Lecture unit 6: Consumer learning (2/2) Flashcards
What do marketers want consumers to do?? (context learning)
want consumers to learn and remember positive features, feelings, and behaviors associated with their brands.
What happens when consumers forget in conditioned learning?
Conditioned learning:
- Extinction occurs, where the desired response decays or dies out if not reinforced
What happens when consumers forget in cognitive learning?
Retrieval failure occurs, where information that is available in long-term memory (LTM) cannot be retrieved.
Why do consumers forget?
- Strength of learning
- Memory Interference
- Response Environment
- Reasons: why consumers forget
What effects the “strength of learning”?
- importance
- message
- involvement
- mood
- reinforcement
- repetition
- dual coding
- Reasons: why consumers forget
By what can memory be interference?
= memory is interfered, e.g. by competitiors ads
Memory interference (2. Reasons: why consumers forget)
What can marketers do to decrease competitive interference?
- Avoid competing advertising
- Strengthen initial learning
- Reduce similarity to competing ads
- Provide external retrieval cues
Response environment (3. Reasons: why consumers forget)
What affects retrieval in the response environment?
= retrieval is affected by the similarity of the retrieval environment to the original learning environment and type of learning
What are the strategiees regarding “response environment” for marketers?
- Configure the retrieval environment to resemble the original learning environment
- Configure the learning environment to resemble the most likely retrieval environment
What does brand image refer to?
refers to the schematic memory of a brand
What are the characteristics of “brand image?
- Perceived Product Attributes
- Benefits
- Usage Situations
- Manufacturer Marketer Characteristics
- Users
What is “product positioning”?
- is a decision by the marketer to try to achieve a defined brand image relative to competition within a market segment
What is the key issue that brands need to do with product positioning?
Brands need to create product positions that differentiate them from competitors
What is “perceptual mapping?
It is a useful technique for measuring and developing a product’s position
What technique offers marketing managers a useful tool for measuring and developing a product’s position?
Perceptual mapping.
