consumer attitudes and behaviors (2008) (c) stowe shoemaker, ph.d. an organizational framework for...

Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

An Organizational Framework for the Study of Consumer Behavior

Consumer

Research

Market Segmentation

Perception

Learning and Memory

Beliefs and Attitudes

Motivation and Emotion

Personality Self-concept, and Lifestyle

Consumer Decision Making

Adoption

Group Influences

Family Influences

Personal Influences

Social Class

Culture and Microculture

Diffusion

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II: Memory

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II: Consumer Memory

Consider and absorb the following statements the ants ate the sweet jelly that was on the table the ants were in the kitchen the ants ate the sweet jelly the ants in the kitchen ate the jelly that was on the

table the jelly was on the table the ants in the kitchen ate the jelly

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Birthday

Including February 29th there are 366 possible birthdays in a year

A group would need to contain an average of 367 members in order to be absolutely sure that at least two people shared the same birthday

How many people on average, would a group contain in order to be 50% certain of two people sharing the same birthday?

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Recall

Close your eyes and recall a scene in which you experienced something pleasurable

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Memory

Memory can be likened to a storage chest in the brain into which we deposit material and from which we can withdraw it later if needed. Occasionally, something gets lost from the “chest,” and then we say we have forgotten.

Would you say this is a reasonably accurate description of how memory works? Yes _____ No _____ Not Sure _______

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Memory

Did the following sentences appear on the previous slide the ants ate the jelly which was on the table the ants in the kitchen ate the sweet jelly which

was on the table the ants ate the sweet jelly

Indicate the level of confidence in your answer on a scale of 1 to 5

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Goals of this section

Be able to explain the differences between short-term and long-term memory

Provide business applications for improving consumers’ recall for an advertiser’s marketing communications

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Memory

Memories are not like copies of our past experience on deposit in a memory bank

Instead, they are constructed at the time of withdrawal

The “materials” used in the reconstruction are logical inferences that fill in missing detail, associated memories that blend in with original memory and other information.

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Memory

Proof The only sentence that appeared in Q4 was “the

ants ate the sweet jelly” The middle sentence can only be derived by

combining separate sentences from the total set of sentences

If you saw yourself in the scene in Q2, then the scene must have been reconstructed.

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 11

Nike Running Shoes

Cost$94

At Wilson

Sporting Goods

Strange SalespersonHelped me

Last fall

Weight Feels softTo run in

cushioning

Brooks

NewBalance

Feelings afterA long, hard run Proud

RelaxedTired

How to runlightly

Avoid soreknees

Lace shoestightly

Wear cushioned Socks

Good valueFor the money

Long-wearingtreadCan wear with

Jeans, too

Color

Look good

Swooshsymbol

Status Brand

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Memory

What did you have for dinner two nights ago? How were able to remember? What was the first thing that leapt to your

minds as you read this question?

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Human and Computer Memory

Short Term Memory

Long Term Memory Hard Disk Storage

Random Access MemoryRAM

Recall forThinking

Retrieval forProcessing

Human Brain Personal Computer

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Properties of long and short term memory

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Why Information Does Not Get Passed Short Term Memory Rehearsal Failure Make a list of all the advertisements we have

shown so far Implications on advertisements

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How Information Gets Stored in Long Term Memory

1. Organization Principle of Long-term Memory

2. The Encoding-specificity Principle of Long-term Memory

3. The Association Principle of Long-term Memory

4. Implicit Memory

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1. Organization Principle of Long-term Memory

Make a list of items you would take out of your house if it caught on fire.

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1. Organization Principle of Long-term Memory - continued

Make a list of items you would take with you on vacation to a beach.

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LEVELS OF ABSTRACTION IN DESSERT CATEGORIES

DESSERT

Fattening Dessert Nonfattening Dessert

SUPERORDINATE LEVEL

BASIC LEVEL

SUBORDINATE LEVEL

Pie

Ice Cream CakeFruit

Yogurt

Low-fatIce Cream

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Memory Performance

100%

50%

0%

OrganizedList

RandomList

1 2 3 4

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1. Organization Principle of Long-term Memory – continued

Process of grouping individual pieces of information into larger units (e.g., categories) on the basis of a specific relationship between the pieces

Implications:

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2. The Encoding-Specificity Principle of Long-term Memory - continued Related pieces of information help recall

memory Links help improve activation of the “nodes”

Any marketing communication that places its spokesperson in both its advertising and on its package can recall

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2. The Encoding-Specificity Principle of Long-term Memory - continued

Context in which information learned

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The encoding-specificity principle

wet retrievalcontext

dry retrievalcontext

DryEncodingContext

WetEncodingContext

100%

0%

Probability of retrieval

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3. The Association Principle of Long-term Memory

At the center of a blank sheet of paper, write the name Cornell PDP. Nearby, write your first association to the product and draw a line between the two. Then write your next association, linking the second and third, and so forth, until your paper is full. See how far a field the associations go.

