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Lecture 05

Perception, Learning and Memory

Internal influences

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Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 26

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Learning objectives

• Understand the nature of perception

• Understand the different steps involved in

information processing

• Be aware of the implications of perception

for retail, brand and communication

strategies

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Learning objectives

• Understand the nature of learning

• Be aware of the main characteristics of

learning

• Understand how consumers learn

• Be aware of the importance of brand

image and product positioning

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The nature of perception

• Exposure

• Attention

• Interpretation

• Memory

– Short-term

– Long-term

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Information processing for consumer

decision making

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Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 225

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Exposure

• Occurs when a stimulus comes within

range of our sensory receptor nerves

• Deliberate exposure to stimuli

– Consumers seek information that will help

achieve certain goals

• immediate

• long-range

• Random exposure to stimuli

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• Stimulus factors

• Individual factors

• Situational factors

• Non-focused attention

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Attention

Occurs when stimulus activates one or more

sensory receptor nerves and the resulting

sensations go to the brain for processing

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Attention

• Stimulus’ factors

– Size and intensity

• Insertion frequency

• Adaptation level theory

– Compressed messages

– Information quantity—information overload

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Attention (cont.)

• Individual factors

– Interest / Need

• Situational factors

– Involvement

• Non-focused attention

– Hemispheric lateralisation/ Subliminal stimuli

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Interpretation

• Individual characteristics

• Stimulus characteristics

• Misinterpretation of marketing messages

• How children process information

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Determinants of interpretation

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Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 235

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Interpretation (cont.)

• Individual characteristics

– Learning/Expectations

• Situational characteristics

– E.g. hunger, moods, temperature etc,

Proximity

• Stimulus’ characteristics

• Misinterpretation of marketing messages

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Perception and marketing strategy

• Retail strategy

• Brand name and logo development

• Media strategy

• Advertisement and package design

• Warning labels and package designs

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Perception and

marketing strategy (cont.)

• Perceptions of marketing messages and

ethics

– Ethics of the ads

• e.g. Heart tick can’t be used by all ‘healthy’ foods

– Advertising aimed at children

• children can’t always distinguish between ads and

programs

• more research required

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Retail strategy

• Store layout

– Cold and hot zones/Traffic and islands

• Lighting and fitout

• Placement of products on shelves

– Eye levels (for adults and for children!)

– Number of facings to maximise visual impact

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Brand name and logo development

• Important for consumer and industrial products

• Creating a brand is a long and expensive process

• Brand names and logos require constant management and rejuvenation

• Take into account where the brand name/logo will be used

– Is it easily transferable to a range of media?

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Media strategy

• Random approach

– To reach where the target market may be

• Selective approach

– To reach where the target market is/Focused

media

• Advertisements: Utilise stimulus’

characteristics

• Package design

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Advertising evaluation

• Exposure

– Physically reach target market

• Attention: Attended to by the consumer

• Interpretation: Properly interpreted

• Memory

– Stored, so it is retrieved under the proper

circumstances

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Learning and memory

• The nature of learning

• Conditioning

• Cognitive learning

• General characteristics of learning

• Memory

• Brand image and product positioning

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Learning and memory

• The nature of learning

– learning under conditions of high and low

involvement

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Learning

• Learning refers to any change in the

content or organisation of long-term

memory

• Result of information processing

• Consumer behaviour is largely learned

behaviour

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Learning as a key to consumer behaviour

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Source: Quester et al., (2014),

Consumer Behaviour:

implications for marketing

strategy 7th ed, McGraw-Hill

Education, page 264

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Learning results from information

processing, causing memory changes

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Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 265

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Involvement and learning

• Learning under high-involvement

conditions

– Consumer has a high motivation to learn

• Learning under low-involvement conditions

– Most consumer learning is in a low-

involvement context

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Learning theories in high and low

involvement situations

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Source: Quester et al.,

(2014), Consumer

Behaviour: implications

for marketing strategy

7th ed, McGraw-Hill

Education, page 266

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Types of learning

• Conditioning

– Classical conditioning

– Operant conditioning

• Cognitive learning

– Iconic rote learning

– Vicarious learning/modelling

– Reasoning

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Learning and memory

• The nature of learning

• Conditioning

– Conditioning is based on the association of a

stimulus (information) with a response

(behaviour or feeling)

– Classical conditioning

– Operant conditioning

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Classical conditioning

• Most common in low-involvement

situations

• Learning is more often a feeling or

emotion than information

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Establishing a relationship between stimulus and

response to bring about the learning of the same

response to a different stimulus

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Consumer learning

through classical conditioning

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Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 267

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How affective response leads

to learning

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Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 267

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Operant conditioning

• Trial precedes liking

– Reverse is often true for classical conditioning

– Product sampling is an example of this type of

learning

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Source: Quester et al.,

(2014), Consumer

Behaviour: implications

for marketing strategy

7th ed, McGraw-Hill

Education, page 268

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The process of shaping in purchase behaviour

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Source: Quester et al., (2014),

Consumer Behaviour: implications

for marketing strategy 7th ed,

McGraw-Hill Education, page 270

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Cognitive learning

• Iconic rote learning

– Association between two or more concepts in

the absence of conditioning

• a substantial amount of low-involvement learning

involves iconic rote learning

• achieved by repeated advertising messages

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Cognitive learning (cont.)

• Vicarious learning/modelling

– Observe others' behaviour and adjust their

own accordingly

• Reasoning

– Most complex form of cognitive learning

• most high-involvement decisions generate some

reasoning

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General characteristics of learning

• The strength of learning is influenced by:

– Importance and relevance

– Involvement/ Mood

– Reinforcement (or punishment)

– Stimulus repetitions (practice sessions)

– Imagery

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General characteristics of learning (cont.)

• Extinction

– Forgetting occurs when reinforcement for

learning is withdrawn

• Stimulus generalisation

– Brand equity

– Brand leverage

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Changes in buyer commitment to the product

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General characteristics of learning (cont.)

• Stimulus discrimination

– Why your brand is different

• Response environment

– Strength of original learning

– Similarity of original learning environment to

the retrieval environment

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Memory

• Memory is the total accumulation of

prior learning experiences

– Short-term memory

– Long-term memory

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Short-term memory

• Working memory

• The role of images, sight, sound, smell,

taste and tactile situations

• Two kinds of information processing:

– Elaborative activities:

– Maintenance rehearsal:

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Long-term memory

• Unlimited permanent storage

• Schematic memory

– linking to ‘chunks’ of information

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Ad using episodic memories

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Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 267

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Product positioning strategy

• Brand image

• Product positioning

• Perceptual mapping

• Product repositioning

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Topics covered in this lecture

• The nature of perception

• Attention

• Interpretation

• Marketing applications of the perception

process

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Topics covered in this lecture

• The nature of learning

• Cognitive learning

• General characteristics of learning

• Memory

• Brand image and product positioning

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Next Lecture

• Lecture 06: Motivation, Personality, Values

and Emotion

• Case study:

– Consumer motivation for buying fake brands

(p. 327)

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