1、Chapter 3Learning and Memory3-1CONSUMER BEHAVIOR,10eMichael R.Solomon3-2Learning ObjectivesWhen you finish this chapter,you should understand why:1.Its important for marketers to understand how consumers learn about products and services.2.Conditioning results in learning.3.Learned associations can
2、generalize to other things and why this is important to marketers.4.There is a difference between classical and instrumental conditioning.3-3Learning Objectives(continued)5.We learn by observing others behavior.6.Our brains process information about brands to retain them in memory.7.The other produc
3、ts we associate with an individual product influence how we will remember it.8.Products help us to retrieve memories from our past.9.Marketers measure our memories about products.Learning Objective 1 It is important to understand how consumers learn about products and services2-4Theories of Learning
4、 Behavioral learning theories focus on stimulus-response connections Cognitive theories focus on consumers as problem solvers who learn when they observe relationships 2-53-6Learning Objective 2 Conditioning results in learning.3-7Types of Behavioral Learning TheoriesClassical conditioning:a stimulu
5、s 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.3-8Classical C
6、onditioning Components of Conditioning Unconditioned stimulus Conditioned stimulus Conditioned response Conditioning Issues Repetition Stimulus generalization Stimulus discriminationFor Reflection How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greet
7、ed by the Web sites avatar who resembles Albert Einstein?2-9Learning Objective 3 Learned associations with brands generalize to other products.We can utilize these associations in marketing applications through Repetition Conditioned product associations Stimulus generalizations2-103-11Marketing App
8、lications of Repetition Repetition increases learning More exposures=increased brand awareness When exposure decreases,extinction occurs However,too MUCH exposure leads to advertising wear out Example:Izod crocodile on clothes3-12Marketing Applications of Stimulus Generalization Stimulus generalizat
9、ion:tendency for stimuli similar to a conditioned stimulus to evoke similar,unconditioned responses.Family branding Product line extensions Licensing Look-alike packaging3-13For Reflection Some advertisers use well-known songs to promote their products.They often pay more for the song than for origi
10、nal compositions.How do you react when one of your favorite songs turns up in a commercial?Why do advertisers do this?How does this relate to learning theory?Learning Objective 4 There is a difference between classical and instrumental conditioning and both processes help consumers to learn about pr
11、oducts.2-14How Does Instrumental Conditioning Occur?Positive reinforcement Negative reinforcement Punishment3-153-16Figure 3.1 Types of ReinforcementFor Reflection What kind of reinforcement is being used when stores offer loyalty programs?Provide several examples and identity the reinforcement appr
12、oach being used.2-17Learning Objective 5 We learn about products by observing others behavior.2-18For Reflection To what extent do you emulate a celebritys choices?How does this differ for celebrities who are overtly endorsing a brand versus those who have an organic brand relationship?2-19Learning
13、Objective 6 Our brains process information about brands to retain them in memory.2-203-21Memory SystemsFor Reflection Whats a memory that you just cant seem to forget(bonus,if you think of one related to a brand)?Now that you know the types of memory and how your mind stores information,why do you t
14、hink the memory stays with you?2-22Figure 3.6 Learning Objective 7The other products we associate with an individual product influence how we will remember it.2-233-24Spreading Activation Brand-specific Ad-specific Brand identification Product category Evaluative reactionsFor Reflection Identify a s
15、cript you expect when you use a specific product.Did your script facilitate or limit marketing objectives?2-25Learning Objective 8 Products help us to retrieve memories from our past.2-263-27Understanding When We Remember State-dependent retrieval Familiarity and recall Salience and the“von Restorff
16、”effect Viewing context Pictorial versus verbal cuesFor Reflection List three of your favorite foods.What memories do you have associated with these foods?Are the foods associated with specific family events like a gathering for St.Patricks Day?Explain.2-28Learning Objective 9 Marketers measure our
17、memories about products and ads.2-293-30Measuring Memory for Marketing Stimuli Recognition versus recall Problems with memory measures Response biases Memory lapses Omitting Averaging Telescoping Illusion of truth effect3-31The Marketing Power of Nostalgia Marketers may resurrect popular characters
18、to evoke fond memories of the past Nostalgia Retro brand3-32For Reflection What“retro brands”are targeted to you?Were these brands that were once used by your parents?What newer brands focus on nostalgia,even though they never existed before?3-33Chapter Summary Marketers need to know how consumers l
19、earn in order to develop effective messages.Conditioning results in learning and learned associations can generalize to other things.Learning can be accomplished through classical and instrumental conditioning and through observing the behavior of others.We use memory systems to store and retrieve information.
