications”

  • p, b, t, d = slow

  • f, v, s, z = fast

  • Blackberry PDA

    • b = reliability & “berry” = smallness


Instrumental conditioning l.jpg
Instrumental Conditioning

  • Behaviors = positive outcomes or negative outcomes

    • Deliberate behavior to obtain a goal

  • Positive reinforcement

    • Frequency marketing, thank you letters, rebates, follow-up phone calls

  • Negative reinforcement

  • Punishment

  • Extinction


Instrumental conditioning cont d l.jpg
Instrumental Conditioning (Cont’d)

  • Reinforcement schedules include…

    • Fixed-interval (seasonal sales)

    • Variable-interval (secret shoppers)

    • Fixed-ratio (grocery-shopping receipt programs)

    • Variable-ratio (slot machines)


Cognitive learning theory l.jpg
Cognitive Learning Theory

  • People = problem solvers

  • Active use of information to master environment

    • Conscious hypotheses


Observational learning l.jpg
Observational Learning

  • We watch others and note reinforcements they receive for behaviors

    • Vicarious learning

    • Socially desirable models/celebrities who use or do not use their products


Observational learning cont d l.jpg

PRODUCTION

PROCESSES

MOTIVATION

ATTENTION

RETENTION

OBSERVATIONAL

LEARNING

Figure 3.3 (Abridged)

Observational Learning (Cont’d)

  • Modeling: imitating others’ behavior

    • Bobo doll experiment


Role of memory in learning l.jpg

EXTERNAL

INPUTS

ENCODING

STORAGE

RETRIEVAL

Role of Memory in Learning

  • Memory: 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 (Abridged)


Encoding l.jpg
Encoding

  • The way we encode information can help us retain it later

    • Sensory meaning

    • Semantic meaning

    • Personal relevance

      • Episodic/flashbulb memories

      • Product information conveyed as a narrative


Memory systems l.jpg

LONG-TERM

MEMORY

SENSORY MEMORY

SHORT-TERM

MEMORY

ELABORATIVE

REHEARSAL

ATTENTION

Figure 3.5 (Abridged)

Memory Systems


Chunking l.jpg
Chunking

  • Informational unit in short-term memory (STM)

    • Brand name

    • Area code of telephone number

    • Optimal size for retrieval


Associative networks l.jpg
Associative Networks

  • Activation models of memory

    • Associative network of related information

      • Knowledge structures of interconnected nodes

      • Hierarchical processing model



Spreading activation l.jpg
Spreading Activation

  • As one node is activated, other nodes associated with it also begin to be triggered

  • Meaning types of associated nodes:

    • Brand-specific

    • Ad-specific

    • Brand identification

    • Product category

    • Evaluative reactions


Levels of knowledge l.jpg
Levels of Knowledge

  • Individual nodes = meaning concepts

  • Two (or more) connected nodes = proposition (complex meaning)

  • Two or more propositions = schema

    • We encode info that is consistent with an existing schema more readily

    • Service scripts


Retrieval for purchase decisions l.jpg
Retrieval for Purchase Decisions

  • Retrieving information often requires appropriate factors & cues:

    • Physiological factors

    • Situational factors

      • Consumer attention; pioneering brand; descriptive brand names

    • Viewing environment (continuous activity; commercial order in sequence)

    • Postexperience advertising effects


Retrieval for purchase decisions cont d l.jpg
Retrieval for Purchase Decisions (Cont’d)

  • Appropriate factors/cues for retrieval (cont’d):

    • State-dependent retrieval/mood congruence effect

    • Familiarity

    • Salience/von Restorff Effect (mystery ads)

    • Visual memory vs. verbal memory


Factors influencing forgetting l.jpg
Factors Influencing Forgetting

  • Decay

  • Interference

    • Retroactive vs. proactive

  • Part-list cueing effect


Products as memory markers l.jpg

CREATINGKEEPSAKES.COM

Products as Memory Markers

  • Furniture, visual art, and photos call forth memories of the past

  • Autobiographical memories

    • The marketing power of nostalgia

    • Retro brand

    • Nostalgia index


Measuring memory for marketing stimuli l.jpg
Measuring Memory for Marketing Stimuli

  • Recognition vs. recall

  • The Starch Test

  • Problems with memory measures

    • Response biases

    • Memory lapses

    • Memory for facts vs. feelings


Discussion29 l.jpg
Discussion

  • In his 2005 book Blink: The Power of Thinking Without Thinking, author Malcolm Gladwell argues that hallowed marketing research techniques like focus groups aren’t effective because we usually react to products quickly and without much conscious thought so it’s better just to solicit consumers’ first impressions rather than getting them to think at length about why they buy.

    • What’s your position on this issue?


ad