Chapter 9 Flashcards
consumer behavior is largely a …
learned behavior
Things that are learned
values, tastes, behaviors, preferences, symbolic meanings, and feelings
things that affect the lifestyle people seek
culture, family, friends, mass media, and advertising
learning
any change in the content or organization of long term memory or behavior
information processing
a series of activities by which stimuli are perceived, transformed into information , and stored
Ex: Information processing, learning , memory
a consumer may notice his or her favorite brand of soda on the store shelf because of a purchase goal stored in long term memory.
- the current price of the soda is brought into sort-term memory through the perceptual system for processing. then comparison of long and short term on price
short term memory - working memory
portion of total memory that is currently activated or in use
-information is analyzed, categorized, and interpreted
long term memory
is that portion of total memory devoted to permanent information storage
- marketers worry about HOW this information is categorized
- unlimited, permanent storage
STM-short lived
- not static
- short lived (3.7 secs)
- must refresh info through maintenance rehearsal -ex: repeating the same formula or definition before an exam OR marketers repeating the brand name or key benefit in a prominent manner several times in an ad.
STM-Limited capacity
- can only store 5 to 9 bits of information
- chunking- organizing individuals items into groups related items that can be processed as a single unit -EX: toll free numbers vanity numbers (800-555-HOME)
STM- elaborative activities
- EA: when previously stored experiences, values, attitudes, beliefs, and feelings to interpret and evaluate information in working memory as well as to add relevant previously stored information.
- Ex: new tech product - HOW it is presented will influence the nature of the elaborate activities that will occur and how it is remembered
Elaborative activities can include:
concepts- abstractions of reality that capture the meaning of an item in terms of other concepts
imagery - concrete sensory representations of ideas, feelings, and objects - it permits a direct recovery of aspects of past experiences - Ex: sensory images , vivid pictures , words and phrases - “picture it”, “feel it”, “imagine it”
key issue in learning and memory
extent of elaboration- major determent is when consumer motivation or involvement is low
-elaboration increases LTM
LTM types
- Semantic memory:basic knowledge and feelings an individual has about a product. EX: Acura- defined as a “luxury car”
- Episodic memory- memory of a sequence of events in which a person participated - EX: first date, graduation, learning to drive , can be quite strong remembrances
- Flashbulb memory- acute memory for the circumstances surrounding a surprising and novel event (type of episodic memory) : vivid detail, high degree of confidence, special and different from memories, specific situational detail about location and people
two important memory structures
schemas and scripts
Schemas
- a complex web of associations
- ex: MT Dew - how one may form a network of meaning for that brand based off of various concepts
- associative links between feelings are nodes (strong links are cool and crisp, and weak are halloween party - for MT Dew example)
- contains product characteristics, usage situations, episodes, and effective reactions
- source of schemas is personal experience
Marketers schema for..
consumption situations and schema they have of the brand
Consumption situation schema
EX: jogging - drink Dasani
EX: party- Budweiser - relates to the schematic memory - which refers to the evoked set
EX: party mixer- Canada Dry ginger ale - situation schema
Scripts
memory of how an action sequence should occur
- ex: purchasing and drinking a soft drink to relieve thirst
- ex: green marketing - recycle and disposal methods
retrieval from LTM
- accessibility- can be enhanced by rehearsal, repetition, and elaboration
- EX: coke - the brand that comes to mind when you think of sodas
- top of mind awareness
- more links and nodes from elaboration - enhances accessibility
Retrieval of memories may involve
- explicit memories- answering end of chapter questions without looking back
- implicit memories- brand placement on TV shows
high involvement learning
the consumer is motivated to process or learn the material
EX: Reading a PC magazine before buying a computer
low involvement learning
the consumer has little or no motivation to process or learn the material
EX: tv is interrupted by a commercial for a product he or she may not want
conditioning
set of procedures that marketers can use to increase the chances that an association between two stimuli is formed or learned
classical conditioning
attempts to create an association between a stimulus (brand name) and some response (behavior or feeling).
- most common in low involvement situations
EX: unknown product with known music- then you will create a positive feeling produced by the music
EX: hearing popular music - unconditioned stimulus , elicits a positive emotion - unconditioned response
This music is constantly parted with a a brand of pen - conditioned stimulus, the brand itself may come to elicit the same positive emotion - conditioned response
operant conditioning
attempts to create an association between a response (buying a brand) and some outcome (satisfaction) that services to reinforce the response.
