Irwin/McGraw-Hill Chapter 9 Learning, Memory, and Product Positioning

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

Irwin/McGraw-Hill LearningLearning 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

Irwin/McGraw-Hill Learning Theories in High- and Low- Involvement Situations © The McGraw-Hill Companies, Inc., 1998 High- involvement learning situation Classical Iconic rote Vicarious/ modeling Reasoning OperantConditioning Cognitive Low- involvement learning situation LearningSpecificLearning Situationapproachlearning theoryapproach Situation Commonly used Occasionally used

Irwin/McGraw-Hill Consumer Learning through Classical Conditioning © The McGraw-Hill Companies, Inc., 1998 UCS (popular music) UCR (positive emotion) CS (pen) CR (positive emotion) UCS= Unconditioned stimulusUCR= Unconditioned response CS= Conditioned stimulusCR= Conditioned response

Irwin/McGraw-Hill Consumer Learning by Operant Conditioning © The McGraw-Hill Companies, Inc., 1998 Increases probability of response to stimulus Stimulus (Rice Popcorn) Desired response (consumption) Reinforcement (pleasant taste)

Irwin/McGraw-Hill The Process of Shaping in Purchase Behavior © The McGraw-Hill Companies, Inc., 1998 Consume a free sample of Rice Popcorn 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

Irwin/McGraw-Hill 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)

Irwin/McGraw-Hill 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.

Irwin/McGraw-Hill MemoryMemory 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

Irwin/McGraw-Hill Schematic Memory Source: LAP Report # (New York: Weeks McGraw-Hill, undated.) Used with permission. Mug Root Beer CrispFunFoamyHip CarbonatedPartiesDifferentYoung RefreshingMusic Last party attended LemonadeHalloween Showers Colas Jewel Dates Kim Pumpkins       

Irwin/McGraw-Hill 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.

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

Irwin/McGraw-Hill 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

Irwin/McGraw-Hill Marketers’ use of such easy to remember toll-free numbers as Flowers and Baskets illustrate an attempt to help customer learn via: Iconic rote learning Modeling Reasoning Classical conditioning Operant conditioning