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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,3-,#,Copyright 2013 Pearson Education,Inc.publishing as Prentice Hall,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,3-,#,Copyright 2013 Pearson Education,Inc.publishing as Prentice Hall,Chapter 3Learning and Memory,3-,1,CONSUMER BEHAVIOR,10e,Michael R.Solomon,3-,2,Learning Objectives,When you finish this chapter,you should understand why:,Its important for marketers to understand how consumers learn about products and services.,Conditioning results in learning.,Learned associations can generalize to other things and why this is important to marketers.,There is a difference between classical and instrumental conditioning.,3-,3,Learning Objectives(continued),We learn by observing others behavior.,Our brains process information about brands to retain them in memory.,The other products we associate with an individual product influence how we will remember it.,Products help us to retrieve memories from our past.,Marketers measure our memories about products.,Learning Objective 1,It is important to understand how consumers learn about products and services,2-,4,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-,5,3-,6,Learning Objective 2,Conditioning results in learning.,3,-,7,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.,3-,8,Classical Conditioning,Components of Conditioning,Unconditioned stimulus,Conditioned stimulus,Conditioned response,Conditioning Issues,Repetition,Stimulus generalization,Stimulus discrimination,For Reflection,How might classical conditioning operate for a consumer who visits a new tutoring Web site and is greeted by the Web sites avatar who resembles Albert Einstein?,2-,9,Learning Objective 3,Learned associations with brands generalize to other products.We can utilize these associations in marketing applications through,Repetition,Conditioned product associations,Stimulus generalizations,2-,10,3-,11,Marketing Applications of Repetition,Repetition increases learning,More exposures=increased brand awareness,When exposure decreases,extinction occurs,However,too MUCH exposure leads to advertising wear out,Example:Izod crocodile on clothes,3-,12,Marketing Applications of Stimulus Generalization,Stimulus generalization:tendency for stimuli similar to a conditioned stimulus to evoke similar,unconditioned responses.,Family branding,Product line extensions,Licensing,Look-alike packaging,3-,13,For Reflection,Some advertisers use well-known songs to promote their products.They often pay more for the song than for original compositions.How do you react when one of your favorite songs turns up in a commercial?,Why do advertisers do this?How does this relate to learning theory?,Learning Objective 4,There is a difference between classical and instrumental conditioning and both processes help consumers to learn about products.,2-,14,How Does Instrumental Conditioning Occur?,Positive reinforcement,Negative reinforcement,Punishment,3-,15,3-,16,Figure 3.1 Types of Reinforcement,For Reflection,What kind of reinforcement is being used when stores offer loyalty programs?,Provide several examples and identity the reinforcement approach being used.,2-,17,Learning Objective 5,We learn about products by observing others behavior.,2-,18,For Reflection,To what extent do you emulate a celebritys choices?How does this differ for celebrities who are overtly endorsing a brand versus those who have an organic brand relationship?,2-,19,Learning Objective 6,Our brains process information about brands to retain them in memory.,2-,20,3-,21,Memory Systems,For Reflection,Whats a memory that you just cant seem to forget(bonus,if you think of one related to a brand)?,Now that you know the types of memory and how your mind stores information,why do you think the memory stays with you?,2-,22,Figure 3.6 Learning Objective 7,The other products we associate with an individual product influence how we will remember it.,2-,23,3-,24,Spreading Activation,Brand-specific,Ad-specific,Brand identification,Product category,Evaluative reactions,For Reflection,Identify a script you expect when you use a specific product.Did your script facilitate or limit marketing objectives?,2-,25,Learning Objective 8,Products help us to retrieve memories from our past.,2-,26,3-,27,Understanding When We Remember,State-dependent retrieval,Familiarity and recall,Salience and the“von Restorff”effect,Viewing context,Pictorial versus verba
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