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5 Learning, Memory

1) Learning involves any change in long-term memory or behavior as a result of information processing. It can occur through classical conditioning, operant conditioning, or cognitive processes like reasoning. 2) Memory involves storing information in either short-term or long-term memory. Short-term memory is limited while long-term memory is permanent. 3) Brand positioning involves creating perceptions in consumers' minds about where a product is placed relative to its competitors based on important attributes. Successful brand leverage builds on existing brand equity through extensions or transfers to new products.

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Akmal Dhafin
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90 views27 pages

5 Learning, Memory

1) Learning involves any change in long-term memory or behavior as a result of information processing. It can occur through classical conditioning, operant conditioning, or cognitive processes like reasoning. 2) Memory involves storing information in either short-term or long-term memory. Short-term memory is limited while long-term memory is permanent. 3) Brand positioning involves creating perceptions in consumers' minds about where a product is placed relative to its competitors based on important attributes. Successful brand leverage builds on existing brand equity through extensions or transfers to new products.

Uploaded by

Akmal Dhafin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Learning, Memory and

Product Positioning
Mochamad Malik Akbar Rohandi
The Nature of Perception
• Product placement

• Information processing is a series of


activities by which stimuli are perceived,
transformed into information, and stored.
Nature of Learning and Memory

Learning is any change in the


content or organization of long-
term memory or behavior and is
the result of information
processing.

Hi Involvement – Motivated

Low Involvement – No Motivation


Learning
Short Term Memory
• a limited capacity to store information and sensations
• “It is an active, dynamic process, not a static structure”
• Short Lived – Price 3,7 Seconds
• Limited Capacity - consumers can hold in current memory – 5 to 9
bits information
• Elaborative activities - 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.
• Concepts
• Imagery
Long Term Memory
• viewed as an unlimited, permanent storage.

• semantic memory
Ex: Gucci as a luxury products
• episodic memory
Ex: First Date, First Kiss
• Flashbuld memory
Ex: Graduation, birthday party
Long Term Memory
• Schema or Knowledge Structure
• Scripts – special type of schema for effectively shopper
• Retrieval – ease to access and callback

• Explicit memory

• Implicit memory
Learning under Hi vs Low Involvement
Consumer Learning through Classical
Conditioning
Affective Influence in Trial
Consumer Learning through Operant
Conditioning
• Offer consistent-quality products, to meet a consumer need
• Direct Mail
• Extra Reinforcement: rebates, discount, toys in boxes
• Free product sample
• Given discount for new product
• Store atmosphere
LearningConditioning
throughrefers
Conditioning
to learning based on
association of a stimulus and response.
• Classical (low involvement): using an
established relationship between a stimulus
and response (Pavlov Dog)
• Operant (high involvement): molding or
shaping behavior by using a reinforcement
(Skinner’s pigeon)
The Process of Shaping Purchase Behavior
Cognitive Learning
• Iconic Rote Learning - a concept or the association between two or
more concepts in the absence of conditioning

• Modeling or Vicarious Learning - use imagery to anticipate the


outcome of various courses of action.

• Analytical Reasoning - creative thinking to restructure and recombine


existing information as well as new information to form new
associations and concepts
• Analogical reasoning
Learning to Generalize and Differentiate
• Stimulus discrimination or differentiation refers to the process of
learning to respond differently to similar but distinct stimuli.
• Ex: Bayer aspirin

• Stimulus Generalization
• Ex: Oreo cookies taste good and therefore assumes that the company’s new
Oreo Chocolate mini will also taste good has engaged in stimulus
generalization.
Learning, Memory and
Retrieval
• Forget
• Reason
Message
Importance, Mood,
Involvement,

Dual Coding.
Reinforcement, Repetition,

Strength of Learning
Strength of Learning
• Reinforcement,
Dual Coding
• when consumers learn information in
two different contexts
•
Memory Interference
• Avoid Competing Advertising
• Strengthen Initial Learning
• Reduce Similarity to Competing Ads
• Provide External Retrieval Cues
BRAND IMAGE AND POSITIONING
BRAND IMAGE
PRODUCT POSITIONING
• Perceptual Mapping
PRODUCT
REPOSITIONING
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 capitalizing on brand equity by using an existing


brand name for new products.
• family branding,
• brand extensions, or umbrella branding
Complement

SUCCESSFUL Substitute
BRAND
LEVERAGE Transfer
Image

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