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Chapter 4: LEARNING AND MEMORY CHAPTER OBJECTIVES When students finish this chapter, they should understand why: 1. 2. 3. 4. 5. 6. 7. 8. 9.
It is important to understand how consumers learn about products and services. Conditioning results in learning. Learned associations with brands generalize to other products. There is a difference between classical and instrumental conditioning, and both processes help consumers learn about products. We learn about products by observing others’ behavior. Our brains process information about brands to retain them in memory. The other products we associate with an individual product influence how we will remember it. Products help us to retrieve memories from our past. Marketers measure our memories about products and ads.
CHAPTER SUMMARY It is important to understand how consumers learn about products and services. Learning is a change in behavior that experience causes. Learning can occur through simple associations between a stimulus and a response or via a complex series of cognitive activities. Conditioning results in learning. Behavioral learning theories assume that learning occurs because of responses to external events. Classical conditioning occurs when a stimulus that naturally elicits a response (an unconditioned stimulus) is paired with another stimulus that does not initially elicit this response. Over time, the second stimulus (the conditioned stimulus) elicits the response even in the absence of the first. Learned associations with brands generalize to other products. This response can also extend to other, similar stimuli in a process we call stimulus generalization. This process is the basis for such marketing strategies as licensing and family branding, where a consumer’s positive associations with a product transfer to other contexts.