Transcript Chapter 9
CHAPTER NINE Learning, Memory, and Product Positioning McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. 2 CHAPTER The Role of Learning 9 3 CHAPTER Learning Theories and Involvement 9 4 Learning through Conditioning Conditioning refers 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) CHAPTER 9 5 CHAPTER Classical Conditioning 9 6 CHAPTER Affective Influence in Trial 9 7 CHAPTER Operant Conditioning 9 8 CHAPTER The Process of Shaping 9 9 Cognitive Learning Cognitive learning encompasses all the mental activities of humans as they work to solve problems or cope with situations. • Iconic Rote (low involvement): the association between two or more concepts in the absence of conditioning • Vicarious/Modeling (low or high involvement): Observing the outcomes of others’ behaviors and adjusting their own accordingly • Reasoning (high involvement): Individuals engage in creative thinking to restructure and recombine existing information as well as new information to form new associations and concepts. CHAPTER 9 10 CHAPTER Summary of Learning Theories and Involvement 9 11 Group Discussion • • • • Class picks a product Break up into groups of 4 Each group gets assigned a learning theory Design advertising campaign for the product based on the learning theory • What involvement level are you basing the campaign on? • How do you know the involvement level is right? • Will it work? • Which learning theory is best for this product? CHAPTER 9 12 Linking Learning to Memory... • Characteristics of Learning • Strength of Learning • Extinction • Stimulus Generalization and Stimulus Discrimination • Response Environment • What is “memory”? • How is memory like a computer? • Short-Term • Long-Term CHAPTER 9 13 CHAPTER The Impact of Repetition 9 14 CHAPTER Repetition Timing on Advertising Recall 9 15 CHAPTER Forgetting Over Time 9 16 Consumer Insight 9-1 • What is the relationship between explicit and implicit memory? • Why do marketers rely so much on measuring of advertising recall? CHAPTER 9 17 CHAPTER Schematic Memory 9 18 CHAPTER Perceptual Map for Automobiles 9 19 Connecting Memory to Marketing Strategy • Brand Equity: 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. CHAPTER 9