Chapter 9

Semantic Memory

(Long-term) is the basic knowledge and feelings an individual has about a concept

Episodic Memory

(long-term) the memory of a sequence of events in which a person participated

operant conditioning

(or instrumental learning) involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior Stimulus-desired response-reinforcement-increases probability

Learning, Memory and Retrieval Factors

-Strength of learning -memory interference -response environment

What can marketers do to decrease competitive interference?

-avoid competing advertising -strengthen initial learning -reduce similarity to competing ads -provide external retrieval cues

Long-term memory

-schemas (aka. schematic memory) -scripts -retrieval from LTM

Strength of Learning Factors

1. Importance 2. Message Involvement 3. Mood 4. Reinforcement 5. Repetition 6. Dual Coding

Cognitive learning

1. iconic rote learning 2. vicarious learning/modeling 3. analytical reasoning

Memory consists of two interrelated components:

1.short term memory (STM) aka working memory- that portion of total memory that is currently activated or in use 2. Long-term memory (LTM)- that portion of total memory devoted to permanent information storage

Mood

A positive mood during the presentation of information such as brand names enhances learning -a positive mood during the reception of information appear to enhance its relational elaboration-it is compared with and evaluated against more categories -this produces a more complete and stronger set of linkages among a variety of other brands and concepts, which in turn enhances retrieval (access to the information)

What happens when consumers forget?

Conditioned Learning- Extinction-desired response decays or dies out if not reinforce -Retrieval Failure- Information that is available in LTM cannot be retrieved

example of operant conditioning

Consume a free sample of Rice Popcorn that was sent to your home purchase a 2nd package using discount coupon that came with the sample repurchase at full price

Dual Coding

Consumers can store (code) information in different ways. -Storing the same information in different ways (dual coding) results in more internal pathways (associative links) for retrieving -Approaches to dual coding in advertising -varied themes ( work vs, social theme in ad) -varies memory modes ( visual vs. echoic)

Retrieval: knowing verus remembering

Explicit memory is characterized by the conscious recollection of an exposure event -Implicit memory involves the nonconscious retrieval of previously encountered stimuli

Learning, Memory, and Retrieval

Marketers want consumers to learn and remember positive features, feelings, and behaviors associated with their brands

Response Environment

Retrieval is also affected by the similarity of the retrieval (response) environment to the original learning environment and type of learning -the more the retrieval situation offers cues similar to the cues present during learning, the more likely effective retrieval is to occur

short-term memory

STM is short lived-consumers must constantly refresh information through maintenance rehearsal or it will be lost -STM has limited capacity-consumers can only hold so much information in current memory -Elaborative activities occur in STM-serve to redefine or add new elements to memory and can involve both concepts and imagery

Strength of learning

What is required to bring about a long-lasting learned response? -one factor is strength of learning the stronger the original learning (e.g of nodes and links between nodes), the more likely relevant information will be retrieved when required

analogical reasoning

allows consumers to use an existing knowledge base to understand a new situation or object

Vicarious Learning/Modeling

can include observing the outcomes of others behaviors and adjusting their own accordingly. in addition, they can use imagery to anticipate the outcome of various courses of action. -This type of learning is common in both low-and high-involvement situation -Many ads encourage consumers to imagine the feeling and experience of using a product. such images not only enhance learning about the product. but may even influence how the product is evaluated after an actual trial

Two types of conditioning

classical and operant

Cognitive Learning

encompasses all the mental activities of humans as they work to solve problems or cope with situations -it involves learning ideas, concepts, attitudes and fact that contribute to our ability to reason, solve problems and learn relationships without direct experience or reinforcement

Repetition

enhances learning and memory by increasing accessibility of information or by strengthening the associative linkages between concepts -repetition of an advertising message is needed if importance is high or if there is a great deal of relevant reinforcement

Reinforcement

involves anything that increases the likelihood that a given response will be repeated in the future -Positive reinforcement (a pleasant or desired consequence) -Negative Reinforcement ( the removal or the avoidance of unpleasant consequence)

Product positioning

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 of the product or brand

Conditioning

is a set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned

The Nature of Learning Learning

is any change in the content or organization of long-term memory or behavior and is the result of information processing

Consumer Behavior

is largely learned behavior

Punishment

is the opposite of reinforcement. it is any consequence that decreases the likelihood that a given response will be repeated in the future

Brand equity

is the value consumers assign to a brand above and beyond the functional characteristics of the product

iconic rote learning

learning a concept or the association between two or more concepts in the absence of conditioning is known as iconic rote learning -in iconic rote learning there is neither an unconditioned stimulus (classical) nor a direct reward or reinforcement (operant) involved -repetition tends to be critical to iconic rote learning

Stimulus generalization or rub-off effect

occurs when a response to one stimulus is elicited by a similar but distinct stimulus

Memory Interference

occurs when consumers have difficulty retrieving a specific piece of information because other related information in memory gets in the way -a common form of interference in marketing is due to competitive advertising -competitive advertising makes it harder for consumers to recall any given advertisement and its contents

Perceptual mapping

offers marketing managers a useful technique for measuring and developing a product's position

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.

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

Learning to Generalize and Differentiate -Stimulus discrimination or differentiation

refers to the process of learning to respond differently to similar but distinct stimuli

Brand Image

refers to the schematic memory of a brand -manufacturer marketer characteristics -users -usage situations -benefits -perceived product attributes

Importance

refers to the value that consumers place on the information to be learned -might be driving by inherent interest in the product or brand, or might be driven by the need to make a decision in the near future

Low-involvement learning

situation is one in which the consumer has little or no motivation to process or learn the material -Most consumer learning occurs in relatively low involvement contexts -the way a communication should be structured differs depending on the level of involvement the audience is expected to have

High-involvement learning

situation is one in which the consumer is motivated to process or learn the material

Analytical reasoning

the most complex form of cognitive learning -individual engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts -information from a credible source that contradicts or challenges one's existing beliefs will often trigger reasoning

classical conditioning

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)

Self Referencing

uses second-person pronouns ( you, your) in ads to encourage consumers to relate brand information to themselves

Message Involvement

when a consumer is not motivated to learn the material, processing can be increased by causing the person to become involved with the message itself Ex- playing an instrumental version of a popular song with lyrics related to product attributes may cause you to sing along