The first exposure creates awareness of the product

the second demonstrates

its relevance to the consumer
Marketing applications of repetition

the third reminds him or her of

the product’s benefits

Behavioral learning principles apply to many consumer Advertisements often pair a product with a positive stimulus to
phenomena create a desirable association.
Marketing applications of conditioned product associations

Occuring when a stimulus that elicits a response is paired

with The process of stimulus generalization often is central to
another stimulus that initially does not elicit a response on branding and packaging decisions that try to capitalize on
its own. consumers’ positive associations with an existing
brand or company name.

The powder was an unconditioned stimulus (UCS)

Family branding —Many products capitalize on the reputation of
Over time, the bell became a conditioned stimulus (CS) a company name
Marketing applications of Stimulus Generalization

The drooling of these canine consumers because of a

Product line extension—Marketers add related products to an
sound, now
established brand
linked to feeding time, was a conditioned response (CR)
Licensing—Companies often “rent” well-known names, hoping
Strategies that marketers base on stimulus generalization that the learned associations they have forged will “rub off ” onto
focusing on visual and olfactory cues that induce hunger, other kinds of products
thirst, sexual arousal, and other basic drives. Classical Conditioning include
Look-alike packaging—Distinctive packaging designs create
strong associations
with a particular brand.
Classical conditioning can have similar effects for more
complex reactions

Conditioning effects are more likely to occur after the

conditioned (CS) and unconditioned (UCS) stimuli have
been paired a number of times.

Spontaneous recovery: At times, a stimulus is able to evoke a

weakened response even years after we first perceived it
Stimulus generalization refers to the tendency of stimuli
similar to a CS to evoke similar, conditioned responses
Cherished possessions often have mnemonic qualities

A nostalgia index that measures the critical ages during which

Stimulus Generalization our preferences are likely to form and endure over time.

Similar stimuli in much the same way they responded to the Describes the bitter sweet emotion n that arises when we view
original stimulus; we call this generalization a halo effect the past with both sadness and longing.

Nostalgia People who were asked to think about the past were willing to
pay more for products than those who were asked to think about
new or future memories.
4-3. Why we learned associations with brands generalize
to other products Inspire consumers to think back to an era when (at least in our
Stimulus Discrimination memories) life was more stable, simple, or even utopian
Occurs when a UCS does not follow a stimulus similar to a
CS
Products are particularly important as memory markers when our
sense of the past is threatened

4-2. Behavioral learning theories and Marketing Fossil’s product designs evoke memories
Applications of Classical Conditioning Principles of earlier, classic styles
Observing events that affect others
Coca-Cola is reviving Surge, a citrus-flavor soda that it
discontinued more than a decade ago.

Some recent nostalgia campaigns

Calvin Klein collaborated with luxury fashion store
MyTheresa.com to reissue 1990’s–era clothing styles.

Recognizing many brand names even we don’t personally use Microsoft promotes its Internet Explorer browser with a video it
calls “Child of the ’90s.” aims to Millennial audience.

Incidental learning
Freezy Freakies gloves that sprouted designs when exposed to
cold temperatures were all the rage 20 years ago. Now two
4-8. Products help us to retrieve brothers have licensed the Freezy Freakies brand to make adult
memories from our past versions of the gloves that are sure to light up fond memories for
Learning even we don’t try many people.

Our knowledge about the world constantly updates

Two basic measures of good advertising's impact are recognition
It is an ongoing process and recall

Recognition versus Recall

The concept of learning covers a lot of ground Recognition test: researchers show ads to subjects one at a
time and ask if they have seen them before
4-1. Learning about products and services**
Free recall test ask consumers to independently think of what
Focusing on simple stimulus–response connections (behavioral they have seen without being prompted for this information
theories) first

Recognition scores are almost always better than recall scores

because recognition is a simpler process and the consumer has
more retrieval cues available.

MARKETING APPLICATIONS OF INSTRUMENTAL

Recognition scores tend to be more reliable and do not decay
CONDITONING PRINCIPLES over time the way recall scores do.
A marketer rewards or punishes a consumer for a purchase Learning abstract rules and concepts (cognitive theory)
decision
.Frequency marketing is a popular technique that rewards regular
purchasers with prizes that get better as they spend more Recall tends to be more important n situations in which consumers
The theory of learning from the perspective of do not have product data at their disposal, so they must rely on
psychology memory to generate this information.

