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1、Learning and Memory,Michael Kalsher MGMT 4460/6940,3-2,The Learning Process,Products are reminders of life experiencesGood experiences/associations with products leads to brand equity/loyaltyLearning:a relatively permanent change in behavior or behavior potential caused by experienceBasic models of
2、the learning process Behavioral learning theories(operant,classical conditioning)Cognitive models of learning(incidental,observational),3-3,Behavioral Learning Theories,Classical Learning Theories=responses to external events-Stimulus-stimulus;Stimulus-responseCognitive Learning Theories“Black box”v
3、s.Observable behavior,3-4,Classical Conditioning,Ivan PavlovCS+UCS=responseRepeated Contiguous parings vs.One-Trial LearningBrand names as CSCredit card as CSMusic,humor,imageryCS first,then UCS,3-5,Classical Conditioning,Repetition of exposureType of medium usedCombination usually bestSpaced exposu
4、res and alternating media formatsExtinctionIzod Lacoste crocodile extended to other types of clothes(e.g.,baby clothes,other items)Beware ofAdvertising wear-outFrequent product encounters&extinction,3-6,Classical Conditioning,Stimulus GeneralizationTendency of stimuli similar to a CS to evoke simila
5、r CRs(sometimes termed a“Halo effect”)“Piggybacking”strategy Masked branding(hiding a products true origin)Family branding,product line extensions,licensing,look-alike packaging,Does this look like Miller Beer?,3-7,Your turn,Identify some important characteristics of a product with a well-known bran
6、d name.Based on these attributes,generate a list of possible brand extension or licensing opportunitiesName some others that would most likely not be accepted by consumers.,3-8,Classical Conditioning,Stimulus DiscriminationBrand positioningUnique attributes of brandAnti-Counterfeiting Coalition comb
7、ats“knockoffs”,Stresses that certain competitor products are“not as good as the original brands”Which one?,3-9,Instrumental and Operant Conditioning,http:/,https:/,3-10,Instrumental and Operant Conditioning,ABC Learning Antecedents Behavior ConsequencesEmitted vs.Elicited behaviorReinforcement vs.Pu
8、nishmentResponse increase vs.decreaseNegative reinforcement is NOT punishment!Positive vs.Negative(apply vs.remove)Extinction,3-11,Instrumental and Operant Conditioning,Stimulus Control Stimulus DiscriminationGeneralization,3-12,Operant Conditioning,Reinforcement schedules includeFixed-interval(seas
9、onal sales)Variable-interval(secret shoppers)Fixed-ratio(grocery-shopping receipt programs)Variable-ratio(slot machines),3-13,Cognitive Learning Theory,People=problem solvers,Tolmans Demonstration,3-14,Observational Learning,We watch others and note the consequences they receive for behaviorsVicario
10、us learningSocially desirable models/celebrities who use or do not use their products,CBS memo:Please be sure that buttocks and female breasts are adequately covered.Thong type costumes are problematic.Please avoid exposing bare fleshy under curves of the buttocks and buttock crack.”,https:/,3-15,Ob
11、servational Learning,Modeling:imitating others behaviorBobo doll experiment,3-16,Role of Memory in Learning,Memory:acquiring information and storing it over time so that it will be available when neededInformation-processing approachMind=computer&data=input/output,3-17,Encoding,The way we encode inf
12、ormation can help us retain it laterSensory meaning(how it looks)Semantic meaning(what it means)Personal relevanceEpisodic/flashbulb memoriesProduct information conveyed as a narrative,3-18,Memory Systems,3-19,Chunking,Informational unit in short-term memory(STM)Brand nameArea code of telephone numb
13、erOptimal size for retrieval=7(+or-2),3-20,Associative Networks,Activation models of memoryAssociative network of related informationKnowledge structures of interconnected nodesHierarchical processing model,3-21,Associative Networks,3-22,Semantic Associations,Intel=“intelligent”+“electronics”Viagra
14、Niagara(Falls)Qualcomm=“quality”+“communications”p,b,t,d=slowf,v,s,z=fastBlackberry PDAb=reliability&“berry”=smallness,3-23,Levels of Knowledge,Individual nodes=meaning conceptsTwo(or more)connected nodes=proposition(complex meaning)Two or more propositions=schemaWe more readily encode information t
15、hat is consistent with an existing schemaService scripts,3-24,Retrieval for Purchase Decisions,Retrieving information often requires appropriate factors/cues:Physiological factorsSituational factorsConsumer attention;pioneering brand;descriptive brand namesViewing environmentcontinuous activity;comm
16、ercial order in sequence Post-experience advertising effects,3-25,Retrieval for Purchase Decisions(Contd),Appropriate factors/cues for retrieval(contd):State-dependent retrieval/mood congruence effectFamiliaritySalience/von Restorff Effect(mystery ads)Visual memory vs.verbal memory,3-26,Factors Infl
17、uencing Forgetting,DecayInterferenceRetroactive vs.proactivePart-list cueing effect,3-27,Products as Memory Markers,Furniture,visual art,and photos call forth memories of the pastAutobiographical memoriesThe marketing power of nostalgiaRetro brandNostalgia index,3-28,Measuring Memory for Marketing S
18、timuli,Recognition vs.recallThe Starch TestProblems with memory measuresResponse biasesMemory lapsesMemory for facts vs.feelings,The Starch Test,A classic series of tests pioneered during the 1920s by Daniel Starch(1883-1979),a psychologist who specialized in advertising research.The tests measure a
19、udience recall of advertisements in newspapers and magazines.The tests were the first examples of what Starch named recognition research,a method that is now widely accepted and used.He founded Daniel Starch and Associates,which conducted the tests for decades.The firm is now part of United Business
20、 Media plc.,3-29,Starch Test:How You Do It,The researcher interviews readers of print publications and asks each interviewee if s/he has recently read certain publications.If an interviewee has recently read a publication,the researcher asks the interviewee which issue he read,and which ads he notic
21、ed in that issue.This is unaided recall”.Then the researcher produces the issue and asks the interviewee to look inside it.After the interviewee has looked,the researcher asks him about a certain advertisement in that issue(this is aided recall).The researcher keeps track of the percentage of subjects who:Remembered seeing a specific ad(noted).Saw or read part of the ad(seen/associated).Read at least half of the ad(read most).,3-30,
