Post on 19-Mar-2016
description
Low Low involveminvolvem
entent UtilitariaUtilitarian n
(practical(practical))
Ego-Ego-expressive expressive (ultimate (ultimate choicest)choicest)
ChoicChoicee
AA BB CC
UsageUsage Version AVersion A Version BVersion B Version CVersion C
High High involveminvolvem
entent
Learning is a relatively permanent change in behavior caused by experience Experience need not be direct and can be by observing
events that affect others We learn even when we are not trying Intentional learning (careful search for info) Vs. Incidental
learning (causal, unintentional acquisition of knowledge) Classical Conditioning (McDonalds, repetitions-pepsi
slogan ‘yeh dil mange more’ with different slogans, fevi kwik ‘chutki mein chipke’ for Learning Curve, stimulus generalization- strategy for positoning to families like brands of lakme, phillips, sony, bajaj, stimulus discrimination by the innovators and leaders like maggi tomato chilli sauce saying slogan ‘it’s different’, OC detergents, coldarin, pain relivers, shampoos , deodorants showing reward after embarrasement.
Consumer learning … the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour (Schiffman and Kanuk, 2000)
In order for learning to occur, certain basic elements must be present Motivation, cues, response and
reinforcement
Motivation ‘Cos motivation arouses individuals, thereby increasing their readiness to respond Prickly heat powder commercials during summer
Cues …a weak stimulus, not strong enough to arouse consumers, but capable of providing direction to motivated activity Shopping environment is packed with cues, such as in-store promos, displays
Response … consumer’s mental or physical activity in reaction to a stimulus situation On-line shopping instructions – ‘How to’; 30-day free trial; samplers
Reinforcement …anything that follows a response and increases the tendency for the response to reoccur in a similar situation Using the express counter at Food-World/Counter once
Classical conditioning … when a stimulus that elicits a response is paired with another
stimulus that initially does not elicit a response on its own. Over time, this second stimulus causes a similar response because it is associated with the first stimulus Ivan Pavlov’s experiments with Dogs Pepsi using Britney and ‘We’ll rock you’ in its commercials Oral-B toothbrushes with an ‘early warning system’ for timely
replacement Instrumental (or operant) conditioning
… occurs as the learner learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes Positive reinforcement (e.g. ads saying ‘get a beautiful skin’) Negative reinforcement (e.g. ads saying ‘get rid of dry skin’) Punishment (e.g. ads describing the consequences of not acting now;
e.g. Alcohol Ads, fear appeals like the bugler alarms, life insurance) Extinction (e.g. the consumer is no longer satisfied and marketer must
act; reduce advertizing for some reasons e.g. promise toothpaste)
Unconditioned stimulus (UCS)-
FOODConditioned
stimulus (CS)-BELL
Conditioned stimulus (CS)-
BELL
Unconditioned Response
(UCR)-SALIVATION
Conditioned Response (CR)-SALIVATION
AFTER REPEATED PAIRINGS:
Forward conditioning CS preceeds US (i.e., product before the
celebrity) Backward conditioning
US preceeds CS (i.e., celebrity before the product)
Simultaneous conditioning Both to be presented at the same time
THINK about the media choice for these variations!
An example: Unconditioned stimulus – Microsoft brand
symbol, the Windows icon Unconditioned response – the Windows icon
that implies technological superiority and trouble-free operation
Conditioned stimuli – New MS Office-XP bearing the well-known Windows icon symbol
Conditioned response – MS Office-XP embodies technological superiority and trouble-free operation
Repetition Repeated exposures increase the strength of S-R associations and prevent the decay of these associations in the memory (forgetting) Slogans, Logos … but beware of ad wear out and competitive advertising
Cosmetic variation – same theme, different formats Substantive variation – same cosmetics, different content
Stimulus Generalization Refers to the tendency of stimuli similar to CS to evoke similar, conditioned responses Explains the success of ‘me-too’ products and private label brands (that make their packaging resemble the Leader) Other marketing applications – product-line extension (Pepsi Lemon), product-form extension (Pepsi can), product-category extension (Aquafina), Family branding (Nestle’s Maggi, HP), Licensing (Tommy, CK, Disney), usage situation generalization (French Oil)
Stimulus Discrimination Occurs when a stimulus similar to a CS is not followed by a UCS. When this happens, reactions are weakened and will soon disappear. Imitators want consumers to generalize their perceptions but market leaders want to retain the top spot by convincing consumers to discriminate (by effective positioning – establishing a unique image for a brand in the consumer’s mind)
Product line extension – Tylenol (J&J) makings its products available in a number of forms (tablets, capsules, gelcaps), strengths (regular, extra-strength and children’s) and package sizes
Product form extension – Ivory bath soap to Ivory liquid soap to Ivory shower gel
Product category extension – disposable BIC pens to disposable BIC razors
Family branding – Campbell’s Soup company adding new food products to its product line under the Campbell’s brand name; Ralph Lauren designer label on men’s and women’s clothing
Licensing – Tommy Hilfiger, Calvin Klein on caps, clothing, luggage, toys, …. (with the risk of counterfeiting!)
