Learning, Memory and Product

Positioning
The Nature of Perception
• Product placement

• Information processing is a series of

activities by which stimuli are perceived,
transformed into information, and stored.
 Nature of Learning and Memory

Learning is any change in the content

or organization of long-term memory or
behavior and is the result of
information processing.

Hi Involvement – Motivated

Low Involvement – No Motivation

 a limited capacity to store information and
sensations

“It is an active, dynamic process, not a

static structure”
• Short Lived – Price 3,7 Seconds
Short Term • Limited Capacity - consumers can hold in current
Memory memory – 5 to 9 bits information
• Elaborative activities - the use of 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.
• Concepts
• Imagery
Long Term Memory
viewed as an unlimited, permanent storage.
semantic memory
Ex: Gucci as a luxury products
episodic memory
Ex: First Date, First Kiss
Flashbuld memory
Ex: Graduation, birthday party
Long Term Memory
Schema or Knowledge Structure

Scripts – special type of schema

for effectively shopper
Retrieval – ease to access and
callback
Explicit memory

Implicit memory
LEARNING
Learning
 Conditioning refers to learning based
on association of a stimulus and
response.
Learning
through Classical (low involvement): using an
established relationship between a
Conditionin stimulus and response (Pavlov Dog)
g Operant (high involvement):
molding or shaping behavior by using
a reinforcement (Skinner’s pigeon)
Learning
Consumer Learning through Classical
Conditioning
Affective Influence in Trial
 • Offer consistent-quality products,
Consumer Learning to meet a consumer need
through Operant • Direct Mail
• Extra Reinforcement: rebates, discount,
Conditioning toys in boxes
• Free product sample
• Given discount for new product
• Store atmosphere
Cognitive Learning

Iconic Rote Learning - a concept or the association between two or more concepts in
the absence of conditioning

Modeling or Vicarious Learning - use imagery to anticipate the outcome of various

courses of action.

Analytical Reasoning - creative thinking to

restructure and recombine existing
Analogical reasoning
information as well as new information to
form new associations and concepts
 Stimulus discrimination

• the process of learning to respond differently

to similar but distinct stimuli.
Learning to • Ex: Bayer aspirin
Generalize
and Stimulus Generalization

Differentiate • Ex: Oreo cookies taste good and therefore

assumes that the company’s new Oreo
Chocolate mini will also taste good has
engaged in stimulus generalization.
Learning, Memory and
Retrieval

Reaso
Forget
n
 Message
Importance,
Involvement,

Strength of Learning Mood, Reinforcement,

Repetition, Dual Coding.

Strength of Learning
Reinforcement,
Dual Coding
• when consumers learn information in
two different contexts
MEMORY INTERFERENCE

Avoid Avoid Competing Advertising

Strengthen Strengthen Initial Learning

Reduce Reduce Similarity to Competing Ads

Provide Provide External Retrieval Cues

BRAND
IMAGE AND
POSITIONIN
G
Brand Image
Brand image refers to the schematic
memory of a brand.

It contains the target market’s

interpretation of the product’s attributes,
benefits, usage situations, users, and
manufacturer/marketer characteristics.

Citra Merek (brand image) adalah

persepsi merek yang dihubungkan
dengan asosiasi merek yang melekat
dalam ingatan konsumen.
PRODUCT
POSITIONIN
G
Perceptual Mapping
 PRODUCT
REPOSITIONING
BRAND EQUITY AND BRAND
LEVERAGE

• Brand equity is the value consumers assign to a brand above and beyond the
functional characteristics of the product
brand equity adalah nilai lebih perusahaan dibandingkan brand kompetitor.

• Brand Leverage capitalizing on brand equity by using an existing

brand name for new products.
• family branding,
• brand extensions, or umbrella branding
SUCCESSFUL BRAND LEVERAGE

Complement Substitute

Transfer Image