MKTG815 CB S1 2016 Week 6 - Learning and Memory

1、MKTG815 CONSUMER BEHAVIOURDR ROSS GORDONLECTURE 6 TUESDAY 5th APRIL 2016Agenda Each group to hand hard copy of key issues report Lecture on Learning and Memory Student activity Feedback on Assessment 1 Questions?Learning and MemoryThe Learning Process Learning: A relatively permanent change in behav

2、iour caused by experience. Incidental Learning: Casual, unintentional acquisition of knowledge. Directed Learning: More formal and purposeful engagement with learning and adopting new information. Learning is an Ongoing Process: Knowledge is constantly being revised Can be either simple association

3、(logo recognition) or complex cognitive activity (writing an essay).Learning Theories Figure 3.1Behavioural Learning Theories Behavioural learning theories assume that learning takes place as the result of responses to external events. Classical Conditioning Instrumental Conditioning Peoples experie

4、nces are shaped by feedback they receive as they go through life. Actions result in rewards and punishments, which influence future responses to similar situations.The Consumer as a Black BoxFigure 3.2Consider a black box that cannot be opened to look inside and see how it works. All that would be p

5、ossible would be to guess how it worked based on what happened when something was done to it (input), and what occurred as a result of that (output).i.e we never know what other people are thinking, or why they do things.But we can look at stimuli and responses to make an informed guessClassical Con

6、ditioningClassical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a consistent response because it is associated with the first stimulus.https:/ Stimulus and Resp

7、onse Unconditioned stimulus (UCS) Naturally capable of causing a response. Conditioned stimulus (CS) Does not initially cause a response. Conditioned response (CR) Response generated by repeated paired exposures to UCS and CS. Eventually, through learned association and repetition, the CS will cause

8、 the CR.Example?Applications of Behavioural Learning Principles Brand Equity When a brand has strong positive associations in a consumers memory and commands loyalty. Applications of Repetition Marketers attempting to condition an association must ensure that consumers have been exposed to the stimu

9、lus enough times to make it stick.Applications of Behavioural Learning Principles Applications of Conditioned Product Associations: Ads often pair products with a positive stimulus (e.g. music, humour, imagery) to create a desirable association. The conditioned stimulus should be presented prior to

10、the unconditioned stimulus.Stimulus association Schweppes schweppervescence. Builds on a prior association between the looks and sound of carbonated soft drinks used in earlier campaigns (1970s,80s,90s). http:/ Instrumental ConditioningInstrumental Conditioning occurs as the individual learns to per

11、form behaviours that produce positive outcomes and avoid behaviours that yield negative outcomes.Occurs one of three ways:Positive reinforcement Negative reinforcementPunishment.Also known as operant conditioning.Extinction: when a positive outcome is no longer received, the learned stimulus-respons

12、e connection will not be maintained.https:/ Types of ReinforcementInstrumental ConditioningReinforcement Schedules:Fixed-interval reinforcementRewards given after a specified interval consumers slow down after reward but speed up again nearer the next time: e.g. attending salesVariable-interval rein

13、forcementreward interval is varied so consumer must respond at a consistent rate as they never know when the reward will be given. E.g. playing the pokies, buying gold lotto ticketsFixed-ratio reinforcementReward occurs after a fixed number of responses. Motivates consumers to keep doing the behavio

14、ur over and over again. E.g. loyalty cards 1 coffee free after buying 9Variable-ratio reinforcement.rewards is provided after a number of responses but consumer does not know how many. Responses would be high and steady. E.g. playing poker machines keep playing because you know at some point you wil

15、l be rewardedApplications of Instrumental Conditioning PrinciplesPrinciples of instrumental conditioning are at work when a consumer is rewarded or punished for a purchase decision.Reinforcement of ConsumptionThank youRebatesFollow-up phone calls.Frequency MarketingReinforces regular purchasers by g

16、iving them rewards with values that increase along with the amount purchased.Frequent Flyer Programs.http:/ https:/ Cognitive Learning Theory Is learning conscious or not? Trigger feature: A stimulus that cues an individual toward a particular pattern and activates a reaction. Observational learning

17、: Occurs when people watch the actions of others and note reinforcements received for their behaviours. Learning occurs as a result of vicarious, rather than direct, experience. The process of imitating the behaviour of others is known as modelling.Components of Observational LearningFigure 3.4Appli

18、cations of Cognitive Learning Principles Consumers learn vicariously by seeing others receive reinforcement for their behaviours. Marketers can reinforce or punish consumers indirectly by showing them what happens to desirable models who do or do not use their products. Consumers evaluations of mode

