Memory & Marketing: Recognition & Recall in Product Ads & Learning, Schemes and Mind Maps of Consumer Behaviour

Download Memory & Marketing: Recognition & Recall in Product Ads & Learning and more Schemes and Mind Maps Consumer Behaviour in PDF only on Docsity! performs the behavior earlier demonstrated by a model Multiple short- and long-term goals Rapid and frequent feedback A reward for most or all efforts in the form of a badge or a virtual product A dynamic digital environment Friendly competition in a low-risk environment A manageable degree of uncertainty A marketer rewards or punishes a consumer for a purchase decision .Frequency marketing is a popular technique that rewards regular purchasers with prizes that get better as they spend more Do certain things to avoid unpleasantness, punishment occurs Fixed-ratio reinforcement Fixed-interval reinforcement Variable-interval reinforcement Variable-ratio reinforcement providing rewards to customers to encourage them to buy even RETENTION: The consumer retains this behavior in memory MOTIVATION: A situation arises wherein the behavior is useful to the consumer eS OBSERVATIONAL LEARNING: The consumer accquires and St PRODUCTION PROCESS: The consumer has the ability to perform the behavior occurs when we watch the actions of others and note the The consumer's attention must be directed to the appropriate model The consumer must remember what the model says or does The consumer must convert this information into actions The consumer must be motivated to perform these actions Parents influence consumer socialization both directly and determine the degree to which their children come into contact with other information sources Cultural expectations regarding children’s involvement in purchase decisions influence many marketers push their products on kids to encourage them Limited—Children who are younger than age 6 do not employ storage-and-retrieval strategies Cued—Children between the ages of 6 and 12 employ these strategies but only when prompted to do so Strategic—Children 12 and older spontaneously employ storage- and-retrieval strategies to build a lifelong habit ee a A child's ability to make mature, “adult” consumer decisions obviously increases with age Important elements of gaming include The first exposure creates awareness of the product the second demonstrates its relevance to the consumer Marketing applications of repetition the third reminds him or her of the product's benefits Behavioral learning principles apply to many consumer Advertisements often pair a product with a positive stimulus to phenomena create a desirable association. ns of conditioned product associations Occuring when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own. The process of stimulus generalization often is central to branding and packaging decisions that try to capitalize on consumers’ positive associations with an existing brand or company name. The powder was an unconditioned stimulus (UCS) Family branding—Many products capitalize on the reputation of Over time, the bell became a conditioned stimulus (CS) a company name plications of Stimulus Generalization The drooling of these canine consumers because of a sound, now linked to feeding time, was a conditioned response (CR) Product line extension—Marketers add related products to an established brand Licensing—Companies often “rent” well-known names, hoping at marketers base on stimulus generalization that the learned associations they have forged will “rub off ” onto include other kinds of products focusing on visual and olfactory cues that induce hunger, Strategies thirst, sexual arousal, and other basic drives. Classical Conditioning Look-alike packaging—Distinctive packaging designs create strong associations with a particular brand. Classical conditioning can have similar effects for more complex reactions Conditioning effects are more likely to occur after the conditioned (CS) and unconditioned (UCS) stimuli have been paired a number of times. Spontaneous recovery: At times, a stimulus is able to evoke a weakened response even years after we first perceived it Cherished possessions often have mnemonic qualities A nostalgia index that measures the critical ages during which our preferences are likely to form and endure over time. Describes the bitter sweet emotion n that arises when we view the past with both sadness and longing. People who were asked to think about the past were willing to pay more for products than those who were asked to think about new or future memories. Inspire consumers to think back to an era when (at least in our memories) life was more stable, simple, or even utopian Products are particularly important as memory markers when our sense of the past is threatened Stimulus generalization refers to the tendency of stimuli similar to a CS to evoke similar, conditioned responses Stimulus Generalization Similar stimuli in much the same way they responded to the original stimulus; we call this generalization a halo effect Nostalgia 4-3. Why we learned associations with brands generalize to other products Stimulus Discrimination Occurs when a UCS does not follow a stimulus similar to a cs 4-2. Behavioral learning theories and Marketing ee - ve e Fossil’s product designs evoke memories Applications of Classical Conditioning Principles of earlier, classic styles Coca-Cola is reviving Surge, a citrus-flavor soda that it discontinued more than a decade ago. nostalgia campaigns Calvin Klein collaborated with luxury fashion store MyTheresa.com to reissue 1990’s—era clothing styles. Microsoft promotes its Internet Explorer browser with a video it calls “Child of the ’90s.” aims to Millennial audience. Freezy Freakies gloves that sprouted designs when exposed to cold temperatures were all the rage 20 years ago. Now two brothers have licensed the Freezy Freakies brand to make adult versions of the gloves that are sure to light up fond memories for many people. Observing events that affect others Some rece Recognizing many brand names even we don't personally use Incidental learning 4-8. Products help us to retrieve memories from our past \Y Learning even we don't try Our knowledge about the world constantly updates > The concept of learning covers a lot of ground Focusing on simple stimulus—response connections (behavioral theories) Two basic measures of good advertising's impact are recognition It is an ongoing process and recall Recognition versus Recall a . 