CHAPTER 9:
LEARNING, MEMORY AND
PRODUCT POSITIONING
CONSUMER BEHAVIOR – BUILDING MARKETING STRATEGY
POSITIONING STRATEGY
• Product Position • Repositioning
• The perception consumers • Reinforce existing positive
have about the product perceptions
relative to competing • Reduce any negative
products perceptions
• Create new positive
associations
LEARNING
• A change in content or
organization of long term
memory or behavior
• the result of information
processing
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
• Episodic memory
Memory’s Role in Learning
Short-Term Memory
STM is Short Lived
STM has Limited Capacity
Elaborative Activities Occur in STM
9-5
Before chunking After Chunking:
Display: 6.5-inch Chunk 1: Display and Performance
Super AMOLED with •"Enjoy a stunning 6.5-inch Super AMOLED display with vibrant
a resolution of 1080 colors and sharp detail for an immersive viewing experience."
x 2340 pixels. •"Experience lightning-fast performance with the Snapdragon
Processor: Octa- 765G octa-core processor, ensuring smooth multitasking and
core, 2.3 GHz, quick app launches."
Snapdragon 765G. Chunk 2: Storage and Photography
RAM: 6 GB. •"Store all your photos, videos, and apps with 128 GB of
Internal Storage: internal storage."
128 GB. •"Capture beautiful moments with a 48 MP primary camera for
Camera: 48 MP sharp, detailed photos, and an 8 MP ultra-wide lens to fit more
primary, 8 MP ultra- into your shots."
wide, 16 MP front- Chunk 3: Battery and Connectivity
facing. •"Stay powered up all day with a long-lasting 4,000 mAh
Battery: 4,000 mAh. battery."
Connectivity: 5G, •"Connect faster and more reliably with 5G, and share files
Bluetooth 5.0, USB- seamlessly with Bluetooth 5.0."
C. Chunk 4: User Experience
OS: Android 11. •"Enjoy the latest features and security with Android 11."
•"Effortlessly switch between apps and enjoy a snappy
Elaborative Activities
Occur in STM
Elaborative activities
are the use of
previously stored
experiences, values,
attitudes, beliefs, and
feelings to interpret
and evaluate
information in working
memory as well as to
add relevant
previously stored
information
Memory’s Role in Learning
Long-Term Memory
Schemas (a.k.a. schematic
memory)
Scripts
Retrieval from LTM
9-8
Memory’s Role in Learning
A Partial Schematic Memory for Mountain Dew
It's important to note that while schemas are
beneficial, they can also lead to misconceptions or
stereotypes, especially if they are based on limited or
incorrect information.
Script
Memory of how an action
sequence should occur, such
as purchasing and drinking a
soft drink to relieve thirst, is
a special type of schema
known as a script
Retrieval from LTM
Top-of-mind awareness: Top-of-Mind
Awareness refers to the first brand or product
that comes to a consumer's mind when they
think about a particular category. It's a
measure of a brand's prominence in
consumers' minds relative to its competitors.
What’s your first brand about:
Electronics and appliance retail
Water purifier machine
Clothes washing powder
Electronic wallet
Explicit memory: Explicit memory refers to
memories that can be consciously and
intentionally recalled. These are memories of
facts (semantic memory) and experiences
(episodic memory) that we can state or
describe.
Example:
•Semantic Memory: Remembering the capital
of France is Paris.
•Episodic Memory: Recalling what you did on
your last birthday or remembering your trip to
Dalat last summer.
Implicit memory refers to the influence of past experiences
on behavior, even if the individual does not consciously
remember those experiences. It encompasses procedural
memory (skills and habits) as well as priming.
Example:
•Procedural Memory: Riding a bike or typing on a keyboard.
You might not recall the specific instances when you learned
these skills, but your body knows how to perform them.
•Priming: If you read the word "yellow" and then are quicker
to recognize the word "banana" in a subsequent task, this
effect is due to implicit memory. The prior exposure to "yellow"
has primed your brain to recognize related items more quickly,
even if you aren't conscious of the connection.
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
Why does one
ad assume a
highly involved
audience and
the other a low-
involvement
audience?
What
differences do
you notice
between these
two ads?
Do those
differences
make sense?
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
9-20
Iconic Rote
Learning
Vicarious Learning/Modeling
Analytical Reasoning
Analogical reasoning is an inference process that allows
consumers to use an existing knowledge base to
understand a new situation or object
LEARNING TO GENERALIZE AND
DIFFERENTIATE
• Stimulus Discrimination: process of learning to respond
differently to similar but distinct stimuli.
• Scandal erupt - spillover
• Stimulus Generalization: rub-off effect, occurs when a
response to one stimulus is elicited by a similar but distinct
stimulus
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 Information that is
decays or dies out if available in LTM
not reinforced. cannot be retrieved.
Learning, Memory, and Retrieval
Strength of Learning
Memory Interference
Response Environment
9-26
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
Brand Image and Product Positioning
Brand image refers to the schematic memory of a
Perceiv
brand. ed
Produc
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Manufa Attribu
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Market
Benefit
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Charac
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Usage
Users Situati
ons
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 Image and Product Positioning
Perceptual Map for Automobiles
Brand Image and Product Positioning
Product repositioning refers to a deliberate decision
to significantly alter the way the market views a
product. This can involve
level of performance
the feelings it evokes
the situations in which it should be used, or
who uses the product
Brand Equity and Brand Leverage
Brand equity is the value consumers assign to a
brand above and beyond the functional
characteristics of the product.
Brand leverage, often termed family branding,
brand extensions, or umbrella branding, refers to
marketers capitalizing on brand equity by using an
existing brand name for new products.