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Marketing 334Consumer Behavior
Chapter 9Learning, Memory and product
Positioning From: Consumer Behavior by Hawkins, Mothersbaugh and Best
Positioning Strategy
• Product Position– The perception
consumers have about the product relative to competing products
• Repositioning– Reinforce existing
positive perceptions
– Reduce any negative perceptions
– Create new positive associations
Learning
• A change in content or organization of long term memory or behavior– the result of
information processing
Memory’s Role in LearningMemory’s Role in Learning
Memory consists of two interrelated Memory consists of two interrelated componentscomponents:
1.1. Short-term Memory (STM) a.k.a. working memoryShort-term Memory (STM) a.k.a. working memory
• is that portion of total memory that is currently activated or in use.
2.2. Long-term Memory (LTM)Long-term Memory (LTM)
• is that portion of total memory devoted to permanent information storage.
• Semantic memorySemantic memory
• Episodic memoryEpisodic memory
9-5
Memory’s Role in LearningMemory’s Role in Learning
STM is Short LivedSTM is Short Lived
STM has Limited CapacitySTM has Limited Capacity
Elaborative Activities Occur in STMElaborative Activities Occur in STM
Short-Term Memory
Fisher Price
Courtesy Fisher-Price
9-7
Memory’s Role in LearningMemory’s Role in Learning
Schemas (a.k.a. schematic memory)Schemas (a.k.a. schematic memory)
ScriptsScripts
Retrieval from LTMRetrieval from LTM
Long-Term Memory
Memory’s Role in LearningMemory’s Role in Learning
A Partial Schematic Memory for Mountain DewA Partial Schematic Memory for Mountain Dew
Learning Under High and Low Involvement
• High Involvement Learning– The consumer is
motivated to process or learn the material
• Low Involvement Learning– The consumer has
little or no motivation to process or learn the material
Nature's Way
© 1996 Nature’s Way Products, Inc.
Jell-O Pudding
© 1996 Kraft Foods, Inc.
Learning Under High and Low Learning Under High and Low InvolvementInvolvement
Classical conditioningClassical conditioning is the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand).
Learning Under High and Low Learning Under High and Low InvolvementInvolvement
Operant conditioning Operant conditioning (or instrumental learning) involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.
Learning Under High and Low InvolvementLearning Under High and Low Involvement
Shaping Can Be Used in Operant ConditioningShaping Can Be Used in Operant Conditioning
9-15
Learning Under High and Low Learning Under High and Low InvolvementInvolvement
1.1. Iconic Rote LearningIconic Rote Learning
2.2. Vicarious Learning/ModelingVicarious Learning/Modeling
3.3. Analytical ReasoningAnalytical Reasoning
Cognitive Learning
American Egg Board
© 1996 American Egg Board
Learning to Generalize and Differentiate
• Stimulus Discrimination
• Stimulus Generalization
Hershey Tastetations
© Hershey Corporation
Learning, Memory, and RetrievalLearning, Memory, and Retrieval
Marketers want consumers to learn and remember positive features, feelings, and behaviors associated with their brands.
What happens when What happens when consumers consumers forgetforget??
Conditioned LearningConditioned LearningExtinctionExtinction
Desired response decays or dies out if not reinforced.
Cognitive LearningCognitive LearningRetrieval FailureRetrieval Failure
Information that is available in LTM cannot be retrieved.
9-20
Learning, Memory, and RetrievalLearning, Memory, and Retrieval
Strength of LearningStrength of Learning
Memory InterferenceMemory Interference
Response EnvironmentResponse Environment
Learning, Memory, and RetrievalLearning, Memory, and Retrieval
Strength of learning is enhanced by six factors:Strength of learning is enhanced by six factors:
1.1. ImportanceImportance
2.2. Message InvolvementMessage Involvement
3.3. MoodMood
4.4. ReinforcementReinforcement
5.5. RepetitionRepetition
6.6. Dual CodingDual Coding
Strength of Learning
Learning, Memory, and RetrievalLearning, Memory, and Retrieval
Memory interferenceMemory interference occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way.
•Avoid competing ads
•Strengthen initial learning
•Reduce similarity to competing ads
•Provide external retrieval cues
Brand Image and Product PositioningBrand Image and Product Positioning
Brand imageBrand image refers to the schematic memory of a brand.
ManufacturerManufacturerMarketer Marketer
CharacteristicsCharacteristics
UsersUsers Usage SituationsUsage Situations
BenefitsBenefits
Perceived Product Perceived Product AttributesAttributes
Brand ImageBrand Image
Brand Image and Product PositioningBrand Image and Product Positioning
Product positioning strategyProduct positioning strategy is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment.
An important component of brand image is the appropriate usage situations for the product or brand.
Perceptual mappingPerceptual mapping offers marketing managers a useful technique for measuring and developing a product’s position.
Brand Image and Product PositioningBrand Image and Product Positioning
Perceptual Map for AutomobilesPerceptual Map for Automobiles
Brand Image and Product PositioningBrand Image and Product Positioning
Product repositioningProduct repositioning refers to a deliberate decision to significantly alter the way the market views a product. This can involve
level of performance
the feelings it evokes
the situations in which it should be used, or
who uses the product
Brand Equity and Brand LeverageBrand Equity and Brand Leverage
Brand equityBrand equity is the value consumers assign to a brand above and beyond the functional characteristics of the product.
Brand leverageBrand leverage, often termed family branding, brand extensions, or family branding, brand extensions, or umbrella brandingumbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products.