Transcript Learning & Memory - Michael Kalsher Home

Learning and
Memory
Michael Kalsher
MGMT 4460/6962
Summer 2014
The Learning Process
• Products are reminders of life experiences
• Good experiences/associations with products
leads to brand equity/loyalty
• Learning: a relatively permanent change in
behavior or behavior potential caused by
experience
– Basic models of the learning process
• Behavioral learning theories (operant, classical conditioning)
• Cognitive models of learning (incidental, observational)
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Behavioral Learning Theories
Classical Learning theories focus on
relationships established among external
events (stimuli)
-- Stimulus-stimulus; Stimulus-response
Cognitive Learning Theories
– “Black box” vs. Observable behavior
Stimulus
Consumer
Response
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Classical Conditioning
• Ivan Pavlov
• CS + UCS = response
– Repeated Contiguous
parings vs. One-Trial
Learning
• Brand names as CS
– Credit card as CS
• Music, humor, imagery
• CS first, then UCS
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Classical Conditioning
Repetition of exposure
– Type of medium used
• Combination usually best
• Spaced exposures and
alternating media formats
– Extinction
• Izod Lacoste crocodile extended
to other types of clothes (e.g., baby
clothes, other items)
– Beware of…
• Advertising wear-out
• Frequent product encounters &
extinction
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Classical Conditioning
Stimulus Generalization
– Tendency of stimuli similar to a CS to evoke
similar CRs (sometimes termed a “Halo effect”)
• “Piggybacking” strategy
• Masked branding (hiding a product’s true origin)
– Family branding, product line extensions,
licensing, look-alike packaging
Does this look
like Miller Beer?
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Your turn …
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
– Name some others that
would most likely not be
accepted by consumers.
3-7
Classical Conditioning
Stimulus
Discrimination
Stresses that certain competitor products
are “not as good as the original brands”
Which one?
– Brand positioning
• Unique attributes of
brand
– Anti-Counterfeiting
Coalition combats
“knockoffs”
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Instrumental and Operant
Conditioning
http://www.youtube.com/watch?v=yhvaSEJtOV8
https://www.youtube.com/watch?v=qy_mIEnnlF4
3-9
Instrumental and Operant
Conditioning
• ABC Learning
Antecedents
Behavior
Emitted vs. Elicited behavior
Consequences
• Reinforcement vs. Punishment
– Response increase vs. decrease
• Negative reinforcement is NOT
punishment!
• Positive vs. Negative (apply vs. remove)
• Extinction
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Instrumental and Operant
Conditioning
• Stimulus
Control
• Stimulus
– Discrimination
– Generalization
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Operant Conditioning
Reinforcement schedules include…
– Fixed-interval (seasonal sales)
– Variable-interval (secret shoppers)
– Fixed-ratio (grocery-shopping
receipt programs)
– Variable-ratio (slot machines)
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Cognitive Learning Theory
• People = problem solvers
• Tolman’s
Demonstration
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Observational Learning
We watch others and note
the consequences they
receive for behaviors
– Vicarious learning
– Socially desirable
models/celebrities who use
or do not use their products
https://www.youtube.com/watch?v=kHMncI5mTJk
CBS memo: "Please be sure that buttocks and female
breasts are adequately covered. Thong type costumes
are problematic. Please avoid exposing bare fleshy
under curves of the buttocks and buttock crack.”
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Observational Learning
Modeling: imitating others’ behavior
– Bobo doll experiment
ATTENTION
RETENTION
PRODUCTION
PROCESSES
MOTIVATION
OBSERVATIONAL
LEARNING
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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
EXTERNAL
INPUTS
ENCODING
STORAGE
RETRIEVAL
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Encoding
The way we encode information can help
us retain it later
– Sensory meaning (how it looks)
– Semantic meaning (what it means)
– Personal relevance
• Episodic/flashbulb memories
• Product information conveyed as a narrative
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Memory Systems
SENSORY
MEMORY
SHORT-TERM
MEMORY
ATTENTION
LONG-TERM
MEMORY
ELABORATIVE
REHEARSAL
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Chunking
Informational unit in short-term memory
(STM)
– Brand name
– Area code of telephone number
– Optimal size for retrieval = 7 (+ or - 2)
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Associative Networks
Activation models of memory
– Associative network of related information
• Knowledge structures of interconnected nodes
• Hierarchical processing model
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Associative Networks
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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
3-22
Levels of Knowledge
• Individual nodes = meaning concepts
• Two (or more) connected nodes =
proposition (complex meaning)
• Two or more propositions = schema
– We more readily encode information that is
consistent with an existing schema
– Service scripts
3-23
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
– Post-experience advertising effects
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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
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Factors Influencing Forgetting
• Decay
• Interference
– Retroactive vs.
proactive
• Part-list cueing
effect
3-26
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
3-27
Measuring Memory for
Marketing Stimuli
• Recognition vs. recall
• The Starch Test
• Problems with memory
measures
– Response biases
– Memory lapses
– Memory for facts vs.
feelings
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The Starch Test
• A classic series of tests pioneered during the 1920s
by Daniel Starch (1883-1979), a psychologist who
specialized in advertising research. The tests
measure audience recall of advertisements in
newspapers and magazines.
• The tests were the first examples of what Starch
named "recognition research," a method that is now
widely accepted and used.
• He founded Daniel Starch and Associates, which
conducted the tests for decades. The firm is now
part of United Business Media plc.
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Starch Test: How You Do It
• The researcher interviews readers of print publications and asks
each interviewee if s/he has recently read certain publications. If an
interviewee has recently read a publication, the researcher asks the
interviewee which issue he read, and which ads he noticed in that
issue. This is "unaided recall”.
• Then the researcher produces the issue and asks the interviewee to
look inside it.
• After the interviewee has looked, the researcher asks him about a
certain advertisement in that issue (this is "aided recall").
• The researcher keeps track of the percentage of subjects who:
– Remembered seeing a specific ad ("noted").
– Saw or read part of the ad ("seen/associated").
– Read at least half of the ad ("read most").
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