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

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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.

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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.