Learning & Memory

1. Big Idea

Learning is a relatively permanent change in behaviour or knowledge caused by experience. Memory explains how marketing information is encoded, stored, and later retrieved during decisions.

2. Exam Focus

Distinguish classical conditioning, operant conditioning, cognitive learning, and the memory process. Scenario questions usually ask which learning mechanism is operating.

3. Key Concepts

Focus on classical conditioning, operant conditioning, reinforcement, shaping, stimulus generalisation, stimulus discrimination, cognitive learning, encoding, storage, retrieval, and interference.

4. Core Framework

Behavioural learning links stimuli, responses, and consequences. Cognitive learning emphasises mental processing. Memory begins with encoding, continues with storage, and becomes useful when retrieval is triggered.

5. Marketing Example

A brand jingle can create classical associations, loyalty points can reinforce repeat purchase, and a tutorial video can support cognitive learning about a complex product.

6. Common Confusions

Classical conditioning pairs stimuli; operant conditioning changes behaviour through consequences. Stimulus generalisation transfers response to similar stimuli, while discrimination separates similar stimuli.

7. Active Recall Prompts

Try to answer without looking.

• •How does reinforcement shape repeat purchase?
• •What causes retrieval failure at the point of purchase?
• •Give one example each of generalisation and discrimination.

8. 15-Minute Review Plan

Draw a comparison table for learning theories, apply each theory to one brand, then write a memory-process explanation for why consumers forget ads.