1. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-1 Chapter 9: Learning and memory Nature of learning Differences between classical conditioning, operant (instrumental) conditioning and cognitive learning Main characteristics of learning Understand how consumers learn How knowledge about learning can be incorporated into marketing strategies Importance of brand image and product positioning

2. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-2 Learning Learning refers to any change in the content or organisation of long-term memory Result of information processing Consumer behaviour is largely learned behaviour

3. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-3 Learning as a key to consumer behaviour

4. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-4 Learning results from information processing, causing memory changes

5. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-5 Involvement and learning Learning under high-involvement conditions – Consumer has a high motivation to learn Learning under low-involvement conditions – Most consumer learning is in a low-involvement context

6. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-6 Learning theories in high and low involvement situations

7. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-7 Types of learning Conditioning – Classical conditioning – Operant conditioning Cognitive learning – Iconic rote learning – Vicarious learning/modelling – Reasoning

8. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-8 Conditioning Conditioning is based on the association of a stimulus (information) with a response (behaviour or feeling)

9. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-9 Classical conditioning Establishing a relationship between stimulus and response to bring about the learning of the same response to a different stimulus Most common in low-involvement situations Learning is more often a feeling or emotion than information

10. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-10 Consumer learning through classical conditioning

11. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-11 How affective response leads to learning

12. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-12 Products using the Heart Foundation’s tick are associated with good health

13. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-13 Operant conditioning Trial precedes liking – Reverse is often true for classical conditioning – Product sampling is an example of this type of learning

14. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-14 The process of shaping in purchase behaviour

15. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-15 An advertisement designed to induce trial

16. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-16 Cognitive learning Iconic rote learning – Association between two or more concepts in the absence of conditioning  a substantial amount of low-involvement learning involves iconic rote learning  achieved by repeated advertising messages

17. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-17 Cognitive learning (cont.) Vicarious learning/modelling – Observe others' behaviour and adjust their own accordingly  common in both high-involvement and low-involvement situations Reasoning – Most complex form of cognitive learning  most high-involvement decisions generate some reasoning

18. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-18 An advertisement using reasoning

19. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-19 General characteristics of learning The strength of learning is influenced by: – Importance and relevance  separates high and low-involvement learning situations – Involvement – Mood – Reinforcement (or punishment) – Stimulus repetitions (practice sessions) – Imagery

20. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-20 General characteristics of learning (cont.) Extinction – Forgetting occurs when reinforcement for learning is withdrawn Stimulus generalisation – Brand equity – Brand leverage

21. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-21 Spontaneous awareness: Brand A

22. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-22 Spontaneous awareness: Brand B

23. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-23 Changes in buyer commitment to the product

24. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-24 General characteristics of learning (cont.) Stimulus discrimination – Why your brand is different Response environment – Strength of original learning – Similarity of original learning environment to the retrieval environment

25. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-25 The response environment Strength of original learning affects ability to retrieve relevant information Similarity of the original learning and the type of learning is important Marketers aim to replicate these situations

26. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-26 Example of stimulus generalisation to launch a new product

27. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-27 Memory Memory is the total accumulation of prior learning experiences Short-term memory – Working memory – The role of images, sight, sound, smell, taste and tactile situations

28. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-28 Short term memory Two kinds of information processing: Elaborative activities: – Use of previously stored experiences, values, attitudes, beliefs and feelings to interpret and evaluate information in the working memory. Maintenance rehearsal: – The continual repetition of a piece of information in order to hold it in working memory to solve problems. Repeating a brand name is an example of this.

29. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-29 Memory (cont.) Long-term memory – Unlimited permanent storage – Schematic memory  linking to ‘chunks’ of information

30. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-30 Ad using episodic memories

31. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-31 Product positioning strategy Brand image Product positioning Perceptual mapping Product repositioning

32. Copyright  2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 9-32 Next Lecture Chapter 10: Motivation, Personality and Emotion