Lesson 2 – INTERNAL INFLUENCES ON CONSUMER BEHAVIOR
Unit 2 – Learning and Memory
Overview
Learning is a relatively permanent change in behavior caused by experience. The learner need not have the experience directly, however; we can also learn when we observe events that affect others. We learn even when we don’t try: We recognize many brand names and hum many product jingles, for example, even for products we don’t personally use. We call this casual, unintentional acquisition of knowledge incidental learning.
Learning Objectives
• It is important to understand how consumers learn about products and services.
• Conditioning results in learning.
• Learned associations with brands generalize to other products.
• There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.
• We learn about products by observing others’ behavior.
• Our brains process information about brands to retain them in memory.
• The other products we associate with an individual product influence how we will remember it.
• Products help us to retrieve memories from our past.
• Marketers measure our memories about products and ads.
Course materials
It is important to understand how consumers learn about products and services.
Learning is a change in behavior caused by experience. Learning can occur through simple associations between a stimulus and a response or via a complex series of cognitive activities.
Conditioning results in learning.
Behavioral learning theories assume that learning occurs as a result of responses to external events. Classical conditioning occurs when a stimulus that naturally elicits a response (an unconditioned stimulus) is paired with another stimulus that does not initially elicit this response. Over time, the second stimulus (the conditioned stimulus) elicits the response even in the absence of the first.
Learned associations with brands generalize to other products.
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This response can also extend to other, similar stimuli in a process we call stimulus generalization. This process is the basis for such marketing strategies as licensing and family branding, where a consumer’s positive associations with a product transfer to other contexts.
There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products.
Operant, or instrumental, conditioning occurs as the person learns to perform behaviors that produce positive outcomes and avoid those that result in negative outcomes. Whereas classical conditioning involves the pairing of two stimuli, instrumental learning occurs when a response to a stimulus leads to reinforcement. Reinforcement is positive if a reward follows a response. It is negative if the person avoids a negative outcome by not performing a response. Punishment occurs when an unpleasant event follows a response. Extinction of the behavior will occur if reinforcement no longer occurs.
We learn about products by observing others’ behavior.
Cognitive learning occurs as the result of mental processes. For example, observational learning occurs when the consumer performs a behavior as a result of seeing someone else performing it and being rewarded for it.
Our brains process information about brands to retain them in memory.
Memory is the storage of learned information. The way we encode information when we perceive it determines how we will store it in memory. The memory systems we call sensory memory, short-term memory, and long-term memory each play a role in retaining and processing information from the outside world.
The other products we associate with an individual product influence how we will remember it.
We don’t store information in isolation; we incorporate it into a knowledge structure where our brains associate it with other related data. The location of product information in associative networks, and the level of abstraction at which it is coded, help to determine when and how we will activate this information at a later time. Some factors that influence the likelihood of retrieval include the level of familiarity with an item, its salience (or prominence) in memory, and whether the information was presented in pictorial or written form.
Marketers measure our memories about products and ads.
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We can use either recognition or recall techniques to measure memory for product information. Consumers are more likely to recognize an advertisement if it is presented to them than they are to recall one without being given any cues. However, neither recognition nor recall automatically or reliably translates into product preferences or purchases.
Products help us to retrieve memories from our past.
Products also play a role as memory markers; consumers use them to retrieve memories about past experiences (autobiographical memories), and we often value them because they are able to do this. This function also encourages the use of nostalgia in marketing strategies.
Read:
Chapter 4 – Learning and Memory
Consumer Behavior 12e
by: Michael R. Solomon
Activities/assessment:
Answer the following Review Questions:
1. What is the difference between an unconditioned stimulus and a conditioned stimulus?
2. People react to other, similar stimuli in much the same way as they responded to an original stimulus. What is this phenomenon, and how does it work?
3. What are the dangers of advertising wear-out, and how might a marketer avoid it?
4. Advertisers like to use celebrities and well-known faces to help promote their products and services. Is this a good idea?
5. Why are brand marketers concerned with stimulus discrimination?
6. What is the major difference between behavioral and cognitive theories of learning?
7. Name the three stages of information processing as we commit information about products to memory.
8. What is external memory, and why is it important to marketers?
9. How can marketers use sensory memory?
10. What advantages does narrative bring to advertising?
11. List the three types of memory, and explain how they work together.
12. How is associative memory like a spider web?
13. How does the likelihood that a person wants to use an ATM machine relate to a schema?
14. Why does a pioneering brand have a memory advantage over follower brands?
15. If a consumer is familiar with a product, advertising for it can work by either enhancing or diminishing recall. Why?
16. Why are retro brands so popular? What is the key ingredient that makes them successful?

17. What is a schema? Give an example.
18. How would you explain the terms salience and recall?
19. How do different types of reinforcement enhance learning? How does the strategy of frequency marketing relate to conditioning?
20. How does learning new information make it more likely that we’ll forget things we’ve already learned?