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MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 1
CONSUMER KNOWLEDGE, LEARNING, AND
UNDERSTANDING Learning--what is it?
– Operant conditioning– Classical conditioning– Brand loyalty
Perception– Characteristics of the senses– Accuracy– Ability to detect change– Attention Most useful for
vicarious learning!
One form oflearning...
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 2
CLASSICAL AND INSTRUMENTAL (OPERANT)
CONDITIONING Consumers (often
unconsciously) link objects to past experience
Consequences of behavior tend to influence subsequent behavior
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 3
Another Typology
Learning
LowInvolvement
HighInvolvement
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 4
Classical Conditioning
Pavlov’s dogs Objects (stimuli)
associated with a response may bring about the response
Credit card studies Stimuli and
responses
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 5
NOTE: UR and CR represent the same
behavior, but causesdiffer
Classical ConditioningUS ----> UR(Unconditioned stimulus) (Unconditioned response)
US + CS -----> UR (Conditioned stimulus)
CS ------> CR (CS alone is now (Conditioned response) able to bring
E.g.: CR)
SUGAR -------> insulin release
SUGAR + Cola Taste -------> insulin release
Cola taste -------> insulin release
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 6
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 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 7
Making Classical Conditioning Work
Appropriate symbols (for the population in question) to elicit emotion
NOTE: Test stimuli for desired effect!
Repetition
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 8
INSTRUMENTAL (OPERANT) CONDITIONING
BEHAVIOR
REINFORCEMENT
NEGATIVEREINFORCEMENT
PUNISHMENT
LIKELIHOODOF
BEHAVIOR
LIKELIHOODOF
BEHAVIOR
{NOT thesame thing!
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 9
Reinforcement: An Example
You eat a cake (behavior) ----> good taste (reward) ----> more likely to eat
cake on another occasion
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 10
Negative Reinforcement(not the same as punishment!)
Aversive stimulus exists
Behavior ----> termination of aversive stimulus
----> repetition of behavior during aversive stimulus
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 11
Negative Reinforcement: An Example
Headache (aversive stimulus)
Aspirin (behavior) ---> Headache
cessation
----> Likely to consume aspirin during future headaches
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 12
PUNISHMENT
Behavior ----> Negative consequences
-----> Behavior less likely to be repeated when punishment is anticipated (mostly)
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 13
Punishment: Examples
Parking meters Gas taxes Restocking fees Fees for non-ATM
banking transactions
Over-base rate utility charges
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 14
More Punishment Examples
Voidance of warranty if product is serviced by competitor
Social ostracism for failure to wear deodorant
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 15
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 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 16
Strength of Learning
Importance Involvement
– Product – Message—e.g.,
AFLAC Insurance Energizer Bunny
Mood– Mixed research results
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
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 17
Extinction
Behavior which is not reinforced tends to become extinct gradually
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 18
Schedules of Reinforcement
Fixed interval Fixed ratio Variable ratio <------ Most
resistant Variable interval to
extinction
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 19
Shaping
Behavior approximatingdesired kind level ------> Reward e.g., buying new
product on sale
Increased requirements,when met -------> Reward e.g., magnitude of sale
gradually decreased
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 20
Shaping: Possible Examples
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 belimited
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 21
Instrumental (Operant) Conditioning In Practice
Marketers typically do not have the power to significantly reward or punish people greatly-- typically have little power to directly influence people’s experience
Note that many rewards and punishments are significantly delayed
Better able to influence vicarious learning
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 22
Brand Loyalty vs. Habit
Habit: consumer picks product without much thought; may be due to convenience
Loyalty: consumer actively seeks out product
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 23
Loyalty...
Multibrand loyalty How strong?
...or lack of it.
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 24
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 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 25
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 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 26
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)
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
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 27
Memory Short term (compare to RAM --->
volatile)– mnemonic devices (e.g., 1-800-
FLOWERS) Long term (compare to hard disk
---> longer in duration but imperfect--”I remember it well…”)
STM REHEARSAL LTM
DECAY
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 28
Turning STM into LTM
“Rehearsal””—repetition of information– By consumer (e.g., phone number)– By advertisement
Elaborative activities—thinking 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 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 29
Scripts: The Way to Do Things
Procedure for doing various things learned over time
E.g., restaurant script:– make reservation– travel to restaurant– await seating– order drinks– study menu– order– have dessert and/or coffee– pay check and leave tip
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 30
Implications of Scripts
Check car odometer If more than 3,000 miles,
– go to Joe’s 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
If you wereJoe orPennzoil, whichscript would you prefer?
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 31
Positioning and Repositioning
Working with existing perceptions Research to identify perception
and associations of products—Perceptual Maps
Repositioning– Very difficult—may be more cost
effective to develop a new brand
MKTG 371 LEARNING, MEMORY, AND POSITIONING Lars Perner, Instructor 32
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
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