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3 Confused Guys
Nguy?n C?ng Phú
1258053
Ph?m H?ng Th?nh
1258076
Nguy?n T?n Huy
1258023

Chapter 3: Learning and Memory

The Learning Process
? Learning:
? A relatively permanent change in behavior
caused by experience
? Incidental Learning:
? Casual, unintentional acquisition of
knowledge
? Learning is an Ongoing Process:
? Constantly being revised
? Can be either simple association (logo
recognition) or complex cognitive activity
(writing an essay)

Learning is a Process
? Our tastes are formed as a result of a
learning process, sometimes with
painful results

Behavioral Learning Theories
? Assume that learning takes place as the
result of responses to external events.
? View is represented by two major
approaches to learning:
? 1) Classical Conditioning
? 2) Instrumental Conditioning
? People’s experiences shaped by feedback
they receive as they go through life
? Actions result in rewards and punishments,
which influences future responses to similar
situations.

The Consumer as a “Black Box”
A Behaviorist Perspective on
Learning

Classical Conditioning
? Ivan Pavlov’s Dogs
? Unconditioned stimulus (UCS) – Naturally
capable of causing a response.
? Conditioned stimulus (CS) – Does not
initially cause a response
? Conditioned response (CR) – Response
generated by repeated paired exposures
to UCS and CS. Eventually, through
learned association and repetition, the
CS will cause the CR.

Classical Conditioning in
Advertising
? Ivan Pavlov rang bell and put meat powder into dogs’
mouths; repeated until dogs salivated when the bell rang
? Meat = UCS (natural reaction is drooling)
? Bell = CS (dogs learned to drool when bell rang)
? Drooling = CR

Classical Conditioning
? Stimulus generalization:
? Tendency of a stimulus similar to a CS to
evoke similar, conditioned responses
? Stimulus discrimination:
? Occurs when a UCS does not follow a
stimulus similar to a CS.

Marketing Applications of
Behavior Learning Principles
? Brand Equity:
? A brand has strong positive associations
in a consumer’s memory and loyalty.
? Applications of Repetition
? Applications of Conditioned Product
Associations:
? Semantic associations
? Phonemes

? Applications of Stimulus
Generalization:
? Family branding
? Product line extensions
? Licensing
? Look-alike packaging
? Applications of Stimulus
Discrimination:
? Consumers learn to differentiate a brand
from its competitors
? Unique attributes of the brand
Marketing Applications of
Behavior Learning Principles

Instrumental condition
? Behave
=> positive and negative outcome
? 3 type:
? 1. Positive reinforcement
? 2. Negative reinforcement
? 3. Punishment

Positive reinforcement
? Give motivation => well behave
? Example: give candy

Negative reinforcement
? Prevent an event
? Example: child clean his room

Punishment
? Take out a behaviour, unpleasant
event, won't repeat
? Example: yelling not to run

? Difference
? positive reinforcement and
punishment: receive reaction
? Negative reinforcent: avoid negative
outcome
? Extinction: lose positive outcome

Variable-ratio reinforcement
? Unpredictable number of responses=>
reinforced

Cognitive learning theory
? Internal mental process

Observational learning
? Learn product, witness behaviour
? Vicarious learning

? Example:
cheating =>
punish =>
not to cheat

Memory
? Process of acquire and store
information

How information get encode
? Encode: retain data have connection
to things in mind.
? Attention to ongoing event =>
information place in memory system
? 2 type:
? Sensory meaning: the literal color or
shape of a package
? Semantic meaning: symbolic
association, for example that rich guy
drink champagne.

Episodic memory
? Event relevant to a person =>
flashback
? Example: remember graduate from
school

Storing Information in
Memory
? Associative Networks:
? Contains many bits of related information
organized according to some set of relationships
? Knowledge structures: Complex “spider webs”
filled with pieces of data
? Hierarchical processing model: Message is
processed in a bottom-up fashion (i.e., starts at a
basic level and is subject to increasingly complex
processing which requires increased cognitive
capacity)
? An associative network is developed as links
form between nodes.( Node: A concept related to
a category)

An Associative Network for
Perfumes

Storing Information in
Memory
? Spreading Activation:
? A process which allows consumers to shift back
and forth between levels of meaning
? Levels of Knowledge:
? Knowledge is coded at different levels of
abstraction and complexity.
? Proposition (a.k.a. belief): A larger unit of
meaning (i.e., formed by combinations of nodes)
? Schema: A cognitive framework (comprised of
propositions) developed through experience
? Script: A type of schema consisting of a sequence of
events expected by an individual

Retrieving Information for
Purchase Decisions
? Factors Influencing Retrieval:
? Physiological Factors (e.g. age)
? Situational Factors:
? Pioneering brand: First brand to enter a market. Is
generally easier to retrieve from memory.
? Descriptive brand names easier to recall than
names that do not provide cues to what the product
is.
? Viewing environment: Commercials shown first in a
series of ads are recalled better than those shown
last.
? Postexperience advertising effects:
? When consumers confuse recently viewed ads with
their own experiences.

Pictorial versus Verbal Cues
? There is some
evidence for the
superiority of visual
memory over verbal
memory.
? Pictorial ads may
enhance recall, but
do not necessarily
improve
comprehension.

Factors Influencing Forgetting
? Decay:
? Structural changes in the brain produced by
learning simply go away.
? Retroactive Interference:
? Consumers forget stimulus-response
associations when new responses to the same or
similar stimuli are learned.
? Proactive Interference:
? As new responses are learned, a stimulus loses
its effectiveness in retrieving the old response.
? Part-list Cueing Effect:
? When only a portion of the items in a category
are presented to consumers, the omitted items
are not as easily recalled.

Measuring Memory
for Marketing Stimuli
? Recognition Versus Recall:
? Two basic measures of impact.
? Typical recognition test: Subjects are shown
ads and asked if they have seen them before.
? Typical recall test: Subjects are asked to
independently think of what they have seen
without being prompted first.
? The Starch Test
? A widely used commercial measure of
advertising recall for magazines.

Products as Memory Markers
? Products and ads can serve as powerful
retrieval cues.
? Autobiographical memories: Consumer
memories related to their own past.
? Mnemonic qualities: Aspects of a consumer’s
possessions that serve as a form of external
memory which prompts the retrieval of episodic
memories.
? The Marketing Power of Nostalgia
? Spontaneous recovery: The ability of a stimulus
to evoke a response years after it is initially
perceived.
? Memory and Aesthetic Preferences
? Ads and products that remind consumers of their
past also help to determine what they like now.

Nostalgia Appeal
Fossil’s product designs evoke
memories of earlier classic designs

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