perception, memory & learning professor s.j. grant spring 2007 buyer behavior, marketing 3250
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Perception, Memory & Learning
Professor S.J. Grant
Spring 2007
BUYER BEHAVIOR, MARKETING 3250
Perception A model of memory
What are the types of memory?Organization of memoryHow memory works
• Storage• Retrieval
Learning
Outline
Hemispheric lateralization
Perception
When do we perceive stimuli?Absolute and differential
thresholds• Just noticeable difference• Weber’s law
Selective – cocktail party Subliminal perception
• Does subliminal perception affect consumer behavior?
Perception
Perception
Does subliminal messaging make people buy? 1956 N.J. movie theater flashed
subliminal messages, “Hungry? Eat popcorn. Drink Coca-Cola.”
• Increased popcorn sales 58% and Coca-Cola sales 18%, but results were not replicated
Erotic stimuli and sexual symbols in ads purported to increase receptivity to suggestions in the ad
A Model of Memory
Perceived information is encodedExplicitImplicit
Then stored in memoryShort-term storeLong-term store
Retrieval involves calling up stored bits from memory
A Model of Memory
StimulusShort-TermMemory
Long-TermMemory
RetrievalConsolidation
Recall
A Model of Memory
Sensory Short-term Long-term
SensoryEchoicIconicCharacteristics of sensory
memory
A Model of Memory
Short-term memory (STM)Imagery processingDiscursive processingCharacteristics of short-term
memory• Short-term memory is limited (7±2)• Short-term memory is short-lived
A Model of Memory
Long-term memory (LTM)Autobiographical (episodic) memorySemantic memoryCharacteristics of long-term memory
• Stable memory of events of more distant past• Unlimited capacity• Organized by nodes
A Model of Memory
A Model of Memory
Converting short-term memories to long-term store is physically located in the hippocampus
Elaboration, or rehearsal, of information increases consolidation
Recall from long-term storage is a function of recency and availability Availability is aided if memory is organized into
a well-defined associative network of nodes• Categories• Hierarchies
A Model of Memory
Beverages
Carbonated Non-carbonated
MixersColas Juices Water
Pepsi Coke EvianPolandSpring
A Semantic (or Associative) Network
Chunking Rehearsal Recirculation Elaboration
Y=mx+bY=mx+bY=mx+bY=mx+b
How Memory Is Enhanced
Semantic network Trace strength
• Accessibility Spreading of activation
• Priming Retrieval failures
• Decay• Interference• Primacy and recency effects
Retrieval errors
What Is Retrieval?
Explicit memoryRecognitionRecallJudgments
Implicit memoryJudgments
What Are the Types of Retrieval?
Retrieval
Perceptual• “His name started with a ‘J’ . . .”
Conceptual• “A brand of personal computers that
competes with IBM . . .”
Characteristics of the stimulusSaliencePrototypicalityRedundant cuesThe medium in which the
stimulus is processed
How Retrieval Is Enhanced
What the stimulus is linked toRetrieval cuesWhere do retrieval cues come from?The brand name as a retrieval cueOther retrieval cuesConsumer implications
• Consideration set
How Retrieval Is Enhanced
How a stimulus is processed in short-term memoryDual coding
Consumer characteristics affecting retrievalNetwork of associationsExpertise Mood
How Retrieval Is Enhanced
Exposure
Attention
Interpretation
Memory
Information Processing Selective
ExposureRandom Deliberate
AttentionLow- High-
involvement involvement
InterpretationLow- High-
involvement involvement
Short-term Memory Long-term
Active problem Stored experiences, solving values, decisions,
rules, feelings
Purchase and consumption decisions
Pe
rce
pti
on
A Model of Learning
Professor S.J. Grant
Spring 2007
Information Processing& Implications
BUYER BEHAVIOR, MARKETING 3250
A model of information processingRole of attention, or cognitive
resources The structure of knowledge
How the structure of knowledge leads to understanding and persuasion
Implications for positioning
Outline
Awareness
Knowledge
Preference
Loyalty
Relevance
Differentiation
Attention
OldParadigm
NewParadigm
A Model of Information Processing
Attention
Relevance
Differentiation
Memory
Information Processing Selective
Relevance
Determining relevance is based on existing knowledge structuresInterpretation is subject to prior
learning• Schemas and associations• Categorization• Images• Scripts
Taxonomic Category Structure
Categories and their structurePrototypicalityCorrelated associationsHierarchical structure
• Superordinate level• Basic level• Subordinate level
Knowledge Structure
Positioning
New brands or products must establish in consumers’ mindsTargetFrame of reference (or category
membership)Point of difference
Target Audience
Must be broad enough to support a meaningful business, but sufficiently discriminating to guide communication and strategy. This is where segmentation strategies are relevant.
Reason to Believe
The category of competing offerings – substitutes – against which the customer should evaluate the relative merits of the brand.
The brand’s competitive, differentiated reason for being – ideally an emotional benefit that uniquely identifies the brand. This is where the elevated value proposition is expressed/how elevated value is delivered.
Differentiated Benefit
Frame of Reference
Implications for Positioning
Product Positioning
For busy, health-conscious adults
Prepared, ready-to-eat packaged foods
Lower fat content, reduced calories
Target
Frame of reference
Point of difference
Product Positioning
For adults at risk of heart disease
Any aspirin (acetylsalicylic acid) such as Bayer, Anacin, Bufferin, Excedrin
Safe and gentle
Target
Frame of reference
Point of difference
Product Positioning
For active adults seeking to be at the top of their game
Bottled water
Enhanced to boost performance due to natural vitamins, nutrients
Target
Frame of reference
Point of difference
Positioning
For leisure travelers seeking pampering
Resorts, spas, vacation getaways
Luxurious furnishings, upscale experience
For business travelers who need to be productive
Hotels catering to business travelers (Hyatt, Hilton)
Excellent service, attention to detail
Target
Frame of reference
Point of difference
Position 1 Position 2
Positioning
For upscale convertible lovers
Other luxury convertibles (BMW, Mercedes, Lexus)
Volvo’s reputation for safety first, rollover protection
For drivers who value Volvo’s safety heritage
Safety-oriented vehicles (station wagons)
A turbocharged convertible with 10-speaker sound
Target
Frame of reference
Point of difference
Position 2Position 1
Positioning
For customers who buy frozen pizza
Other frozen pizzas
Better quality
Rising crust
For customers who prefer delivery pizza
Delivery pizza
Better value
Lower price than delivery
Target
Frame of reference
Point of difference
Reason tobelieve
Position 2Position 1
Positioning Problems
Positioning on conflicting claims High quality but low cost Good tasting but low calorie Sweet but nutritious Fast acting but long lasting
Sustaining a benefit over time Benefit relevance may change over decades How to express benefit in modern ways
Entry of me-too brands Usually strengthens incumbent