Chapter 3: Learning & Memory Flashcards
Behavioural learning theories
- assumes learning takes place as the result of responses to external events, as opposed to internal thought processes
- divided into 2:
1. classical
2. instrumental
Classical conditioning
Occurs when stimulus that naturally elicts a response is paired with another stimulus that initially does not elicit a response on it’s own
i.e. dog hearing bell and drewling
Unconditioned stimulus
- What the powder was because it was naturally capable of causing the response
- it naturally & automatically triggers a response
Conditioned Stimulus
- did not initally cause salivation, but the dog learned to associate the bell with the meat powder & began to salivate at the sound of the bell
- makes it react because it’s related to something
Conditioned response
the drooling caused by a sound now linked to feeding time
Assocaitive learning
- classica conditioning is a form of, where consumers learn associations between stimuli in a rather simple fashion without more complex processes such s memory or cognition taking place
i. e. credit cards become conditioned cues & triggers higher spending
Assocaitive learning - Reptition
- repeated exposures increase the strength of stimulus response associations & prevent decay of associations in memory
- lack of association may be extinction when the effects of prior conditioning are reduced & decay
- -> it can also occur with over exposure or forms new associations so brand is no longer with
i.e. Coach & Snookie partnered and it was successful, until she moved to Guess then coach tried to decrease undesirable associations of Snoolie being seen with brand
Assocaitive learning - Stimulus generalization
- tendency of stimuli similar to a CS to evoke similar conditioned responses
i. e. Pavlov noticed dog would salivate when they heard similar bell sound
Assocaitive learning - Stimulus discrimination
- when a stimulus is similar to CS it is not followed by UCS
* reactions are weakened & will dissapear
Assocaitive learning - Masked branding
Hides a products true orgin
i.e. Dove is about body positivity but is owned by Axe which is about being big and strong so they try and hide it and down play
Assocaitive learning - Brand equity
The level of sway a brand name has in eyes of consumer & value of having a brand that is identifiable & well thought of
Assocaitive learning - Application of stimulus generalization
Central to branding & packaging decisions that attempt to capitalize on consumers positive associations with an existing brand or company name
Application of stimulus generalization - Family branding
variety of products which capitalize on the reputation of a company name
e.g. google, Henize, Campbell
Application of stimulus generalization - Product line extensions
Related products are added to an established name
e.g. dole added juice to their fruit cup line
Application of stimulus generalization - Licensing
Well known names are rented by others –> marketers link their products with well-established brands
e.g. playboy had declining print sales so they went to fragrance
Application of stimulus generalization - Look alike packaging
Distincitive packaging creates strong associations with a particular brand
Instrumental Conditioning
- Occurs when people perform behaviours to produce psotiive outcomes and avoid negative ones
- people perform more complex behaviours & associate them with other punishments or rewards
- behaviours = positive or negative outcomes
- psotive reinforcement
- negative reinforcement
- punishment
- extinction
Frequency marketing
reinforces behaviour of regular purchases by giving them prizes with values that increase with more they spend
Gamification
capitalized on operant conditioning principles
Shaping
Occurs wehn consumers are rewarded for successive steps take toward the desired response
i.e. store may giveaway samples for coming in the store which encourages trial, then give coupond for low-involvedment purchase
Positive reinforcement
form of a reward the responses is strengthened & appropriate behaviours is learned
i.e. woment gets complemented for their perfume so they will buy it again
Negative reinforcement
Strengthens responses so appropriate behaviour is learned
i.e. when retailer offers to pay customers tax
Reinforcements of consumption
Follow up calls, promotional rebates, thank-you letters
Punishment
Marketers want to increase a particulare behaviour
i.e. buying cheap shoes and heel falls off
Four types of learning schedules
- fixed ratio
- variable ratio reinforcement
- fixed interval reinforcement
- variable interval reinforcement
Four types of learning schedules - Fixed ratio
- reinforcement only occurs after a specific number of responses
i. e. buy at the same store because when you buy 14 items you get the 15th free
Four types of learning schedules - Variable ratio
- behaviour of a person is reinforced after certain number of responses, but don’t know how many
i. e. slot machines, roll up the rim
