Learning and Memory

CH4
 Does it happens….
When you are dining in the restaurant,
sometimes you may hear the waiter say…
Is this you first time come here?
Do you need any introduction and
recommendations?

Why do they ask?

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 Does it happens….
Many public transportation employ chart,
broadcast or other methods to promote the idea
of priority seats

Why do we
promote?

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Why many electronic products have manuals?

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That’s because they want to
1. Let customers know how to order, save
time, make the right decision
2. Let the passengers understand the
considerate behavior toward who have
needs
3. Let customers know how to use the device

These are all related to Learning.

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 What is learning?
• Learning is a relatively permanent change in
behavior caused by experience.
 use tableware
 tips culture: 10~20%
 recognize brands, hum jingles
• Incidental learning:
 any learning that is unplanned or
unintended.
 products we don’t personally use.
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Theories of Learning
Behavioral Cognitive
learning theories theories
• focus on stimulus- • focus on consumers
response as problem solvers
connections who learn when they
• E.g. Classical observe relationships
conditioning, • E.g. Observational
Instrumental learning, Memory,
conditioning

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Behavioral learning theories--
Classical conditioning
• A stimulus that elicits a response is paired
with another stimulus that initially does not
elicit a response on its own.
• Pavlov, an experiment on dog

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 Classical conditioning
Before feeding the dog, Pavlov rattle the
Bell
conditioned bell first. The dog drools.won’t let dog
stimulus drool
Conditioned
＋ response

Pavlov does the experiment everyday

Unconditioned
until the dog connect food and the
stimulus Food
ringbell. Then the dog starts toUnconditioned let dog drool
drool when it hears the bell even response
without the food.
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 Classical conditioning
• Components of Conditioning
 Unconditioned stimulus (UCS)
 Conditioned stimulus (CS)
 Conditioned response (CR)

Conditioning effects are more likely to occur after the

conditioned (CS) and unconditioned (UCS) stimuli have
been paired a number of times.
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 Classical conditioning
Brands utilize celebrity endorsements
intend to connect UCS (star) and
conditioned
conditioned SC (product). They hope consumer can
response
stimulus transfer their good impression of star
to the product.

＋
So hot ！
Unconditioned
stimulus
Unconditioned
response

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 How to apply classical
conditioning in
marketing?
• Conditioning Issues
 Repetition That's why
 Stimulus generalization advertising and
marketing
 Stimulus discrimination
activities need to
 Extinction keep coming up.

When the stimuli disappear,

consumer stop responding.
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 Marketing Applications of
Repetition
• Repetition increases learning
• More exposures = increased brand awareness
• When exposure decreases, extinction occurs
• However, too Much exposure leads to
advertising wear out

To increase the strength of stimulus–response

associations
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 Application in marketing-
Stimulus generalization
• Give the stimuli which are similar to a CS to
evoke similar, conditioned responses
• Brand can
 Product line extensions & Look-alike packaging
 Family branding
 Licensing
adding related products
rent well-known names
Small brands imitate famous
capitalize
brands on theconsumers
to provoke reputation
awareness and association

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 Application in marketing-
Stimulus discrimination
• Occurs when a UCS does not follow a stimulus
similar to a CS. Reactions weaken and will soon
disappear
• Marketers have to provoke stimulus
discrimination of consumers by designing the
outstanding packaging and ads.

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Behavioral learning theories--
Instrumental Conditioning
• Also called Operant Conditioning
• Occurs when we learn to perform behaviors that
produce positive outcomes and avoid those that
yield negative outcomes.
• B.F. Skinner, an experiment on mouse

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Instrumental Conditioning

A hungry mouse runs

around in the box

One time the mouse pushes

the lever accidentally then
food come out
After the mouse tries several
time, it knows “push lever
get food”
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 How Does Instrumental
Conditioning Occur?
• Positive reinforcement Comes in the form of a reward

• Negative reinforcement
How a negative outcome can
• Punishment be avoided

• Extinction
When unpleasant events follow a
response.

The conditioning is not

activated because it is
not reinforced.
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Application in marketing-
Positive reinforcement
Vieshow Cinemas:
Movie ticket discount
up to 40% off

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Application in marketing-
Positive reinforcement

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Application in marketing-
Negative reinforcement
Wear sunscreen to avoid
sunburn.

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Application in marketing-
Negative reinforcement

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 Application in marketing-
Punishment
We learn not to repeat
these behaviors.

