PAPER LEARNING AND MEMORY Mata Kuliah Perilaku Konsumen

PAPER

LEARNING AND MEMORY

To fulfill the course assignment Consumer Behaviour

Supporting Lecturer : Warter Agustim, SE,.MM

Arranged by :

MARSIA SINDI                                            (2015120127)

DIONISIUS HENDRY GUNAWAN                      (2015120090)

SULISTIANA KRESENSIA                                    (2015120152)

MARIA AMBU KAKA                                (2015120031)

BARNABAS TANGKIN                              (2015120087)

ANSELMUS TIPO                                        (2015120009)

TRIBHUWANA TUNGGADEWI UNIVERSITY

FACULTY OF EKONOMICS

MALANG

2017

CHAPTER 1

INTODUCTION

1.1  BACKGROUND

Learning is very important for the consumption process. In fact, in consumer behavior there are many behaviors being studied. As illustrated, we derive most of our attitudes, values, tastes, behaviors, and preferences, symbolic meanings, and feelings through learning. Culture and social classes, through institutions such as schools and religious organizations, as well as families, friends, the media, and advertising, provide a learning experience that greatly influences our lifestyle types in search of the products we consume. Learning is a change in the content or organization of long-term memory and or behavior. Thus, learning is the result of information processing.

Memory is the result that we can knowledge all the time. So in learning involves a process or activity that someone does in acquiring knowledge. Knowledge obtained will be stored in the brain in the form of memory. So that memory is "outcome" rather than learning. Remembering is a learning process that deals with the understanding and use of what is heard and viewed well. Remembering is also a recalling skill by referring to or rewriting facts and events over a period of time.

CHAPTER II

DISCUSSION

2.1  LEARNING PROCESS (LEARNING PROCESS)

Learning is an ongoing process. Our world of knowledge is constantly being revised because we are facing new stimuli and receiving sustained feedback. The concept of learning includes many things, ranging from simple consumer relationships between stimuli such as product logos and responses to complex cognitive activity sequences.

2.2  BEHAVIORAL LEARNING THEORIES

Behavioral learning theory assumes that learning occurs as a result of responses to external events. Learning is a change in behavior as a result of the interaction between stimulus and response. These behavioral adherents believe that learning outcomes will be seen from behavioral changes that can be observed, or measured, and this change occurs largely because of the environment. The basic assumption from a behavioral perspective is that all living things adapt to the environment through response.

There are several concepts that represent behavioral understanding, namely:

A.  Classical Conditioning

A theory of learning that suggests that living things, both human and animal beings are passive beings who can be taught certain behaviors through repetition. Classical conditioning occurs when a stimulus that generates a response is paired with another stimulus that initially does not generate its own response.

B.     Instrumental Conditioning

Instrumental conditioning (operant conditioning) occurs when the individual learns to engage in behavior that produces positive results and to avoid the things that produce negative results. This approach is closely related to B.F. Skinner. (He taught pigeons and other animals to dance and play Ping-Pong using this method).

1.      Marketing Applications Principles of Behavioral Learning Principles

Many marketing strategies focus on establishing associations between stimuli and responses. The example is:

·      A distinctive brand image.

·      The linkage between the product and its underlying needs.

·      Brand equity is where the brand has a strong positive association in the consumer's memory and gives alot of loyalty as a result.

·      Repetition can be very valuable. Too much repetition, however, results in ad flaws.

Ads often pair the product with a positive stimulus to create the desired association.

·      The order of conditioned stimulus and unconditioned stimulus presented can affect the possibility of learning will occur. Presenting unconditional stimulus before a backward conditioning is ineffective.

·      The product association can be extinguished in the long run if not reinforced.

The generalization process of the stimulus is often at the heart of branding and packaging decisions that try to leverage positive consumer associations with existing brands or company names. Strategies include:

1.      Family branding.

2.      Product line extensions.

3.      Licensing.

4.      Packaging is similar.

Emphasis on communicating the product's distinctive attributes to its competitors is an important aspect of positioning, in which consumers differentiate brands from their competitors. Discrimination stimulus tries to promote unique brand attributes.

Fears for marketers associated with stimulus discrimination include the loss of exclusive rights on behalf of brands to the public domain and brand piracy.

2.      Marketing Applications Instrumental Conditioning Principles (Application Of Instrumental Conditioning Principles)

The instrumental conditioning principle is at work when consumers are rewarded or punished for purchasing decisions.

·      Most companies strengthen consumption.

·      A popular technique called frequency marketing reinforces regular purchases by rewarding them with a value that increases with the amount purchased.