Chapter 4: Learning and Memory Recognition is more likely to be an important factor r in a store,
where retailers confront consumers with thousands of product
options and the simply task may be recognize a familiar
Do certain things to avoid unpleasantness, punishment occurs 4-4 difference between classical and instrumental package.
when unpleasant events follow a response conditioning, both processes help consumer learn
about product Consumers may ignore warning labels because they take those
Provides positive reinforcement in the form of a reward messages for granted and don’t really notice them because of
INSTRUMENTAL CONDITINING the recognition and the familirity.
Negative reinforcement also strengthens responses
The results we obtain from a measuring instrument are not
4-9. Marketers measure our necessarily based on what we measure, but rather on something
memories about products and else about the instrument or the respondent - response bias
ads
Fixed-ratio reinforcement

Problems with Experimental subjects try to figure out what the experimenter is
Fixed-interval reinforcement
Memories Measure looking for and give the response they think they are supposed to
determine the most effective reinforcement schedule to use give.
Variable-interval reinforcement

Variable-ratio reinforcement
Memory is a process of acquiring information and storing it over People are also prone to forget information or retain
time so that it will be available when we need it. inaccurate memories
providing rewards to customers to encourage them to buy even
Multiple short- and long-term goals more

Rapid and frequent feedback Omitting (leaving facts out)

the encoding stage
summarizes the memory process
A reward for most or all efforts in the form of a badge or a virtual Memory
product the storage stage
Important elements of gaming include Averaging (the tendency to “normalize” memories by not
reporting extreme cases)
A dynamic digital environment Memory Lapses Typical problems
Gamfication: The new frontier for learning applications retrieval

Friendly competition in a low-risk environment Telescoping (inaccurate recall

Sensory Memory
of time).
A manageable degree of uncertainty
Attention
OBSERVATIONAL LEARNING PROCESS
RETENTION: The consumer retains this behavior in memory Call into question the accuracy of product usage databases that
Short-Term Memory
types of memory rely on consumers to recall their purchase and consumption of
Elaborative Rehearsal food and household items.
MOTIVATION: A situation arises wherein the behavior is useful
to the consumer
Observational learning Long-Term Memory
ATTENTION: The consumer focuses on a model's behavior
PRODUCTION PROCESS: The consumer has the ability to According to activaation models of memory, an incoming piece
perform the behavior 4-5 We learn about products by observing others' of information gets stored in an associative network that contains
behavior many bits of related information.
OBSERVATIONAL LEARNING: The consumer accquires and occurs when we watch the actions of others and note the
performs the behavior earlier demonstrated by a model reinforcements they receive for their behavio Associative networks
Example: Coffee-Mate creamer

The consumer’s attention must be directed to the appropriate Sani-Flush toilet bowl cleaner
model Associate it with other things already in memory

The consumer must remember what the model says or does A marketing message may activate our memory of a brand
Tide detergent
the marketer must meet four conditions directly
for example, when it
shows us a picture of the package
The consumer must convert this information into actions Ford Mustang cars
4-6. Our brains process information about brands
to retain them in memory
The consumer must be motivated to perform these actions Modeling is is the process of imitating the behavior of This process of spreading activation allows us to shift back and
others react to images of familiar celebrities and use products
forth among levels of meaning
How Our Brains Encode Information
Spreading activation
the literal color or shape of a package.
Brand-specific
Parents influence consumer socialization both directly and
indirectly Episodic memories relate to events that are personally relevant. 4-7. The other products we associate with an Ad-specific
individual product influence how we will remember
it Brand identification
parents’ influence A narrative, or a description of a product that is written as a story we could store the memory trace for an Axe
determine the degree to which their children come into contact
with other information sources men’s fragrance ad in one or more of the following ways: Product category

Evaluative reactions
Cultural expectations regarding children’s involvement in HOW DO WE LEARN TO BE CONSUMER?
purchase decisions influence Within a knowledge structure, we code elements at different
Sensory Memory
Sensory memory stores the information we receive from our levels of abstraction and complexity
senses
many marketers push their products on kids to encourage them
to build a lifelong habit Meaning concepts (such as “macho”) get stored as individual
nodes

Limited—Children who are younger than age 6 do not employ television and the Web: electric babysitters Short-term memory (STM) also stores information for a limited Short-term Memory
storage-and-retrieval strategies period of time, and it
has limited capacity Memory Systems combine these concepts into a larger unit we call a proposition
(or a belief).
Cued—Children between the ages of 6 and 12 employ these Long-term memory (LTM) is the system that allows us to retain EX: "Axe is cologne for macho men" is a proposition (though not
strategies but only when prompted to do so information for a long necessarily a correct one!)
period of time Long-term Memory Levels of Knowledge
cognitive Development
A child’s ability to make mature, “adult” consumer decisions
obviously increases with age
Strategic—Children 12 and older spontaneously employ storage- A proposition links two nodes together to forn a more complex
and-retrieval strategies meaning, which can serve a single chunk of information
encode information more readily when that information is
consistent
Message comprehension with an existing schema.
integrate propositions to produce an even more complex unit
called a
schema
The traditional
multiple-store perspective assumes that STM and LTM are
separate systems

One type of schema especially relevant to consumer behavior is

a script
More recent
research has moved away from the distinction between the two
types of memory The phenomenon of state-dependent retrieval illustrates

State-Dependent Retrieval

According to activation models of How Our Memories Store Information

memory, depending on the nature of the processing task Example, on its box Life cereal uses a picture of "Mikey” from its
different levels of processing long-running TV commercials, which facilitates recall of brand
occur that activate some aspects of memory rather than others claims and favorable brand evaluationsv

The mort effort it takes to process information, the more likely it is

that information will transfer into LTM
the viewing context