Learning
and Memory
What is Learning?
A change in Behaviour
caused by experience.
Learning
Theories
Behaviourism
Classical
Conditioning
Instrumental
Conditioning
Cognitive
Classical Conditioning
 learning occurs when a stimulus (unconditioned
stimulus) eliciting a response (unconditioned
response)
 is paired with another stimulus (conditioned
stimulus) that initially does not elicit a response on
its own,
 but will cause a similar response (conditioned
response) over time because of its association with
the first stimulus.
Ivan Pavlov’s Classic Experiment
Before Conditioning
UCS (food
in mouth)
UCR
(salivation)
During Conditioning
Neutral
stimulus
(tone)
No
salivation
After Conditioning
UCS (food
in mouth)
Neutral
stimulus
(tone)
Slide 10
UCR
(salivation)
CS
(tone)
CR (salivation)
What product is
being advertised?
After repeated pairing of the Marlboro man (unconditioned
stimulus) with the cigarettes (conditioned stimulus) is so strong that
the company no longer include the name of the product in the ads.
Stimulus Generalization
Applications of Stimulus Generalization
 Look-Alike Packaging
 Family Branding
 Product Line Extension
 Licensing
Stimulus Discrimination
Applications of Stimulus Discrimination
•Product Positioning
Instrumental or Operant Conditioning
 B.F. Skinner
 Positive Reinforcement
 Negative Reinforcement
 Punishment
Reinforcements Schedules
Interval
 Fixed-Interval Reinforcement
 Variable-Interval Reinforcement
Ratio
 Fixed-Ratio Reinforcement
 Variable-Ratio Reinforcement
Learning
Theories
Behaviourism
Classical
Conditioning
Instrumental
Conditioning
Cognitive
Reasoning
Observation
COGNITIVE LEARNING THEORY
• Observational Learning
• Reasoning
Applications of Cognitive Learning Principles
• Modelling
The Role of Memory in Learning
• Encoding
• Storage
• Retrieval
An Associative Network for Perfumes
Draw an associative network for Pepsi
Things to consider might include:
• specific brands
• a celebrity identified with Pepsi
• related activities
• related products
• where purchased
• packaging
• attributes
• concepts
•feelings
“Every time I learn
something new, it pushes
some old stuff out of my
brain”
Forgetting
Recognition Versus Recall
1. Zoom Zoom Zoom
2. Just for the fun of it
Mazda
Diet Coke
3. They're great.
Frosted Flakes
4. Driven
Nissan
5. Taking care of business
Office Depot
6. You're in
_______
good
hands
with
Allstate Insurance
7. The ultimate driving machine
BMW
8. Engineered to be great cars
9. It's everywhere you want to be
Chrysler
Visa
10. No More Tears
J & J Baby Shampoo
11. The Un-Cola
7-up
Maxwell House
12. Good to the last drop
Advertising Recall as function of timing
and number of exposures (Zielske 1959)
70
1 exposure/ week for 13 weeks
60
50
13 exposures at 4-week intervals
40
%
30
20
10
0
25
week of the year
50