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3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los...
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Transcript of 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los...
![Page 1: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/1.jpg)
3-1
Chapter 3
Learning and Memory
CONSUMER BEHAVIOR, 9eMichael R. Solomon
Dr. Rika HoustonCSU-Los AngelesMKT 342: Consumer Behavior
![Page 2: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/2.jpg)
3-2
The Learning Process
• Learning• a relatively permanent change in behavior
caused by experience
• Incidental Learning• casual, unintentional acquisition of
knowledge
![Page 3: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/3.jpg)
3-3
Behavioral Learning Theories
• Assume that learning takes place as the result of responses to external events• Classical conditioning
• Instrumental conditioning
![Page 4: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/4.jpg)
3-4
Behavioral Learning Theories:Classical Conditioning
• A stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own
![Page 5: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/5.jpg)
3-5
Repetition
• Repetition increases learning
• More exposures = more brand awareness
• When exposure decreases, extinction occurs
• However, too much exposure leads to advertising wear out
![Page 6: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/6.jpg)
3-6
Stimulus Generalization
• Tendency for stimuli similar to a conditioned stimulus to evoke similar, unconditioned responses
• Marketing applications:• Family branding
• Product line extensions
• Licensing
• Look-alike packaging
![Page 7: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/7.jpg)
3-7
Behavioral Learning Theories:Instrumental (Operant) Conditioning
• The individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes
![Page 8: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/8.jpg)
3-8
Instrumental Conditioning
• Behaviors have positive or negative outcomes
• Instrumental conditions occurs when there is:
• Positive reinforcement
• Negative reinforcement
• Punishment
• Extinction
![Page 9: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/9.jpg)
3-9
Figure 3.2
Instrumental Conditioning
![Page 10: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/10.jpg)
3-10
Cognitive Learning Theories
• Stress the importance of internal mental processes
• People are viewed as problem solvers
• We actively use information from the world around us to master our environments
• Observational learning:• We watch each other and model the behavior of
others
![Page 11: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/11.jpg)
3-11
Figure 3.3
The Observational Learning Process
• Modeling: imitating the behavior of others
![Page 12: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/12.jpg)
3-12
Role of Memory in Learning
• Acquiring information and storing it over time so that it will be available when needed
• Information-processing approach• Mind = computer & data = input/output
Figure 3.4
![Page 13: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/13.jpg)
3-13
How Information Gets Encoded
• Encode
• mentally program the meaning
• Types of meaning
• Sensory meaning
• Semantic meaning
• The way we encode helps us to retain incoming data
![Page 14: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/14.jpg)
3-14
Figure 3.5
The Memory Process
![Page 15: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/15.jpg)
3-15
Information Retrieval for Purchase Decisions
• Retrieving information often requires appropriate factors and cues:
• Physiological factors
• Situational factors
![Page 16: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/16.jpg)
3-16
The Marketing Power of Nostalgia
• Marketers may resurrect popular characters to evoke fond memories of the past
• Nostalgia
• Retro brand
![Page 17: 3-1 Chapter 3 Learning and Memory CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior.](https://reader030.fdocuments.net/reader030/viewer/2022012400/56649ccf5503460f9499b802/html5/thumbnails/17.jpg)
3-17
Chapter 3: Learning and MemoryKey Concepts
• Learning• Behavioral learning theories• Classical conditioning• Instrumental conditioning
• Repetition• Stimulus generalization• Cognitive learning theories• Observational learning process• Role of memory in learning• The memory process• Information coding• Information retrieval• Nostalgia in marketing• Retro brands