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Chapter 9 Learning, Memory, and Product Positioning

Chapter 9 Learning, Memory, and Product Positioning. Culture. Learning Values Attitudes Tastes Preferences Skills Feelings Products/brand features Symbolic meanings Behaviors. Subcultures. Social class. Family. Friends. Institutions. Personal experiences. Advertising.

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Chapter 9 Learning, Memory, and Product Positioning

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  1. Chapter 9Learning, Memory, and Product Positioning

  2. Culture Learning Values Attitudes Tastes Preferences Skills Feelings Products/brand features Symbolic meanings Behaviors Subcultures Social class Family Friends Institutions Personal experiences Advertising Mass media Learning Is a Key to Consumer Behavior Purchase and use behaviors • The McGraw-Hill Companies, Inc., 1998

  3. Learning • Learning is the process by which memory and behavior are changed as a result of conscious and nonconscious information processing. • Cognitive learning includes all learning acquired via mental processes stimulated by the senses. • Ionic rote learning versus Modeling versus Reasoning • Conditioning refers to learning acquired via association of one object or stimulus with another. • Classical versus Operant conditioning

  4. Learning Theories in High- and Low- Involvement Situations Learning Specific Learning Situation approach learning theory approach Situation High-involvement learning situation Classical Low-involvement learning situation Conditioning Operant Conditioning Iconic rote Cognitive Vicarious/modeling Cognitive Reasoning Commonly used Occasionally used • The McGraw-Hill Companies, Inc., 1998

  5. UCS(popular music) UCR(positive emotion) CS(pen) CR(positive emotion) Consumer Learning through Classical Conditioning UCS = UnconditionedstimulusUCR = Unconditioned responseCS = Conditioned stimulus CR = Conditioned response • The McGraw-Hill Companies, Inc., 1998

  6. Stimulus(Rice Popcorn) Desired response(consumption) Reinforcement(pleasant taste) Consumer Learning by Operant Conditioning Increases probabilityof response to stimulus • The McGraw-Hill Companies, Inc., 1998

  7. Consume a free sample of RicePopcorn that was sent to your home Purchase a second package using the discount coupon that accompanied the free sample Repurchase the product at full price The Process of Shaping in Purchase Behavior • The McGraw-Hill Companies, Inc., 1998

  8. Learning Characteristics • Strength of learning is influenced by: • Importance of the information • Reinforcement of change • Punishment for change • Repetition of the information • Imagery • Extinction (Forgetting)

  9. Stimulus Generalization occurs when a response to one marketing stimulus is elicited by a similar stimulus. • Stimulus Discrimination refers to the process of learning to respond differently to similar but different stimuli.

  10. Memory • Memory refers to the storage and retention of meaning. • Short-term memory is that portion of memory that is currently in use at any point in time. • Elaborative activities • Maintenance rehearsal • Long-term memory refers to the relatively unlimited, permanent storage of meaning. • Semantic memory • Episodic memory

  11.  Schematic Memory Mug Root Beer Crisp Fun Foamy Hip Carbonated Parties Different Young   Refreshing Music Last party attended Lemonade Halloween Jewel Kim   Pumpkins Showers Colas  Dates    Source: LAP Report #5260.1 (New York: Weeks McGraw-Hill, undated.) Used with permission.

  12. Brand Image and Positioning • Brand image refers to the schematic memory of a brand. It refers to the customer’s perception of the brand as a whole. • Product Positioning involves attempts by marketers to achieve a particular brand image relative to competitive products. • Perceptual Mapping involves comparing differing brands from the customers’ perspectives and developing a visual representation of these differences. • Brand Equity is the value customers assign to a brand. • Brand Leverage involves capitalizing on brand equity.

  13. Mercedes 400SE Porsche 914 Volvo 850R • • • Lexus LS400 Chrysler LHS • • Buick Park Avenue Jeep Grand Cherokee • • Oldsmobile L35 Acura Integra • • Honda Accord Ford Taurus • • Saturn SC2 • Nissan Sentra • Plymouth Voyager • Honda Civic Dodge Caravan • • Dodge Neon • Geo Metro • Kia Sephia • Perceptual Map for Automobiles Stylish, prestigious, distinctive TM2 TM3 Fun, sporty, fast Staid, conservative, older TM1 Practical, common, economical • The McGraw-Hill Companies, Inc., 1998

  14. Frequent flier programs offered by airlines, where customers can accumulate mileage toward future free flights or up-grades, are attempts to build customer loyalty via: • Iconic rote learning • Modeling • Reasoning • Classical conditioning • Operant conditioning

  15. Marketers’ use of such easy to remember toll-free numbers as 1-800-Flowers and 1-800-Baskets illustrate an attempt to help customer learn via: • Iconic rote learning • Modeling • Reasoning • Classical conditioning • Operant conditioning

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