Learning, memory and nostalgia

Learning
Learning within marketing is approached in two ways, the behaviourist approach and the cognitive learning approach. The behaviourist approach involves stimulus response connections. This is just a fancy way of saying learning is a relatively permanent change in behavior due to experience. There are two types of behaviourist learning, classical and operant conditioning.

Classical conditioning - This theory was developed by Ivan Pavlov through the study of dogs. From his perspective learning begins with a stimulus response connection. In this theory a certain stimulus leads to a particular response. Pavlov used a bell to train dogs to salivate when the bell was rung. In layman's terms classical conditioning is the learning that occurs when a stimulus eliciting a response is paired with another stimulus which initially does not elicit a response on its own, but will cause a similar response over time because of its association with the first stimulus. Therefore within marketing brands exploit this by creating association between logos, looks, music, sights and more to their brand name. An example is shown below:



Marks & Spencer is a great example as most people know that the visuals, the music and the soft spoken women relate to an M&S advert. Despite not knowing what the advertisement was for until the end when the M&S logo appears i bet you knew it was an M&S advert straight away?

Operant conditioning - This theory was developed by Burrhus Skinner and outlines reward based learning. The principal behind his theory is that when an individual gets a response followed by a reinforcing stimulus whatever the individual did to warrant this positive response is strengthened and therefore more likely to occur again. This works in the opposite way as well with a response that is not followed by a reinforcing stimulus being weakened and therefore less likely to occur again. An excellent example of this is shown below through feeding a fish:



Within marketing operant conditioning is used to create association between a reward such as a free item, discount or reward card points and a product or products. An example of operant conditioning in marketing is the free aftershave or perfume testers you find in magazines. The idea behind these testers is to get the consumer to try them and if they like them in theory they will buy the aftershave or perfume.

The cognitive learning approach is the second type of learning. Cognitive learning is defined as the acquisition of knowledge and skill by mental or cognitive processes. Cognitive processes include creating mental representations of physical objects and events, and other forms of information processing. In cognitive learning, the individual learns by listening, watching, touching, reading, or experiencing and then processing and remembering the information. Within marketing cognitive learning is used to consolidate the relationship between the customers and a brand by informing them and apprising them about the brand and offering trust and respect.

Memory
'Memory is the storage of learning and an internal representations of that knowledge'(Blakemore, 1988). Memory is split into 4 stages, these stages are:

1. External input - Information is noted or learned
   
2. Encoding - Information is placed in the memory
3. Storage - Information is retained in the memory
4. Retrieval - information stored in memory is found when needed

stages 1 and 2 are pretty self explanatory and encompass the learning and initial memory of this learning. Stage 3 is the storage. Stored information is learning placed in the memory which can be retrieved as a result of triggers. These triggers are elements such as a piece of music or a place relevant to the memory that trigger it to be retrieved. Stage 4 is the retrieval. The retrieval is the process whereby information is accessed from long term memory although most of the information entered in long term memory does not go away, it may be difficult or impossible to retrieve unless the appropriate cues are present.


For marketers memory has been long relied on to persuade the buying public to purchase their products. They use cues to make the consumer remember their past and experience a level of nostalgia that is pleasant to anchor that pleasant memory to their product. This leads nicely on to nostalgia.

Nostalgia
Nostalgia is 'when a stimulus is capable of recreating a personal event, even after many years, there often follows a bitter-sweet sentiment known as nostalgia' (Dubois, 2000). Marketers exploit nostalgia by offering nostalgic themes in their marketing mediums which draw on consumers past and link the happiness and good feeling felt in that past to their product. This i personally feel is sly but its a dog eat dog world these days, who dares wins!

Nostalgia and the 5 senses:

1. Music
2. Images
3. Smells
4. Touch
5. Taste

Shown below is a Coca Cola advertisement which draws on nostalgia through the music and the advert itself. The music is typically linked with Christmas and the advert has been played every Christmas since i can remember so it does bring an element of nostalgia and is possibly the best example there is.