2.3  COGNITIVE LEARNING THEORY (COGNITIVE LEARNING THEORY)

The cognitive learning theory approach emphasizes the importance of internal mental processes. This perspective views people as problem solvers who actively use information from the world around them to master their environment.

A.    Is Learning Conscious or Not?

There are several schools of thought.

1.    One school believes that conditioning occurs because the subject develops the conscious hypothesis and then acts on it.

2.    There is also evidence of unconscious procedural knowledge - we turn to familiar patterns (automatic responses).

B.     Learning observation

Observational learning occurs when people see the actions of others and record any help they get for their behavior, learning takes place as a result of a surrogate experience and not a direct experience.

·         Application of Marketing Cognitive Learning Principles (Application of Cognitive Learning Principles)

The ability of consumers to learn in this way has helped marketers.

1.      The willingness of people to make their own reinforcements has saved marketers because they have to do it for them.

2.      Consumers seem to enjoy the use of "models" as role models and purchasing guides.

2.4  THE ROLE OF MEMORY IN LEARNING

Memory involves the process of obtaining information and storing it from time to time so that it will be available when needed.

A.    The contemporary approach to study memory uses the information processing approach.

B.     At the coding stage, the information is entered in a manner that the system will recognize.

C.     At this stage of storage, this knowledge integrates with what is already in memory and "warehousing" until it is needed.

D.    During the retrieval, the person accesses the desired information.

1.      Encoding Information For Later Retrieval (Encoding Information For Later Retrieval)

The way information is encoded, or mentally programmed, helps determine how it will be represented in memory.

·      Consumers can process stimuli only in terms of sensory meanings (such as color or shape).

·      Semantic meaning refers to symbolic associations, such as the idea that the rich drink champagne or the fashionable man wearing earrings.

·      Episodic memories are those that relate to a personally relevant event.

·      Flash memories are very clear (like memories of September 11, 2001).

·      One method of delivering product information is through narration or story.

·      Much of what individuals obtain about social information is received through narratives or stories; Therefore, it is a useful marketing technique for transmitting information.

2.      System Memory (Memory System)

There are three different memory systems:

·      Sensory Memory

Allows storage of the information we receive from our senses. This storage is very temporary (lasts only a few seconds).

·      Term Memory Order (Turn-Term Memory)

It also stores information for a limited period of time, and its capacity is limited. Think of it as working memory as it holds the information we currently process. Information can be stored acoustically (in terms of how it sounds) or semantically (in terms of what it means). Memory generally stores information by combining smaller pieces into larger ones in a process known as chunking.

a.       Pieces are configurations that are familiar to the person and can be manipulated as a unit.

b.      An example is a brand name, which summarizes a lot of detailed information.

·      Long-term memory

It is a system that allows us to store information for long periods of time. Slogans or jingle catchy often help in this field. The cognitive process called elaborative exercise allows information to move from short-term memory to long-term memory.

3.      Storing Information In Memory

The relationship between the types of memory is a source of controversy.

A.    Traditional view (multiple store) is short-term memory and long-term memory is a separate system.

B.     Recent work says that they may be interdependent (memory activation model). Storing in the sense that the information may be placed in long-term memory.

The activation model proposes that the portion of the incoming information be stored in an associate network that contains a wealth of related information that is organized according to several relationships. This is how consumers can manage brands, manufacturers, and stores.

·      These storage units are known as knowledge structures (think of them as knowledgeable spider Webs).

a.       This information is inserted into associative-linked nodes in this structure.

b.      Pieces of similarly viewed information in several ways are combined together in a more abstract category.

·      The preference category is known as the set. The job of the marketer is to position itself as a member of the category and to provide cues that facilitate placement in the appropriate category.

Spreading Activation

Consumers experience the process of disseminating activation as they switch back and forth between levels of meaning. The memory trace is sent out. They could be:

·         Specific brand : In the case of claims made for the brand.

·         Ad-specific : In terms of media or ad content itself.

·         Brand identification : In terms of brand name.

·         Product category : In terms of how the product works or where it should be used.

·         Evaluative Reaction: Positive or negative emotions, such as "looks good."

4.      Retrieval Information for Purchase Decisions

Retrieval is the process by which information is accessed from long-term memory. Factors influencing the decision are:

a.       Age.

b.      Situation variables.

·      The distance effect explains our tendency to remember prints more effectively when advertisers repeat the target item periodically rather than serve it repeatedly in a short period of time.

·      In a process called retrieval that depends on the circumstances, people are better able to access information if their internal state is the same at the time of recall when the information is learned.

