Memory & Cognitive Learning related to consumer behavior

memory

1. Memory & Cognitive LearningMemory & Cognitive Learning
CONSUMER BEHAVIORCONSUMER BEHAVIOR

2. Learning ConceptsLearning Concepts
•Multiple store model Multiple store model
of memoryof memory
•Involvement & Involvement &
short-term capacityshort-term capacity
•Recognition & RecallRecognition & Recall
•Picture vs Word Picture vs Word
MemoryMemory
•Memory Control Memory Control
ProcessProcess
•Encoding ProcessEncoding Process
•Retrieval & Response Retrieval & Response
GenerationGeneration
•Three types of Three types of
knowledgeknowledge
•Gestalt Theory of Gestalt Theory of
Cognitive KnowledgeCognitive Knowledge
•Associationist theory Associationist theory
of knowledgeof knowledge

3. Memory . . .Memory . . .
. . . affects the exposure, attention, . . . affects the exposure, attention,
and comprehension stagesand comprehension stages
. . . allows consumers to anticipate . . . allows consumers to anticipate
the stimuli they might encounterthe stimuli they might encounter

4. Multiple-Store Model of Multiple-Store Model of
Memory Memory
•Three different types of memory Three different types of memory
storage: storage:
–Sensory MemorySensory Memory
–Short-Term MemoryShort-Term Memory
–Long-Term MemoryLong-Term Memory

5. Inputs
Sensory memory
Short Term
Memory
( Working Memory
Available
Capacity
Affect
and
arousal Long Term
Memory
RetrievalEncodin
g
A Simplified Memory Model

6. •Sensory memory happens in the pre-Sensory memory happens in the pre-
attention stage where a stimulus is briefly attention stage where a stimulus is briefly
analyzed to determine if it will receive analyzed to determine if it will receive
additional processing.additional processing.
•Short-term memory is where information is Short-term memory is where information is
temporarily stored while people are actively temporarily stored while people are actively
processing it. Is like RAM in a computer.processing it. Is like RAM in a computer.
•Long-term memory is connected to short-Long-term memory is connected to short-
term memory through encoding and term memory through encoding and
retrieval processes. Is like the disk drive in retrieval processes. Is like the disk drive in
a computer.a computer.
•Memory works like parallel processors.Memory works like parallel processors.

7. •Encoding is the transfer of information Encoding is the transfer of information
from short-term memory to long-term from short-term memory to long-term
memory for permanent storage.memory for permanent storage.
Retrieval is the process of accessing Retrieval is the process of accessing
information stored in long-term information stored in long-term
memory so that it can be utilized in memory so that it can be utilized in
short-term memory.short-term memory.
•Retrieval is a constructive process. Retrieval is a constructive process.
Information in ads received after Information in ads received after
product experience can change the product experience can change the
perception of the experience.perception of the experience.

8. Relationship amongst Memory SystemsRelationship amongst Memory Systems
Sensory Memory
temporary storage of
sensory information
capacity: High
Duration:<second for
vision, few seconds for
hearing
Attention
Information
that passes
through
attention is
transferred to
STM
Short-term
Memory
Brief storage
of
information
Capacity:
limited
Duration:
less than 20
second
Elaborative Rehearsal
Information subjected to
elaborative rehearsal or
deep processing is
transferred to LTM
Long-Term Memory
Relatively Permanent storage
of information
Capacity: unlimited
Duration: Long or Permanent

9. Sensory Memory . . .Sensory Memory . . .
. . . consists of . . . consists of
firing of nerve cells, firing of nerve cells,
short-term in short-term in
duration, usually duration, usually
less than a second.less than a second.

10. Short-Term Memory. . .Short-Term Memory. . .
. . . is the site where information is . . . is the site where information is
temporarily stored while being temporarily stored while being
processed. Is also called processed. Is also called working working
memorymemory..
–Rehearsal is silently repeating information Rehearsal is silently repeating information
to encode it into long-term memory.to encode it into long-term memory.
–If information in short-term memory is not If information in short-term memory is not
rehearsed it is lost within 30 seconds.rehearsed it is lost within 30 seconds.

