Class 6Learning and Memory

CA 2018 Consumer InsightA.Kwanta SirivajjanangkulA.Panitta KanchanavasitaAlbert Laurence School of Communication ArtsDepartment of Advertising2013

Consumers as Individuals

Chapter outline• Learning and behavioral learning

Theories.• Classical, Instrumental, and

Vicarious.• Memory Process.

Why is it important for marketers to appreciate how consumers learn?

• Learning associations among feeling, events, and products – and the memories they evoke – are an important aspect of consumer behavior.

Learning• is a relatively permanent change in behaviour

that experience causes.

• is an ongoing process.

• the learner need not to experience directly.

• We learn even we don’t try. Unintentional acquisition of knowledge = Incidental learning

Three Theoretical Schools of Learning

1. Classical Conditioning• A non conscious process in which a previously

neutral stimulus elicits a desired response.• After a number of pairings a conditioned response

is elicited by a previously neutral stimulus which now becomes the conditioned stimulus.

1. Classical Conditioning• Ivan Pavlov

– Nobel prize winning work in 1930

• Classically conditioned behaviours controlled by stimuli before the behaviour– the bell and meat powder precede

salivation

1. Classical Conditioning

Stimulus Generalization• Refer to to the tendency

of stimuli similar to a CS to evoke similar, conditioned responses.

– Hear similar noises salivate

• Halo Effect– People react to other,

similar stimuli in much the same way they response to original

Stimulus Discrimination

• Occur when a UCS does not follow a stimulus similar to a CS.

Classical Conditioning in Marketing

Conditioned Stimulus

Conditioned Response

Example

Familiar pop/ classical music

Relaxation, excitement “good will” capturing the moment

Many Ad campaignOP/ KTC

Familiar voices Excitement, attention, borrowed authority

Voice overs, personalities

Sexy voices/images Excitement / attention arousal

Fragrance ads, Levi Jeans, Diesel

Familiar Social Cues Friendship/love/family Use of children/ pets

2. Instrumental/Operant Conditioning• Instrumental conditioning occurs as the individual

learns to perform behaviours that produce positive outcomes and to avoid those that produce negative outcomes

• Responses in classical conditioning are involuntary, responses in instrumental conditioning are deliberate in view of specific goals

Burrhus F. Skinner• Behaviourism• If behaviour can be predicted, it can becontrolled; if

behaviourcan be controlled,

lifecan be improved.

2. Instrumental/Operant Conditioning

3 ways: When the environment produces1.Positive ResponsesThe response is strengthened and appropriate behaviour is learned2.Negative reinforcementStrengthens responses that avoid outcomes (Warning)3.PunishmentOccurs when behaviour is followed by unpleasant events we learn not to repeat these behaviours

Marketing Application:

Reinforcement Schedules• Continuous Reinforcement

The offer of a reward after every desired behaviour – Loyalty points

• Fixed Ratio ScheduleEvery x times that a behaviour is performed a reward is given – Buy 2 get 1 free

• Variable Ratio ScheduleA reinforce on an average or random of x times – scratch cards, instant wins

Behavioral Theory vs. Cognitive Theory

• A considerable amount of learning takes place in the absence of direct reinforcement - negative or positive

• Individuals also learn through modelling or observational learning– They observe the behaviour of others,

remember it and imitate it

Three Theoretical Schools of Learning

3. Vicarious Learning• Also called modelling, observational learning or imitative learning

• It refers to people change their behaviour because they observe the behaviour of others and its consequences

Marketing Application: Vicarious Learning - Modelling

• Acquire new responses– ex. Demonstration video in stores

• Decrease/inhibit undesired responses– ex. Ads of frustrated travels who did not use a travel agent compared to those who used Amex Travellers Cheques

• Response facilitation (not new behaviours)– ex. Ovaltine (2 cups/day)

Memory Process

Memory – remembering & forgetting

Memoryprocess of acquiring information, storing it over time and retrieving it when necessary

1.Sensory memory temporary storing of sensory information – seconds2.Short term memorybrief storage of information currently being used – minutes3.Long term memorypermanent storage of information4.Retrievalphysiological, situational, state dependent, familiarity recall, salience recall, pictorial/verbal clues

AnyQuestions?

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