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Chapter 4: learning and memory

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Chapter 4: learning and memory

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Created by

Linh Bùi
Linh Bùi
Viet Nam

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Chapter 4: learning and memory
 

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Chapter 4: learning and memoryOnline version

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by Linh Bùi
1

1 .
Conditioning
Understanding : Learning occurs when a neutral stimulus is with a stimulus that naturally elicits a response , eventually causing the neutral stimulus to trigger the same response .
Application in consumer behavior :
: Pairing logos / jingles with positive emotions ( e . g . , Coca - Cola with happiness ) .
: Using repeated sensory cues ( smell , sound , visuals ) to create associations .
: Extending brand equity through family branding or look - alike packaging .
: Differentiating a brand by unique attributes ( e . g . , Apple ? s design ) .
( Operant ) Conditioning
Understanding : Behavior is shaped by ? rewards encourage repetition , punishments discourage it .
Application in consumer behavior :
: Loyalty points , discounts .
: Free returns to avoid dissatisfaction .
: Fees for late payments .
: Ending promotions reduces repeat behavior .
: Loyalty programs ( fixed ratio : free coffee after 10 purchases ; variable rewards : surprise gifts ) .
: Points , badges , competitions to sustain engagement .

2

2 .
( Scaffolding )
Understanding : Learning progresses through stages ? ( action ) , ( images ) , ( language ) .
Application :
Educational marketing ( step - by - step tutorials ) .
Product onboarding ( progressive learning stages ) .

Understanding : Consumers learn by others and noting outcomes .
Application :
: Consumers imitate admired figures .
: Reviews , testimonials , user - generated content .
: ? ? ? ? .

3

3 . Learning Processes in Memory
Stages of Memory
: Information is transformed into a recognizable form ( ads using vivid colors , jingles ) .
: Integrated into long - term memory ( schemas , scripts ) .
: Accessing stored info during purchase decisions .
Applications in Marketing
: Jingles , logos , packaging trigger recall .
: Loyalty cards as memory anchors .
: Evoking past experiences to strengthen emotional bonds .
: Associations between concepts ( coffee ? reward ? loyalty program ) .
: Familiar routines guide consumer behavior ( ordering coffee ? presenting loyalty card ? earning reward ) .

4

Integrated View
explains how external stimuli and consequences shape consumer actions .
highlights internal processes , reasoning , and social influences .
ensure that learned associations and behaviors are stored and retrieved , guiding future consumption .

? In practice :
A coffee shop loyalty program combines all three :
: Logo + pleasant café atmosphere = positive association .
: Free coffee after 10 purchases = reinforcement .
: Seeing peers use loyalty cards motivates adoption .
: Jingle or card acts as a retrieval cue , reminding consumers to return .

 
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