Weekly Blog Post #2

Learning and Memory

Learning is a continuous process that is caused by experience. Our knowledge is constantly evolving as we are exposed to new stimuli and we received feedback that will make us change or modify our behaviors. How individuals learn is important to marketers. They want customers to learn about their products and services. Learning is the process by which individuals acquire knowledge about a certain product and also experience.

· For learning to occur, these basic elements have to be present:

· Motivation

· Cues

· Responses

· Reinforcement

Memory requires a process of information and storing it over time. Memory is prior knowledge. Retrieval is the process of remembering the stored memory. Memory and ability to retrieve information is based on motivations and abilities to process information. We will look at the process of storing information for it to live in long-term memory when we look at information processing.

Now, Let’s look at two important theories behind the process of learning.

First, Behavioral learning theories are sometimes referred to as stimulus response theories because they are based on observable responses to external stimuli.

Behavioral theorist suggest that learning takes place when an individual responds in a predictable way to known stimulus

They suggest that individuals responses to jingles, scents, brand names. The response to these are learned behaviors.

For example, seeing an ad for a juicy hamburger and deciding to go purchase one. Or how many times have we walked around the mall and sense that sweet smell of fresh pretzels from Auntie Annies and going to get one.

When a person responds to stimuli is a predictable way, learning is said to have occurred.

Behavioral theories are not so much concerned about the process of learning but more so on inputs and outcomes of learning with the stimuli consumers choose from the environment and their observable behaviors that result. Two known Behavioral theories

Classical Conditioning and Instrumental conditioning

Classical Conditioning:

Introduced by Ivan Pavlov after an experiment with dogs. In his experiment he was able to prove that dogs where conditioned to salivate when they heard a bell ring. His study was motivated after he realized that the dogs would salivate when the bell rang and not necessarily with the provision of food.

Learning happened after repeated instance of the bell sound followed by the food, the bell will become the conditioned stimulus.

In Pavlov’s experiment:

The Uncondition stimulus is represented by food– which induces natural responses. Food is a natural stimulus.

The Uncondition response is Response that is done naturally, in this experiment represented by the salivating dogs

The Neutral stimulus which is one that does not cause stimulus on its own, is represented by the bell later became Condition stimulus when after repeated actions of ringing the bell meant the provision of food. After this repeated the action, the dog associated the bell with food and began salivating. The two stimuli are presented repeatedly and the dog learns to associate both.

the response to is a learned behavior called Conditioned stimulus

If you have a neutral stimulus and you pair it with an unconditional stimulus the behavior can become conditioned or learned.

What classical conditioning tells us is that learning happens through repetition. Over time what would be a neutral stimulus is conditioned and induces the same response as unconditioned stimulus.

Example of classical condition: Brands use classical conditioning to make associations. Coca Cola, overall advertisement delivery always relates to happy moments, thus Customers can associate Coca Cola with happy moments through a conditioned stimulus. and Nike with their Just Do It Slogan which constantly goes with celebrity endorsed ads produced also produce a conditioned stimulus as consumers would associate the brand with positive reinforcement and athletic success.

Instrumental conditioning:

The experience of chosing the best product often makes us feel rewarded. Repeated behaviors result through rewards and positive reinforcement which forms habits. In instrumental conditioning, learning happens through trial and error.

For example, when looking for a pair of shoes, you try on different ones until you find the perfect fit. This perfect fit is an example of positive reinforcement. Presumably, you will keep this brand in mind next time you need to make a purchase.

Positive reinforcement can come in the likes of customer satisfaction, service provided and overall buying experience. Through positive reinforcement, the likelihood of a repeated response to that stimuli is high.

In Another example of instrumental conditioning, A customer buy a three step line of products to have acne clear skin, once used, his skin becomes acne clear. He is very likely going to repeat his purchase. In this instance learning has happened through the positive reinforcement found in the satisfied customer.

Before going int cognitive learning theory and information processing, let’s a take a quick look at

Involvement Theory

Is Concerned with customer’s involvement with products and purchases. This theory suggests that the individuals engage in limited information processing if a low importance purchase is taking place. With low involvement purchases, Minimal, perhaps habitual purchases that don’t require much thinking. For example, buying a carton of milk or bananas, or a bottle of ketchup. Maybe you buy the brand you always buy, or what is available in the supermarket.

High-involvement purchases: Are complex, search-oriented purchases and are purchases that are of great importance to the customer as there are perceived risks associated when choosing the right product. This is for instance, when buying a car or a computer. For these type of purchase, you typically do product evaluations and compare alternatives thoroughly before making the purchase.

What this means for marketers is that when involved in a high-involvement purchase, marketers should emphasize the high quality attributes of the product as this would heavily influence the purchase decision. When involved in low-involvement purchases, marketers should seek to create long-lasting relationships with products and brands, perhaps with the use of celebrity endorsements or other sensory appeals that will bring more attention to their products.

Cognitive Learning Theory…is based on how individuals think. Unlike behavior theories that look at repetition or rewards, cognitive theories emphasize motivation, mental process and activity.

This theory suggests most characteristics of individuals is problem solving and this allows for individuals to take control of their environment. For example, looking to solve questions such as where should I go to get new brakes for my car?

Furthermore, Cognitive theory suggests that it is easier to understand new information if its related to already existing information. This makes the decision process of unfamiliar products easier.

Knowledge about factors that influence cognitive learning can help marketers develop effective marketing strategies.

Assumption of cognitive learning theory is that information is processed in steps.

In the next section of slides we will look at how information is processed, stored and retained, characteristics of interest for the cognitive learning theory.