11. The Limited Capacity of The Limited Capacity of
Short-Term MemoryShort-Term Memory
•Miller’s Law is the recognition that people can handle Miller’s Law is the recognition that people can handle
7 (+/- 2) bits of information at a time.7 (+/- 2) bits of information at a time.
–In consumer contexts, however, STM is closer to 5 +/- 2 bits In consumer contexts, however, STM is closer to 5 +/- 2 bits
of information.of information.
•Information Overload describes the situation in Information Overload describes the situation in
which more information is received than can be which more information is received than can be
processed in short-term memory.processed in short-term memory.

12. Marketing ImplicationsMarketing Implications
Two questions with marketing implications:Two questions with marketing implications:
i.i.Can consumers become overloaded? Research Can consumers become overloaded? Research
has yielded an unequivocal yes to the questionhas yielded an unequivocal yes to the question
ii.ii.Do consumers become overloaded? Do consumers become overloaded?
Controversial research:Controversial research:
a.a.People actively manage the information they People actively manage the information they
receive to avoid becoming overloaded i.e. “ stop receive to avoid becoming overloaded i.e. “ stop
far short of being overloaded”far short of being overloaded”
b.b.Yes they do; this information overload actually Yes they do; this information overload actually
decreases the quality of their purchase decisiondecreases the quality of their purchase decision

13. Involvement & Short-Term Involvement & Short-Term
CapacityCapacity
•High involvement makes the consumer more High involvement makes the consumer more
aroused and attentive, expanding the short-term aroused and attentive, expanding the short-term
memory capacity to full 7 +/-2 bits. (Caffeine memory capacity to full 7 +/-2 bits. (Caffeine
has the same effect.)has the same effect.)
•Low involvement tends to keep a consumer’s Low involvement tends to keep a consumer’s
arousal levels low so the consumer focuses arousal levels low so the consumer focuses
relatively little memory capacity on the stimulus. relatively little memory capacity on the stimulus.
Under low involvement, which is common in CB Under low involvement, which is common in CB
contexts, capacity is at 5 +/1 bits.contexts, capacity is at 5 +/1 bits.

14. Marketing ImplicationsMarketing Implications
Television advertisingTelevision advertising
In low involvement keep copy points In low involvement keep copy points
maximum to four (copy point is maximum to four (copy point is
considered equivalent to a chunk) . considered equivalent to a chunk) .
For companies that advertise on TV and For companies that advertise on TV and
radio the lesson is “ keep your message radio the lesson is “ keep your message
simple”simple”

15. Time Required to Transfer Time Required to Transfer
Information. . .Information. . .
. . . the consumer's goal to either . . . the consumer's goal to either
recognize or recall a task. It recognize or recall a task. It
requires 2-5 seconds for requires 2-5 seconds for
recognition task and 5-10 seconds recognition task and 5-10 seconds
for recall task to transfer the for recall task to transfer the
information to LTM.information to LTM.

16. Recognition and RecallRecognition and Recall
•Recognition tasks are when information is placed Recognition tasks are when information is placed
before the consumer. The goal is to determine if before the consumer. The goal is to determine if
the information has been seen before.the information has been seen before.
•Recall tasks are when the consumer must Recall tasks are when the consumer must
retrieve the information from long-term memory retrieve the information from long-term memory
without any prompting. Requires greater depth without any prompting. Requires greater depth
of encoding. Recall impacts the size of the of encoding. Recall impacts the size of the
consideration set, which is the set of product consideration set, which is the set of product
choices retrieved from memory that are deemed choices retrieved from memory that are deemed
satisfactory options.satisfactory options.

17. Universe of
potential brands
Awareness Set
Known Brands
Unawareness
set
Consideration
Set: Brands given
consideration
Inert Set
Brands viewed
with Indifference
Inept Set
Unacceptable
brands

18. Clutter is Clutter is
when there when there
are too are too
many many
stimuli stimuli
making making
recall more recall more
difficult.difficult.

