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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