1. Learning, Memory, and Product Positioning
CHAPTER NINE
Learning, Memory, and Product Positioning
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Learning Is a Key to Consumer Behavior
9-1
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
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

3. Learning Theories in High- and Low- Involvement Situations
9-2
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
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

4. Consumer Learning through Classical Conditioning
9-3
UCS (popular music)
UCR (positive emotion)
CS (pen)
CR (positive emotion)
UCS = Unconditioned stimulus UCR = Unconditioned response CS = Conditioned stimulus CR = Conditioned response
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

5. Consumer Learning by Operant Conditioning
9-4
Stimulus (Rice Popcorn)
Desired response (consumption)
Reinforcement (pleasant taste)
Increases probability of response to stimulus
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

6. The Process of Shaping in Purchase Behavior
9-5
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
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

7. Impact of Repetition on Brand Awareness for High-Awareness Brands
9-6
High-awareness brands (approximately 65% aware of brand) Percent relative Frequency per gain* four weeks 10
4 8 2
Week of the campaign
One ad insertion every 4 weeks *Percentage change in awareness divided by original % Two ad insertions every 4 weeks aware; i.e., change from 10% to 15% awareness = 50% Four ad insertions every 4 weeks relative gain •
Source: A Study of the Effectiveness of Advertising Frequency in Magazines (Time Inc., 1982).

8. Impact of Repetition on Brand Awareness for Low-Awareness Brands
9-6 (II)
Low-awareness brands (approximately 25% aware of brand) Percent relative Frequency per gain* four weeks
Week of the campaign
One ad insertion every 4 weeks *Percentage change in awareness divided by original % Two ad insertions every 4 weeks aware; i.e., change from 10% to 15% awareness = 50% Four ad insertions every 4 weeks relative gain •
Source: A Study of the Effectiveness of Advertising Frequency in Magazines (Time Inc., 1982).

9. Repetition Timing and Advertising Recall
9-7 70 60 50 40 30 20 10
Week of year
Source: Reprinted from H. J. Zielske, “The Remembering and Forgetting of Advertising.: Journal of Marketing, January 1959, p. 240, with permission from the American Marketing Association. The actual data and a refined analysis are in J. L. Simon, “What Do Zielski’s Data Really Show about Pulsing,” Journal of Marketing Research, August 1979, pp
Rapid forgetting when advertising stopped
Recall (percent) •

10. Forgetting over Time: Magazine Advertisement
9-8
100 80 60 40 20 •
Aided recall
Unaided recall
Weeks
Recall (percent)
Source: LAP Report # (New York: Weeks McGraw-Hill, undated.) Used with permission.

11. Semantic Memory 9-9 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 # (New York: Weeks McGraw-Hill, undated.) Used with permission.

12. Perceptual Map for Automobiles
9-10 •
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
TM2
TM3
Staid, conservative, older
Fun, sporty, fast
TM1
Practical, common, economical
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

13. Dimensions of Brand Knowledge
9-11
Source: K. l. Keller, “Customer-Based Brand Equity,” Journal of Marketing, January 1993, p. 7.