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

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

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

4. 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

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

6. 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

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

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

9. Figure 3.2 Instrumental Conditioning

10. 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

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

12. 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

13. 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

14. Figure 3.5 The Memory Process

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

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

17. 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