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 Application in marketing-
Extinction

Stimuli no longer exist

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Types of Reinforcement

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Reinforcement categorization
• Limited marketing recourse
• It is important to determine the most effective
reinforcement schedule to use Fixed-interval
Time
Fixed-ratio
Variable-
interval
Reinforcement Fixed-interval
Variable-interval
Fixed-ratio
Frequency
Variable-ratio
Variable-ratio 26
 Marketing Applications of
Instrumental Conditioning
• Frequency marketing: rewards regular
purchasers with prizes that get better the more
they spend
 Airline frequent flyer programs

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 Marketing Applications of
Instrumental Conditioning
• Gamification: turns routine actions into
experiences by adding gaming elements to tasks
that might otherwise be boring.
 Points
 Challenge
 McDonald Monopoly

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 Cognitive theories
• Stresses the importance of internal mental
activities such as information processing and
interpretation in the body as we learn things.

How do consumers
learn financial
management via the
magazines?

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 Cognitive theories--
Observational Learning
• We can learn about products by observing
others’ behavior.
• people store these observations in memory as
they accumulate knowledge and then they use
this information at a later point to guide their
own behavior
• Social default: when people preoccupied with
other demands, we mimic others’ behaviors
• Modeling: the process of imitating the behavior
of others. 30
 Observational Learning
• Four conditions for forming modeling:
 The consumer’s attention must be directed to the
appropriate model.
 The consumer must remember what the model says
or does.
 The consumer must convert this information into
actions.
 The consumer must be motivated to perform these
actions.

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Observational Learning

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Observational Learning
Consumers must
experience attention,
retention, production
and motivation;
otherwise, they go to
the counters and buy
the meal.

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 Memory
• A process of acquiring information and storing
it over time so that it will be available when
we need it.
• Consumer decision and behavior are
influenced by memory a lot.

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 Xinyi Vieshow
The hot dog and
is near city hall
popcorn is not
good there

Ah…I forget
the movie’s
Does Vieshow name
has early show

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 How good is your memory
What’s the country of origin of Finland
NOKIA?
What color are Ronald Mcdonald’s shoes?
Red
Which brand does Fanta belong to ？ The Coca-Cola
Company
About the Pepsi logo, is it blue on the
top or red on the top?
Can you name the colors of google
logo in sequence ?
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All the answers are storing in your memory,
however, why

Some you remember so well?

Some take you so long to recap?
Some you used to remember but you forget
now?

That’s because these information locates in

different memory sections in your brain.
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 The process of Memory
The processing of putting
information into the Getting the information out
memory system of memory storage

Encoding Retrieval

Storage
The retention of encoded
material over time

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 Encoding stage
• The way we encode information helps to
determine how our brain stores it.
• It will be influenced by
 Product knowledge
 Brand name related to product features
 Storytelling related to experience

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Storage stage

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Memory types

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 Sensory Memory
• Receive from five senses.
• Large capacity.
• Short duration.
• Role of attention.

When we go shopping, the signs and products would

store in our sensory memory for few seconds.
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 Short-term Memory
Pay attention on these numbers
37610927
。。。。。。。。
Please repeat these numbers
Even though you remember now, you may forget them
few minutes later

These numbers store in your short-term memory.

Without repeating, people may forget in 5-20 seconds.

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 Short-term Memory
• Stores information for a limited period of time.
• Limited capacity.
 7±2 chunk
• Chunking: We combine smaller pieces of
information into larger chunks of information

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 Short-term Memory
27618936 How many chunks are they ？
For most people, each number represent 1 unit. There
are eight chunks.
12348888 How many chunks are they ？
For most people, there are two chunks. 1234 and 8888

People will combine meaningful numbers and

characters into a chunk to assist short-term memorize.

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 Long-Term Memory
• Retain information for long periods of time.
• Elaborative rehearsal: a memory technique
that involves thinking about the meaning of
the term to be remembered
 Catchy slogans & jingles
1. I'm lovin' it
2. Melts in your mouth, not in your hands
3. Think Different
4. ___ ___ gives you wings
5.
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 Associative Network
• The other products we associate with an
individual product influence how we will
remember it.

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 Retrieval Stage
• The process whereby people recover
information from long-term memory.
• People retrieve information on a pioneer brand
(first brand to enter a market) from memory
better than for follow brands.
• Prevent forgetting
 Increase brand familiarity (marketing campaigns)
 Novelty, highlight information
 Image instead of words
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You should know

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 You should know--
Behavior learning theory

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 You should know—
4 types of reinforcement

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You should know--
cognitive theory

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 You should know--
Observational Learning

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You should know--
memory type

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