examples of classical conditioning
- product ads at a sports game to gain excitement
- political candidate play patriotic background music in ads
- Christmas music in stores to increase propensity to purchase
operation conditioning
involves rewarding desirable behaviors such as brand purchases with a positive outcome that serves to reinforce the behavior
- consumers learn that the response is associated with a positive outcome
EX: new light popcorn - offer free samples/special discounts - desired response, the test will be the positive outcome
-consumers have to FIRST engage with the product and come to understand stand the powers in positive outcomes to gain the reinforcement
shaping
encouraging people to try a free sample and then they buy the product
examples of operant conditioning
- direct mail or personal contact follow up
- extra reinforcement for purchasing a particular brand- rebates
- free product samples (shaping)
- exciting shopping environment (reinforcing)
cognitive learning
all the mental activities of humans as they work to solve problems or cope with situations
-learning ideas, concepts, attitudes
kinds:
iconic rote learning, analytical reasoning, and vicarious learning or modeling
iconic rote learning
a concept or the association between two or more concepts in the absence of conditioning
- low involvement, scanning - use information latter when need product
ex: Tylenol is a headache remedy - associate new concept of Tylenol with existing- headache remedy
vicarious learning or modeling
-both low and high involvement
observe outcomes of others and adjust accordingly
ex: high involvement :
- new job and work attire- buys a new suit , ads encourage people to imagine feelings when experiencing the use of the product
ex: low involvement :
- observing others behaviors of products and knowing when the situation is right
analytical reasoning
combining old and new information
-one form is use of analogical reasoning- inference process that allows consumers to use an existing knowledge base to understand a new situation or object
EX: kindle - you may have one or have learned about it by relating it to a laptop or word doc
Stimulus discrimination
learning to respond differntly to similar but distinct stimuli
- important to point out differences in products
EX: Bayer - differentiation by showing it is different from other brands
-brand scandals, can cause spill over - good opportunity to different from other brands
stimulus generalization
rub-off effect, occurs when a response to one stimulus is elected by a similar but distinct stimulus
ex: Oreo cookies taste good - the Oreo cone will taste good too then
marketers want consumers to
learn and remember positive features, feelings, and behaviors associated with their brands
conditioned learning - extinction
forgetting - when learning is not repeated, it is lost
cognitive learning - retrieval failure
information in LTM memory can not be retrieved for STM
two concerns for forgetting
likelihood of forgetting and rate of forgetting
forgetting - marketers promote this when EX:
smoking - American machinist magazine designs this so individuals can unlearn smoking behavior - corrective advertising
strength of learning is enhanced by six factors:
importance, message, involvement, mood, reinforcement, repetition, and dual coding
importance
- how involved (high or low) they are with the purchase
- ex: bilingual consumer - if ad was in Spanish instead of English would it be more effective
message involvement
not motivated to learn the material
-ex: playing a “popular song” with ppl singing along in a car - the consumer would be motivated to sing along with the ad
- key issues:
- scent in ads, role of suspense, and self-referencing (nostalgia appeals)
mood
positive mood - enhances learning
reinforcement
positive reinforcement - ex: “good morning gorgeous with the coffee pot , and “chipotle ad about a “enjoy the food, service, and atmosphere”
negative reinforcement– removal of avoidance ex: Vicks says it will remove sinus pain and pressure
earworms
music that gets stuck in our heads
ex: chilis baby back ribs
punishment
if a couple tries chipotle after seeing the ad for good food- then they try it and dont like it they probs won’t go back
repetition
the more ppl are exposed/engaged with a behavior = the more likely to remember it
ex: miller lite beer commercial during the baseball game
pulsing
ex: politicians holding back on information until right before the election
- waiting until the right timing so consumers recall the information
advertising wear out
when there is too much repetition
one strategy to avoid this is use variations of a theme
ex: target - Red Bullseye, they variate it - sometimes on the dog and sometimes roaming around
dual coding
consumers learning information in tow different contexts:
- consumer sees product in two different ads with two different themes
- consumers has a visual and a verbal
high imagery stimuli
leave a dual code - stored in memory on both verbal and pictorial dimensions
low imagery stimuli
coded only verbally
echoic memory
memory of sounds, including words
-ex: background music
memory interference
competitive advertising - causes difficulty retrieving specific information
ex: canda dry versus mt. dew - mix up brand claims
memory interference - strategies
- avoid competing advertising - use a recent plan : ad is posted close to the time of purchase .
- strengthen initial learning- encourage dual coding and brand schema ex: radio ad followed by a print ad - if brand post all key attributes than it can cause issues with brand repositioning later
- reduce similarity to competing ads
- provide external retrieval cues - ex: got milk ads - got milk on packaging
response environment
marketers match the in-store retrieval environment to the learning environment by providing retrieval cues
ex: chewing gum - conditioned response - positive music and brand visual, see it on the shelf with same packaging and feel
brand image
schematic memory of a brand - what they have learned about the brand
products such as apples and water are now being branded
ex: tyson is now offering a line of fully cooked chicken - this is meeting the needs of consumers
brand equity
the ability to benefit from a brand image
ex of brand image gone wrong
Hershey - made an upscale chocolate and it did not perform well because Hershey is a non upscale brand
product positioning
a decision by a marketer to try to achieve a defined band image relative to competition within a market segment
ex: sunkist healthy dummies - the brand positioned them as healthy and is going to place them in the store next to other health items
perceptual mapping
measure and develop a products position
ex: chocolate candies
product repositioning
deliberate decision based on the market views
- costly and consumers have to unlearn the ways of before
ex: hyundai is attempting to move form low pricing image to one that is refined and elegant
repositioning examples
Hardee’s moved away from thin patties to thick ones
brand equity
equity - economic value
buying brand named headache medicine - bayer
brand leverage
family branding, brand extensions, umbrella branding…
ex: Starbucks ice cream, Campbell’s tomato juice
Generally requires at least one of the following:
- complement
- substitute
- transfer
- image
ex: marketers are focused on the fit of the change - ex: fruit loops - hot cereal versus fruit loop lollipops
- the “image” of the taste allows this to work
ex: Revlon - tummies to help with beauty - the brand can’t be that far of a stretch from the original product
brand dilution
ex: nike - associated with so many products and thing
