Learning and Memory BMW The Learning Process Learning

Learning and Memory

BMW

The Learning Process ù Learning refers to a relatively permanent change in behavior that is caused by experience. ù Learning is an ongoing process and we can learn: – Vicariously by observing events that affect others, – By incidental learning which is unintentional.

Behavioral Learning Theories Assume that Learning Takes Place as the Result of Responses to External Events. Stimulus Consumer’s Black Box Response

Marketing Applications of Behavioral Learning Principles ]Behavioral Learning – Brand Equity ]Repetition – Advertising Wear-Out ]Conditioned Product Association ]Stimulus Generalization – – Family Branding Product Line Extension Licensing Look-Alike Packaging ]Stimulus Discrimination

Behavioral Learning Theory: Instrumental Conditioning (Operant Conditioning) Occurs as the Individual Learns to Perform Behaviors That Produce Positive Outcomes and to Avoid Those That Yield Negative Outcomes. It Occurs in One of the Following Ways: Positive Reinforcement Negative Reinforcement Punishment Extinction

Cognitive Learning Theory: Observational Learning

Cognitive Learning Theory: Observational Learning Is Learning Conscious Or Not? Observational Learning Occurs When People Watch the Actions of Others and Note the Reinforcements They Receive From Others. Imitating the Behavior of Others is Called Modeling: Modeling Consumer’s Attention Must Be Drawn to a Desirable Model Consumer Must Remember What is Said and Done by Model Consumer Must Convert This Information Into Actions Consumer Must be Motivated to Perform These Actions

Relationships Among Memory Systems

An Associative Network for Perfumes

The Role of Memory in Learning |Spreading Activation TMemory Trace for an Ad Could Be Stored in One or More of the Following Ways: ]Brand-specific ]Ad-specific ]Brand Identification ]Product Category ]Evaluative Reactions |Levels of Knowledge

The Role of Memory in Learning ýFactors Influencing Forgetting – Decay – Part-List Cueing Effect ýProducts as Memory Markers – Autobiographical Memories – The Marketing Power of Nostalgia » Spontaneous Recovery – Memory and Aesthetic Preferences ýMeasuring Memory for Marketing Stimuli – Recognition Versus Recall

The Role of Memory in Learning TProblems with Memory Measures ØResponse Biases ØMemory Lapses ØMemory for Facts Versus Feelings

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