Learning and Memory Flashcards
why is learning important for consumer behaviour?
becuase the consumer behaviour is an outcome of learning
define the term learning.
= a relatively permanent change in the behaviour caused by experience.
an ongoing process, may be incidental
define the term involvement.
= the motivation for processing information.
e.g. non-focused information processing is low-involvement (most consumer learning is in this context); conscious information seeking and processing
what changes the degree of involvement?
- individual that perceives information
- object of involvement
- situation
why is involvement important in terms of learning?
it is the main determinant of the type of learning approach the consumer uses
what are the two schools of thought regarding learning approaches?
the behaviourists (leearning is the result of responses to external events) the cognivists (learning is problem solving and changes in consumer's psychological set)
state 5 learning theories (2 from behavioural and 3 from cognitive)
- classical conditioning
- instrumental conditioning
- iconic rote learning
- observational learning (modelling)
- reasoning
which learning theories require high-involvement?
instrumental conditioning, resoning, sometimes also observational learning
what do classical and operational conditioning have in common?
they both are conditionings - learning is based on association of a stimulus and a response.
state 4 characteristics of classical conditioning
- learning occurs when primary and secondary stimulus are repeatedly paired (with secondary not eliciting the response on its own)
- low-involvement
- example: Pavlov dogs
- learning is more often a feeling than information
how can classical conditioning be used in marketing? state 4 examples.
- happy in-store music
- celebrities in ads
- colours to convey class
- ice cream trucks with music
what are the pitfalls of using classical conditioning in marketing? (3)
- repetition (advertising wear-out = people blocking out the brand bc they’ve been too exposed)
- stimulus generalisation (making brand extensions and getting that rub-off effect –> pitfalls: generalising bad outcomes; original brand image may get diluted)
- stimulus discrimination (learning to respond only to the original stimulus, not to similar ones)
state 3 characteristics of instrumental conditioning.
- conumser is conditioned (learns) by the consequences after his behaviour
- consumer’s response is either reinforced or discouraged
- response is voluntary, consumer is exposed to trial-and-error
define 4 possible consequences with instrumental conditioning
- positive reinforcement (rewards; gamification)
- extinction (removal of positive event)
- punishment (negative event)
- negative reinforcement (removal of negative event)
state 4 possible reinforcement schedules with instrumental conditioning (with examples)
- fixed-interval (seasonal sales)
- variable-interval (determined with help fo secret shoppers)
- fixed-ratio (free pizza for every 10 pizzas)
- variable-ratio (slot machine)
state two reasons why consumers stop using a prodcut.
- extinction (no more customer satisfaction - the link btwn stimulus and rewared is broken –> enchance customer satisfaction to prevent it)
- forgetting (customer forgets about the stimulus –> repeat the ads)
state 4 examples of instrumental conditioning used in marketing.
- free trials
- free tastings
- samples of skin care
- money back guarantees
state 3 characteristics of iconic rote learning.
- learning the association is done in the absence of conditioning
- memorising through (simple) repetition
- consumers learn the link between the brand and benefits
state 2 characteristics of observational learning.
- process of observation and then imitation
2. for effectiveness in marketing, it should be easily doable and useful
state 2 characteristics of reasoning.
- uses creative thinking to restructure and recombine already existing information
- often triggered by info from credible sources that contradict with existing beliefs
state 5 influences on the strength of learning.
- importance of information
- message involved
- antecedent state (what info the customer had before)
- repetition
- imagery vs text
state three stages of the memory process. what is its input?
external info is the input.
- encoding
- storage
- retrieval
state the three types of memory. explain each one
- sensory memory (only a couple seconds, storing input from all five senses, automatical storage)
- short-term memory (currently activated, interpreting incoming information; marketing: imagery)
- long-term (permanent storage: semantic (basic knowledge, feelings about concepts) and episodic (memories of life); marketing: use of acronyms, jingles)
state 5 ways to enhance the transfer of info from STM to LTM
- repetition
- music
- elaboration
- pictures and sounds
- emotional chord through images
define the term knowledge structures.
= complex spider webs filled with pieces of data (different levels of abstraction and complexity - concepts, propositions and schemas)
define the term schema and state what term is used for the schema of a brand.
schema = set of associations linked to a concept
schema of brand = brand image (what marketers want to influence)
how can the brand image be influenced?
with positioning = a marketing strategy used to achieve a specific brand image in relatino to competing brands (perceptual maps help to visualise it)
define the term script.
= a memory of how an action sequence occurs (e.g. driving, using ATM, recycling)
what factors are needed for retrieving information?
physiological and situational (consumer attention, descriptive brand names, viewing environment)
state 4 factors that influence retrieval.
- mood congruence effect (if the mood is the same with seeing and retrieving, the retrieval is easier)
- familiarity
- salience (von Restorff effect) (=when multiple homogeneous stimuli are detected, the outlier will be remembered best)
- visual vs verbal (visual is usually remembered better)
state 3 problems regarding memory measures
- response biases
- memory lapses (telescoping = thinking something happened shortly in the past when in fact it did long time ago)
- illusory truth effect (more likely to believe a familiar statement)
why do young people respond to nostalgia marketing and retro brands?
retro brand = an updated verson of a brand from history
bc it proveds input for one’s self identity
