Learning, Memory &

Product Positioning
 Learning

Learning is the result of information processing.

It refers to any change in the content or

organisation of long-term memory (e.g., Hangout
Restaurant)

Consumer behaviour is largely learned behaviour

(product existence, performance, availability,
values, preference and so on)
Learning as a Key to Consumer Behaviour
Information Processing, Learning
and Memory
 Learning Results from Information
Processing and Causes Changes in Memory
 Involvement and Learning
Learning under high-involvement conditions
consumer has a high motivation to process or learn

Learning under low-involvement conditions

most consumer learning is in a low-involvement context

 Level of involvement is the determinant of how material is

learned.

 There are several theories to explain the learning process such as

the Behavioral Theory and the Cognitive Theory.
9–6
 Behavioral Learning Theories
Behavioral Learning Theories assume that learning takes place as
the result of responses to External Events.

Consumer
Consumer
Stimulus
Stimulus Response
Response

Consumer’s Black Box

Behavioral learning theories:
- Classical conditioning
- Instrumental/operant conditioning

Cognitive learning theories:

- Iconic rote
- Vicarious/modeling
- Analytical reasoning
 Classical Conditioning
Conditioning- The process of using an established
relationship between one stimulus (e.g., music) and
response (pleasant feelings) to bring about the learning of
the same response (pleasant feelings) to a different
stimulus (the brand)
 Classical (romjaner oi rojar seshse- giving and sharing (coke), deshi
ponno kine hon dhonno, made in Bangladesh-same feelings for the
product, unknown political leader may elicit patriotic feeling by
playing patriotic songs in the background, drinking ruhafza in
ramadan is a virtuous thing)
Most common in low-involvement situations

9–9
Consumer Learning through Classical Conditioning
 Operant Conditioning
Operant
Conditioning
Imagine that you are
marketing a snack called
Kazi Rice Popcorn. You
believe your product has a
light, crisp taste that
consumers will like. But
how can you influence them
to learn to consume your
brand? One option, based on
the operant conditioning
procedure (free samples,
coupon etc.)
 Operant Conditioning
 Trial precedes liking
– reverse is often true for classical conditioning
– product sampling is an example of this type of learning
The Process of Shaping in Purchase Behaviour
An Advertisement Designed to Induce Trial
Applications of Operant/Instrumental Conditioning
Reinforcement of Consumption (consistent quality
products)
Experiment- 2000 customers were divided into 3
groups(10% who were thanked after each monthly
payment terminated policies after 6 months while 23%
from who were not)
Frequency Marketing - reinforces regular purchasers by
giving them prizes with values that increase along with
the amount purchased.

3-15
 Cognitive Learning
Iconic rote learning
association between two or more concepts in the
absence of conditioning
 achieved by repeated advertising messages
 Ace is a pain killer, durotto jotoi hok kase thakun-#1 network

 a substantial amount of low-involvement learning involves iconic

rote learning

9–16
 Cognitive Learning (contd.)
Vicarious learning/modelling
observe others' behaviour and adjust their own accordingly
 For example, they may receive a reward (a compliment) if they
use this particular product: you’re a great host if you serve this
coffee!
 A consumer carefully watches the reaction of others in the office
have to his friend’s new suit (ads show you will get the same
importance as the model- example ???)

 common in both high-involvement and low- involvement

situations

9–17
The Observational Learning Process
Modeling: imitating others’ behavior

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 Cognitive Learning (contd.)

Reasoning
most complex form of cognitive learning
 most high-involvement decisions generate some reasoning

Example:
 Considering to buy a solar-powered car after using homes
powered by solar energy
 Pepper is pepper
An Advertisement Using Reasoning
Learning Theories in High- and Low-Involvement
Situations
 Memory
Memory is the total accumulation of prior learning
experiences
Information directly goes to STM
Short-term memory
working memory (thinking, RAM)
Elaborative activities (use of previously stored ....)
Maintenance rehearsal (continual repetition, exam
preparation, repeating a brand name )

9–22
 Memory (contd.)
Long-term memory
unlimited permanent storage
Continual restructuring as information acquired
schematic memory (in the form of Brand schemas)

9–23
The Memory Process

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publishing as Prentice Hall
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Schematic Memory of Mountain Dew

?????

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publishing as Prentice Hall
3-25
 Role of Memory in Learning
Memory: acquiring information and storing it over
time so that it will be available when needed.
Information-processing approach:
Mind = computer and data = input/output

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publishing as Prentice Hall
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 Retrieval from Memory
For evaluation and Purchase decision
Retrieval failures represents a reduction in marketing
effectiveness
Retrieval depends on
 Strength of learning
 Memory interference
 Response environment

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 Strength of Learning
The strength of learning is influenced by:
Importance
 separates high- and low-involvement learning situations
 Bilingual ads

Message involvement – (kotodur ar koto dur, ore nil doriya, nake tel
diye ghuma, kase thakun)
Mood – if mood uplifted (get happy), learn more??
Met life insurance
Reinforcement (significant impact on speed of learning and duration
of effect, Hang out example)
Stimulus repetitions (enhances learning by increasing accessibility of
information-effect depends on imp. & reinfor.)
Dual coding- storing same info in different way ( Blink1 & BL2)

9–28
 Memory Interference
Occurs due to other related information (info. from
competing brand & ads) in memory
Competitive advertising (unique ad & adv. in different
channel, product in separate shelf)
 The Response Environment
Matching the response environment to the learning
environment (Grameen phone emergency balance)
Similarity of the original learning and the type of
learning is important (Network search by mobile user-
GP)
Marketers aim to replicate these situations

Copyright  2004 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour 4e by Neal, Quester,
Hawkins
9–30
General Characteristics of Learning

Stimulus generalisation
Transferring learning by generalizing one stimulus
situation to others ( if a brand has a good product, the
new product is good too) –Toyota cars
Introducing new products using brand equity/ brand
leverage

9–31
Example of Stimulus Generalisation to Launch a New Product
General Characteristics of Learning (contd.)
Stimulus discrimination
Refers to the opposite process (similar stimuli different
response) (Brand scandal)- Aarong, Grameen Phone
Clear cut TVC (Honeymoon)
why your brand is different

The ability of consumers to differentiate and generalize

is critical for successful brand positioning and leverage.

9–33
 Product Positioning Strategy
Brand image
Product positioning
Perceptual mapping
Product repositioning

9–34