Transcript MKT 342 Chap 3 Key - Cal State LA

Chapter 3
Learning and Memory
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
Dr. Rika Houston
CSU-Los Angeles
MKT 342: Consumer Behavior
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The Learning Process
• Learning
• a relatively permanent change in behavior
caused by experience
• Incidental Learning
• casual, unintentional acquisition of
knowledge
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Behavioral Learning Theories
• Assume that learning takes place as the
result of responses to external events
• Classical conditioning
• Instrumental conditioning
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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
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Repetition
• Repetition increases learning
• More exposures = more brand awareness
• When exposure decreases, extinction occurs
• However, too much exposure leads to
advertising wear out
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Stimulus Generalization
• Tendency for stimuli similar to a conditioned
stimulus to evoke similar, unconditioned
responses
• Marketing applications:
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Family branding
Product line extensions
Licensing
Look-alike packaging
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Behavioral Learning Theories:
Instrumental (Operant) Conditioning
• The individual learns to perform behaviors
that produce positive outcomes and to
avoid those that yield negative outcomes
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Instrumental Conditioning
• Behaviors have positive or negative outcomes
• Instrumental conditions occurs when there is:
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Positive reinforcement
Negative reinforcement
Punishment
Extinction
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Figure 3.2
Instrumental Conditioning
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Cognitive Learning Theories
• Stress the importance of internal mental
processes
• People are viewed as problem solvers
• We actively use information from the world
around us to master our environments
• Observational learning:
• We watch each other and model the behavior of
others
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Figure 3.3
The Observational Learning Process
• Modeling: imitating the behavior of others
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Role of Memory in Learning
• 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
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How Information Gets Encoded
• Encode
• mentally program the meaning
• Types of meaning
• Sensory meaning
• Semantic meaning
• The way we encode helps us to retain incoming data
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Figure 3.5
The Memory Process
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Information Retrieval
for Purchase Decisions
• Retrieving information often requires
appropriate factors and cues:
• Physiological factors
• Situational factors
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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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Chapter 3: Learning and Memory
Key Concepts
• Learning
• Behavioral learning theories
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• Classical conditioning
• Instrumental conditioning
Repetition
Stimulus generalization
Cognitive learning theories
Observational learning process
Role of memory in learning
The memory process
Information coding
Information retrieval
Nostalgia in marketing
Retro brands
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