1. Learning and
Memory

2. BMW

3. The Learning Process
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.

5. 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

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

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

9. Cognitive Learning Theory: Observational Learning

10. Cognitive Learning Theory: Observational Learning
Consumer’s Attention Must Be Drawn to a Desirable Model
Cognitive Learning Theory: Observational Learning
Consumer Must Remember What is Said and Done by Model
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:

14. Relationships Among Memory Systems

15. An Associative Network for Perfumes

16. The Role of Memory in Learning
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

17. The Role of Memory in Learning
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

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

21. KINLEY