Online with
Louise Ripley

Consumer Behaviour
Learning and Memory
Chapter 4 Solomon Consumer Behaviour

Return to Course Syllabus


How Do You Learn?
Think about the questions here and come to class prepared to share your thoughts on your learning style. This is one of the single best ways to learn Consumer Behaviour -- by relating it to your own experience as a consumer. Think of yourself and your local shops as a very inexpensive and easily accessible laboratory. 

Behavioural Learning Theories
Classical Conditioning 

Can we generalize Pavlov's salivating dog theory to marketing communications? 

Instrumental (Operant) Conditioning 

Positive Reinforcement
Negative Reinforcement
Fixed and variable interval and ratio

Cognitive Learning Theory
Conscious or Not?

HOW DO YOU LEARN? You particularly - think about your own learning style

Observational Learning

Who do you watch to learn from? 
Who are your role models?
Scarier Question: Who's watching you? 

Who is learning from your behaviour what's proper behaviour? 
This is scarier if you have your own children, or those of a relative whom you spend time with


The Role of Memory

Sensory Memory

Very Short Term
What things do you forget very quickly?
Short Term Memory - RAM

Acoustical Storage vs Semantic Storage
Long Term Memory
What makes some things more "memorable"?

Elaborative Rehearsal
How do we go about deep processing of concepts, ideas, products? 

Retrieval is a factor of


Now, what was I talking about??
I'm much worse about this than I was at 35  

State-Dependent Retrieval

Why we hold exams in the same room as class


What's it like that you already know?
What "hangers" do you have in your mind on which you can hang up a new idea?


How much does it stick out in your mind as being  important?

Pictorial vs Verbal Clues

Easier to remember what it looks like
 (most of us are visual learners)

Forgetting is caused by 

Decay - when we don't use something, we forget it

What product did you used to buy that you've forgotten  about?
Is this a trick question?? 
How are you supposed to answer this?!
Proactive Interference
We decide not to remember
Retroactive Interference
New learning wipes out old
Partial List Cueing
Things not mentioned are harder to remember

Time for Group Meetings


Return to Course Syllabus

AP/ADMS 3210 3.0 Consumer Behaviour
York University, Toronto
M Louise Ripley, M.B.A., Ph.D.