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3. The Association Principle of Long-term Memory - continued

Leads to importance of priming Google words Ask guests to perform the exercise you just

completed

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Exercise: Association Principle

Recently, when it was discovered that a large supplier of hamburger meat to various restaurants around the United States had shipped tons of contaminated beef, consumers everywhere were afraid to eat hamburger. The timing was especially bad for restaurants and supermarkets because the scare took place during the summer – the season when Americans are most likely to be grilling and ordering hamburgers frequently. If you were the owner or franchiser of a restaurant whose most popular food items included various types of hamburgers, what steps might you have taken to combat marketplace rumors about the meat your served?

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Exercise

Contrary to popular opinion, refuting a rumor is not the best way to restore a company’s image. This is because refuting the rumor keeps the negative linkages in the consumer’s associative network active. A better solution is to create new, positive associative links to the brand that can interfere with the negative links

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The association principle: Associative inference

Evaluations

6.11 6.50 10.36 10.25

Rumor Rumor plus Rumor plus No Rumor Alone Refutation Associative Control Interference

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Implicit Memory

Automatic or an unconscious form of memory In daily life, people rely on implicit memory

everyday in the form of procedural memory (memory of how to do things – scripts)

Leads to illusion of truth The illusion-of-truth effect states that a person is

more likely to believe a familiar statement than an unfamiliar one

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Classical and Operant Conditioning Building Implicit Memory

Classical Operant

Order ofStimulus

Learning

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Classical Conditioning

Classical conditioning involves forming an association between two objects. The first object is an unconditioned stimulus. The

unconditioned stimulus leads to an automatic unconditioned response (e.g. food leading to salivation).

The second object is a conditioned stimulus.

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Classical Conditioning

Once this pairing is learned, the conditioned stimulus will lead to a conditional response that is identical to the unconditioned response

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Classical conditioning in advertising

Positive Stimulus(music, scenery,people, animals)

Advertised Brand(paired with

positive unconditioned response)

Positive Affect

Positive Affect

(toward brand)

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Polar bears were considered neutral before pairing them with Coca-Cola

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Non Advertising Contexts

Credit card stimulus and spending Credit cards and tipping

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Operant Conditioning

Positive reinforcement Negative reinforcement Continuous reinforcement Partial reinforcement Shaping

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TYPES OF REINFORCEMENT

EVENT

BEHAVIOR

POSITIVEBEHAVIOR

NEGATIVEBEHAVIOR

CONDITION APPLIED CONDITION REMOVED

Positive ReinforcementEffect: Positive eventStrengthens responsesPreceding occurrence.

Learning Process:consumer learns toperform responses thatproduce positive outcome.

ExtinctionEffect: Removal of positive eventweakens responses precedingoccurrence.

Learning Process: Consumerlearns that responses no longerproduce positive outcome.

PunishmentEffect: Negative eventweakens responses that arefollowed by negative outcome.

Learning Process: ConsumerLearns not to perform responses leading to punishment.

Negative ReinforcementEffect: Removal of negative event strengthens responses that allow avoidance of negative outcome.

Learning Process: Consumer Learns to perform responses thatAllow him or her to avoid negative outcome

Strengthens Connections

WeakerConnections

42


Commercial

Starbucks Rolling Stones

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Question

How might marketers for a chain of resorts like Club Med use partial reinforcement to get vacationers to stay at their resorts?

How are frequent guest programs related to this topic?

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An Organizational Framework for the Study of Consumer Behavior

Consumer

Research

Market Segmentation

Perception

Learning and Memory

Beliefs and Attitudes

Motivation and Emotion

Personality Self-concept, and Lifestyle

Consumer Decision Making

Adoption

Group Influences

Family Influences

Personal Influences

Social Class

Culture and Microculture

Diffusion

45

consumer attitudes and behaviors (2008) (c) stowe shoemaker, ph.d. an organizational framework for...

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