Marketing 334 Consumer Behavior Chapter 9 Learning, Memory and product Positioning From: Consumer Behavior by Hawkins, Mothersbaugh and Best

Positioning Strategy Product Position Repositioning The perception consumers have about the product relative to competing products Repositioning Reinforce existing positive perceptions Reduce any negative perceptions Create new positive associations

Learning A change in content or organization of long term memory or behavior the result of information processing

Memory’s Role in Learning Memory consists of two interrelated components: Short-term Memory (STM) a.k.a. working memory is that portion of total memory that is currently activated or in use. Long-term Memory (LTM) is that portion of total memory devoted to permanent information storage. Semantic memory Episodic memory

Memory’s Role in Learning Short-Term Memory STM is Short Lived STM has Limited Capacity Elaborative Activities Occur in STM 9-5

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Memory’s Role in Learning Long-Term Memory Schemas (a.k.a. schematic memory) Scripts Retrieval from LTM 9-7

Memory’s Role in Learning A Partial Schematic Memory for Mountain Dew

Learning Under High and Low Involvement High Involvement Learning The consumer is motivated to process or learn the material Low Involvement Learning The consumer has little or no motivation to process or learn the material

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Jell-O Pudding © 1996 Kraft Foods, Inc.

Learning Under High and Low Involvement Classical conditioning is the process of using an established relationship between one stimulus (music) and response (pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a different stimulus (the brand).

Learning Under High and Low Involvement Operant conditioning (or instrumental learning) involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior.

Learning Under High and Low Involvement Shaping Can Be Used in Operant Conditioning

Learning Under High and Low Involvement Cognitive Learning Iconic Rote Learning Vicarious Learning/Modeling Analytical Reasoning 9-15

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Learning to Generalize and Differentiate Stimulus Discrimination Stimulus Generalization

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

Learning, Memory, and Retrieval Strength of Learning Memory Interference Response Environment 9-20

Learning, Memory, and Retrieval Strength of Learning Strength of learning is enhanced by six factors: Importance Message Involvement Mood Reinforcement Repetition Dual Coding

Learning, Memory, and Retrieval Memory interference occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way. Avoid competing ads Strengthen initial learning Reduce similarity to competing ads Provide external retrieval cues

Brand Image and Product Positioning Brand image refers to the schematic memory of a brand.

Brand Image and Product Positioning Product positioning strategy is a decision by a marketer to try to achieve a defined brand image relative to competition within a market segment. An important component of brand image is the appropriate usage situations for the product or brand. Perceptual mapping offers marketing managers a useful technique for measuring and developing a product’s position.

Brand Image and Product Positioning Perceptual Map for Automobiles

Brand Image and Product Positioning Product repositioning refers to a deliberate decision to significantly alter the way the market views a product. This can involve level of performance the feelings it evokes the situations in which it should be used, or who uses the product

Brand Equity and Brand Leverage Brand equity is the value consumers assign to a brand above and beyond the functional characteristics of the product. Brand leverage, often termed family branding, brand extensions, or umbrella branding, refers to marketers capitalizing on brand equity by using an existing brand name for new products.