Chapter 3

1. Chapter 3 Learning and Memory

2. Learning refers to a relatively permanent change in behavior that is caused by experience. Learning is an ongoing process and we can learn: Vicariously by observing events that affect others, By incidental learning which is unintentional. There are several theories to explain the learning process such as the BehavioralTheory and the Cognitive Theory. The Learning Process

3. Behavioral Learning Theories Behavioral Learning Theories Assume that Learning Takes Place as the Result of Responses to External Events. Consumer Stimulus Response Consumer’s Black Box

4. Conditioned Stimulus (CS) Unconditioned Stimulus (UCS) Conditioned Response (CR) Behavioral Learning Theory:Classical Conditioning Classical Conditioning Occurs When a Stimulus That Elicits a Response is Paired With Another Stimulus That Initially Does Not Elicit a Response on It’s Own.

5. Factors That Affect the Classical Conditioning Process Stimulus Discrimination Stimulus Generalization “Piggybacking” Repetition

6. Behavioral Learning Brand Equity Repetition Advertising Wear-Out Conditioned Product Association Stimulus Generalization Family Branding Product Line Extension Licensing Look-Alike Packaging Stimulus Discrimination Marketing Applications of Behavioral Learning Principles

7. Behavioral Learning Theory:Instrumental Conditioning Instrumental Conditioning (Operant Conditioning) Occurs as the Individual Learns to Perform Behaviors That Produce Positive Outcomes and to Avoid Those That Yield Negative Outcomes. It Occurs in One of the Following Ways: Positive Reinforcement Negative Reinforcement Punishment Extinction

8. Reinforcement Schedules Fixed - Interval Variable - Interval Fixed - Ratio Variable - Ratio Applications of Instrumental Conditioning Reinforcement of Consumption Frequency Marketing - reinforces regular purchasers by giving them prizes with values that increase along with the amount purchased. Instrumental Learning

9. Consumer’s Attention Must Be Drawn to a Desirable Model Consumer Must Remember What is Said and Done by Model Cognitive Learning Theory:Observational Learning Consumer Must Convert This Information Into Actions Is Learning Conscious Or Not? Observational Learning Occurs When People Watch the Actions of Others and Note the Reinforcements They Receive From Others. Consumer Must be Motivated to Perform These Actions Imitating the Behavior of Others is Called Modeling:

10. Encoding Information for Later Retrieval Types of Meaning Personal Relevance Flashbulb Memories Narrative Memory Systems Sensory Memory Short-Term Memory (STM) Long-Term Memory (LTM) The Role of Memory in Learning

11. Relationships Among Memory Systems

12. Storing Information in Memory Activation Models of Memory Associative Networks Knowledge Structures The Role of Memory in Learning

13. An Associative Network for Perfumes

14. Spreading Activation Memory Trace for an Ad Could Be Stored in One or More of the Following Ways: Brand-specific Ad-specific Brand Identification Product Category Evaluative Reactions Levels of Knowledge The Role of Memory in Learning

15. Retrieving Information for Purchase Decisions Factors Influencing Retrieval State-Dependent Retrieval Familiarity and Recall Salience and Recall Von Restorff Effect Pictorial Versus Verbal Cues: Is a Picture Worth a Thousand Words? The Role of Memory in Learning

16. Factors Influencing Forgetting Decay Part-List Cueing Effect Products as Memory Markers Autobiographical Memories The Marketing Power of Nostalgia Nostalgia Spontaneous Recovery Memory and Aesthetic Preferences Measuring Memory for Marketing Stimuli Recognition Versus Recall The Starch Test The Role of Memory in Learning

17. Problems with Memory Measures Response Biases Memory Lapses Memory for Facts Versus Feelings The Role of Memory in Learning