1. Learning and Memory 3-1 CONSUMER BEHAVIOR, 10e Michael R. Solomon

2. 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

3. 3-3 Conditioning results in learning.

4. 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.

5. 3-5 Classical Conditioning Components of Conditioning Unconditioned stimulus Conditioned stimulus Conditioned response Conditioning Issues Repetition Stimulus generalization Stimulus discrimination

6. 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

7. 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

8. 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

9. 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

10. We learn about products by observing others’ behavior. 2-10

11. 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

12. Our brains process information about brands to retain them in memory. 2-12

13. 3-13 Memory Systems

14. Other concepts we associate with an individual product influence how we will remember it. 2-14

15. Scripts We rely on Scripts to set our expectations for product and service encounters Examples of scripts: Flying Eating out Doctor Visits 2-15

16. 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

17. Retrieval Unique images are more easily retrieved from memory. 2-17

18. Marketers measure our memories about products and ads. 2-18

19. 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