Consumer Behaviour: Learning & Memory PDF

Consumer Behaviour: Learning & Memory Unit 2.2, MR 3023 AGENDA Part One: Class Discussion (Failed Ad Campaigns) Part Two: The Learning Process Part Three: UNIT 3 REVIEW KAHOOT THE LEARNING PROCESS Part 1 WHAT IS LEARNING? Definition: Learning is a relatively permanent change in behaviour caused by e...

Consumer Behaviour: Learning & Memory Unit 2.2, MR 3023 AGENDA Part One: Class Discussion (Failed Ad Campaigns) Part Two: The Learning Process Part Three: UNIT 3 REVIEW KAHOOT THE LEARNING PROCESS Part 1 WHAT IS LEARNING? Definition: Learning is a relatively permanent change in behaviour caused by experience. We can learn just be being there. Learning can be vicarious (by observing only); accidental, casual, or unintentional Learning is an ongoing process under constant revision Example: How many jingles can you sing for products you would never use? PROF AMANDA’S PERSONAL EXAMPLE ASSOCIATIONS Learning involves making associations. For example: product & logo, product & song, etc. The pairing of song and brand and image and brand builds our concept of the brand. We come to understand a brand a set of ideas that make up the brand's personality. TWO BROAD CATEGORIES OF LEARNING BEHAVIOURAL Relates to experience and behaviour. COGNITIVE Relates to the information processing and internal factors that influence us. BEHAVIOURAL LEARNING THEORIES Part 2 BEHAVIOURAL THEORIES Behavioural theories assume that learning is the result of responses to outside events (stimuli). TWO TYPES: ▪ Conditioning Classical (also called Pavlovian) ▪ Instrumental (also called Operant) CLASSICAL CONDITIONING DEFINITION: Learning that occurs when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response but will cause a similar response when paired over time with the first stimulus. KEY FIGURES: IVAN PAVLOV ▪ (b.1849 – d.1936) ▪ Russian Physiologist ▪ Classical Conditioning ▪ “Pavlov’s Dogs” ("Ivan Petrovich Pavlov" 2021) Photo: Fine Art Images/Heritage Images/Getty Images PAVLOV’S DOG EXPERIMENT Food (Unconditioned Stimulus; US) causes a dog to salivate (Response; R). The continued pairing over time of a bell ring (Conditioned Stimulus; CS) with Food (Unconditioned Stimulus; US) and eventually the sound of a ringing bell (Conditioned Stimulus; CS) will elicit salivation (Conditioned Response; CR). (Mcleod, 2023) (Mcleod, 2023) THE OFFICE EXAMPLE: CLASSICAL CONDITIONING CONDITIONING PRODUCT ASSOCIATIONS ▪ ▪ ▪ ▪ ▪ ▪ Music, humour, imagery can affect conditioning. Classical conditioning happens because of the pairing. It is a reflex, and animal and human will be conditioned. It's not a matter of choice! These types of responses are automatic (mouth watering, eye blink) When paired with hunger, thirst or arousal a product can elicit a response. Even a credit card becomes a conditioned cue to trigger spending. Meaning from an unconditioned stimulus to a conditioned stimulus explains why nonsense names or syllables have powerful effects. (Pepsi, Coca- Cola, Nike) When a product name is "Paired" with desirable words and qualities the meaning is associated; conditioned association affects brand equity (brand with positive association) or brand loyalty LEARN MORE HERE PAIRING EXAMPLE Apple pairs innovators with their product Iconic People + Apple = Think Different Posters READ MORE HERE IMPORTANT TERMINIOLOGY Repetition: Conditioning is more likely after conditioned stimulus is paired repeatedly with the unconditioned stimulus; repetition- repeating slogan, repeated pairing Repetition-marketer must ensure consumer exposed enough times to make it stick and avoid advertising wear out; to avoid wear out advertisers vary message; a pool of ads Extinction: The process where a learned connection between a stimulus and response wears out so that the response is no longer reinforced; can occur when product overexposed or not exposed any more. Stimulus Generalization: The process that occurs when the behaviour caused by a reaction to one stimulus occurs in the presence of other similar stimuli. A knock-off brand works because of stimulus generalization. (see piggybacking) Applications of Stimulus Generalization: 80% of new products are extensions of existing product or brands: family Branding-GE, Campbell's; Product line extensions- Dole from fruit-to-fruit juice; Licensing-well known name rented, MacDonald name on product, Harley Davidson; look-alike PIGGYBACKING (TYPE OF STIMULUS GENERALIZATION) A brand packaged like a name brand may induce a purchase. If the person tries the "knock-off" brand and likes it, they may continued to buy the lower priced product; danger is if copy product is inferior it may drive consumer to original. Most brands guard their