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Chapter 4 Learning and Memory
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Key Points
It’s important for marketers to understand how consumers learn about products and services.
Conditioning results in learning.
Learned associations with brands generalize to other products.
The difference between classical and instrumental conditioning
We learn by observing others’ behavior.
Our brains process information about brands to retain them in memory.
The other products we associate with an individual product influences how we will remember it.
Products help us to retrieve memories from our past.
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Learning is an ongoing process.
Learning: a relatively permanent change in behavior caused by experience（学习是由经验引起的相对比较长期的行为变化）
The learner need not have the experience directly; we can also learn by observing events that affect others.(观测学习)
Incidental learning: casual, unintentional acquisition of knowledge（偶尔学习、偶发学习）
Learning Theories
Psychologists who study learning have advanced several theories to explain the learning process.
behavioral theories focus on simple stimulus-response connections
cognitive theories are perspectives that regard consumers as complex-problem solvers who learn abstract rules and concepts by observing others.
How do we learn?
巴甫洛夫
鹦鹉学舌，动物演出
桑代克
黑猩猩“接竿问题”试验
小孩子模仿大人行为
心领神会
经典性条件作用
操作性条件作用
尝试错误学习
顿悟学习
观测学习
潜伏学习
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Behavioral Learning Theories
Behavioral learning theories: assume that learning takes place as the result of responses to external events.
Types of Behavioral Learning Theories
There are two theories which are types of behavioral learning theories:
classical conditioning
instrumental conditioning.
Instrumental conditioning is also called operant conditioning. It means to condition behavior using consequences. It refers to voluntary behaviors, while classical conditioning works to condition responses to involuntary behaviors.
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Types of Behavioral Learning Theories
Classical conditioning: a stimulus that elicits（诱出） a response is paired with another stimulus that initially does not elicit a response on its own.
Instrumental conditioning : the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes.
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Classical Conditioning
Ivan Pavlov rang bell and put meat powder into dogs’ mouths; repeated until dogs salivated（分泌唾液） when the bell rang
Meat powder = UCS (natural reaction is drooling)
Bell = CS (dogs learned to drool when bell rang)
Drooling （流口水）= CR
Experiment process