"Enhancing Consumer Engagement: A Study of Snapple's Strategies in Learning and

Memory"

Learning and Memory section offers an analysis of Snapple's marketing and product
strategies with a focus, on how consumer behaviour is influenced by learning and memory.
The analysis is backed by up-to-date research, from marketing and consumer psychology
journals.

Cognitive Learning

 Impact on Consumer Behavior:

Cognitive learning has an impact, on how they behave as consumers in marketing.
According to Aljukhadar (2009) when the way people learn matches the format of
messages it improves communication efficiency, memory, attitude and decision
making. Snapples' online marketing approaches are designed to align with these
learning processes making sure that their messages are delivered effectively and
remembered well.
 Consumer Behavior in Market Chaos:
In his work, Rajagopal (2015) explores how consumer behaviour showcases a blend
of cautiousness and spirited excitement when faced with market conditions. Snapples
wide selection of flavors and strong brand identity cater, to consumer preferences
thereby impacting their choices when navigating uncertain circumstances.
 Shift from Cognitive to Non-Cognitive Processes:
According to Peng et al. (2021), there has been a change, in consumer behaviour
theory moving away from processes and, towards non-cognitive processes that
emphasize emotions and direct manipulation of behaviour. Snapple has adapted its
marketing strategies to cater to these factors resulting in a comprehensive consumer
experience.
 Online Marketing and Cognitive Learning:
Edy and Riyanto (2020) found that marketing significantly affects customers'
cognitive learning, and that in turn positively affects their choices to make purchases
online. Therefore, marketing campaigns for Snapple are very important since they
influence buyer decisions.
 Social Learning Effects:

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 Zheng and colleagues (2021) study the impact of social learning behaviour, on
customer purchasing choices when confronted with supply disruption risks. Snapple
strategically utilizes media and influencer marketing to shape consumer behaviour
through the power of learning.

Memory Process and Types of Memory

 Improvements in Cognitive Effort and Structure:

According to Woodham et al. (2017), it is highlighted that improvements, in exertion
and organization, have an impact, on analysis, expansion and retention. Snapples'
ability to maintain branding and messaging across platforms guarantees that its brand
stays memorable and easily identifiable.
 Postexperience Advertising and Memory:
In their research, Colliander and colleagues (2023), explore the impact of purchase
advertising, on consumers' brand schema and how it can shape their future product
choices through reconstructive memory. The marketing strategies employed by
Snapple after a purchase are crucial, in shaping consumers' memories and influencing
their decisions.

Application of Theories in Snapple's Strategies

 Classical/Reflexive Conditioning Theory:

In their work, Stephens and Gwinner (1998) explore the impact of appraisal theory, on
consumer complaint behaviour. Snapple employs conditioning to connect its brand
with experiences thereby generating an automatic response, in consumers.
 Operant Conditioning:
Snapple's strategy aligns, with the learning approach described by Van Heerde (2021).
It focuses on rewarding consumers with high-quality beverages aiming to repeat
purchases.
 Consumer Inertia and Emotions:
Jaw (2014) Snapple's marketing strategies effectively cater to consumer behaviour
and emotions prioritizing user experiences and appealing to customers' emotional
needs through their platforms.

Snapples marketing communications and product strategies are built upon the principles of
learning and memory. The brand has successfully employed techniques such, as learning,

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classical and operant conditioning and social learning to shape consumer behaviour. The
empirical evidence found in journals serves as a basis, for comprehending the efficacy of
Snapple's marketing approaches.

References

Aljukhadar, M. (2010). E-Customization: Research and Applications from the Cognitive

Learning Theory. Handbook of Research in Mass Customization and Personalization: (In 2
Volumes), 240-262.

Rajagopal. (2015). Reasoned Action and Planned Behavior. In The Butterfly Effect in
Competitive Markets: Driving Small Changes for Large Differences (pp. 30-65). London:
Palgrave Macmillan UK.

Peng, M. Y. P., Feng, Y., Zhao, X., & Chong, W. (2021). Use of knowledge transfer theory to
improve learning outcomes of cognitive and non-cognitive skills of university students:
Evidence from Taiwan. Frontiers in Psychology, 12, 583722.

Edy, I. C. (2020, March). Recurse Model: Cognitive Learning on Online Purchase Decisions.
In 2nd International Conference on Education and Social Science Research (ICESRE
2019) (pp. 1-14). Atlantis Press.

Zheng, R., Shou, B., & Yang, J. (2021). Supply disruption management under consumer
panic buying and social learning effects. Omega, 101, 102238.

Woodham, Omar & Hamilton, Mitchell & Leak, Roland. (2017). I Know What I Like, I Like
What I Know: How Breadth of Brand Experience and Cognitive Effort Influence Brand
Switching. Journal of Marketing Theory and Practice. 25. 141-159.
10.1080/10696679.2016.1270771.

Colliander, J., Dahlen, M., & Thorbjørnsen, H. (2023). Do Customer Ratings Influence
Consumers Who Have Already Experienced a Product?: How Memory Reconstruction and
Conformity Can Reshape Product Evaluations and Perceptions. Journal of Advertising
Research, 63(1), 17-29.

Zülfükar, C. (2021). Transformation in consumption behavior and payment preferences of

consumers (in different generations) with Covid-19 pandemic (Master's thesis, Işık
Üniversitesi).

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Van Heerde, H. J., Moorman, C., Moreau, C. P., & Palmatier, R. W. (2021). Reality check:
Infusing ecological value into academic marketing research. Journal of Marketing, 85(2), 1-
13.

Jaw, C. (2014). The Effects of Consumer Inertia and Emotions on New Technology
Acceptance. World Academy of Science, Engineering and Technology.

Rajagopal. (2019). Consumer Behavior: Internal Factors. Contemporary Marketing Strategy.

Batkoska, L., & Koseska, E. (2012). The Impact of Cognitive Learning on Consumer
Behaviour. Procedia - Social and Behavioral Sciences.