Cogntive learning theory suggest that humans are complex problem solvers and their behaviors are governed by their knowledge and intelligence rather than just a conditoned response to stimuli. It also suggests that humans are more than just how they behave in isolated events but there are deep underlying thought processes influencing us.
Cognitive Learning
The behavioral approach suggests that we are a product of our environment, our behaviour is the result of responses to stimuli that we have learned over time. It is not focused upon rational thought and suggests that rather than analysing situations we simply react to them based upon our conditioning (what and how learned).
Behavioral learning can be further seperated into 2 types. Classical conditioning involves the pairing of a stimulus with another. In other words you hear, see, touch taste or smell something and you associate that with soemthing else. For example if you hear the music from an ice cream van you instantly associate that with ice cream, causing you to run outside with your mothers change. Operant conditioning involves learning to perform behaviors that yield positive outcomes and avoiding those which yield negative ones. For example a child will learn not to swear if when he swears he is repremanded with a slap and when he does not swear he is rewarded with sweets.
Behavioral Learning
"How does this relate to marketing?" I hear you ask. Marketeers can utilise these theories to help sell their products. They can use classical conditioning to get you to associate their product with something else. For example Lynx get you to associate their product with the attention of sexy women.
They can use operant conditioning and reward you for purchasing their product or for being loyal to their brand. For example Tesco reward you with special deals and money off vouchers to keep you as a customer.
These learning methods can also be used to create brand equity by creating brand loyalty and brand associations. If a person has owned 3 Lexus cars and is extremly pleased with the performance and quality of all of them, then they will likely become loyal to the brand as they have been positivly reinforced every time by having an excellent experience with the car. Also a brand such as Lucozade have been able to creat the association that consuming their product makes you feel energised. Therefore when you feel tired you are more likely to buy a lucozade as you believe it will ake you feel better.
Memory
"If learning is the aquisition of knowledge then memory is the internal representation of that knowledge" (Blakemore, 1988).
In lamens terms memory is the storage of knowledge and what we have learned. Without this ability we would not be the dominant species we are today.
The memory process involves the initial External Input which is then Encoded and placed in memory. This inforamtion is then put in Storage and is retained there, to be Retrived when necesary.
What is stored in long term memory is very rarely lost, however it can be difficult to retrieve unless the appropriate cues are present. Ever had that thing in the back of your head that you just can't remember for the life of you and then suddenly after a bit of thought it pops out. It was always there, its just not always easy to access that information.
Who is Paul Mccartney's wife????
Heather Mills?
Sorry Bush but the answer I was looking for was gold digging nut job, better luck next time.
Memory works by related pieces of information being stored together in knowledge structures. For example different types of pizza will be stored in the same knowledge structure.
Links can be made between knowledge structures for example the pizza knowledge structure many be linked to the pasta knowledge structure as they are both italian foods and are therefore connected.
These links can cause triggering, for example if you are eating pizza it may remind you of the pasta you ate on holiday in Italy.
Nostalgia
A sentimental yearning for the happiness of a former place or time. For example remembering a brilliant holiday you had as a kid and wishing you were back there living it all again.
These whimsical memories stick with us for our entire lives and the emotions we have linked to them can be manipulated by marketeers. By using a campaign with nostalgic themes marketers can link their products with the happiness the consumer feels and thus increase chances of a sale.
When it coms to nostalgia the more senses involved the better, if you can utilise them all then you can recreate environments that are sure to evoke a strong reaction in consumers. Iconic images, music, scents, textures and tastes of them time can all be utilised to great effect.
Senses link to our emotions and sometimes all it takes is the taste of a toffee apple or the smell of mums cooking to bring all those wonderful memories flooding back.
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