chapter nine learning, memory, and product positioning mcgraw-hill/irwin copyright © 2004 by the...
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CHAPTER NINE
Learning, Memory, and Product PositioningLearning, Memory, and Product Positioning
McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
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CHAPTER 9
The Role of Learning
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Learning Theories and Involvement
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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)
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Classical Conditioning
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Affective Influence in Trial
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Operant Conditioning
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The Process of Shaping
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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.
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Summary of Learning Theories and Involvement
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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?
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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
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The Impact of Repetition
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Repetition Timing on Advertising Recall
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Forgetting Over Time
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Consumer Insight 9-1
• What is the relationship between explicit and implicit memory?
• Why do marketers rely so much on measuring of advertising recall?
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Schematic Memory
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Perceptual Map for Automobiles
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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.