Transcript chp 1
Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 10e Michael R. Solomon 3-1 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 2-2 • Conditioning results in learning. 3-3 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. 3-4 Classical Conditioning • Components of Conditioning • Unconditioned stimulus • Conditioned stimulus • Conditioned response • Conditioning Issues • Repetition • Stimulus generalization • Stimulus discrimination 3-5 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? 2-6 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 3-7 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 3-8 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 3-9 Types of Reinforcement 3-10 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? 2-11 • We learn about products by observing others’ behavior. 2-12 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? 2-13 • Our brains process information about brands to retain them in memory. 2-14 Memory Systems 3-15 Other concepts we associate with an individual product influence how we will remember it. 2-16 Spreading Activation • • • • • Brand-specific Ad-specific Brand identification Product category Evaluative reactions 3-17 Scripts • We rely on Scripts to set our expectations for product and service encounters • Examples of scripts: • Flying • Eating out • Doctor Visits 2-18 Retrieval • Unique images are more easily retrieved from memory. 2-19 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 3-20 • Marketers measure our memories about products and ads. 2-21 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 3-22 The Marketing Power of Nostalgia • Marketers may resurrect popular characters to evoke fond memories of the past • Nostalgia • Retro brand 3-23