Consumer Behavior
Chapter 9
Learning, Memory and Product Positioning
From: Consumer Behavior by Hawkins, Mothersbaugh and Best
Learning Objectives
1. Describe the nature of learning and memory
2. Explain the types of memory and memory’s role in learning
3. Distinguish the different processes underlying high- and low-
involvement learning.
4. Summarize the factors affecting information retrieval from
memory
5. Understand the application of learning to brand positioning,
equity
The Nature of Learning and Memory
Memory’s Role in Learning
Memory consists of two interrelated components:
1. Short-term Memory (STM) a.k.a. working memory
• is that portion of total memory that is currently
activated or in use.
2. Long-term Memory (LTM)
• is that portion of total memory devoted to
permanent information storage.
• Semantic memory is the basic knowledge and
feelings an individual has about a concept
• Episodic memory is the memory of a sequence of
events in which a person participated
Memory’s Role in Learning
Short-Term Memory
Ø STM is Short Lived
Ø STM has Limited Capacity
Ø Elaborative Activities Occur in STM
9-5
Memory’s Role in Learning
Long-Term Memory
Ø Schemas (a.k.a. schematic memory)
Ø Scripts (Memory of how an action sequence should occur, such as
purchasing and drinking a soft drink to relieve thirst)
Ø Retrieval from LTM
9-6
Memory’s Role in Learning
A Partial Schematic Memory for Mountain Dew
Learning
• A change in content
or organization of
long-term memory
or behavior
– the result of
information
processing
Learning Under High and Low
Involvement
• High Involvement • Low Involvement
Learning Learning
– The consumer is – The consumer has
motivated to process little or no motivation
or learn the material to process or learn
the material
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
1. Iconic Rote Learning
2. Vicarious Learning/Modeling
3. Analytical Reasoning
9-13
Learning, Memory, and Retrieval
Marketers want consumers to learn and remember positive features,
feelings, and behaviors associated with their brands.
What happens when
consumers forget?
Conditioned Learning Cognitive Learning
Extinction Retrieval Failure
Desired response decays Information that is
or dies out if not available in LTM cannot be
reinforced. retrieved.
Learning, Memory, and Retrieval
Strength of Learning
Strength of learning is enhanced by six factors:
1. Importance
2. Message Involvement
3. Mood
4. Reinforcement
5. Repetition
6. 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
Marketing Applications of Repetition
• Repetition increases learning
• More exposures = increased brand awareness
• When exposure decreases, extinction occurs
• However, too much exposure leads to advertising wear out
Brand Image and Product Positioning
Brand image refers to the schematic memory of a brand.
Perceived
Product
Attributes
Manufacturer
Marketer Benefits
Characteristics
Brand
Image
Usage
Users
Situations
Brand Image and Product Positioning
Brand image refers to the schematic memory of a brand.
Creating a Positive Brand Image
Creating a Positive Brand Image
Why Brand Positioning?
Types Of Positioning Strategy
Positioning Strategy Types Description Example
Product Characteristics Unique benefits and characters that Toyota: Reliability
your brand has Porsche: Performance
Volve: Safety
Cetaphil: Derma skin cleansing
Price Competitive price Vietjet: Everyone can fly
Quality focus Quality focus Johnson’s: Baby Skin Care Expert
Nivea: Male Deodorant Expert
Product Use & Application Associate with the particular usage 7UP: Vietnamese food needs 7up
Revive: Sweating Moments
Competition The differentiation point Pepsi: Live Now
Coke: The Connection
What Is Positioning Statement?
A statement that is written to clearly state your brand positioning “To
Whom, What Need, Differentiated By and Reason to Believe”
It is written by brand team and not communicated outside
Example: Tiger Crystal
PROVIDE WHAT NEED The catalyst for escalading life achievements
Millennials from 25 - 35, male focused, urban skewed,
TO WHOM who has high self esteem, be adventurous & sociable,
and craving for achievement in life
DIFFERENTIATION The fearless and audacious feeling for breakthrough
The strong taste and aroma made from cold suspension
RTBs process at -1 degree celcius, giving the beer the clarity of
taste without yeast leftover
Example:
PROVIDE WHAT NEED Scientific Baby Care for Mom
For all the first time Moms from 18-34 who wants to give
TO WHOM
the best care for her baby fragile skin
Designed formula for new born skin based on thousands of
DIFFERENTIATION
scientific research conducted on baby skin
Johnson& Johnson is the leading pharmaceautical
RTBs
company in the world With 125 year heritage
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 Equity
“The differential effect that brand knowledge has on consumer
response to the marketing of that brand.” - Keller, 1993.
Sources of Brand Equity