Bài giảng Consumer Behaviour - Chapter 9 Learning and Memory

Chapter 9 Learning and Memory How we (and consumers) learnTypes of learningMain characteristics of learningUsing learning in marketing strategiesImportance of brand image and product positioning1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsLearningLearning refers to any change in the content or organisation of long-term memoryConsumer behaviour is largely learned behaviour2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsLearning as a Key to Consumer BehaviourLearning Results from Information Processing and Causes Changes in MemoryInvolvement and LearningLearning under high-involvement conditionsconsumer has a high motivation to learnLearning under low-involvement conditionsmost consumer learning is in a low-involvement context5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsLearning Theories in High- and Low-Involvement SituationsTypes of LearningConditioningclassical conditioningoperant conditioningCognitive learningiconic rote learningvicarious learning/modellingreasoning7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConditioningConditioning is based on the association of a stimulus (information) with a response (behaviour or feeling)8Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsClassical ConditioningEstablishing a relationship between stimulus and response to bring about the learning of the same response to a different stimulusMost common in low-involvement situationsLearning is more often a feeling or emotion than information9Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsConsumer Learning through Classical ConditioningHow Affective Response Leads to LearningOperant ConditioningTrial precedes liking reverse is often true for classical conditioningproduct sampling is an example of this type of learningThe Process of Shaping in Purchase BehaviourAn Advertisement Designed to Induce Trial Cognitive Learning Iconic rote learningassociation between two or more concepts in the absence of conditioninga substantial amount of low-involvement learning involves iconic rote learningachieved by repeated advertising messages15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsCognitive Learning (cont.)Vicarious learning/modellingobserve others' behaviour and adjust their own accordinglycommon in both high-involvement and low- involvement situationsReasoningmost complex form of cognitive learning most high-involvement decisions generate some reasoning16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAn Advertisement Using ReasoningGeneral Characteristics of LearningThe strength of learning is influenced by:importanceseparates high- and low-involvement learning situationsinvolvementmoodreinforcementstimulus repetitions (practice sessions)imagery18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsGeneral Characteristics of Learning (cont.)Extinctionforgetting occurs when reinforcement for learning is withdrawnStimulus generalisationbrand equitybrand leverage19Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSpontaneous Awareness: Brand ASpontaneous Awareness: Brand BGeneral Characteristics of Learning (cont.)Stimulus discriminationwhy your brand is differentResponse environmentstrength of original learningsimilarity of original learning environment to the retrieval environment22Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsThe Response EnvironmentStrength of original learning affects ability to retrieve relevant informationSimilarity of the original learning and the type of learning is importantMarketers aim to replicate these situations23Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsExample of Stimulus Generalisation to Launch a New ProductMemoryMemory is the total accumulation of prior learning experiencesShort-term memoryworking memorythe role of images, sight, sound, smell, taste and tactile situations25Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMemory (cont.)Long-term memoryunlimited permanent storageschematic memorylinking to ‘chunks’ of information26Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsProduct Positioning StrategyBrand imageProduct positioningPerceptual mappingProduct repositioning27Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNext LectureChapter 10:Motivation, Personality and Emotion28Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins