Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior

The Learning Process Learning Incidental Learning a relatively permanent change in behavior caused by experience Incidental Learning casual, unintentional acquisition of knowledge

Behavioral Learning Theories Assume that learning takes place as the result of responses to external events Classical conditioning Instrumental conditioning

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

Repetition Repetition increases learning More exposures = more brand awareness When exposure decreases, extinction occurs However, too much exposure leads to advertising wear out

Stimulus Generalization Tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses Marketing applications: Family branding Product line extensions Licensing Look-alike packaging

Behavioral Learning Theories: Instrumental (Operant) Conditioning The individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

Instrumental Conditioning Behaviors have positive or negative outcomes Instrumental conditions occurs when there is: Positive reinforcement Negative reinforcement Punishment Extinction

Figure 3.2 Instrumental Conditioning

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

Figure 3.3 The Observational Learning Process Modeling: imitating the behavior of others

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

How Information Gets Encoded mentally program the meaning Types of meaning Sensory meaning Semantic meaning The way we encode helps us to retain incoming data

Figure 3.5 The Memory Process

Information Retrieval for Purchase Decisions Retrieving information often requires appropriate factors and cues: Physiological factors Situational factors

The Marketing Power of Nostalgia Marketers may resurrect popular characters to evoke fond memories of the past Nostalgia Retro brand

Chapter 3: Learning and Memory Key Concepts Behavioral learning theories 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