Low Low involveminvolvem

entent UtilitariaUtilitarian n

(practical(practical))

Ego-Ego-expressive expressive (ultimate (ultimate choicest)choicest)

ChoicChoicee

AA BB CC

UsageUsage Version AVersion A Version BVersion B Version CVersion C

High High involveminvolvem

entent

Learning is a relatively permanent change in behavior caused by experience Experience need not be direct and can be by observing

events that affect others We learn even when we are not trying Intentional learning (careful search for info) Vs. Incidental

learning (causal, unintentional acquisition of knowledge) Classical Conditioning (McDonalds, repetitions-pepsi

slogan ‘yeh dil mange more’ with different slogans, fevi kwik ‘chutki mein chipke’ for Learning Curve, stimulus generalization- strategy for positoning to families like brands of lakme, phillips, sony, bajaj, stimulus discrimination by the innovators and leaders like maggi tomato chilli sauce saying slogan ‘it’s different’, OC detergents, coldarin, pain relivers, shampoos , deodorants showing reward after embarrasement.

Consumer learning … the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour (Schiffman and Kanuk, 2000)

In order for learning to occur, certain basic elements must be present Motivation, cues, response and

reinforcement

Motivation ‘Cos motivation arouses individuals, thereby increasing their

readiness to respond Prickly heat powder commercials during summer

Cues …a weak stimulus, not strong enough to arouse consumers, but

capable of providing direction to motivated activity Shopping environment is packed with cues, such as in-store

promos, displays

Response … consumer’s mental or physical activity in reaction to a stimulus

situation On-line shopping instructions – ‘How to’; 30-day free trial;

samplers

Reinforcement …anything that follows a response and increases the tendency

for the response to reoccur in a similar situation Using the express counter at Food-World/Counter once

Classical conditioning … when a stimulus that elicits a response is paired with another

stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because it is associated with the first stimulus Ivan Pavlov’s experiments with Dogs Pepsi using Britney and ‘We’ll rock you’ in its commercials Oral-B toothbrushes with an ‘early warning system’ for timely

replacement Instrumental (or operant) conditioning

… occurs as the learner learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes Positive reinforcement (e.g. ads saying ‘get a beautiful skin’) Negative reinforcement (e.g. ads saying ‘get rid of dry skin’) Punishment (e.g. ads describing the consequences of not acting

now; e.g. Alcohol Ads, fear appeals like the bugler alarms, life insurance)

Extinction (e.g. the consumer is no longer satisfied and marketer must act; reduce advertizing for some reasons e.g. promise toothpaste)

Unconditioned stimulus (UCS)-

FOOD

Unconditioned stimulus (UCS)-

FOOD

Conditioned stimulus (CS)-

BELL

Conditioned stimulus (CS)-

BELL

Conditioned stimulus (CS)-

BELL

Conditioned stimulus (CS)-

BELL

Unconditioned Response

(UCR)-SALIVATION

Unconditioned Response

(UCR)-SALIVATION

Conditioned Response (CR)-SALIVATION

Conditioned Response (CR)-SALIVATION

AFTER REPEATED PAIRINGS:

Forward conditioning CS preceeds US (i.e., product before the

celebrity) Backward conditioning

US preceeds CS (i.e., celebrity before the product)

Simultaneous conditioning Both to be presented at the same time

THINK about the media choice for these variations!

An example: Unconditioned stimulus – Microsoft brand

symbol, the Windows icon Unconditioned response – the Windows icon

that implies technological superiority and trouble-free operation

Conditioned stimuli – New MS Office-XP bearing the well-known Windows icon symbol

Conditioned response – MS Office-XP embodies technological superiority and trouble-free operation

Repetition Repeated exposures increase the strength of S-R associations

and prevent the decay of these associations in the memory (forgetting)

Slogans, Logos … but beware of ad wear out and competitive advertising Cosmetic variation – same theme, different formats Substantive variation – same cosmetics, different content

Stimulus Generalization Refers to the tendency of stimuli similar to CS to evoke similar,

conditioned responses Explains the success of ‘me-too’ products and private label

brands (that make their packaging resemble the Leader) Other marketing applications – product-line extension (Pepsi

Lemon), product-form extension (Pepsi can), product-category extension (Aquafina), Family branding (Nestle’s Maggi, HP), Licensing (Tommy, CK, Disney), usage situation generalization (French Oil)

Stimulus Discrimination Occurs when a stimulus similar to a CS is not followed by a UCS.

When this happens, reactions are weakened and will soon disappear.

Imitators want consumers to generalize their perceptions but market leaders want to retain the top spot by convincing consumers to discriminate (by effective positioning – establishing a unique image for a brand in the consumer’s mind)

Product line extension – Tylenol (J&J) makings its products available in a number of forms (tablets, capsules, gelcaps), strengths (regular, extra-strength and children’s) and package sizes

Product form extension – Ivory bath soap to Ivory liquid soap to Ivory shower gel

Product category extension – disposable BIC pens to disposable BIC razors

Family branding – Campbell’s Soup company adding new food products to its product line under the Campbell’s brand name; Ralph Lauren designer label on men’s and women’s clothing

Licensing – Tommy Hilfiger, Calvin Klein on caps, clothing, luggage, toys, …. (with the risk of counterfeiting!)

