Learning, Memory, and Positioning

CONSUMER KNOWLEDGE,
LEARNING, AND UNDERSTANDING
Learning--what is it?
One form of
learning...
Operant conditioning
Classical conditioning
Brand loyalty
Perception
MKTG 371
Characteristics of the senses

Accuracy
Ability to detect change
Attention
LEARNING, MEMORY, AND POSITIONING
Most useful for

vicarious learning!
Lars Perner, Instructor
CLASSICAL AND INSTRUMENTAL

(OPERANT) CONDITIONING
Consumers (often
unconsciously) link
objects to past
experience
Consequences of
behavior tend to
influence subsequent
behavior
MKTG 371
Another Typology
High
Involvement
Learning
Low
Involvement
MKTG 371
Classical Conditioning
MKTG 371
Pavlovs dogs
Objects (stimuli)
associated with a
response may bring
about the response
Credit card studies
Stimuli and
responses
Classical Conditioning
US
---->
(Unconditioned stimulus)
US + CS
UR
(Unconditioned response)
-----> UR
(Conditioned stimulus)
CS
now
------> CR
(Conditioned response)
(CS alone is
able to
bring
CR)
E.g.:
SUGAR
SUGAR + Cola Taste
MKTG 371
NOTE: UR and CR
-------> insulin release represent the same
behavior, but causes
differ
-------> insulin release
Consumer Examples
Advertising:
pairing product with
images of desired
affect
Product: Evoke
image of object
associated with
positive affect (e.g.,
Mustang; Coke Bottle)
MKTG 371
Making Classical Conditioning

Work
MKTG 371
Appropriate symbols
(for the population
in question) to elicit
emotion
NOTE: Test stimuli
for desired effect!
Repetition
INSTRUMENTAL (OPERANT)
CONDITIONING
REINFORCEMENT
BEHAVIOR
NOT the
same
thing!
MKTG 371
LIKELIHOOD
OF
BEHAVIOR
NEGATIVE
REINFORCEMENT
PUNISHMENT
LIKELIHOOD
OF
BEHAVIOR
Reinforcement: An Example
You eat a cake (behavior)
----> good taste (reward)
----> more likely to eat cake
on another occasion
MKTG 371
Negative Reinforcement
(not the same as punishment!)
Aversive stimulus exists
Behavior ----> termination of aversive
stimulus
----> repetition of behavior
during aversive stimulus
MKTG 371
10
Negative Reinforcement: An
Example
Headache (aversive stimulus)
Aspirin (behavior) ---> Headache
cessation
----> Likely to consume
aspirin during future
headaches
MKTG 371
11
PUNISHMENT
Behavior ----> Negative
consequences
-----> Behavior less
likely to be repeated
when punishment is
anticipated (mostly)
MKTG 371
12
Punishment: Examples
MKTG 371
Parking meters
Gas taxes
Restocking fees
Fees for non-ATM
banking transactions
Over-base rate
utility charges
13
More Punishment Examples
MKTG 371
Voidance of
warranty if product
is serviced by
competitor
Social ostracism for
failure to wear
deodorant
14
Reinforcement Effectiveness
Temporal proximity--conditioning is
more effective if consequences
immediately follow behavior (delayed
reinforcement is much less effective)
Recognition of relationship between
behavior and consequences
Schedules of reinforcement--variable
ratio is most effective
MKTG 371
15
Strength of Learning
Importance
Involvement
Product
Messagee.g.,
Mood
Mixed research results
AFLAC Insurance
Energizer Bunny
MKTG 371
More elaboration and

associations during
positive mood if the
association is
pleasurable
Happy people may seek
to avoid thinking to
avoid spoiling the good
mood
Individuals will tend to
be more critical of
claims under bad mood
16
Extinction
MKTG 371
Behavior which is
not reinforced tends
to become extinct
gradually
17
Schedules of Reinforcement
Fixed interval
Fixed ratio
Variable ratio
resistant
Variable interval
MKTG 371
<------ Most
to extinction
18
Shaping
Behavior approximating
desired kind level
e.g., buying new
product on sale
Increased requirements,
when met
e.g., magnitude of sale
gradually decreased
MKTG 371
------> Reward
-------> Reward
19
Shaping: Possible Examples
MKTG 371
Introduction of fruit flavored

