475learning

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Learning Definition(s) Changes in responses or response tendencies due to experiences The process that results in behavior, immediate or expected, which come from experience and practice (or conceptualization of either) in response to stimuli and/or situations. Any change in the content of Long-Term Memory

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Learning Learning Change Behavioral Tendencies Prior Encounters Occurs though drives triggered by motives and cues Responses or tendencies to respond; can be internal or overt; measured in size or speed Experiences linked with bridging or through conditioning

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Learning Is a Key to Consumer Behavior Values Attitudes Tastes Preferences Skills Feelings Prod./brandfeatures Symbolic meanings Behaviors Purchase and use behaviors Learning

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Factors Affecting Learning Strength Importance/Involvement Size, Amount, & Desirability of Reinforcement Frequency & Strength of the Stimulus/Signal Number & Strength of Competing Stimuli Strength of Association with Stored Knowledge Stimulus Generalization Stimulus Differentiation Type and Integration of Message Codes Images Words/phrases Jingles What are the dangers of using imagery in Marketing?

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Techniques To Enhance Learning Repetition --- effects on memory are positive. What about effects on attitude? Mnemonic devices Rehearsal

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The Memory Process in Decision Making Short-term Memory Long-term Memory Incoming Information Used Not Placed Retrieval Short-term Memory Long-term Memory Rehearsal

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Long-Term Memory Definition: The unlimited permanent storage of information including names, concepts, decision rules, processes, feelings, attitudes, beliefs and so forth. Semantic Memory: That part of LTM that stores the “most basic “ interpretation or feeling about an object or occurrence. Episodic Memory: A stored “sequence of events” that one has participated in or has vicariously imagined or fantasized.

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Semantic Memory Food Fast Food edible tasty nutritious Precook food Narrow assortment Low prices Wendy’s Burger King McDonald’s Fast service Good- tasting food clean surroundings

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Theoretical Types of Learning Process Learning: Through classical conditioning Through operant conditioning By cognition

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Learning Theories: High- & Low- Involvement Classical Iconic rote Vicarious/modeling Reasoning Operant Conditioning Cognitive learning High-involvement learning Low-involvement Conditioning Cognitive

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Learning through Classical Conditioning UCS(food powder) UCR(salivation) CS(tone) CR(salivation) UCS = Unconditioned stimulus UCR = Unconditioned responseCS = Conditioned stimulus CR = Conditioned response

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Consumer Learning via Classical Conditioning UCS(Babies/Puppies) UCR(pleasant/soft emotion) Tendersoft Bathroom Tissue UCS = Unconditioned stimulus UCR = Unconditioned responseCS = Conditioned stimulus CR = Conditioned response UCR(pleasant/soft emotion)

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Learning by Operant Conditioning Increases probabilityof response to stimulus on next trial Stimulus(“Sit-Up”) Desired response(dog sits up) Reinforcement(doggie treats)

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Consumer Learning by Operant Conditioning Increases probabilityof purchasing Spring Gum Stimulus(Spring Gum) Desired response(consumption) Reinforcement(pleasant taste)

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“Shaping” in Purchase Behavior

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Learning Curve

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Typical Brand Choice Curve

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Howard’s Purchase Choice Typology Based on Learning / Experience RRB -- Routinized Response Behavior LPS -- Limited Problem Solving EPS -- Extensive Problem Solving

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Howard’s Purchase Choice Typology Based on Learning / Experience Moving from EPS -- LPS -- RRB is due to one’s desire to simplify choices; but after one is in RRB a while a need may exist to be novel or curious which may lead one from RRB to LPS or even EPS -- often temporarily -- moves can also be due to changes inherent in our environment especially over time

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Howard’s Purchase Choice Typology Based on Learning / Experience Price, familiarity, perceived risk, involvement, individual characteristics, simplicity/ complexity of the offering, nature of the buying center/unit, product life cycle, recentness of purchase, variety and type if competitor offerings.

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Impact of Repetition on Brand Awareness Low-Awareness Brands

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Impact of Repetition on Brand Awareness High-Awareness Brands

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Repetition Timing and Advertising Recall 13 ads placed 1 per week for 1st 13 weeks vs. placed 1 every 4 weeks.

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Forgetting over Time: Magazine Ad

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Piaget's Stages of Cognitive Development 1. Sensory Intelligence Pre-operational Thought Concrete Operations Formal Operations 2. 3. 4. Application of logical to all classes of problems - 12-15 yrs Motor / no thinking birth - 2 years Early stages of logical thought development - 8-11 yrs Rapid conceptual development language development 3-7 years

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Initial Opinion Toward Issue Cognitive Response Outcome Recall Negative Negative Positive Positive Rehearsal of counterarguments No rehearsal (discounting) Rehearsal of sup- port arguments No rehearsal Reject Reject Accept Accept Good Good Good Good Cognitive Response Effects on Memory The Cognitive Response Mechanism

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Perceptual Map for Cars