19、ls are not limited to stimulus-response connections. Attractiveness can be based on several components e.g. physical attractivenessexpertisesimilarity to the evaluator, etc.The Role of Memory in Learning Memory A process of acquiring and storing information over time so that it will be available whe

20、n needed. Stages of Memory Encoding stage: information entered in a recognisable way. Storage stage: knowledge integrated into what is already in memory and warehoused. Retrieval stage: the person accesses the desired information.The Memory ProcessFigure 3.5Encoding Information for Later Retrieval T

21、ypes of meaning: Sensory meaning (e.g. colour or shape). Semantic meaning: Symbolic associations (e.g. rich people drink champagne). Personal relevance: Episodic memories: Relate to events that are personally relevant. Flashbulb memories: Especially vivid associations. Narrative: An effective way of

22、 persuading people to construct a mental representation of the information that they are viewing.Memory SystemsRetrieving Information for Purchase Decisions Retrieval: Process whereby information is recovered from LTM. Retrieval is influenced by a number of factors including: Physiological factors (

23、e.g. age) Situational factors State dependent factors.Influences on Retrieval Brand Pioneering brand: First brand to enter a market and generally easier to retrieve from memory. Descriptive brand names are easier to recall than names that dont provide cues to what the product is. Viewing environment

24、: Commercials shown first in a series of ads are recalled better than those shown last.Information Retrieval (cont.) State-Dependent Retrieval: A process by which consumers are better able to access info if their internal state is the same at the time of their recall as when the info was learned (al

25、so called mood congruence effect). A few marketing researchers use hypnosis to dredge up past memories of experiences with products.Information Retrieval (cont.)Familiarity and Recall: Prior familiarity enhances recall.Salience and Recall: Salience: the prominence or level of activation of stimuli i

26、n memory. Von Restorff Effect: Any technique that increases the novelty of a stimulus also improves recall.Pictorial vs. Verbal Cues There is some evidence for the superiority of visual memory over verbal memory. Pictorial ads may enhance recall, but do not necessarily improve comprehension.Factors

27、Influencing Forgetting Decay: The structural changes in the brain produced by learning simply go away. Retroactive Interference: Consumers forget stimulus-response associations when new responses to the same or similar stimuli are learned. Proactive Interference: When prior learning interferes with

28、new learning. Part-list Cueing Effect: When only a portion of the items in a category are presented to consumers, the omitted items are not as easily recalled.Products as Memory MarkersProducts and ads themselves can serve as powerful retrieval cues.Autobiographical memories: consumer memories relat

29、ed to their own past.Mnemonic qualities: aspects of a consumers possessions that serve as a form of external memory which prompts the retrieval of episodic memories.The Marketing Power of NostalgiaSpontaneous recovery: the ability of a stimulus to evoke a response years after it is initially perceiv

30、ed.Memory and Aesthetic PreferencesAds and products that remind consumers of their past also help to determine what they like now.Break 10 MinutesStudent activity Remember the consumer behaviour you chose in last weeks activity:Buying a PC/laptop/high-technology itemBooking/arranging/going on an ove

31、rseas holidaySelecting a universityGoing to the moviesChoosing a restaurant for a special occasionEvaluating and selecting a mobile phone planChoosing to do volunteer workBuying a fashion itemGoing to a concertChanging a habit (stopping smoking, reducing alcohol consumption, taking more exercise, ea

32、ting more healthily)Student activityHow did you learn about your selected consumer behaviour; complete the table below (select as many as apply).Student activity Imagine that you need to teach your group one aspect of your selected consumer behaviour.What type of learning do you think would be the m

33、ost relevant? Why?List out the steps you think could be taken to teach someone.The big ideas from this weekConsumers learn and remember differently.Marketers need to understand these differences, and use this to influence consumer learning and memory processes.Feedback on Assessment 1To get a high m

34、ark students needed to have correctly defined, described AND applied relevant concepts and influencing factors on each step of the 5 step consumer decision making process.Good work should: 1.Define & describe what is the concept/issue/topic, how does it operate?2.Analyse Examine the topic/issue/

35、concept apply it to your examples/discussion.3.Interpet what does this mean, what are the implications, why is it relevant?Often students do 1, but fail to do 2 and 3.Intro: consuming an overseas holiday is a high involvement purchase = extended decision makingProblem recognition: primary demand/secondary demandactual vs. desired state. Size & nature of discrepancy influences decision making. Information search:internal (experience & m