Four types of learning schedules - Fixed interval reinforcement
- after specified time period has passed, first response that is made bring the reward
i. e. seasonal sale
Four types of learning schedules - Variable interval
- time that must pass before reinforcement is delivered varies around average
i. e. customer loyalty at spa, you get free facial every 8-10 months, secret shopper
Cognitive learning theory
stresses importance of internal mental processes
observational learning
occurs when people watch the actions of others & note the reinforcement they receive for their behaviours ; learning occurs as a result of various rather than direct expereince
i.e. women has perfume and friend went shopping for it because she really likes it
Componenets of observational learning
- attention
- retention
- production process
- motivation
- observational learning
Componenets of observational learning - attention
consumer focuses on a models behaviour
Componenets of observational learning - retention
consumer retains behaviour in memory
Componenets of observational learning - production process
consumer has ability to perfrom the behaviour
Componenets of observational learning - motivation
sitation arises wehre behaviour is useful to the consumer
Componenets of observational learning - observational
consumer acquires & performs the behaviour demonstrated by model
Memory process
- External inputs
- Encoding
- Storage
- Retriveal
Encoding of information
Types of meaning
- consumers may prpcess stimulus simply in terms of its sensory such as colour or shape
- be actived & sees picture of the stimulus
Personal relevance
* episodic memories - for events that are personally relevant
i.e. first date
Relationships among memory systems
- Sensory memory
- attention
- short-term memory
- elaborative rehearsal
- long-term memory
Relationships among memory systems - Sensory memory
- temporarly storgae of sensory infroamtion
- Capacity: high
- Duration: less than 1 second of hearing or seeing
Relationships among memory systems - Attention
Infro mation that asses through an attentional gate is transferred to short-term memory
Relationships among memory systems - Short-term memory
Brief storage of infromation being used
Capacity: limited
Durration: less than 20 seconds
Relationships among memory systems - elaborative rehearsal
Deep processing is transformed to long-term memory
Relationships among memory systems - long-term memory
Relatively permanent storage of information
Capacity: unlimited
Duration: long-term / permanent
Associative network
- incoming piece of infromation is stored containing many bits of related information organized according to some set of relationships
- storage spots are = knowledge structures
SIPDERWEBS
How are associative networks like spider webs
- they’re filled with complex data
* the information is placed into nodes, which are connected by associative links within strucutres
Spreading activation
- refers to the notion that activation of concepts can spread between different nodes in associative network
- consumer has organized information according to some type of relationship
- has organized systems of concepts related to brands, stores, manufacturers etc.
Levels of knowledge
- Scheme the cognitive frameworks that is developed through experience
- types of schema that’s related to consumer behaviour is a script
* sequence of procedures that is expected by
an individual
i.e. Script for dentist : drive there, wait in watingroom, get called, see hygentist, see dentist
Analogical learning
- how consumers can learn about nre products & features
- marketer may draw an analogy between products for customer
Base - original sources of product
Target - what existing knowledge will transform to
Factors influencing forgetting
- decay
- interference
- retroactive vs proactive
- partlist cueing effect
Measuring memory
- recognition vs. recall
- the starch test (1923)
- measure effectiveness of ads in newspaper &
magazines - effective ad has to be seen, read, believed & acted
upon
- measure effectiveness of ads in newspaper &
Problems with memory measyres
- response bias
- memory lapses
- memory for facts vs. feelings
Analogical can occur in 2 forms
- occurs at the level of attributes which are identifiable features or properties of the product
I.e. Listerine strips (both old and new) came in green packaging
- relations refer to how to products relates to a desired outcome
I.e. Listerine mouth strips and mouth wash serve the same purpose
Retrieval
process of accessing infromation from long-term memory
Salience
Refers to its prominence level of activation in memory
Unipolar emotion
Emotions that are wholly positive or wholly negative
Nastalgia
- past is viewed with both sadness and longing
- usually refers to older generations
i.e. good old days, Beetle car, old Coca-Cola sign
Retro Brand
- updated versionof a brand from it’s prior historical period
i. e. old spice guy
Response bias
Results are not necessairly accurate as something else can be influencing them
