Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 09

Describe the nature of learning and memoryExplain the types of memory and memory's role in learning Distinguish the different processes underlying high- and low-involvement learning Su

Describe the nature of learning and memory

Explain the types of memory and memory's role in

learning

Distinguish the different processes underlying high-

and low-involvement learning

Summarize the factors affecting information retrieval

from memory

Understand the application of learning to brand

positioning, equity, and leverage

Learning Objectives

Can a brand make consumers more creative? To find

out:

brand logo and then asked to write down all the

uses of a brick they could think of.

Which computer logo generated the most creativity

(more uses for a brick)?

 IBM

Consumer Behavior In The News…

If you said Apple you are correct The number of uses

for a brick were as follows:

 Apple: 7.5 Apple: 7.5

 No Brand (control group): 6 No Brand (control group): 6

 IBM: 5 IBM: 5

Why?

Why? Brand image (e.g., creativity) may prime a trait Brand image (e.g., creativity) may prime a trait

that taps our self image and affects our behaviors.

Consumer Behavior In The News…

The Nature of Learning and Memory

Memory consists of two interrelated components

Memory consists of two interrelated components:

• is that portion of total memory that is currently activated

or in use.

• is that portion of total memory devoted to permanent

information storage.

• Semantic memory is the basic knowledge and Semantic memory

feelings an individual has about a concept.

Memory’s Role in Learning

 STM is Short Lived

• Consumers must constantly refresh information through

maintenance rehearsal

maintenance rehearsal or it will be lost.

• Consumers can only hold so much information in

current memory.

• Elaborative activities serve to redefine or add new Elaborative activities

elements to memory and can involve both concepts concepts

and imageryimagery.

Short-Term Memory

Memory’s Role in Learning

regarding the brand.

Courtesy Ogilvy & Mather Kuala Lumpur

Applications in Consumer Behavior

 Schemas (a.k.a schematic memory)

A Partial Schematic Memory for Mountain Dew

Memory’s Role in Learning

Learning Under High- and Low-Involvement

Classical conditioning

Classical 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).

Classical Conditioning

Learning Under High- and Low-Involvement

Operant conditioning (or instrumental learning) involves

rewarding desirable behaviors such as brand purchases with a

positive outcome that serves to reinforce the behavior.

Operant Conditioning

Learning Under High- and Low-Involvement

Shaping Can Be Used in Operant Conditioning

Learning Under High- and Low-Involvement

1 Iconic Rote Learning

Learning Under High- and Low-Involvement

Marketers want consumers to learn and remember positive

features, feelings, and behaviors associated with their

brands

Learning, Memory, and Retrieval

Forgetting over Time: Magazine Advertisement

Learning, Memory, and Retrieval

Strength of learning is enhanced by six factors:

Impact of Repetition on Brand Awareness for High- and Low-Awareness Brands

Learning, Memory, and Retrieval

Repetition Timing and Advertising Recall

Learning, Memory, and Retrieval

Memory interference

Memory interference occurs when consumers have

difficulty retrieving a specific piece of information because

other related information in memory gets in the way

A common form of interference in

marketing is due to competitive

advertising

Competitive advertising makes it

harder for consumers to recall any

given advertisement and its

contents

Learning, Memory, and Retrieval

Learning, Memory, and Retrieval

Brand Image

Brand Image and Product Positioning

Brand Image and Product Positioning

Product positioning

Product positioning 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 mapping

Perceptual mapping offers marketing managers a useful

technique for measuring and developing a product’s

position

Perceptual Map for Chocolate Candy

Brand Image and Product Positioning

Product repositioning

Product repositioning refers to a deliberate decision to

significantly alter the way the market views a product This

can involve

Brand Image and Product Positioning

The following Video Clip demonstrates

how Tumbleweed repositioned itself

from a Mexican restaurant to a

southwestern grill.

Video Application

Brand equity

Brand equity is the value consumers assign to a brand

above and beyond the functional characteristics of the

product

Brand leverage

Brand leverage, often termed family branding, brand

extensions, or umbrella branding

extensions, or umbrella branding, refers to marketers

capitalizing on brand equity by using an existing brand

name for new products

Brand Equity and Brand Leverage