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1、3-1 Copyright 1999 Prentice HallChapter 3Learning and MemoryCONSUMER BEHAVIORFourth EditionMichael R. Solomon3-2 Copyright 1999 Prentice HallThe Learning Process Learning refers to a relatively permanent change in behavior that is caused by experience. Learning is an ongoing process and we can learn
2、: Vicariously by observing events that affect others, By incidental learning which is unintentional. There are several theories to explain the learning process such as the BehavioralBehavioral Theory Theory and the Cognitive TheoryCognitive Theory.3-3 Copyright 1999 Prentice HallBehavioral Learning
3、TheoriesStimulusConsumerResponseConsumers Black BoxBehavioral Learning Theories Behavioral Learning Theories Assume that Learning Takes Place as the Result of Responses to External Events. 3-4 Copyright 1999 Prentice HallBehavioral Learning Theory: Classical ConditioningClassical Conditioning Classi
4、cal Conditioning Occurs When a Stimulus That Elicits a Response is Paired With Another Stimulus That Initially Does Not Elicit a Response on Its Own.Unconditioned Stimulus (UCS)Conditioned Stimulus (CS)Conditioned Response (CR)3-5 Copyright 1999 Prentice HallFactors That Affect the Classical Conditi
5、oning ProcessStimulusStimulus GeneralizationGeneralizationStimulus Stimulus DiscriminationDiscriminationRepetitionRepetition3-6 Copyright 1999 Prentice HallRepetitionMarketing Applications of Behavioral Learning PrinciplesCreating Brand EquityConditioned Product AssociationStimulus GeneralizationFam
6、ily BrandingProduct Line ExtensionsLicensingLook-Alike PackagingStimulus Discrimination3-7 Copyright 1999 Prentice HallBehavioral Learning Theory: Instrumental ConditioningInstrumental Conditioning (Operant Conditioning) Instrumental Conditioning (Operant Conditioning) Occurs as the Individual Learn
7、s to Perform Behaviors That Produce Positive Outcomes and to Avoid Those That Yield Negative Outcomes. It Occurs in One of the Following Ways:PunishmentPositive ReinforcementNegative Reinforcement3-8 Copyright 1999 Prentice HallInstrumental Learning Reinforcement SchedulesReinforcement Schedules Fix
8、ed - Interval Variable - Interval Fixed - Ratio Variable - Ratio Applications of Instrumental ConditioningApplications of Instrumental Conditioning Reinforcement of Consumption Frequency Marketing Frequency Marketing - reinforces regular purchasers by giving them prizes with values that increase alo
9、ng with the amount purchased.3-9 Copyright 1999 Prentice HallCognitive Learning Theory: Observational LearningConsumers Attention Must Be Drawn to a Desirable ModelConsumer Must Remember What is Said and Done by Model Consumer Must Convert This Information Into ActionsConsumer Must be Motivated to P
10、erform These ActionsObservational Learning Observational Learning Occurs When People Watch the Actions of Others and Note the Reinforcements They Receive From Others. Imitating the Behavior of Others is Called ModelingModeling:3-10 Copyright 1999 Prentice HallThe Memory Process External InputsEncodi
11、ng Information is Placed in MemoryStorage Information is Retained in MemoryRetrieval Information Stored in Memory is Found as Needed3-11 Copyright 1999 Prentice HallEncoding Information for Later Retrieval Sensory MeaningSemantic MeaningEpisodic MemoriesFlashbulb MemoriesColor or ShapeSymbolic Assoc
12、iationsEvents That are Personally RelevantEspecially Vivid Association3-12 Copyright 1999 Prentice HallMemory SystemsSensory MemoryAttentional GateShort-Term MemoryElaborative RehearsalLong-Term Memory3-13 Copyright 1999 Prentice HallStoring Information in MemoryActivation Models of Memory Short-Ter
13、m and Long-Term Memory are Interdependent.Associative Networks Incoming Information is Organized by Relationships and Stored in Knowledge StructuresKnowledge Structures. Spreading Activation Allows Consumers to Shift Back and Forth Between Levels of Meaning such as Brands.Levels of Knowledge Knowled
14、ge is Coded to Produce Meaning Concepts, then Propositions, then Schemas.3-14 Copyright 1999 Prentice HallRetrieving Information for Purchase Decisions Physiolo gical Factors Such As: AgeSituatio nal Factors Such As: Environ mentViewin g Environ mental FactorsFactors InfluencingRetrieval3-15 Copyrig
15、ht 1999 Prentice HallRetrieving Information for Purchase DecisionsState-Dependent RetrievalSalience and RecallFamiliarity and RecallPictorial Vs. Verbal Cues3-16 Copyright 1999 Prentice HallFactors Influencing Forgetting In Decay Decay, the structural changes in the brain produced by learning simply
16、 go away. In Interference Interference, as additional information is learned, it displaces the earlier information. In Retroactive InterferenceRetroactive Interference, associations will be forgotten if consumers learn new responses to to the same or similar stimuli. Prior learning can interfere with new learning, a process call Proactive InterferenceProactive Interference.3-17 Copyright 1999 Prentice HallProd