9 Recognition test: researchers show ads to subjects one at a time and ask if they have seen them before 4-1. Learning about products and services** Free recall test ask consumers to independently think of what they have seen without being prompted for this information first Recognition scores are almost always better than recall scores because recognition is a simpler process and the consumer has more retrieval cues available. MARKETING APPLICATIONS OF INSTRUMENTAL CONDITONING PRINCIPLES Recognition scores tend to be more reliable and do not decay Learning abstract rules and concepts (cognitive theory) over time the way recall scores do. Recall tends to be more important n situations in which consumers do not have product data at their disposal, so they must rely on memory to generate this information. The theory of learning from the perspective of psychology Recognition is more likely to be an important factor r in a store, where retailers confront consumers with thousands of product options and the simply task may be recognize a familiar 4-4 difference between classical and instrumental package. conditioning, both processes help consumer learn about product when unpleasant events follow a response . . Consumers may ignore warning labels because they take those messages for granted and don't really notice them because of the recognition and the familirity. Provides positive reinforcement in the form of a reward INSTRUMENTAL CONDITINING Negative reinforcement also strengthens responses . -. The results we obtain from a measuring instrument are not necessarily based on what we measure, but rather on something else about the instrument or the respondent - response bias 4-9. Marketers measure our emories about products and ads Problems with Experimental subjects try to figure out what the experimenter is Memories Measure looking for and give the response they think they are supposed to give. determine the most effective reinforcement schedule to use Memory is a process of acquiring information and storing it over time so that it will be available when we need it. People are also prone to forget information or retain inaccurate memories more . Omitting (leaving facts out) the encoding stage host . summarizes the memory process Memory e storage stage Averaging (the tendency to “normalize” memories by not reporting extreme cases) Memory Lapses Typical problems Gamfication: The new frontier for learning applications retrieval Telescoping (inaccurate recall Sensory Memory of time). Attention OBSERVATIONAL LEARNING PROCESS Short-Term Memory Call into question the accuracy of product usage databases that rely on consumers to recall their purchase and consumption of food and household items. types of memory Elaborative Rehearsal Observational learning ATTENTION: The consumer focuses on a model's behavior Long-Term Memory According to activaation models of memory, an incoming piece of information gets stored in an associative network that contains many bits of related information. 4-5 We learn about products by observing others' behavior reinforcements they receive for their behavio Associative networks Example: Coffee-Mate creamer Sani-Flush toilet bowl cleaner Associate it with other things already in memory A marketing message may activate our memory of a brand directly > 7 Tide detergent the marketer must meet four conditions for example, when it shows us a picture of the package Ford Mustang cars 4-6. Our brains process information about brands to retain them in memory Modeling is is the process of imitating the behavior of This process of spreading activation allows us to shift back and others forth among levels of meaning react to images of familiar celebrities and use products How Our Brains Encode Information . _ . Spreading activation the literal color or shape of a package. Brand-specific indirectly Episodic memories relate to events that are personally relevant. 4-7. The other products we associate with an individual product influence how we will remember it Ad-specific Brand identification parents’ influence A narrative, or a description of a product that is written as a story we could store the memory trace for an Axe men’s fragrance ad in one or more of the following ways: Product category Evaluative reactions HOW DO WE LEARN TO BE CONSUMER? Within a knowledge structure, we code elements at different Sensory Memory levels of abstraction and complexity Sensory memory stores the information we receive from our eS senses Meaning concepts (such as “macho”) get stored as individual nodes Short-term memory (STM) also stores information for a limited Short-term Mem period of time, and it <i has limited capacity television and the Web: electric babysitters Memory Systems combine these concepts into a larger unit we call a proposition (or a belief). Long-term memory (LTM) is the system that allows us to retain information for along <_< ent period of time EX: "Axe is cologne for macho men" is a proposition (though not necessarily a correct one!) cognitive Develo; Long-term Memory Levels of Knowledge A proposition links two nodes together to forn a more complex meaning, which can serve a single chunk of information encode information more readily when that information is — consistent Message comprehension with an existing schema. integrate propositions to produce an even more complex unit called a schema The traditional multiple-store perspective assumes that STM and LTM are separate systems One type of schema especially relevant to consumer behavior is a script More recent research has moved away from the distinction between the two types of memory The phenomenon of state-dependent retrieval illustrates State-Dependent Retrieval According to activation models of memory, depending on the nature of the processing task different levels of processing occur that activate some aspects of memory rather than others How Our Memories Store Information Example, on its box Life cereal uses a picture of “Mikey” from its long-running TV commercials, which facilitates recall of brand claims and favorable brand evaluationsv The mort effort it takes to process information, the more likely it is that information will transfer into LTM the viewing context