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Learning and Memory 3-1 CONSUMER BEHAVIOR, 10e Michael R. Solomon
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Theories of Learning Behavioral learning theories focus on stimulus-response connections Cognitive theories focus on consumers as problem solvers who learn when they observe relationships 2-2
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3-3 Conditioning results in learning.
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3-4 Types of 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. Instrumental Conditioning (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.
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3-5 Classical Conditioning Components of Conditioning Unconditioned stimulus Conditioned stimulus Conditioned response Conditioning Issues Repetition Stimulus generalization Stimulus discrimination
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3-6 Marketing Applications of Repetition Repetition increases learning Repetition increases yielding More exposures = increased liking “Mere exposure effect” When exposure decreases, extinction occurs However, too MUCH exposure leads to message wear out Example: Izod crocodile on clothes
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3-7 Marketing Applications of Stimulus Generalization Stimulus generalization: tendency for stimuli similar to a conditioned stimulus to evoke similar responses. Family branding Product line extensions Licensing Look-alike packaging
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How Does Instrumental Conditioning Occur? Positive reinforcement Do a good job, get a bonus Negative reinforcement (remove aversive stimulus) Apply suntan lotion to avoid a sunburn Punishment (initiate aversive stimulus) Do 100 pushups for disobeying 3-8
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For Reflection What kind of reinforcement is being used when stores offer loyalty programs? What kind of reinforcement is being used when customers are charged late fees? 2-9
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We learn about products by observing others’ behavior. 2-10
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For Reflection To what extent do you emulate a celebrity’s choices? To what extent do you emulate your friends’/ family’s choices? How does your emulation differ for celebrities who are overtly endorsing a brand versus those who have an “organic” relationship with the brand? 2-11
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Our brains process information about brands to retain them in memory. 2-12
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3-13 Memory Systems
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Other concepts we associate with an individual product influence how we will remember it. 2-14
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Scripts We rely on Scripts to set our expectations for product and service encounters Examples of scripts: Flying Eating out Doctor Visits 2-15
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3-16 Understanding When We Remember & Forget Memory Decay vs. Interference (proactive vs. retroactive) State-dependent retrieval Salience / Recall and the “Von Restorff” effect Unipolar vs. Mixed Emotions
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Retrieval Unique images are more easily retrieved from memory. 2-17
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Marketers measure our memories about products and ads. 2-18
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3-19 Measuring Memory for Marketing Stimuli Recognition versus Recall Problems with memory measures Response biases Memory lapses Omitting Averaging Telescoping (time distortion) Illusion of truth effect Sleeper effect
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