Learning and Memory PDF

**Learning and Memory ** **Learning** : Learning is a relatively permanent change in behavior caused by experience. The experience can be direct or it can be observed. Learning is an ongoing process. **How do we learn?** Direct, Indirect, we learn even when we don't try. We recognize many brand na...

**Learning and Memory ** **Learning** : Learning is a relatively permanent change in behavior caused by experience. The experience can be direct or it can be observed. Learning is an ongoing process. **How do we learn?** Direct, Indirect, we learn even when we don't try. We recognize many brand names and hum many product jingles, even for products we don't personally use. We call this casual, unintentional acquisition of knowledge incidental learning.   **Theories of Learning** 1. Behavioral learning theories: focus on stimulus-response connections. Focus on connections between actions and consequences - Consumer who receive compliments on a product choice will be more likely to buy the brand again. - Whereas those who get food poisoning at a new restaurant are not likely to patronize that restaurant in the future. (prophet muhammad ) (social influence theory ) 2. Cognitive theories: focus on consumers as problem solvers who learn when they observe relationships.   **1-Behavioral Learning Theories** 1. Classical conditioning: a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. Over time, the second stimulus causes a similar response because we associate it with the first stimulus. Works to condition responses to involuntary behaviors 2. Instrumental conditioning (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes. It means to condition behavior using consequences. It refers to voluntary behaviors   - Components of Conditioning - Unconditioned stimulus ( food: Meat  ) - Conditioned stimulus ( the bell ) - Conditioned response (drooling : Salivation ) - Conditioning Issues - Repetition : stimuli have been paired a number of times - Stimulus generalization: refers to the tendency of stimuli similar to a CS to evoke similar, conditioned responses. For example, dogs would sometimes salivate when they heard noises that resembled a bell, such as keys. if almarai introduced a new product and u like it, anything produced by almarai will have the same effect on you. Or if you got bitten by a white dog u will be scared from them. He will ask what theory this is and we say generalization. Dah has good outcome, so everyone who graduates is good - Halo effect: sometimes salivate when they heard noises that only vaguely resembled a bell. People also react to other, similar stimuli in much the same way they responded to the original stimulus - Stimulus discrimination: Conditions may also weaken over time especially when a Unconditioned Stimulus does not follow a stimulus similar to a Conditioned Stimulus. When this happens, reactions weaken and will soon disappear. - Extinction: The loss of conditioned response. If the father shakes his keys and gives his son a candy every time. The son will associate the sound of the keys with the candy. If the father shakes his keys without giving his son a candy repeatedly, the son will stop coming because the keys are no longer associated with the candy   **Neutral Stimulus (NS):** At first, the bell doesn't make the dogs salivate. It's just a sound. **Unconditioned Stimulus (UCS):** The meat makes the dogs salivate. This is an unlearned response. **Conditioned Stimulus (CS):** When the bell rings and then they get meat many times, they start to associate the bell with getting food. just hearing the bell makes the dogs salivate. This response to the bell is called a **Conditioned Response (CR)**. **Repetition:**The more often the bell and food are paired, the more the dogs learn to drool when they hear the bell. **Stimulus Generalization:**If the dogs hear a sound similar to the bell, they might still drool because they think it's food. **Stimulus Discrimination:**If they hear a different sound that isn't followed by food, they learn not to drool to that sound anymore. **The application of this theory on marketing** **Classical Conditioning Principle** Brand equity: a brand has strong positive associations in a consumer's memory and commands a lot of loyalty as a result **Classical conditioning** A credit card becomes a conditioned cue that triggers greater spending, especially because as stimulus it's present only in a situations where we spend money, people learn they can make larger purchases with credit cards. Even they leave larger tips than when they pay by cash **Marketing Applications of Repetition**   Conditioning effects are more likely to occur after the conditioned stimulus (CS) and the unconditioned stimulus (UCS) have been paired several times.   **Marketing Applications of Stimulus Generalization** Stimulus generalization: capitalize on consumer's positive associations with an existing brand or company name. 1. Family branding : GE, P&G, enables products to capitalize on the reputation of a company name. 2. Product line extensions, Marketers can use product line extensions by adding related products to an established brand. 3. Licensing, allows companies to rent well-known names 4. Look-alike packaging, Companies that make generic or private-level brands and want to communicate a quality image often exploit this linkage when they put their products in similar packages to those of popular brands. Ex: kiri and almra3i   **How Does Instrumental Conditioning Occur?