Product differentiation – ‘teaching’ the consumers (thru advertising and selling) to associate the brand name with a specific product
Learning based on mental (problem-solving) activity Emphasis is NOT on WHAT (say, repetition or association of a reward with a specific response) is learned, but on HOW (i.e. information processing) it is learned Observational Learning
Also called as Social learning or vicarious learning or modeling Application: Testimonial ads,
Involvement Theory Based on hemispherical lateralization or Split-brain theory Left-hemisphere is primarily responsible for cognitive activities (reading, speaking, attribution information processing) – it’s rational, active and realistic Right-hemisphere is concerned with nonverbal, timeless, pictorial and holistic information – it’s emotional, metaphoric, impulsive and intuitive Impact on Media strategy – TV viewing is considered a right-brain activity (passive learning thru low-involvement info processing) and Print media and interactive media are considered high-involvement media.
Components of observational learning
Memory is availability and Retrieval is accessibility
Memory affects the exposure, attention, and comprehension stages
How consumers store, retain and retrieve information
Memory allows consumers to anticipate the stimuli they might encounter
External Inputs
EncodingInformation is
Placed in Memory
StorageInformation
is Retained in Memory
RetrievalInformation Stored
in Memory is Found as Needed
… are the methods of handling information which may operate consciously or unconsciously to influence the encoding, placement, and retrieval of information.
Encoding … the process by which we select a word or visual image to represent a perceived object Examples: Kellogg’s, Asian paints
Retrieval cues create a response by actively reconstructing the stimulus
Response generation is when a person develops a response by actively reconstructing the stimulus.
Rehearsal … silent, mental repetition of information; failure to rehearse an input, either by repeating it or by relating it to other data, can result in fading and eventual loss of the information
An associative network for perfumes
Research finding It is difficult for consumers to remember
product information from ads for new brands in heavily advertised categories
Consumers can become cognitively overloaded when they are given a lot of information in a limited time
Interference: the greater the number of competitive ads in a product category, the lower the recall of brand claims in a specific ad Example: when consumers attributed the
Eveready Energizer Bunny to the market leader, Duracell
Inputs
Sensory memory
Short-term memory(working memory)
Available capacity
Long-term memory
Affect andarousal RetrievalEncoding
Sensory memory Iconic (regarding what we see) and echoic
(regarding what we hear) memory Sensory memory happens in the pre-attention
stage where a stimulus is briefly analyzed to determine if it will receive additional processing. E.g if we close our eyes we can remember the after image in our mind’s eye for just a fraction of second.
Short-term memory (STM) (can be viewed as Conscious thought)
Imagery and discursive (i.e. language) processing Short-term memory is where information is temporarily
stored while people are actively processing it. Also called working memory. If information in short-term memory is not rehearsed it is
lost within 30 seconds. E.g. a long number 91-0141-550053 can be grouped to generate a short term memory or there can be brand name and symbols for the same
Involvement (split brain theory) and short-term memory High involvement makes the consumer more aroused and
attentive, expanding the short-term memory capacity. Low involvement tends to keep a consumer’s arousal
levels low so the consumer focuses relatively little memory capacity on the stimulus.
Long-term memory (LTM) Long-term memory is connected to short-term
memory through encoding and retrieval processes. Long-term memory has essentially unlimited capacity
to store information permanently. Stored information is either semantic or visual Autobiographical (episodic) memory – represents
knowledge we have about ourselves (In CB context, it refers to acquisition, consumption and disposition)
Semantic (associative) memory – represents knowledge about the world that is detached from specific episodes. Examples: Schemas and categories with connecting links (called beliefs or associations)
e.g frequent repeated advertizing i.e learning the information already stored in the memory.
Sensory Memory
Attention
Short-Term Memory
Elaborative Rehearsal
Long-Term Memory
Relationships among memory systems
Chunking Marketing communication to serve as a chunk (group of items that can be processed as one unit)
Example: Maruti, Rs.2599, other benefits Rehearsal
Active and conscious interaction with the material to remember (say, repeating the help-line number, engaging jingles and slogans) Example: Energizer’s line – ‘it goes on and on and on’; engaging jingles and slogans (esp. when motivation is low)
Recirculation (continual repetition) Similar to rehearsal, but does not involve active processing; because of repeated exposures Example: Where all do you see ‘Pepsi’ on a given day?
Elaboration Processing information at deeper levels Interactive ads, Q&A type of ads
Retrieval
Forgetting
State-DependentRetrieval Salience
Age Pictorial/VerbalCues
OldishNewer Brands(many of them)
Interference Not enough Cues
Familiarity
By characteristics of the stimulus Favourability, Salience, Prototypicality (graded
categorization), Congruence (as per the expected attributes), redundancies (when brand is named, claims and visuals convey the same info)
By what the stimulus is linked to Priming, Retrieval of cues
By the way in which the stimulus is processed As pictures and words in memory
The characteristics of the consumers Mood and expertise
Consumers tend to remember the product’s benefits rather than its attributes
Incongruent (or unexpected) elements pierce consumers’ perceptual screens and improve the memorability of an ad when these elements are relevant to the advertising message Example: ad for a brand of stain-resistant, easy-
to-clean carpet Incongruent elements that are not relevant
to an ad also pierce the consumers’ perceptual screen but provide no memorability for the product Example: Glamour in advertising