Chapter 4 - Learning, Memory

Question 1

The learning process

Answer 1

Learning: a relatively permanent change in behavior caused by experience.
-> Incidental learning: casual, unintentional acquisition of knowledge.

Question 2

Behavioral learning theories

Answer 2

Learning takes place as the result of responses to external events.
Stimulus -> Consumer -> Response.

1. Classical conditioning
   - Pavlov’s dog
   - Can explain automatic response
2. Instrumental conditioning
   - Skinner’s box
   - Can explain volitional response

Question 3

Marketing Applications of classical conditioning

Answer 3

• Repetition increases conditioning.
• Advertising: more exposures = increased brand awareness -> brand equity.
  However, too much exposure leads to advertising wear-out (adaptation).
  When exposure decreases, association weakens.

Question 4

Instrumental Conditioning

Answer 4

Behaviors: positive outcomes, negative outcomes.

Instrumental conditioning occurs in one of these ways:

• Positive reinforcement
• Negative reinforcement
• Punishment
• Extinction

Question 5

Cognitive Learning Theory

Answer 5

it explains thinking and differing mental processes and how they are influenced by internal and external factors in order to produce learning in individuals.

These cognitive processes are: observing, categorizing, and forming generalizations about our environment.

Question 6

Observational Learning process

Answer 6

We watch others, we model their behavior.
Modeling: imitating other’s behavior.

Attention: The consumer focuses on a model’s behavior.

• > Retention: The consumer retains this behavior in memory.
• > Production processes: The consumer has the ability to perform the behavior.
• > Motivation: A situation arises when the behavior is useful to the consumer.
• > Observational learning: The consumer acquires and performs the behavior earlier demostrated by a model.

Question 7

Consumer socialization

Answer 7

young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace.

Children’s purchasing behavior is influenced by
Parents, family, and teachers, Friends and Media

Question 8

Five stages of consumer development

Answer 8

stage 1: Observing
stage 2: Making requests
stage 3: Making selections
stage 4: Making assisted purchases
stage 5: Making independent purchases

Question 9

Memory

Answer 9

• acquiring information and storing it over time so that it will be available when needed.
• the memory process:
  External Inputs -> Encoding (Info is placed in memory) -> Storage (Info is retained in memory) -> Retrieval (Info stored in memory is found as needed).

Question 10

How our brain encode information

Answer 10

Types of meaning:
- Sensory memory (It is the ability to retain impressions of sensory information after the original stimuli have ended)
vs Semantic memory

• Semantic vs Episodic memory
  Semantic memory is recall of general facts (eg. remembering the capital of france), while episodic memory is recall of personal facts.

Question 11

Types of memory

Answer 11

• Working Memory

Sensory memory: temporary storage of sensory information. Capacity: High; Duration: Less than 1 sec or few seconds
->
Attention: Information that passes through as attentional gate is transferred to short-term memory.
->
Short-term memory: Brief storage of info currently being used. Capacity: Limited; Duration: Less than 20 sec.
->
Elaborative rehearsal: Information subjected to elaborative rehearsal or deep processing is transferred to long-term memory.
->
Long-term memory:
Relatively permanent storage of information. Capacity: Unlimited; Duration: Long or permanent

Question 12

How our memories store information

Answer 12

Multi-storage perspective vs. interdependence perspective

Activation models of memory

• new info gets stored in an associative network.
• when triggered, the process of spreading activation occurs -> evoked set

Question 13

When do consumers recall product/ brands/ ads better?

Answer 13

When we pay attention, we recall better:

• Primacy effect: Pioneering brand (eg. Post-it, the first introducing that product, therefore its brand is a name)
• Recency effect: New brand (we are more likely to remember the last we perceived)
• Spacing effect: eg. we learn more if we spread out the studying over time.
• Emotion: Fear, humor, sadnnedd, anger, etc.
• Visual vs Verbal information: people are more likely to retain visual info, then audios, and finally textual info.

Question 14

How marketing use people’s memory of past?

Answer 14

Nostalgia: the bittersweet emotion of past.

A retro brand.