Quarter 2- Dec 2014

MKTG 363

Consumer Behaviour

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Session 3

Learning and Memory

Learning Objectives• Explain the concepts of learning and memory

• Contrast various types of learning, including classical

conditioning, operant conditioning, iconic rote learning,

vicarious learning, and analytical reasoning

• Know how to strengthen consumer learning

• Know when to use brand leverage/ extension

• Recognize the theories behind marketing strategies in daily

life

• Develop effective strategies to raise brand awareness based

on the theories of learning and memory

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Short-term Memory

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SHORT-TERM

MEMORY

Elaborative

activities

Maintenance

rehearsal

Long-term Memory

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LONG-TERM

MEMORY

Episodic

Memory

Semantic

Memory

Store information

for future use

Continual

restructure

• Feelings

• Features

Experience

BRAND

SCHEMAS

RETRIEVAL

• Explicit memory

• Implicit memory

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LEARNING

Conditioning Cognitive

Classical

Conditioning

Operant

Conditioning

Iconic

Rote

Learning

Analytical

ReasoningVicarious

learning

Learning

• Conditioning

– Classical Conditioning: pair the unknown brand repeatedly together with some other stimulus that you know already automatically elicits positive feelings or emotions

– Operant conditioning: reward desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior

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Operant Conditioning

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CGV Binh Duong Square opening

week

Buy the 1st

ticket get 1 coupon

Use the coupon to get the 2nd ticket

Buy the 3rd

ticket at full price

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Ad to encourage

initial purchase

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Learning• Cognitive learning

– Iconic Rote Learning: Learning a concept or the association between two or more concepts in the absence of conditioning.

– Vicarious learning: Consumers observe the outcomes of others’ behaviors or use imagery to anticipate the outcome of various courses of action instead of directly experience a product.

– Analytical Reasoning:

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11

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Exercise: Which learning theory?

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Learning to Generalize and Differentiate

• Stimulus differentiation/ discrimination:

learning to respond differently to similar but

distinct stimuli.

• Stimulus generalization (rub-off effect) occurs

when a response to one stimulus is elicited by a

similar but distinct stimulus

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Strengths of Learning

• Importance of the information

• Message Involvement (how interested people are in the ad)

• Mood

• Reinforcement

• Repetition

• Dual Coding (store information in different ways)

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Memory Interference

Occurs when consumers have difficulty retrieving a

specific piece of information because other related

information in memory gets in the way

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Brand LeverageSuccessful brand leverage generally requires that the

original brand have a strong positive image and that the

new product fi t with the original product on at least one of

four dimensions:

1. Complement. The two products are used together.

2. Substitute. The new product can be used instead of the

original.

3. Transfer. Consumers see the new product as requiring

the same manufacturing skills as the original.

4. Image. The new product shares a key image component

with the original.

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Brand Leverage

Porsche’s

possible brand

leverage:

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Brand Leverage Failures

Virgin Water Purifier

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Brand Leverage Failures

Pond’s toothpaste

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Brand Leverage FailuresZippo The Woman

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Brand Leverage FailuresChicken Soup for the Pet Lover’s Soul

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Application of Learning and Memory

• Emphasize the importance of the product/ brand to consumers

• Make the ad interesting

• Use reinforcement for purchase

• Create pleasant environment at point-of-purchase

• Repeat the ad

• Provide External Retrieval Cues (pathways)

• Avoid Competing Advertising

• Make your ad stand out from the competitors

• Strengthen Initial Learning (“First impression is the most

important”)

• Use brand leverage when appropriate

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Homework

1. Pick a consumer lotion or toothpaste product, and create

ads stressing

( a ) a positive reinforcement,

( b ) a negative reinforcement, and

( c ) a punishment.

2. Find and describe three advertisements, one based on

cognitive learning, another based on operant conditioning,

and the third based on classical conditioning. Discuss the

nature of each advertisement and how it utilizes that type of

learning.

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Homework

1. Find two advertisements for competing brands that you

feel do a good job of avoiding competitive advertising

interference and two that you think do not. Justify your

selection.

2. Visit a grocery store and examine product packages or

point-of-purchase information that could serve as

retrieval cues for a brand’s ongoing advertising

campaign. Write a brief report of your findings and

describe the nature and effectiveness of the retrieval

cues utilized. Could they have been better? Explain.

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Homework

5. Find a recent brand extension that you

feel will be successful and one that you feel

will fail. Explain each of your choices.

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