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Learning and Memory

Learning and Memory. What is Learning?. A change in Behaviour caused by experience. What is Consumer learning?. Why is it important to understand how consumer’s learn?. From a marketer’s perspective learning becomes teaching. Learning Theories. Behaviorism. Cognitive.

beverly-nunez
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Learning and Memory

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  1. Learning and Memory

  2. What is Learning? A change in Behaviour caused by experience. What is Consumer learning?

  3. Why is it important to understand how consumer’s learn?

  4. From a marketer’s perspective learning becomes teaching

  5. Learning Theories Behaviorism Cognitive Classical Conditioning Instrumental Conditioning

  6. Classical Conditioning • learning occurs when a stimulus (unconditioned stimulus) elicits a response (unconditioned response) • that is paired with another stimulus (conditioned stimulus) that initially does not elicit a response on its own, • but will cause a similar response (conditioned response) over time because of its association with the first stimulus.

  7. Applications of Classical Conditioning • Applications: communications--advertising, public relations, personal selling. • Goal: identify powerful positive stimulus and associate brand with it. • Examples of powerful, emotion causing stimuli: • beautiful, sexy people • patriotic themes, religious symbols • Music, beautiful scenes • Also, negative stimuli can be associated with competitors.

  8. Credit card insignia may elicit spending responses

  9. The bears (UCS) generate positive feelings (UCR) towards them Coke (CS) is associated with the positive feelings that. Later you have a positive feeling towards coke (CR) (Coke, before conditioning does not elicit a warm feeling response) The goal of advertisers is to get the exposed person at the grocery store to associate the positive feeling they had for the ad with the product

  10. Event sponsorship • The sponsor (Bayer) wants the person viewing the event (UCS) to project the positive feelings (UCR) they get from the event with their product (CS); I.e. Bayer hopes the positive emotional feeling will transfer to their product outside the sporting context • Positive emotional feeling toward the event can be intense because the person has chosen to be exposed to the event. What happens when the person’s favorite team loses?

  11. What feelings are associated with the Disney logo? Brand Equity

  12. Instrumental or Operant Conditioning B.F. Skinner

  13. Positive Reinforcement Punishment Negative Reinforcement

  14. Reinforcements Schedules • Interval • Fixed-Interval Reinforcement • Variable-Interval Reinforcement Ratio • Fixed-Ratio Reinforcement • Variable-Ratio Reinforcement

  15. Frequency Marketing Consumer awareness of supermarket savings clubs or frequent-shopper programs (increased in 1997 versus 1996 (72 percent versus 62 percent respectively).

  16. Learning Theories Behaviourism Cognitive Classical Conditioning Instrumental Conditioning Reasoning Observation

  17. COGNITIVE LEARNING THEORY • Observational Learning • Reasoning

  18. Applications of Cognitive Learning Principles • Modelling

  19. The Role of Memory in Learning

  20. Stages • Encoding • Storage • Retrieval

  21. An Associative Network for Perfumes

  22. Draw an associative network for Pepsi • Things to consider might include: • specific brands • a celebrity identified with Pepsi • related activities • related products • where purchased • packaging • attributes • concepts • feelings

  23. Nostalgia

  24. “Every time I learn something new, it pushes some old stuff out of my brain” Forgetting

  25. Recognition Versus Recall • Recognition remembering when shown • Recall: remembering without stimulus

  26. Zoom Zoom Zoom • Just for the fun of it • Grab Life By The Horns • Driven • I did it my way • The best a man can get." • The ultimate driving machine • Engineered to be great cars • It's everywhere you want to be • No More Tears • Always low prices. • Good to the last drop Mazda Diet Coke Dodge Nissan Viagra Gillette BMW Chrysler Visa J & J Baby Shampoo Walmart Maxwell House

  27. 1 exposure / week for 13 weeks 60 50 13 exposures at 4 - week intervals 40 % 30 20 10 0 25 50 week of the year Advertising Recall as function of timing and number of exposures ( Zielske 1959) 70

  28. How Can Marketers improve Memory retention? • Repetition • Repetition of a central theme with some variation • KISS • how many times a consumer should be exposed to an ad before the advertising message is effective. • Meaningful or more vivid material • Material presented first (primacy) or last (recency) is better retained than material presented in the middle

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