c3: learning + memory

• learning refers to a relatively permanent change in behaviour that is caused by experience
• learning can take place vicariously (imagination or incidentally)
• assume that learning takes place as a result of responses to external evens as opposed to internal thought processes
• a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own
• transferred meaning can be conditioned by fairly simple associations
• the goal of classical conditioning is to create brand equity
• instrumental conditioning is when the individual learns to perform behaviours that produce positive outcomes and avoid those that yield negative outcomes
• under instrumental conditioning, people perform more complex behaviours and associate these behaviours with:

  • shaping
  • positive reinforcement
  • negative reinforcement
  • punishment
• an example of a fixed-ratio reinforcement schedule is frequent flyer programs
• an example of a variable-ratio reinforcement schedule is slot machines
• an example of a fixed-interval reinforcement schedule is seasonal sales
• an example of a variable-interval reinforcement schedule is free coupons
• frequency marketing reinforces the behaviour of regular purchasers by giving them prizes with values that increase along amount purchased
• gamification involves borrowing from basic principles of game mechanics to motivate consumers across a broad spectrum of behaviours
• associative learning is when consumers learn associations between between stimuli in a rather simple fashion without complex processes
• classical conditioning is a form of associative learning
• associative learning can occur for more complex reactions to stimuli too
• more brand exposure results in greater brand awareness and less can result in a decay
• when exposure decreases extinction results
• too much exposure leads to advertising wear out
• stimulus generalization is the tendency for stimuli similar to a conditioned stimulus to evoke unconditioned responses (ie. keys jangling resemble sound of a bell)
• stimulus generalizational is done through: family branding, product line extensions, look-alike packaging, stimulus discrimination
• stimulus discrimination is when you only buy the brand names
• central to branding and packaging decisions that attempt to capitalize on consumers’ positive associations with an existing brand/company name
• cognitive learning theory stresses the importance of internal mental process and views people as problem solvers who actively use information from the world around them to master their environment
• observational learning is when people who watch the actions of others and note the reinforcements they receive for their behaviours
• memory is acquring and storing information over time so that it’ll be available when needed
• chunking is when informational units are stored in short-term memory
• an elaborative rehearsal is processing the relationships between new and old information
• the activation models of memory depends on the nature of the processing task, different levels of processing occur that activate some aspects of memory rather than others
• the more effort it takes to process information the more likely it is that information will placed in long term memory
• an incoming piece of information is stored in an associative network
• consumers have organized systems of concepts relating to brands, stores, manufacturers
• knowledge structures which are storage units that organize and associate incoming information can be thought of as a complex spider web
• a meaning can be activated indirectly
• • meaning types of associated notes:
  • brand-specific
  • ad-specific
  • brand identification
  • product category
  • evaluative reactions
• marketers use Analogical Learning when they want to inform the consumer about a product and does so using an analogy
• in analogical learning the base is the existing product and the target is the new product
• analogical learning is effective because the consumer can integrate knowledge about the base into the schema for the target product
• retrieval is the process of accessing information from long-term memory factors