** Responses to classical conditioning are fairly simple and involuntary, but the responses we make to instrumental conditioning are related to obtaining a goal. Ex: B. F. Skinner, taught pigeons and other animals to dance and perform other activities when he rewarded them for desired behaviors. He used a device called the Skinner box, where pigeons learned that pressing a button would release food A diagram of negative and negative Description automatically generated Reinforcement: increase behavior,decrease behavior increase behavior (to purchase coffee everyday) Positive: give them a loyalty card, give extra coffee if they come earlier Negative: discount removing 20% from original price Increase behavior (renew subscription in Netflix or shahid) Positive: more devices to use Negative: discount 20% off, remove the ads   decrease behavior (going to non authorized center to fix a car) Positive: give them comprehensive warranties, give them free cleaning Negative: remove deposit , authorized taking out of the price like they do discount 20% Decrease behavior (not paying electricity on time) Positive: add a fine 20% Negative: remove the electricity   +give/add -take/remove       **Types of Reinforcement**  ** **   **Positive reinforcement :** comes in the form of a reward : women who gets compliments after wearing obsession perfume learns that using this product has the desired effect. And she will be more likely to keep buying the product. **Negative reinforcement** :a perfume company might run an ad showing a women sitting home alone on a weekend night because she did not wear its fragrance. The message this conveys is that she could have avoided this negative outcome if only she had used the perfume. With negative reinforcement, something uncomfortable or otherwise unpleasant is taken away in response to a stimulus. Over time, the target behavior should increase with the expectation that the unpleasant thing will be taken away   **Punishment :**occurs when unpleasant events follow a response ( such as when our friends ridicules us if we wear a nasty- smelling fragrance ). We learn the hard way not to repeat these behaviours.    **Extinction** occurs when there is no reinforcement. In other words, the conditioning is not activated because it is not reinforced.     **Reinforcement schedule** - Fixed interval reinforcement : Consumers may crowd into a store for the last day of its seasonal sale and not reappear until the next one. Body master (national day sales mon-friday). - Variable interval reinforcement: you keep trying to get reinforcement you don't know exactly when to expect the reinforcement. You have to respond at a consistent rate. Rewards come at unpredictable times. Tesco discount at late night. **Pop Quizzes, checking whatsapp.** Panda when u come at the night they will give u free bread so customers come at night. Popup discount. - Fixed ratio reinforcement  : Reinforcement occurs only after a fixed number of responses coffee points. If u buy coffee everyday they will stamp u and after 9^th^ time the 10^th^ is for free - Variable ratio reinforcement: you get reinforced after a certain number of responses but you don't know how many responses are required.like keep going to a restaurant from time to time to receive gift but when I don't know when. Or gambling u keep trying to receive reinforcement but you don't know when   **We are more emotional than rational**   Endowed progress effect: people perceive they are closer to a goal when they have some initial investment **Cognitive Learning Theory** - This theory views people as problem solvers who actively use information from the world around them to master their environments. **Observational learning** We learn about products by observing others' behavior. ( social default ) Social theory: refers to how often we look at other peoples behaviors and choices to guide our own decisions. When the number increases, the effect increases ppl y6al3o A diagram of a diagram Description automatically generated with medium confidence Observational learning occurs when we watch the actions of others and note the reinforcements they receive for their behaviors. **Modeling :** the process of imitating the behavior of others **How do we learn to be consumers?** 1. Authoritarian: parents are hostile, restrictive, and emotionally uninvolved. A child whos allowed to stay on the ipad for one hour only and is punished for asking for more time, as a result he will feel scared to express his desires 2. Neglecting: parents are detached from their children and don't exercise much control over what the children do. A teenager that skips school because he lacks guidance and supervision 3. Indulgent: parents communicate more with their children about consumption-related matters and are less restrictive. Saras parents let her choose any snacks and toys without setting limits, this makes it harder for her to understand the value of money    **Cognitive Development** **Memory :** is process of acquiring information and storing it over time so that it will be available when we need it.     **Forgetting** - Decay : information disappears by time - Interference : we forget because we learn additional information. - State-dependent retrieval: I remember if my mood was as my mood when I got the information. we are better able to access information if our internal state is the same at the time of recall as when we learned the information. **Marketing Power of Nostalgia** Marketers may resurrect popular characters to evoke fond memories of the past.   **Products help us to retrieve memories from our past.** Retrieval is the process whereby we recover information from long-term memory. Many things affect our ability to retrieve information. One of those is how the marketer presents the information