trademarked products. According to an Oct 2009 article in Media Post, 70% of consumers say they purchased the wrong product in the supermarket in the previous year. 60% said they had trouble differentiating the products because of packaging. They found the most confused categories are canned goods, cold and allergy and hair care items. Copycat packaging tends to be the biggest factor. MASKED BRANDING Dewalt Drill vs Black & Decker Drill/ Hiding a product's origin: ▪ DeWalt is Black & Decker. ▪ Black & Decker is for home handyperson, De Walt for more professional. ▪ The DeWalt Drill below is more expensive, powerful and has a three-year warranty. ▪ The Black & Decker Drill is less expensive, less powerful and only has a shorter warranty. STIMULUS DISCRIMINATION The process that occurs when behaviour caused by two stimuli is different, when consumers begin to differentiate a brand from competitors. A comparison ad to right "It's like GQ with a higher IQ" Esquire APPLICATIONS OF STIMULUS DISCRIMINATION: Brand names can become public domain; examples: aspirin, cellophane, Kleenex EARWORMS But what happens when you can't get that song or jingle out of your head? Well then you have an "earworm". "Earworm" is the term coined by University of Cincinnati marketing professor James Kellaris for the usually unwelcome songs that get stuck in people's heads. For marketers, earworms can be a "double-edged sword," helpful if consumers look upon a memorable jingle favorably but with the potential to breed negativity toward a brand if the stuck song is viewed as annoying or unwelcome, said Larry Compeau, a marketing professor at Clarkson University and executive officer of the Society for Consumer Psychology." "I think the trick with earworms or with any kind of piece of music in advertising is to make sure the music is going to trigger the kinds of emotions or feelings you want the consumer to experience," To read more see, Earworm-It's Stuck! DEFINTION: The process where an individual learns to perform behaviours that produce positive outcomes and avoid those that yield negative outcomes; associated with BF Skinner OPERANT CONDITIONING This differs from Classical/Pavlovian conditioning in that Classical conditioning happens through reflex and the person is affected without doing anything. With instrumental the person or animal must take an action that has a consequence for the conditioning to occur. Think of instrumental as being active. IMPORTANT TERMINOLOGY A. Your parents offer you $100 for each “A” you receive on your report card. B. Your parents make you pay them $100 for each time you don’t make an “A” on your report card. A- This situation uses positive reinforcement instead of the punishment used in situation B. A. You receive a painful shock each time you watch more than 2 hours of TV a night. B. You earn an extra 10 minutes added to your curfew for watching less than 2 hours of TV a night. B- Getting a reward in this situation is likely to decrease TV watching. A. Your parents ground you indefinitely for making a bad test grade in science. B. Your parents ground you until you make a better grade on tests in science. B- Grounding that is not contingent on a behavior to remove it is less effective than indefinite grounding. Indefinite grounding=punishment Grounding with contingencies=negative reinforcement A. A mother puts her child in time out for 10 minutes when her toddler whines for more cookies. B. A mother gives her child cookies only when they ask for cookies in a pleasant voice. B- Time out is a form of punishment and is not as effective as positive reinforcement. B offers an alternative to whining rather than simply discouraging it. A. A pigeon stops getting shocked when he bobs his head three times in a row. B. A pigeon gets shocked when he doesn’t bob his head three times in a row. A- This situation describes negative reinforcement in which the negative stimulus (shocking) is removed when desired behavior is performed. A. A teen gets a ticket for speeding. B. A teen gets a decrease in insurance premiums that he must pay himself for not having speeding tickets over a 6 month period. B- The positive reinforcement of lowered insurance is more likely to encourage careful driving than receiving a speeding ticket. A. A child who throws a temper tantrum for candy at the grocery store gets candy to make her stop misbehaving in public. B. A child is only given candy when she stops misbehaving in public. B- The child is more likely to behave in public if they are rewarded for being nice rather than being negatively reinforced for throwing tantrums. OPERANT CONDITIONING EXPLAINED A type of learning in which the frequency of a behavior depends on the consequence that follows