Download Consumer Behavior

CHAPTER NINE
Learning, Memory, and Product Positioning
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
2
CHAPTER
The Role of Learning
9
3
CHAPTER
Learning Theories and Involvement
9
4
Learning through Conditioning
Conditioning refers to learning based on
association of a stimulus and response.
• Classical (low involvement): using an
established relationship between a
stimulus and response (Pavlov Dog)
• Operant (high involvement): molding
or shaping behavior by using a
reinforcement (Skinner’s pigeon)
CHAPTER
9
5
CHAPTER
Classical Conditioning
9
6
CHAPTER
Affective Influence in Trial
9
7
CHAPTER
Operant Conditioning
9
8
CHAPTER
The Process of Shaping
9
9
Cognitive Learning
Cognitive learning encompasses all the mental
activities of humans as they work to solve
problems or cope with situations.
• Iconic Rote (low involvement): the
association between two or more concepts in
the absence of conditioning
• Vicarious/Modeling (low or high
involvement): Observing the outcomes of
others’ behaviors and adjusting their own
accordingly
• Reasoning (high involvement): Individuals
engage in creative thinking to restructure and
recombine existing information as well as new
information to form new associations and
concepts.
CHAPTER
9
10
CHAPTER
Summary of Learning Theories and Involvement
9
11
Linking Learning to Memory...
• Characteristics of Learning
• Strength of Learning
• Extinction
• Stimulus Generalization and Stimulus
Discrimination
• Response Environment
CHAPTER
9
12
CHAPTER
The Impact of Repetition
9
13
CHAPTER
Repetition Timing on Advertising Recall
9
14
CHAPTER
Forgetting Over Time
9
15
Memory
Total accumulation of prior learning experiences
• Explicit memory (Remembering)
• Conscious recollection of an exposure event
• Implicit memory (Knowing)
• Non-conscious retrieval of previously encountered
stimuli
• A sense of familiarity, a feeling or a set of beliefs about
an item without conscious awareness of when & how
they were acquired
CHAPTER
9
16
Short-term Memory
• Portion of total memory that is currently
•
•
•
•
CHAPTER
9
activated or in use
Often refereed to as working memory
Analogous to thinking
Has limited capacity
An active, dynamic process, not a static
structure
17
Short-term Memory
• Information processing activities
• Elaborative activities
• Use of previously stored experiences, values, attitudes,
beliefs & feelings to interpret & evaluate information in
working memory as well as to add relevant previously
stored information
• Serve to redefine/add new elements to memory
• Maintenance rehearsal
• Continual repetition of information to hold it in current
memory for use in problem solving or transferal to longterm
CHAPTER
9
18
Short-term Memory
• Short-term memory activities involve
• Concept
• Abstraction of reality that capture the meaning of an item
in terms of other concepts
• Similar to dictionary definition of a word
• Imagery
• Involves concrete sensory representations of ideas,
feelings & objects
• Permits direct recovery of aspects of past experiences
• Involves recall & manipulation of sensory images
• Marketers want to obtain imagery responses
than / in addition to verbal ones
CHAPTER
9
19
Long-term Memory
• Unlimited, permanent storage
• Semantic memory
• Basic knowledge/feelings about a concept
• Understanding of an object / event at its
simplest level
• Episodic memory
• Memory of sequence of events in which a
person participated
• Often elicit imagery & feelings
• Recalling long-term memory is not
CHAPTER
9
completely objective
• Memory is sometimes shaped &
changed as it is accessed
20
Long-term Memory
• Schema / Schematic memory /knowledge
structure
• Complex web of associations
• Pattern of association of concepts & episodes
with other concepts & episodes around a
particular concept
• It is what the consumer thinks & feels when the
brand name is mentioned
• Similar to brand image
• Source is personal experience as well as
marketing activities
CHAPTER
9
21
Long-term Memory
• Schema / Schematic memory /knowledge
structure
• Can contain product characteristics, usage
situations, episodes & affective reactions
• Concepts, events & feelings are
• Stored within nodes within memory
• Connected with associative links
– Links vary how strongly & directly they are associated with a
node
• Some aspects are relatively permanent
CHAPTER
9
22
Long-term Memory
United Colors of
Benetton
Formal
Expensive
Informal
Work Place
Posh
Parties
Fashionable
Young Executives
Festive People
CHAPTER
9
Sleek
23
Long-term Memory
• Scripts
• Memory of how an action sequence should
occur
• A special type of schema
• Necessary for consumers to shop effectively
• Difficulty is to teach the consumers about
appropriate acquisition, use and disposal
behavior
CHAPTER
9
24
Brand Image
• Schematic memory of a brand
• Target market’s interpretation of product
attributes, benefits, usage situations, users and
manufacturer/marketer characteristics
• In essence, it is what consumers have learned
about the brand
CHAPTER
9
25
Product Positioning
• Decision by a marketer to try to achieve a
defined brand image relative to competition
within a market segment
• Often used interchangeably with brand image
• Marketing mix is manipulated in line with the
desired product position
CHAPTER
9
26
Product Positioning
• Perceptual Mapping
• Technique for measuring & developing a
product’s position
• Takes consumers’ perception of similar
brands & relates these to product attributes
CHAPTER
9
27
Product Positioning
Trendy, Youthful,
Fast
I1
I 2 UCB
Westecs
Economical,
Common
Expensive,
Prestigious
Traditional,
Conservative
CHAPTER
9
28
Product Repositioning
• Deliberate decision to significantly alter the
way the market views a product
• Evolution is natural & inevitable
• Can involve performance, evoked feelings,
situations in which to use or even users
CHAPTER
9
29
Brand Equity
• Value customers assign to a brand beyond its
functional characteristics
• Implies economic value
• Based on product position of the brand
• Source of economic value from a positive
brand image comes from
• Consumers’ behaviors toward existing items with
that brand name
• Principle of stimulus generalization
CHAPTER
9
30
Brand Leverage
• Often termed family branding, brand
extensions or umbrella branding
• Capitalizing on brand equity by using an
existing brand name
• Sometimes done to bolster the brand image
• To be effective product must be connected
CHAPTER
9
31
Brand Leverage
• Successful brand leverage requires the new
product to fit with the original product on at
least 1 of 4 dimensions:
• Complement
• Substitute
• Transfer
• Image
CHAPTER
9