·      This phenomenon, called the effect of mood suitability, underscores the desire to match the mood of consumers at the time of purchase when planning exposure to marketing communications.

5.      Factors Influencing Forgetting

Marketers clearly hope consumers do not forget the product. The forgotten process consists of:

a.    Forgetting also occurs because of interference; As additional information is learned, it replaces the previous information.

b.    Consumers may forget the stimulus-response association if they study new responses to similar or similar stimuli (retroactive interference).

c.    Previous learning can disrupt new learning through a process known as proactive disorder.

6.      Product as a Memory Maker

Products and ads can be a strong pickup gesture.

·      Nostalgia has been described as a bitter emotion, where the past is viewed with sadness and longing. It has appeal to many consumers.

·      Retro marketing tries to restore old ads to attract nostalgic markets. The retro brand is the latest version of the brand from the previous historical period.

7.      Measuring Memory for Marketing Message

This is especially true for television commercials. (Only 7 percent of television viewers can remember the product or company displayed in most of the recent ads they watched.)

a.    The impression made is called impact.

b.    The impact size is:

·         Recognition.

·         remember

c.       Recognition tends to stay longer than recall.

d.      One test to measure recognition and recall is the Starch Test.

2.5  PROBLEMS WITH MEMORY MEASURES (PROBLEMS WITH MEMORY MEASURES)

Although the measurement of ad memory is important, the measurement capabilities available to accurately assess this dimension have been criticized for several reasons, which we are now studying.

A.    Response Biases

The results obtained from the measuring instrument are not necessarily because of what is being measured, but rather for something else about the instrument or the respondent.

B.     Memory Disorders

People also tend to forget the information by accident.

C.     Memory For Facts Versus

In particular, some critics argue that this action does not adequately exploit the advertising impact of "feeling" whereby the goal is to generate strong emotions rather than delivering tangible product benefits.

CHAPTER III

COVER

       3.1       CONCLUSION

Chapter Summary

It is important for marketers to understand how consumers learn about products and services.

·      Learning is a behavioral change that is caused by experience. Learning can happen through simple associations between the stimulus and the response or through the complex a series of cognitive activities.

Conditioning learning outcomes.

·         Behavioral learning theory assumes that learning takes place as a result of the response to external events. Classical conditioning occurs when a stimulus naturally arises a response (unconditional stimulus) paired with another stimulus that initially did not generate this response. For some couples, the second stimulus (conditioned) stimulus) comes in to get a response as well. The associations studied can generalize other things, which is important for marketers.

·         This response can also lead to other similar stimuli in a process known as stimulus generalization. This process is the basis for such marketing strategies licensing and branding families, where consumers positive associations with products transferred to other contexts

There is a difference between the classics and instrumental conditioning.

·           Operant or instrumental conditioning occurs as a person learn to do behavior that produces positive results and avoid that produce negative results. While classical conditioning involves couples Two stimuli, instrumental learning takes place strengthening is delivered after response to a stimulation. Positive reactions occur when desired The response is followed by a positive presentation stimulus, while negative reinforcement occurs when a The desired response is followed by a negative displacement stimulation. Punishment, on the other hand, takes place When a response is followed by an unpleasant stimulus. Behavioral extinction will occur if reinforcement no longer accepted

Observing the behavior of others may result in learning.

·           Cognitive learning occurs as a result of mental processes. For example, observational learning occurs when Consumers do the behavior as a result of seeing someone others do that and are rewarded for it.

System memory works.

·         Memory refers to the storage of learned information. That Information the way it is encoded when deemed to be decisive how it will be stored in Memory memory a system known as sensory memory, short-term memory, and long-term memory each plays a role in maintaining and process information from the outside world.

Our knowledge of individual products is influenced by other products we associate with them.

·         Information is not stored separately; it is merged into the knowledge structure in which it is associated with other relevant data Location of product information in associative networks and abstraction levels at which is coded to help determine when and how this is information will be activated at a later time. Some factors which affects the possibility of fetching included level of familiarity with items, importance (or prominence) in memory, and what is the information presented in pictorial or written form.

Products help us to take memories from our past.

·         The product also acts as a memory marker; they used by consumers to retrieve past memories experience (autobiographical memories) and often assessed for their ability to do so. This function also contributes for the use of nostalgia in marketing strategies.

Marketers measure our memories of products and advertising.

·         Memory of product information can be measured through both recognition and recall techniques. Consumer is more likely to recognize an ad if it is presented to them rather than remember it without having anything gesture, however, both recognition and recall automatically or can be reliably translated into product purchases.

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