Chapter 9 Learning and Memory

How we (and consumers) learn Types of learning

Main characteristics of learning

Using learning in marketing strategies Importance of brand image and product positioning

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Learning
Learning refers to any change in the content or

organisation of long-term memory Consumer behaviour is largely learned behaviour

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Learning as a Key to Consumer Behaviour

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Learning Results from Information Processing and Causes Changes in Memory

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Involvement and Learning

Learning under high-involvement conditions

consumer has a high motivation to learn

Learning under low-involvement conditions

most consumer learning is in a low-involvement context

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Learning Theories in High- and LowInvolvement Situations

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Types of Learning
Conditioning

classical conditioning operant conditioning

Cognitive learning

iconic rote learning vicarious learning/modelling reasoning

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Conditioning
Conditioning is based on the association of a stimulus (information) with a response (behaviour or feeling)

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Classical Conditioning
Establishing a relationship between stimulus and

response to bring about the learning of the same response to a different stimulus Most common in low-involvement situations Learning is more often a feeling or emotion than information

Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins

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Consumer Learning through Classical Conditioning

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How Affective Response Leads to Learning

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Operant Conditioning

Trial precedes liking

reverse is often true for classical conditioning product sampling is an example of this type of learning

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The Process of Shaping in Purchase Behaviour

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An Advertisement Designed to Induce Trial

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Cognitive Learning
Iconic rote learning

association between two or more concepts in the absence of conditioning

a substantial amount of low-involvement learning involves iconic rote learning achieved by repeated advertising messages

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Cognitive Learning (cont.)

Vicarious learning/modelling

observe others' behaviour and adjust their own accordingly

common in both high-involvement and low- involvement situations

Reasoning

most complex form of cognitive learning

most high-involvement decisions generate some reasoning

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An Advertisement Using Reasoning

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General Characteristics of Learning

The strength of learning is influenced by:

importance

separates high- and low-involvement learning situations

involvement mood reinforcement stimulus repetitions (practice sessions) imagery

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General Characteristics of Learning (cont.)

Extinction

forgetting occurs when reinforcement for learning is withdrawn brand equity brand leverage

Stimulus generalisation

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Spontaneous Awareness: Brand A

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Spontaneous Awareness: Brand B

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General Characteristics of Learning (cont.)

Stimulus discrimination

why your brand is different strength of original learning similarity of original learning environment to the retrieval environment

Response environment

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The Response Environment

Strength of original learning affects ability to

retrieve relevant information Similarity of the original learning and the type of learning is important Marketers aim to replicate these situations

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Example of Stimulus Generalisation to Launch a New Product

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Memory
Memory is the total accumulation of

prior learning experiences Short-term memory

working memory the role of images, sight, sound, smell, taste and tactile situations

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Memory (cont.)
Long-term memory

unlimited permanent storage schematic memory

linking to chunks of information

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Product Positioning Strategy

Brand image Product positioning

Perceptual mapping
Product repositioning

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Next Lecture
Chapter 10: Motivation, Personality and Emotion

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