Chapter 3: Memory and Learning 📚 Flashcards
Extinction of Conditioned Response:
- When the CS to no longer paired with the UCS.
- One gets bored (adapts) to the UCS
- Attitudes towards the UCS changes (a new UCR)
UCS
Stimulus naturally (unconditionally)
capable of causing the response
UCR:
Natural (unconditional) response to the UCS.
Ex: Feeling happy when listening to my fav song.
CS:
Stimulus that initially did not cause the response, but after repeatedly paired with the UCS, can cause the response
Stimulus generalization:
When a stimulus reminds you of something else, so you react similarly.
When a stimuli similar to a conditioned stimuli (already causes a reaction) evokes a similar conditioned response (the one to the conditioned stimuli).
Ex: Copy cat products.
Classical conditioning:
Automatic behaviours elicited by the situation.
Operant conditioning:
Voluntary behaviours strenghtened or decreased by the reward or punishment.
Operant conditioning: Positive Reinforcement:
Adding a pleasant stimulus.
- Reward programs
- Bonus products
Operant conditioning: Negative Reinforcement:
Removing an unpleasant stimulus increases the likelihood of a desirable behaviour (taxes at Duty Free places)
Operant conditioning: Punishment:
Adding an unpleasant stimulus, decreases an undesirable behaviour.
- Late penalties for library books.
- Higher insurance rate for bad drivers.
- Higher taxes on cigarettes.
Extinction:
If a behaviour is not reinforced or punished, it will eventually return to baseline (how it was before operant conditioning).
Operant Conditioning: Rewards (Positive Reinforcements): Fixed Ratio:
A reward after a behaviour is done a number of times.
- Stamp cards (buy 10 coffees can the 11th one free).
- Illusion of goal progress, increases motivation to complete the card.
- Best for initial learning (for new brands).
Operant Conditioning: Rewards (Positive Reinforcements): Variable ratio:
Reward is given on a random basis (independent of the number of purchases [the behaviour])
Operant Conditioning: Rewards (Positive Reinforcements): Tokens and Social
Tokens have no monetary value, but they can still be motivating:
* Provide a meter for goal progress and achievements (for the self)
* It’s also a social reward: bragging on social media
Consumer’s Memory Process (General)
Stimulus -> Memory [1. Encoding 2. Storage 3. Retrieval] -> Response
Memory: To increase consumer memory of a brand -> Increasing brand awareness:
Ways that help us remember things:
- Pleasant stimuli: attractive, funny, entertaining
- Surprising stimuli: Novel, unexpected
- Easy to process: familiar, prominent (size, intensity, contrast)
- Fulfilling current goals and needs
-> Perceptual vigilance: Consumers attend to stimuli that relate to their current needs, values or goals.
-> Perceptual defence: Consumers ignore stimuli that are offensive, unpleasant, or threatening. - Repetition (may cause adaptation -> careful)
Perceptual vigilance:
Consumers attend to stimuli that relate to their current needs, values or goals.
Perceptual defence:
Consumers ignore stimuli that are offensive, unpleasant, or threatening.
Memory: How to Measure Consumer Awareness of A Brand: Recognition Test:
Do you know UBC?
Memory: How to Measure Consumer Awareness of A Brand: Free-Recall Test
List all the Canadian Universities you know.
List all products of a product category that you recall.
Memory: How to Measure Consumer Awareness of A Brand: Top-of-mind recall test
When you think of [a product category], what is the first brand that comes to mind?
Brand highest frequency = strong top-of-mind awareness/ recall.
Memory as a Associate Network: Nodes
Topics:
- Brand
- Product
- Celebrity
Memory as a Associate Network: Associative Links
Links connecting the nodes (different ideas/ topics)
Role of marketers is to
create and strengthen some
associative links in order to
facilitate retrieval (consumers can more easily remember the brand).
Memory as a Associate Network:
Model that views memory as a network of interconnected nodes or concepts. Each concept is linked to related concepts through associative links.
Brands want to make strong associations between their brand and positive qualities (quality, luxury). Influences their perceptions and attitudes towards the brand.
