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MGT1102E - Consumer Behavior - Chapter 4

The document outlines chapter 4 of a consumer behavior course, which discusses how consumers learn about products through conditioning, observation of others, and memory formation and retrieval. Key topics covered include classical and instrumental conditioning, observational learning, the role of sensory, short-term and long-term memory in information processing and retention, and how associated networks influence how products are remembered. The chapter objectives are to understand the importance of learning theories in consumer decisions and the specific learning processes involved.

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64 views16 pages

MGT1102E - Consumer Behavior - Chapter 4

The document outlines chapter 4 of a consumer behavior course, which discusses how consumers learn about products through conditioning, observation of others, and memory formation and retrieval. Key topics covered include classical and instrumental conditioning, observational learning, the role of sensory, short-term and long-term memory in information processing and retention, and how associated networks influence how products are remembered. The chapter objectives are to understand the importance of learning theories in consumer decisions and the specific learning processes involved.

Uploaded by

Tiến Lê Ngọc
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MGT1102E – CONSUMER BEHAVIOR

TU TUAN CUONG, MSC.


EMAIL: [email protected]
HEADPHONE: 09.2294.9422 (CONTACT VIA ZALO)
Learning and Memory
CHAPTER 4
Agenda

CHECKING GIVING LECTURE AND RECAPING AND


ATTENDANCE WORKING ON ISSUES DISCUSSING
Chapter Objectives

After learning this chapter, you will understand why:


4.1 It is important to understand how consumers learn about products and services.
4.2 Conditioning results in learning.
4.3 Learned associations with brands generalize to other products.
4.4 Classical and instrumental conditioning process help consumer learn about products.
4.5 We learn about the products by observing others’ behavior.
4.6 Our brains process information about brands to retain them in memory.
4.7 The other products we associate with an individual product influence how we will remember it.
4.1 It is important to understand how consumers learn about products
and services.

 Leanring is a change in behavior caused by experience.


 Leanring can occur through simple associations between a stimulus and a response or via a complex series
of cognitive activities.
 Learning process range from those that focus on stimulus-response connections (behavioural theories) to
pespectives that regard consumers as solvers of complex problems who learned abstract rules and concepts
when they observe what others say and do (cognitive theories).
 Basic learning principles are at the heart of many consumer purchase decisions
4.2 Conditioning results in learning.

 Behavioural learning theories assume that learning occurs as a result of responses to external events
 Classical conditioning occurs when a stimulus that naturally elicits a response (an uncondition stimulus) is
paired with another stimulus that does not initially elicit this response. Over the time, the second stimulus
(the conditioned stimulus) elicits the response even in the absence of the first.
 According to behaviour learning perspective, the feedback we recieve as we go through life shapes our
experiences.
4.3 Learned associations with brands generalize to
other products.

 This response can also extend to other, similar stimuli in a process, we call stimulus generalization.
 The process is the basic for such marketing strategies as licensing and family branding, where a
consumer’s positive associations with product transfer to other context.
4.4 Classical and instrumental conditioning process help
consumer learn about products.

 These conditionings occurs as the person learns to perform behaviour that produce positive outcomes
and avoid those that results in negative outcomes.
 Whereas classical conditioning involves the pairing of two stimuli, instrumental learning occurs when a
response to a stimulus leads to reinforcement.
 Reinforcement is positive if a reward follows a response.
 It is negative if the person avoids a negative outcome by not performing a response.
 Punishment occurs when an unplesant event follows a response.
 Extinction of the behavior will occur if reinforcement no longer occurs.
4.4 Classical and instrumental conditioning process help
consumer learn about products.
4.5 We learn about the products by observing others’ behavior.

 Cognitive learning occurs as the result of mental processes.


 For example, observational leanring occurs when the consumer performs a behaviour as a result of
seeing someone else performing it and being rewarded for it.
 Observational learning occurs when we watch the actions of others and note the reinforcements, they
recieve for their behaviors.
4.5 We learn about the products by observing others’ behavior.
4.6 Our brains process information about brands to retain them in memory.

 Memory is the process of acquiring information and storing it over time so that it will be available
when we need it.
 Memory is the storage of learned information. The way we encode information when we perciev it
determines how we will store it in memory.
 The memory systems we call sensory memory, short-term memory, and long-term memory, each play a
riole in retaining and proceesing information from the outside world.
4.6 Our brains process information about brands to retain them in memory.
4.7 The other products we associate with an individual product influence
how we will remember it.

 We don’t store information in isolation, we incorporate it in a knowledge structure where our brains
associate it with other related data.
 The location of product information in associate networks, and the level of abstraction at which it is
coded, helped to determine when and how we will activate this information at a later time.
 Some factors that influence the likelihood of retrieval include the level of familiarity with an item, its
salience (or prominence) in memory, and whether the information was presented in pictorial or written
form.
4.7 The other products we associate with an individual product influence
how we will remember it.
Recap

 Review the slides of chapter 4


 Re-reading chapter 4 on the textbook
 Additional reading:
 Learning and Memory - Influences on Buying Behavior – hmhub
 Learning and Memory--Consumer Behavior (consumerpsychologist.com)

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