Memory, Learning, And Perception

8/8/2019 Memory, Learning, And Perception

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Copyright Atomic Dog Publishing, 2002

Chapter 7

Memory, Learning, and Perception

John C. MowenMichael S. Minor




Chapter Spotlights How consumers accept, retain, and

retrieve market information frommemory

The relationship between learningprocesses and marketplace behavior

How perceptions affect consumers buying behavior




Memory Two sources of product information:

External environment: packaging, labels, POS

displays, prices, other marketing information Memory: past experiences, word-of-mouth, family

preferences Associative network of nodes (concepts) and links

(connections)

Scripts: information organized in memory arounddifferent types of events or episodes (e.g., a restaurant script)




How Information is Captured

and Stored in Memory Memory processing areas:

New information is initially captured in sensorymemory.

processing is shallow; capacity is limited

Information is transmitted from sensory memoryto short-term (ST)memory.

Analyzing and assigning meaning; limited capacity to afinite number of chunks (units of memory); information

may be rehearsed to retain its meaning Information rehearsed in ST memory is

transmitted to long-term (LT) memory for storageand retrieval as needed; LT memory capacity isunlimited




Information Retention It refers to the amount of material

previously learned that is remembered

Forgetting the loss in retention of material previously learned

Retention affected by:

Incoming information

The person receiving the information




Retention: Characteristics of

Incoming Information and Processing

Repetition or rehearsal

Relevance

Competing information (new informationcompetes with old; ad clutter issue)

Completeness of information (Zeigarnik Effect if incomplete, info retained for later

completion) Time (lapsed time since exposure)

Mood (positive mood impact)




How Retention is Influenced

by the Information Recipient Consumer familiarity or experience

Being more familiar with a product category

increases the chances of remembering informationabout new or existing brands

Affects way information is organized in memory

Consumer motivation

Higher motivation to process info is positivelyrelated to doing so at deeper levels of memoryand to retain info longer and more accurately.




How Information is Retrieved

from Memory Retrieval cues self- or

externally- generated(sensory images: sounds,shapes, colors, smells,etc.)

Interference from competingcues (make cue to stand out)

Consumers state of mind:

higher retrieval levels occurwhen info processing andretrieval mood and/or interest levels match




Information Storage in

Memory Processing EffectsRecall of numerically-coded information

is better than verbal information

Surface-level processing (sensory)occurs when there is no analysis of meaning. Consumer judgment errorrate higher.

Meaning-level processing(semantic) implies analysis of meaning. Consumer judgment errorrate lower.




Learning Probability Theory Learning formation of habits formed and

changed through experience with products orservices

Strength of habit depends upon the amount of reinforcement it receives

Probability models are used to predict theformation of habits: Brand loyalty Brand acceptance Brand switching New product forecasting




Learning Behavior Analysis The relationship between marketers

and consumers often resembles anegotiation

Several behavior modification principles(BMPs) are used by marketers to induce

consumers to buy their products andservices.




Learning Behavior Analysis

(continued) Classical conditioning learning results from a

relationship between a stimulus and a response Pavlov and his salivating dogs: a conditioned stimulus (the

ringing bell before each feeding) results in a conditionedresponse (salivation)

Marketing applications

Higher order conditioning and celebrity advertising

Strength of the unconditioned stimulus

Number of pairings Forward versus backward versus simultaneous conditioning

New versus existing products





(continued) Operant conditioning a process in

which the frequency of occurrence of abit of behavior is modified by theconsequences of the behavior

Especially relevant in low involvement

purchases Rewards & punishments AND consumer

behavior





(continued) Generalization the tendency to respond in

similar ways to similar stimuli.

Discrimination the process through whichconsumers restrict their range of responsesand attach themselves to a particular brand.

Modeling the process through which anindividual learns a behavior by observing thebehavior of others and the consequences of this behavior.




Learning Cognitive Theory Emphasis is on thinking rather than the doing

aspects of learning.

Four stages: Formulation of hypotheses (specific testable

assumptions) about products or brands

Exposure to evidence (passive or active)

Encoding of the evidence Integration of earlier hypotheses with new

information into beliefs Familiarity, ambiguity, motivation




Cognitive Theory and

Marketing Strategies for market leaders (topdogs)

Reinforcement

Blocking

Explaining

Strategies for market underdogs

Disruption

Facilitating trial




Perception Perception is the way in which an

individual gathers, processes, andinterprets information from theenvironment.

Two views of consumer perception

Sensory perception

Gestalt theory of perception




Sensory Perception It is governed by the

five senses: sight,

smell, sound, touch,and taste

It focuses on product specific sense attributesand how these are

understood andevaluated by

consumers.




Factors Affecting Sensory

Perception Stimulus factors (examples)

Visual cues: color, shape, and size

Aural cues: tempo and pitch

Olfactory cues (taste + smell): sweet, bitter, salty, and floral

Tactile cues: soft, coarse, and silky

Individual Response Factors Sensory acuity: the capacity to recognize and differentiate

among certain sensory cues; the limin

Sensory preferences: sensory product features are perceivedand evaluated based on those liked or disliked

Consumer expectation: affects how product features arelikely to be perceived/evaluated. When features matchexpectations this yields more positive preference outcomes




Gestalt Theory of Perception Gestalt principle: the whole adds up to more

than the sum of its parts

People perceive form above all else The form may remain constant even though

some specific features of it may change(color, tempo, etc.) variations on the same

theme Applications: size, actual/illusion of motion,

bordering for ads or displays while really thesame




What do you perceive?




Factors Influencing Gestalt

Perception Stimulus factors: color and contrast,

size, intensity, position, isolation, andunity

Individual response factors: interest,involvement, needs, values, and

cognitive set




How consumers Interpret

Perceptions Categorization: the psychological

process through which a consumer

compares the perception of a product with a mental representation of that product in memory. Analytic versus non-analytic (meeting or

not meeting required attributes to fit) Marketing implications for new products or

innovations




Consumer Attributions It refers to the process through which

people connect events and behaviorwith causes.

Forms of attribution

Product perception (a product problem)

Self-perception (questioning oneself)

Person perception (questioning othersmotives)




Perceptions of Product/Service

Quality Perceived quality a perceptual outcome

generated from processing product or service

features (benefits delivered) that leads theconsumer to make inferences about thequality of that product or service

Dimensions of perceived quality for durable

goods: ease of use, versatility, durability,serviceability, performance, and prestige

Perceived high quality product satisfaction




Risk Perception/Risk

Reduction It refers to a perceptual process and behavior

outcomes generated from the perception of

risk in the purchase or a product or service Components of risk:

Severity of consequences (how bad will it be)

Uncertainty related to those consequences (what

are the chances the consequence will occur)

Risk reduction strategies: behaviors to reducetheir perception of risk in purchase situations




Price Perception Consumers perceive a price as either

high or low on the basis of a

comparison with an internal price (orreferent price).

Price perceptions and the social judgment theory regions Assimilation (acceptable)

and contrast (too high or low)




Perceived Value The trade-off between product benefits

and product costs.

Perceived value = perceived benefits / perceived costs

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Memory, Learning, And Perception