1. Learning and Memory

2. The Importance of Consumer Learning to New Product Success
Why did these products fail?
Ben-Gay Aspirin
Frito-Lay Lemonade
Why did PocketPaks succeed?

3. Definition
“A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior.
Perception
Learning

4. Two Schools of Learning
Behavioural Learning Theories
Based on “Blackbox” and passive acquisition of habits. t1 t2 t3 t4 t5 S1 S2 S3 S4 S5 B1 B2 B3 B4 B5
“Focus on S, B and T. “External World”
Cognitive Learning Theory
Based on active information processing by the individual. S1
“Focus on Memory and Processing. “Internal World” IP
LTM B1

5. Pavlovian Model of Classical Conditioning
Unconditioned Stimulus
Meat paste (S1)
Unconditioned Response
Salivation (R1)
Conditioned Stimulus
Bell (S2)
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Bell (S2)
Conditioned Response
Salivation (R1)

6. Analogous Model of Classical Conditioning
Unconditioned Stimulus
Superbowl
Unconditioned Response
Fun
Conditioned Stimulus
Budweiser
AFTER REPEATED PAIRINGS
Conditioned Stimulus
Budweiser
Conditioned Response
Fun

7. Conditions for Optimal Conditioning
Forward Conditioning (CS Precedes US)
Repeated Pairings of CS and US
A CS and US that Logically Belong to Each Other
A CS that is Novel and Unfamiliar
A US that is Biologically or Symbolically Salient

8. Basic Concepts of Classical Conditioning
Repetition
Stimulus Generalization
Stimulus Discrimination

9. Figure 7.3 Cosmetic Variations in Ads
Repetition
Repetition increases strength of associations and slows forgetting but over time may result in advertising wearout.
Cosmetic variations reduce satiation.
Figure 7.3 Cosmetic Variations in Ads

10. Stimulus Generalization
The inability to perceive differences between slightly dissimilar stimuli.

11. Stimulus Generalization and Marketing
Product Line, Form and Category Extensions
Family Branding
Licensing 1
Look-alike packaging
Potential problems
Back

12. Figure 7.5 Product Line Extension

13. Figure 7.6 Product Form Extensions

14. Figure 7-8 Shoe Manufacturer Licenses Its Name

15. Masked Branding

16. Stimulus Discrimination
The ability to select a specific stimulus from among similar stimuli because of perceived differences.

17. Stimulus Discrimination and Marketing
Positioning
Differentiation

18. Figure 7.9 Stimulus Discrimination

19. Learning through Behavior
Instrumental (Operant) Conditioning
A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of experiences (reinforcement) resulting from certain responses or behaviors.

20. A Model of Instrumental Conditioning
Try
Brand A
Neg result
Legs too tight
Try
Brand B
Neg result
Tight in seat
Need good-looking jeans
Try
Brand C
Neg result
Baggy in seat
Try
Brand D
Reward
Perfect fit
Repeat Behavior

21. Learning through Behavior
Instrumental (Operant) Conditioning
Instrumental: behavior seen as an instrument to reach a specific goal. .
Essential role played by the result of the behavior: Positive versus negative reinforcement.
Marketing Implications: Shaping and Loyalty programs.

22. Four Types of Learning Outcomes
Figure 3.2

23. Learning through Behavior
Instrumental (Operant) Conditioning
Instrumental: behavior seen as an instrument to reach a specific goal. .
Essential role played by the result of the behavior: Positive versus negative reinforcement.
Marketing Implications: Shaping and Loyalty programs.

24. Instrumental Conditioning and Sales Promotion
Unknown
product
Try
First
Purchase
Repeat
Purchase
Loyal
Consumer

25. Different Types of loyalty ?
Brown classification (1952)
• Undivided Loyalty ex.: AAAAAAAA
• Divided Loyalty ex.: ABABABAB
• Unstable Loyalty ex.: AAABBBAA
• Non Loyal ex.: ABCDEFGH

26. Brand Loyalty
Consistent preference and/or purchase of the same brand in a specific product or service category.

27. Brand Loyalty As a Function of Relative Attitude and Patronage Behavior
Repeat Patronage
High
Low
Relative Attitude
High
Loyalty
Latent
Loyalty
Low
Spurious Loyalty No
Loyalty

28. Observational Learning
A process by which individuals observe the behavior of others, remember it, and imitate it. Also known as modeling.

30. Learning through Cognition
Cognitive Learning Theory
A theory of learning based on mental information processing, often in response to problem solving.
Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.

31. Figure 7.12 Appeal to Cognitive Processing

32. Learning through Cognition
Learning through the influence of cognition and memory
The consumer plays an active role in the learning process.
L= f(S, Rep.)
L= f (S, Reinf)
L = f (IP).

33. Information Processing
A cognitive theory of human learning that focuses on how information is stored in human memory and how it is retrieved.

34. Information Processing and Memory Stores
Sensory Store
Working Memory (Short-term Store)
Long-term Store
Sensory
Input
Encoding
Retrieval
Forgotten;
lost
Forgotten;
lost
Forgotten;
unavailable

35. Sensory Store
The place in which all sensory inputs are housed very briefly before passing into the short-term store.

36. Short-Term Store
The stage of real memory in which information received from the sensory store for processing is retained briefly before passing into the long-term store or forgotten.

37. Rehearsal
The silent, mental repetition of material. Also, the relating of new data to old data to make the former more meaningful.

38. Encoding
The process by which individuals select and assign a word or visual image to represent a perceived object or idea.

39. Long-Term Store
In information-processing theory, the stage of real memory where information is organized, reorganized and retained for relatively extended periods of time.

40. An Associative Network

41. Retrieval
The stage of information processing in which individuals recover information from long-term storage.

42. What Is Retrieval? Trace Strength Spreading of Activation
Accessibility
Spreading of Activation
Priming
Retrieval Failures
Decay
Interference
Primacy and Recency Effects
Retrieval Errors

43. Measures of Consumers Learning
Recognition and Recall Measures
Aided and Unaided Recall
Cognitive Responses to Advertising
Copytesting
Attitudinal and Behavioral Measures of Brand Loyalty