that behavior The frequency will increase if the consequence is reinforcing to the subject. The frequency will decrease if the consequence is not reinforcing to the subject. KEY FIGURES: B.F. SKINNER ▪ (b. 1904 – d. 1990) ▪ American Behavioural Psychologist ▪ Operant Conditioning ▪ “The Skinner Box” (Historical Faculty, n.d.) B.F. Skinner (Image Source: Wikimedia Commons) (Nickerson, 2023) (Neves, 2020) Psychology Study: Baby in a Skinner Box (1960) | Behavior Modification of Toddlers??? PUNISHMENT? NIKE AD PUDDLES TERMINOLOGY: SHAPING Shaping: free sample/in store coupons. Rewarding of successive approximations of the desired behaviour; Behaviour can be shaped: try it on, test drive it try a "free sample" or use a coupon to get money off a product purchase, get a prize for coming into store; free food at Costco. Shaping is what BF Skinner did to encourage animal to press a lever. He reinforced the animal when it was close to the actual behaviour to encourage pressing it. Think of this when you are given a free sample. RECAP! ▪ Where classical conditioned responses are involuntary and simple ▪ Instrumental conditioning is deliberate to attain a goal and maybe more complex ▪ Instrumental/Operant conditioning is the result of reward that follows the desired behaviour; ▪ Consumers choose products that make them feel good and satisfy a need through positive reinforcement (a compliment on clothing or scent) negative reinforcement (ad showing person at home because of odour, breath or clothing choice) and punishment (where we learn to do something to avoid -ridicule by friends for wearing something) OBSERVATIONAL LEARNING DEFINTION: Observational learning is the process where we learn by watching or observing (vicarious) the actions of others and noticing the reinforcements they receive. In advertising, observation works by presenting commercials where a person has a problem and demonstrates how a certain product solves the problem. As observers, we learn that "product X" can solve our problem without having to try it ourselves. TERMINOLOGLY: Modeling Modeling is the process of imitating the behavior of others. When we see someone behave in a certain way in a commercial or any other context, we may choose to model that behavior ourselves. Four conditions are required for effective modeling: attention, retention, production, and motivation. FOUR CONDITIONS OF OBSERVATIONAL LEARNING Four conditions needed-Attention- Retention-ProductionMotivation Attention must be directed to appropriate model to follow; Consumer must Remember the action- what's said or done; Consumer must be able to Convert this to action; Consumer must be Motivated to copy the act APPLICATIONS OF COGNITIVE LEARNING PRINCIPLES Vicarious learning means marketers do not need to reward consumers for desired behavior; they simply need to show what happens to desirable models. By portraying desirable models using a product and experiencing positive outcomes, marketers can effectively influence consumer behavior. MEMORY Memory: Memory is the process of encoding information and stored and retrieved when needed; contemporary approach is an information-processing approach Encoding: Encoding is the process where information from short-term memory is entered into long term memory ; information associated with previous information more easily retained Storage: Creating a more permanent record-the process when knowledge enters long term memory- it can be integrated with current memory and stored until it's needed Retrieval: recall and recollection- the process where the desired information is accessed from long term memory MEMORY: THE ROLE IN LEARNING Memory plays a crucial role in the learning process. It involves encoding, storage, and retrieval of information. Encoding is the process of transferring information from short-term memory to long-term memory. Storage creates a permanent record of the information, which can be retrieved when needed. Semantic Memory: Consumer may process a stimulus by sensory memory: colour, shape, picture or through abstract semantic meaningwhat the product says about you. Memory can be episodic- through a story real or played out IMPORTANT TERMINOLOGY Chunking: Sensory memory permits storage for a couple of seconds; if it is attended to it goes to short term memory; short term memory is like RAM in computer; chunking of information helps retention; long term memory requires elaborative rehearsal-thinking about subject and relating it to other information- marketer uses phrases that consumer repeats and retains-example of chunking- Social insurance # 444 555 8956 (remembered in sets of 3 or 4. Tip of the Tongue http://www.youtube.com/watch?v=T36I8Coiz64 Flashbulb Memories