CHAPTER 3

LEARNING AND MEMORY

ADELITA SIREGAR
ANDI SITI HALIDA
BRENDA ANGELITA
NADYA MEPRISTA

OBJECTIVE 1

Its important for marketers to understand

how consumers learn about products and
services

Learning
A relatively permanent change in behavior
caused by experience. The learner need not
have the experience directly; they can also
learn when they observe events that affects
others

Behavioral Learning Theories

Focus on simple stimulus-response
connections
Cognitive Learning Theories
Consumers are problem solvers who learn
abstract rules an concepts when they observe
what others say and do

OBJECTIVE 2

Conditioning results in learning

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
Individual learns to perform behaviors that
produce positive outcomes and to avoid those
that yield negative outcomes

Classical Conditioning Components

Unconditioned Stimulus
Conditioned Stimulus
Conditioned Response
Conditioning Issues
Repetition
Stimulus Generalization
Stimulus Discrimination

EXAMPLE

OBJECTIVE 3

Learned associations can generalize to

other things and why this is important to
marketers

Repetition
Repetition increases learning
Less exposures = extinction of brand
awareness
More exposures = increased brand awareness
TOO MUCH exposures = advertising wear out

EXAMPLE

Stimulus Generalizations
Tendency for stimuli similar to a conditioned
stimulus to evoke similar, unconditioned
responses
Family Branding
Product Line Extensions
Licensing
Look Alike Packaging

EXAMPLE

OBJECTIVE 4

There is a difference between classical and

instrumental conditioning

Instrumental Conditioning
Individual learns to perform behaviors that
produce positive outcomes and to avoid those
that yield negative outcomes
Positive Reinforcement
Negative Reinforcement
Punishment

Reinforcement Schedule
Fixed interval reinforcement
Variable interval reinforcement
Fixed ratio reinforcement
Variable ratio reinforcement

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall

OBJECTIVE 5

We learn by observing others behavior

Observational learning
Occurs when we watch the actions of others
and note the reinforcements they receive for
they behavior
Modeling is the process of imitating the
behavior of the others

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall

EXAMPLE

OBJECTIVE 6

Our brains process information about

brands to retain them in memory

Memory
A process of acquiring information and storing
it over time so that it will be available when we
need it

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall

Consumer Decision Making Process

Combine internal memory with external
memory, includes all the product detail on
packages and other marketing stimuli that
permit us to identify and evaluate brand
alternatives in the marketplace

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall

EXAMPLE

OBJECTIVE 7

The other products we associate with an

individual product influence how we will
remember it

Copyright 2013 Pearson Education, Inc. publishing as Prentice Hall

Spreading Activation
Brand Specific
Ad Specific
Brand Identification
Product Category
Evaluative Reactions

EXAMPLE

OBJECTIVE 8

Products help us to retrieve memories from

our past

OBJECTIVE 9

Marketers measure our memories about

products

Recognition versus Recall

Recognition test : consumers were shown
ads and asked if they have seen them
before
Recall test : consumers asked to
independently think about what they have
seen and remembered

Problem with memory measures

Response biases
Memory lapse
Omitting
Averaging
Telescoping
Illusion of truth effect