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Learning and memory
- 1. 3 - 1 Learning and Memory Chapter 3
- 2. Learning • Learning is the process of acquiring new information and knowledge about products and services for application to future behaviour. • Memory enables past experiences and learning to influence current behavior. • learning plays an important role in preference formation 3 - 2
- 3. 3 - 3 The Learning Process • Products as reminders of life experiences • Products + memory = brand equity/loyalty • Learning: A relatively permanent change in behaviour caused by experience • Incidental learning • Ongoing process
- 4. 3 - 4 Behavioural Learning Theories • Learning = responses to external events • “Black box” • Observable behaviour • Classical conditioning and instrumental conditioning FIGURE 3 - 1
- 5. 3 - 5 Types of Behavioural 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 behaviours that produce positive outcomes and to avoid those that yield negative outcomes.
- 6. 3 - 6 Classical Conditioning • Ivan Pavlov • Unconditioned stimulus paired with a conditioned response • CS + UCS = response • Over time: CS = response • Brand names as CS • Credit card as CS
- 7. 3 - 7 Repetition • Repetition increases learning • More exposure results in greater brand awareness • Less exposure can result in decay • When exposure decreases extinction results • But….too much exposure leads to advertising wear out
- 8. 3 - 8 Classical Conditioning Stimulus generalization: Tendency for stimuli similar to a conditioned stimulus (keys jangling resemble bell) to evoke similar, unconditioned responses. • Family branding • Product line extensions • Licensing • Look-alike packaging • Stimulus discrimination: Only buy the brand names • Think about it: Do you buy a less-expensive product because it looks like the brand name item?
- 9. 3 - 9 Applications of Classical Conditioning • Transferred meaning can be conditioned by fairly simple associations • Goal is to create brand equity • Repetition (H&R Block) • Product Associations • Backward Conditioning • Advertising wear-out (change media/message)
- 10. 3 - 10 Instrumental Conditioning • Behaviours = positive outcomes or negative outcomes • Deliberate behaviour to obtain a goal • Positive reinforcement • Frequency marketing, thank you letters, rebates, follow-up phone calls • Negative reinforcement • Punishment • Shaping: Desired behaviour learned over time
- 11. 3 - 11 Instrumental Conditioning • Reinforcement schedules include… • Fixed-interval (seasonal sales) • Variable-interval (secret shoppers) • Fixed-ratio (frequent flyer programs) • Variable-ratio (slot machines) • Frequency marketing
- 12. 3 - 12 Four Types of Learning Outcomes
- 13. 3 - 13 Cognitive Learning Theories: Observational Learning • Internal mental processes • We watch others and note reinforcements they receive for behaviours • Vicarious learning • Socially desirable models/celebrities who use or do not use their products
- 14. 3 - 14 Observational Learning • Modelling: Imitating others’ behaviour (celebrities/athletes) • Much violence is exposed on television • Children modelled brutal behaviours following a violent demonstration of an adult punching a ‘Bobo Doll’
- 15. 3 - 15 Observational Learning FIGURE 3 - 3
- 16. 3 - 16 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 and data = input/output
- 17. 3 - 17 Encoding • We encode information to help us retain it later • Sensory meaning - colours, shapes • Semantic meaning - symbolic associations • Personal relevance • Episodic/flashbulb memories • Product information conveyed as a narrative • Low-involvement products tend to have descriptive, snappy names
- 18. 3 - 18 Memory Systems
- 19. 3 - 19 Chunking • Informational unit in short-term (STM) memory • Brand names • Area code and telephone number • Phone numbers were designed with three or 4 “chunks” for optimum recall
- 20. 3 - 20 Associative Networks • Activation models of memory • Associative network of related information • Knowledge structures of interconnected nodes • Hierarchical processing model
- 21. 3 - 21 Associative Networks cont’d
- 22. 3 - 22 Spreading Activation • A meaning can be activated indirectly • 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
- 23. 3 - 23 Levels of Knowledge • Individual nodes = meaning concepts • Two (or more) connected nodes = proposition (complex meaning) • Two or more propositions = schema • We more readily encode info that is consistent with an existing schema • Service scripts
- 24. Analogical Learning • The marketer wants to inform the consumer about a product and does so using an analogy • Base – the existing product • Target – the new product • Effective because the consumer can integrate knowledge about the base into the schema for the target product 3 - 24
- 25. 3 - 25 Retrieval for Purchase Decisions • Retrieval is the process of accessing information from long- term memory factors • Situational factors • Consumer attention; pioneering brand; descriptive brand names • Viewing environment (continuous activity; commercial order in sequence) • Post-experience advertising effects
- 26. 3 - 26 Retrieval for Purchase Decisions • Appropriate factors/cues for retrieval • State-dependent retrieval/mood congruence effect • Familiarity • Salience and Recall effect (mystery ads) • Visual memory versus verbal memory • Think about it: Are your vivid memories visual or verbal? Do you have flashback memories?
- 27. 3 - 27 Factors Influencing Forgetting • Decay • Interference • Retroactive versus proactive • Part-list cueing effect
- 28. 3 - 28 Products as Memory Makers • Furniture, visual art and photos call forth memories of the past • Autobiographical memories • Power of nostalgia • Retro brands • Nostalgia Index
- 29. 3 - 29 Measuring Memory for Marketing Stimuli • Recognition vs. recall • The Starch Test • Problems with memory measures • Response biases • Memory lapses • Memory or facts vs. feelings
- 30. 3 - 30 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. • Think about it: What’s your position on this issue?