http://www.youtube.com/watch?v=evj6q0eCdd8 Test your Memory for something you see everyday The Mere Exposure Effect The mere exposure effect suggests that repeated exposure to a stimulus increases familiarity and the likelihood of recall. Marketers often repeat their messages to increase familiarity with their products, counting on prior experience and memory to kick in at the time of purchase. KNOWLEDGE STRUCTURES Evoked Set Schema Those products already in memory An organized collection of beliefs and feelings plus those prominent in the retail environment actively considered during a consumer choice process. represented in a cognitive category. STORING INFORMATION Activation models of memory: approaches to memory stressing different levels of processing that occurs to activate certain aspects of memory Knowledge Structures: organized systems of concepts relating to brands, stores and other concepts; a complex web filled with bits of data Evoked Set: those products already in memory plus those prominent in the retail environment actively considered during a consumer choice process Schema: an organized collection of beliefs and feelings represented in a cognitive category- we have scripts- walk into store, there is a routine; a how to set up and predetermined RETRIEVAL OF INFORMATION FOR PURCHASE DECISIONS People have vast set of knowledge stored, but the right cue may be necessary to retrieve it Physiological factors-older adult remembers old days clearly Situational factors-totally new thing may be remembered better-- the pioneer brand-a descriptive brand name Mighty Wipes- viewing environment also affects- stop and go of talk show or baseball game shows lower recall of ad versus a continuous viewing environment such as story, movie, drama; ad at beginning of sequence remembered best- primacy effect State dependent retrieval- if you are in same state as when first exposed recall is better Familiarity enhances recall-maintaining awareness Novelty increases recall FACTORS INFLUENCING FORGETTING Interference Retroactive Interference Proactive Interference When newly learned information displaces earlier information results in memory loss for the item learned previously Coke vs Pepsi http://www.youtube.com/watch?v=TvL9p-gzJBI stimulus response associations forgotten if consumers learn new responses to same or similar stimuli Prior learning that interferes with new learning; example: a prior course learned may interfere with a similar course you are taking now PRODUCTS AS MEMORY MARKER Product or ad can evoke memory, nostalgia for past; a song from past linked to new item. TEASER CAMPAIGNS: marketer can peak consumer interest for potential customers to pay attention to new campaign. The 2003 TELUS campaign that showed billboards with cute little pigs throughout the city attracted attention but also was introduced to attract a young Asian market of early adopters who might recognize the piglets as characters McMug and McDull -Strategy McMug & McDull article Marketer taps into emotion of consumer- Nostalgia- retro designs and product, music, PT Cruiser, Volkswagen Beetle MEASURING MEMORY FOR MARKETING STIMULI: In one study fewer than 40% of TV viewers made positive links between commercial messages and products; only 7% can recall product or company featured in most recent commercial seen; a decrease over the years Why? Recognition versus Recall- free recall tests consumer must say product seen; in recognition consumer shown products and asked which they saw STARCH TEST: scores consumers on categories: noted, associated, read most, seen, read some; size of ad, placement determine attention PROBLEMS WITH MEASURE OF MEMORY: response bias (consumer tends to answer yes more than no, or is eager to please); memory lapse; how do you measure a feeling evoked by ad?- also recall does not necessarily mean purchase References Solomon, M. R., White, K., & Dahl, D. W. (2021). Consumer behaviour buying, having, and being (8th ed.). Pearson Canada. Chapter 3 Biography. (2021). Ivan Petrovich Pavlov: Nobel Prize, theory & discovered. Biography.com. https://www.biography.com/scientists/ivan-petrovich-pavlov Historical Faculty. (n.d.). B. F. Skinner. https://psychology.fas.harvard.edu/people/b-f-skinner Mcleod, S. (2023). Pavlov’s Dogs Experiment and Pavlovian Conditioning response. Simply Psychology. https://www.simplypsychology.org/pavlov.html Neves, P. (2020). Leveraging player motivation models to increase app engagement - part 3. Liftoff. https://liftoff.io/blog/leveraging-player-motivation-models-to-increase-app-engagement-part-3/ Nickerson, C. (2023). Skinner Box: What is an operant conditioning chamber?. Simply Psychology. https://www.simplypsychology.org/what-is-a-skinner-box.html