soft drinks in Indonesia prior
to Coca Cola
New products given premium
shelf space in the beginning
Premium given with purchase
of new product
In-store demonstrations of
new products
Note that marketers

power tends to be
limited
20
Instrumental (Operant)
Conditioning In Practice
MKTG 371
Marketers typically do not have the power to

significantly reward or punish people
greatly-- typically have little power to
directly influence peoples experience
Note that many rewards and punishments are
significantly delayed
Better able to influence vicarious learning
21
Brand Loyalty vs. Habit
MKTG 371
Habit: consumer
picks product
without much
thought; may be
due to convenience
Loyalty: consumer
actively seeks out
product
22
Loyalty...
MKTG 371
Multibrand loyalty
How strong?
...or lack of it.
23
Stimulus Generalization
Rub off effect

A slightly different stimulus may not be
discriminated
Both discrimination and generalization are
evolutionarily adaptive
Categorizing of like objects (e.g., lions, alphabet
letters)
Distinction between dangerous and safe entities
MKTG 371
24
Developing Brand Loyalty:

Tricks and Traps
Product quality --->

satisfaction
Sales promotions
Stealing loyal consumers
away from others--is it
worth it?
Price
value
exclusiveness
MKTG 371
25
Memory
Level of conscious intent

Explicit memory
Deliberate attempt to
retrieve information
Implicit memory
Information automatically
recalled
E.g., associations
E.g., routine information
(social security and
phone numbers, web site
addresses)
MKTG 371
Associative Network of
Knowledge
Pieces of experience and
information (nodes) are
tired together
Activating one node will
tend to activate others
which in turn will activate
still more nodes
E.g.,
Thinking of marketing
class may activate name
of a soft drink always
consumed by the
instructor
The soft drink may have
more competing links
and may not activate the
professor
26
Memory
Short term (compare to RAM --->

volatile)
mnemonic devices (e.g., 1-800-FLOWERS)
STM
Long term (compare to hard disk --->

longer in duration but imperfect--I
remember it well)
REHEARSAL
LTM
DECAY
MKTG 371
27
Turning STM into LTM
Rehearsalrepetition of information
By consumer (e.g., phone number)
By advertisement
Elaborative activitiesthinking of the object

to strengthen its association with other
nodes and maintenance
Extinction from long term memory
E.g., old phone numbers; how to use an old
computer program; loss language skills
MKTG 371
28
Scripts: The Way to Do

Things
Procedure for doing various

things learned over time
E.g., restaurant script:
MKTG 371
make reservation
travel to restaurant
await seating
order drinks
study menu
order
have dessert and/or coffee
pay check and leave tip
29
Implications of Scripts
Check car odometer

If more than 3,000 miles,
go to Joes garage or
look in yellow pages for garages
Ask mechanic for oil change

When asked which brand of oil
select Pennzoil or
think about which brand to use
MKTG 371
If you were
Joe or
Pennzoil,
which
script would
you prefer?
30
Positioning and Repositioning

Working with existing perceptions
Research to identify perception and
associations of productsPerceptual
Maps
Repositioning
Very difficultmay be more cost effective

to develop a new brand
MKTG 371
31
Brand Equity and Leverage

Consumer associations with product are
valuable
Brand leverage (brand extensions,
brand family, umbrella branding)
Use of appropriate associations

May involve brand style rather than
product similarity
Concept testing is important
MKTG 371
32

Learning, Memory, and Positioning

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Learning, Memory, and Positioning

Hochgeladen von

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CONSUMER KNOWLEDGE,

LEARNING, AND UNDERSTANDING

Characteristics of the senses

Most useful for

Lars Perner, Instructor

CLASSICAL AND INSTRUMENTAL