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Marketing 334Consumer Behavior

Chapter 9

Learning, Memory and productPositioningFrom: Consumer Behavior by Hawkins, Mothersbaugh and Best

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Positioning Strategy

Product Position The perception

consumers haveabout the productrelative tocompeting products

Repositioning Reinforce existing

positive perceptions Reduce any negativeperceptions

Create new positive

associations

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Learning

A change in contentor organization of

long term memoryor behavior the result of

information

processing

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Memorys Role in Learning

Memory consists of two interrelatedcomponents:

1. Short-term Memory (STM) a.k.a. working memory

is that portion of total memory that is currentlyactivated or in use.

2. Long-term Memory (LTM)

is that portion of total memory devoted to

permanent information storage. Semantic memory Episodic memory

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9-5

Memorys Role in Learning

STM is Short Lived

STM has Limited Capacity

Elaborative Activities Occur in STM

Short-Term Memory

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Fisher Price

Courtesy Fisher-Price

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9-7

Memorys Role in Learning

Schemas (a.k.a. schematic memory)

Scripts

Retrieval from LTM

Long-Term Memory

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Memorys Role in Learning

A Partial Schematic Memory for Mountain Dew

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Learning Under High and Low

Involvement High Involvement

Learning

The consumer ismotivated to processor learn the material

Low InvolvementLearning

The consumer haslittle or no motivationto process or learnthe material

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Nature's Way

1996 Natures Way Products, Inc.

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Jell-O Pudding

1996 Kraft Foods, Inc.

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Learning Under High and Low Involvement

Classical conditioning is the process of using an establishedrelationship between one stimulus (music) and response(pleasant feelings) to bring about the learning of the sameresponse (pleasant feelings) to a different stimulus (the brand).

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Learning Under High and Low Involvement

Operant conditioning (or instrumental learning) involvesrewarding desirable behaviors such as brand purchases

with a positive outcome that serves to reinforce thebehavior.

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Learning Under High and Low Involvement

Shaping Can Be Used in Operant Conditioning

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9-15

Learning Under High and Low Involvement

1. Iconic Rote Learning

2. Vicarious Learning/Modeling

3. Analytical Reasoning

Cognitive Learning

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American Egg Board

1996 American Egg Board

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Hershey Tastetations

Hershey Corporation

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Learning, Memory, and Retrieval

Marketers want consumers to learn and remember positive features,feelings, and behaviors associated with their brands.

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9-20

Learning, Memory, and Retrieval

Strength of Learning

Memory Interference

Response Environment

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Learning, Memory, and Retrieval

Strength of learning is enhanced by six factors:

1. Importance

2. Message Involvement

3. Mood

4. Reinforcement

5. Repetition

6. Dual Coding

Strength of Learning

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Learning, Memory, and Retrieval

Memory interference occurs when consumers have difficulty retrieving aspecific piece of information because other related information in memory getsin the way.

Avoid competing ads

Strengthen initial learning

Reduce similarity to competing ads

Provide external retrieval cues

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Brand Image and Product Positioning

Brand image refers to the schematic memory of a brand.

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Brand Image and Product PositioningPerceptual Map for Automobiles

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Brand Equity and Brand Leverage

Brand equity is the value consumers assign to a brand above and beyondthe functional characteristics of the product.

Brand leverage, often termed family branding, brand extensions, or

umbrella branding, refers to marketers capitalizing on brand equity byusing an existing brand name for new products.