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

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Presentation transcript:

Learning and Memory

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

From a marketer’s perspective learning becomes teaching

Classical Conditioning Instrumental Conditioning Learning Theories BehaviorismCognitive

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.

The bears (US) generate positive feelings (UR), Coke (CS) is associated with the positive feelings that have then become the CR. i.e you have a positive feeling about coke

After repeated pairing of the Marlboro man (unconditioned stimulus) a “real” man (UR) with the cigarettes (conditioned stimulus) is so strong that the company no longer includes the name of the product in the ads. What product is being advertised?

Brand Equity

Stimulus Generalization Applications of Stimulus Generalization Look-Alike Packaging Family Branding Product Line Extension Licensing

Stimulus Discrimination If all brands are perceived to be alike, why should consumers buy your brand? The real thing The Choice Of A New Generation

Instrumental or Operant Conditioning  B.F. Skinner  Positive Reinforcement  Negative Reinforcement  Punishment

Negative Reinforcement

Reinforcements Schedules Interval  Fixed-Interval Reinforcement  Variable-Interval Reinforcement Ratio  Fixed-Ratio Reinforcement  Variable-Ratio Reinforcement

Classical Conditioning Instrumental Conditioning ReasoningObservation Learning Theories BehaviourismCognitive

COGNITIVE LEARNING THEORY Observational Learning Reasoning

Applications of Cognitive Learning Principles Modelling

The Role of Memory in Learning

Encoding Storage Retrieval Stages

An Associative Network for Perfumes

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

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

Recognition Versus Recall Recognition i.e. remembering when shown Recall: try and remember without stimulus

1.Zoom Zoom Zoom 2.Just for the fun of it 3.They're great. 4.Driven 5.Taking care of business 6.The best a man can get." 7.The ultimate driving machine 8.Engineered to be great cars 9.It's everywhere you want to be 10.No More Tears 11.The Un-Cola 12.Good to the last drop Mazda Diet Coke Frosted Flakes Nissan Office Depot Gillette BMW Chrysler Visa J & J Baby Shampoo 7-up Maxwell House

Advertising Recallasfunctionof timing andnumberofexposures(Zielske1959) week of theyear 1exposure/ weekfor13 weeks % 13exposuresat 4-weekintervals

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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