LEARNING AND MEMORY
What is Learning
Learning is a relatively permanent change in the caused by experience.
The learner need not have the experience directly we can also learn when we
observe events that affect others. We observe events that affect others. We learn
even when we do not try. We recognized many brands names and many product
for example even for products we do not personally use we call thesis causal un
international acquisition of knowledge incidental learning.
Behavioral Learning Theories
Assume that learning take place as a result of response to external events.
Two major approaches to learning represent this view.
Classical Conditioning
Occurs when a stimulus that elicits is parried with another stimulus that
initially does not elicit a response on outs own. Overtime this second stimulus
cares a similar response because we associate it with the first stimulus classical
conditioning can have similar. Effects for more complex reaction. Even a credit
card becomes a conditioned are that triggers greater spending. Epically because
as stimulus its present only in situations where we append money.
Repetition
Conditioning effects are more likely to occur after the conditioned and
unconditioned stimuli have been paired a number of times. Many classic
advertising campaigns consists of product slogans that companies represent so
often they are etched in consumer mind.
Extinction
Conditioning will not occur or will take longer if the CS is only paired
with UCS. One result of this lack of association is extinction.
Stimulus Generalization
Refer to the Tendency of stimuli similar to CS to evoke similar
conditioned responses.
Stimulus Discrimination
Occur when a UCS does not allow a stimulus similar to CS-When this
happen reaction weaken and will sooner disappear.
Marketing applications of classical conditioning principles
Behavioral Learning Principles apply to many consumer phenomena.
Such as creating a distinctive brand image or linking a product to an underlying
need. The transfer of meaning from an unconditioned stimulus to a conditioned.
Stimulus explains whey made up brand names such as Coca-Cola exerts such
powerful effect or consumer.
Marketing application of Repetition
One advertising researcher argued. That any more that three exposures to
a marketing communication are wasted. It is possible to have too much of good
thing. Consumer can become so used to hearing or seeing a marketing stimulus
that they no longer pay attention to at.
Marketing application of conditioned product association
Advertisement often pair a product with a positive, stimulus to create a
desirable association. Various aspects of marketing message such a music,
humor, or imagery can affect conditioning.
Instrumental Conditioning
Occurs when we learn to perform the produce positive outcomes and
avoid those that yield negative outcomes. Instrumental conditioning occurs in
one of three ways.
1. When the environment provides positive reinforcement in the form of a
reward.
2. Negative rein forcemeat also strengthens response so that we learn the
appropriate back.
3. Punishment occurs when unpleasant event follow a response.
Marketing applications of instrumental, conditioning principles.
Principles of instrumental conditioning are at work when a marketers
reward or pun shines a consumer for a purchase decision. Marketers have many
ways to reinforce consumer the bates and follow up phone thank you after a
purchase to substantial rebates and follow up phone calls. For example a life
insurance company obtained a much higher ration of policy renewal among a
group of news customer who received a thank you letter. After each payments
compared in a control group that did not receive any rein forcemeat.
Cognitive Learning Theory
Stress the importance of international mental process. This perspective
views people as problem solver who actively use information form the world
around them to master their environment.
Is Learning Conscious or Not
A lot of controversy surrounds the issue of whether or when people are
aware of their learning process. Conditioning occurs because the subject
develop conscious hypotheses and then act on them. There is some evidence to
support the existence of non conscious pretrial knowledge people apparently do
process at least some information I an automotive, passive way.
Observational Learning
Occur when we watch the actions of others and note the reinforcement
they revive for their to this type of learning is a complex process people store
these observation in memory as they accumulate knowledge and they
accumulate knowledge and then they use information at a later point to guide
their own to.
Observational learning process.
Attention
Relation
Production
Consumer Focus
The Consumer
The consumer
On Model to
retain this to
has ability to
Motivation
perform the to
In memory
Motivation
Observational Learning
A station arise
The consumer acquire and perform
Where in the is useful
the earlier demonstrated by the model
to the consumer
Memory is a process of acquiring information and storing wit overtime so that it
will be available when we need it.
How Our Brains Encode Information
Its more likely we shall retain in coming data when we associate it with
other thing already in memory.
Types of Meaning
Sometimes we process a stimulus simply in terms of tis sensory meaning
such as literal color or shape of package semantic meaning refer to symbolic
association. Episode meaning relate to events that are personally relevant.
Person motivation to retain these memories will be strong.
A narrative or story is often an effective way to convey product information.
Our memories store a lot of social information we acquire in story form.
Memory system STM + LTM
Sensory Memory: Store the information we receive from our senses. This
storage is very temporary.
Short Term M Store information for a limited period of time and it has
limited capacity.
Types of Memory
Sensory Memory
Short Term
Long Term
Temporary Storage of
Brief storage of
Permanent
storage
information
Sensory information Information
Duration Less than second
Due long or P
Derw less than to second
Attention
Informal pass through an antinational
gate is transferred to STM
Elaborative Rehearsal
Information elaborated rehearsal or
deep processing
of
A associative Network
An incoming piece of information get stored in an associative network that
contain many bits of related information.
Level of Knowledge
Meaning Concepts get stored as individual nods we combines these
concepts into larger units call prepositions link two nodes together from
meaning chunk.
How we retrieve memories when we decide what to buy
Retrieve is process where we recover information from long term
memory. Physiological factors
order adults situational factors.
Individual cognitive or physiological factors responsible order adults display
inferior recall ability for current items.
Situational factors
There relate to the environment in which we encounter the message.
Recall in enhanced when we pay more attention to message.