Product differentiation – ‘teaching’ the consumers (thru advertising and selling) to associate the brand name with a specific product

Learning based on mental (problem-solving) activity Emphasis is NOT on WHAT (say, repetition or

association of a reward with a specific response) is learned, but on HOW (i.e. information processing) it is learned

Observational Learning Also called as Social learning or vicarious learning or

modeling Application: Testimonial ads,

Involvement Theory Based on hemispherical lateralization or Split-brain

theory Left-hemisphere is primarily responsible for cognitive

activities (reading, speaking, attribution information processing) – it’s rational, active and realistic

Right-hemisphere is concerned with nonverbal, timeless, pictorial and holistic information – it’s emotional, metaphoric, impulsive and intuitive

Impact on Media strategy – TV viewing is considered a right-brain activity (passive learning thru low-involvement info processing) and Print media and interactive media are considered high-involvement media.

Components of observational learning

Memory is availability and Retrieval is accessibility

Memory affects the exposure, attention, and comprehension stages

How consumers store, retain and retrieve information

Memory allows consumers to anticipate the stimuli they might encounter

External InputsExternal Inputs

EncodingInformation is

Placed in Memory

EncodingInformation is

Placed in Memory

StorageInformation

is Retained in Memory

StorageInformation

is Retained in Memory

RetrievalInformation Stored

in Memory is Found as Needed

RetrievalInformation Stored

in Memory is Found as Needed

… are the methods of handling information which may operate consciously or unconsciously to influence the encoding, placement, and retrieval of information.

Encoding … the process by which we select a word or visual image to represent a perceived object Examples: Kellogg’s, Asian paints

Retrieval cues create a response by actively reconstructing the stimulus

Response generation is when a person develops a response by actively reconstructing the stimulus.

Rehearsal … silent, mental repetition of information; failure to rehearse an input, either by repeating it or by relating it to other data, can result in fading and eventual loss of the information

An associative network for perfumes

Research finding It is difficult for consumers to remember

product information from ads for new brands in heavily advertised categories

Consumers can become cognitively overloaded when they are given a lot of information in a limited time

Interference: the greater the number of competitive ads in a product category, the lower the recall of brand claims in a specific ad Example: when consumers attributed the

Eveready Energizer Bunny to the market leader, Duracell

Inputs

Sensory memory

Short-term memory(working memory)

Available capacity

Long-term memory

Affect andarousal RetrievalEncoding

Sensory memory Iconic (regarding what we see) and echoic

(regarding what we hear) memory Sensory memory happens in the pre-attention

stage where a stimulus is briefly analyzed to determine if it will receive additional processing. E.g if we close our eyes we can remember the after image in our mind’s eye for just a fraction of second.

Short-term memory (STM) (can be viewed as Conscious thought)

Imagery and discursive (i.e. language) processing Short-term memory is where information is

temporarily stored while people are actively processing it. Also called working memory. If information in short-term memory is not rehearsed it is

lost within 30 seconds. E.g. a long number 91-0141-550053 can be grouped to generate a short term memory or there can be brand name and symbols for the same

Involvement (split brain theory) and short-term memory High involvement makes the consumer more aroused and

attentive, expanding the short-term memory capacity. Low involvement tends to keep a consumer’s arousal

levels low so the consumer focuses relatively little memory capacity on the stimulus.

Long-term memory (LTM) Long-term memory is connected to short-term

memory through encoding and retrieval processes. Long-term memory has essentially unlimited

capacity to store information permanently. Stored information is either semantic or visual Autobiographical (episodic) memory – represents

knowledge we have about ourselves (In CB context, it refers to acquisition, consumption and disposition)

Semantic (associative) memory – represents knowledge about the world that is detached from specific episodes. Examples: Schemas and categories with connecting links (called beliefs or associations)

e.g frequent repeated advertizing i.e learning the information already stored in the memory.

Sensory MemorySensory Memory

AttentionAttention

Short-Term MemoryShort-Term Memory

Elaborative RehearsalElaborative Rehearsal

Long-Term MemoryLong-Term Memory

Relationships among memory systems

Chunking Marketing communication to serve as a chunk

(group of items that can be processed as one unit) Example: Maruti, Rs.2599, other benefits

Rehearsal Active and conscious interaction with the

material to remember (say, repeating the help-line number, engaging jingles and slogans)

Example: Energizer’s line – ‘it goes on and on and on’; engaging jingles and slogans (esp. when motivation is low)

Recirculation (continual repetition) Similar to rehearsal, but does not involve active

processing; because of repeated exposures Example: Where all do you see ‘Pepsi’ on a

given day? Elaboration

Processing information at deeper levels Interactive ads, Q&A type of ads

Retrieval

Forgetting

State-DependentRetrieval

State-DependentRetrieval SalienceSalience

AgeAge Pictorial/VerbalCues

Pictorial/VerbalCues

OldishOldish Newer Brands(many of them)

Newer Brands(many of them)

Interference Interference Not enough Cues

Not enough Cues

FamiliarityFamiliarity

By characteristics of the stimulus Favourability, Salience, Prototypicality (graded

categorization), Congruence (as per the expected attributes), redundancies (when brand is named, claims and visuals convey the same info)

By what the stimulus is linked to Priming, Retrieval of cues

By the way in which the stimulus is processed As pictures and words in memory

The characteristics of the consumers Mood and expertise

Consumers tend to remember the product’s benefits rather than its attributes

Incongruent (or unexpected) elements pierce consumers’ perceptual screens and improve the memorability of an ad when these elements are relevant to the advertising message Example: ad for a brand of stain-resistant, easy-

to-clean carpet Incongruent elements that are not relevant

to an ad also pierce the consumers’ perceptual screen but provide no memorability for the product Example: Glamour in advertising