Quarter 2- Dec 2014

MKTG 363
Consumer Behaviour

Session 3
Learning and Memory
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Learning Objectives
Explain the concepts of learning and memory
Contrast various types of learning, including classical
conditioning, operant conditioning, iconic rote learning,
vicarious learning, and analytical reasoning
Know how to strengthen consumer learning
Know when to use brand leverage/ extension
Recognize the theories behind marketing strategies in daily
life
Develop effective strategies to raise brand awareness based
on the theories of learning and memory
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Short-term Memory
Maintenance
rehearsal
SHORT-TERM
MEMORY
Elaborative
activities

Long-term Memory
Continual
LONG-TERM restructure

Semantic Feelings
Memory Features

BRAND
SCHEMAS

MEMORY
Store information
for future use

Episodic
Memory

Experience

RETRIEVAL
Explicit memory
Implicit memory
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LEARNING

Conditioning

Classical
Conditioning

Operant
Conditioning

Cognitive

Iconic
Rote
Learning

Vicarious
learning

Analytical
Reasoning

Learning
Conditioning
Classical Conditioning: pair the unknown brand
repeatedly together with some other stimulus that
you know already automatically elicits positive
feelings or emotions
Operant conditioning: reward desirable behaviors
such as brand purchases with a positive outcome
that serves to reinforce the behavior

Operant Conditioning

CGV Binh Duong Square opening

week
Buy the 1st
ticket get 1
coupon

Use the
coupon to get
the 2nd ticket

Buy the 3rd

ticket at full
price

Ad to encourage
initial purchase

Learning
Cognitive learning
Iconic Rote Learning: Learning a concept or the
association between two or more concepts in the
absence of conditioning.
Vicarious learning: Consumers observe the
outcomes of others behaviors or use imagery to
anticipate the outcome of various courses of
action instead of directly experience a product.
Analytical Reasoning:
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Exercise: Which learning theory?

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Learning to Generalize and Differentiate

Stimulus differentiation/ discrimination:
learning to respond differently to similar but
distinct stimuli.
Stimulus generalization (rub-off effect) occurs
when a response to one stimulus is elicited by a
similar but distinct stimulus

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Strengths of Learning
Importance of the information
Message Involvement (how interested people are
in the ad)
Mood
Reinforcement
Repetition
Dual Coding (store information in different ways)

16

Memory Interference
Occurs when consumers have difficulty retrieving a
specific piece of information because other related
information in memory gets in the way

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Brand Leverage
Successful brand leverage generally requires that the
original brand have a strong positive image and that the
new product fi t with the original product on at least one of
four dimensions:
1. Complement. The two products are used together.
2. Substitute. The new product can be used instead of the
original.
3. Transfer. Consumers see the new product as requiring
the same manufacturing skills as the original.
4. Image. The new product shares a key image component
with the original.
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Brand Leverage
Porsches
possible brand
leverage:

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Brand Leverage Failures

Virgin Water Purifier

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Brand Leverage Failures

Ponds toothpaste

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Brand Leverage Failures

Zippo The Woman

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Brand Leverage Failures

Chicken Soup for the Pet Lovers Soul

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Application of Learning and Memory

Emphasize the importance of the product/ brand to consumers

Make the ad interesting
Use reinforcement for purchase
Create pleasant environment at point-of-purchase
Repeat the ad
Provide External Retrieval Cues (pathways)
Avoid Competing Advertising
Make your ad stand out from the competitors
Strengthen Initial Learning (First impression is the most
important)
Use brand leverage when appropriate
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Homework
1. Pick a consumer lotion or toothpaste product, and create
ads stressing
( a ) a positive reinforcement,
( b ) a negative reinforcement, and
( c ) a punishment.
2. Find and describe three advertisements, one based on
cognitive learning, another based on operant conditioning,
and the third based on classical conditioning. Discuss the
nature of each advertisement and how it utilizes that type of
learning.
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Homework
1. Find two advertisements for competing brands that you
feel do a good job of avoiding competitive advertising
interference and two that you think do not. Justify your
selection.
2. Visit a grocery store and examine product packages or
point-of-purchase information that could serve as
retrieval cues for a brands ongoing advertising
campaign. Write a brief report of your findings and
describe the nature and effectiveness of the retrieval
cues utilized. Could they have been better? Explain.
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Homework
5. Find a recent brand extension that you
feel will be successful and one that you feel
will fail. Explain each of your choices.

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