19. Long-Term MemoryLong-Term Memory
. . . has essentially unlimited capacity to store . . . has essentially unlimited capacity to store
information permanently.information permanently.
–Stored information is either semantic or visual. Stored information is either semantic or visual.
Semantic memory deals with the encoding and Semantic memory deals with the encoding and
storage of words and meanings. Visual deals storage of words and meanings. Visual deals
with the storage of images.with the storage of images.
–Long term memory is essentially permanent.Long term memory is essentially permanent.

20. Relative Superiority of Relative Superiority of
Picture Versus Word Picture Versus Word
MemoryMemory
–Visual images or pictures tend to be more Visual images or pictures tend to be more
memorable than their verbal counterparts, memorable than their verbal counterparts,
especially when there is low-involvement on the especially when there is low-involvement on the
part of the consumer.part of the consumer.
–Words that have high-imagery content are easier to Words that have high-imagery content are easier to
encode and retrieve than words low in imagery and encode and retrieve than words low in imagery and
concreteness.concreteness.
–Words and pictures should be used to complement Words and pictures should be used to complement
each other in ads.each other in ads.
–Verbal material is better recalled in high Verbal material is better recalled in high
involvement conditions.involvement conditions.
–In high involvement information processing In high involvement information processing
advertisers usually get better results if they present advertisers usually get better results if they present
different information via verbal and pictorial meansdifferent information via verbal and pictorial means

21. Memory-Control Processes . . .Memory-Control Processes . . .
. . . are the methods of . . . are the methods of
handling information handling information
which may operate which may operate
consciously or consciously or
unconsciously to unconsciously to
influence the encoding, influence the encoding,
placement, and retrieval placement, and retrieval
of information.of information.

22. Encoding ProcessEncoding Process
Rehearsal influences whether or not information will Rehearsal influences whether or not information will
be transferred from STM to LTMbe transferred from STM to LTM
The way information is coded will have great impact The way information is coded will have great impact
on speed of transfer as well as on the placement of on speed of transfer as well as on the placement of
that informationthat information
For a new topic repetition of stimulus during For a new topic repetition of stimulus during
rehearsal or attempt to link it to other information rehearsal or attempt to link it to other information
already present in the LTM is required.already present in the LTM is required.
With familiar topics person becomes more adept at With familiar topics person becomes more adept at
coding information on it by drawing associations coding information on it by drawing associations
between it and the information they already have in between it and the information they already have in
memory, and storage process speeds up memory, and storage process speeds up
proportionallyproportionally

23. Encoding ProcessEncoding Process
Marketing Implications:Marketing Implications:
i.i.Understanding of encoding process in developing Understanding of encoding process in developing
brandsbrands
ii.ii.The closer the brand name fits with consumer’s The closer the brand name fits with consumer’s
association about the product class, the better will association about the product class, the better will
be his/her ability to recall the namebe his/her ability to recall the name
iii.iii.Highly concrete names ( ocean, orchestra, frog, and Highly concrete names ( ocean, orchestra, frog, and
blossom) are easily visualized and remembered blossom) are easily visualized and remembered
better than less concrete names (history, truth, better than less concrete names (history, truth,
moment) because they are coded both visually and moment) because they are coded both visually and
verbally and also because they fit better into verbally and also because they fit better into
consumer’s existing knowledge structure,.consumer’s existing knowledge structure,.

24. Retrieval and Response Retrieval and Response
GenerationGeneration
•Response generation is when a person Response generation is when a person
develops a response by actively develops a response by actively
reconstructing the stimulus. Information reconstructing the stimulus. Information
received after exposure to a stimulus (e.g., received after exposure to a stimulus (e.g.,
ads) can impact response generation of the ads) can impact response generation of the
original stimulus.original stimulus.
•Retrieval cues create a response by providing Retrieval cues create a response by providing
a means of assisting the active reconstruction a means of assisting the active reconstruction
of the stimulus.of the stimulus.

25. Retrieval and response Retrieval and response
GenerationGeneration
Marketing ImplicationsMarketing Implications
A major goal of advertisers is to improve A major goal of advertisers is to improve
consumer’s ability to retrieve information consumer’s ability to retrieve information
from memoryfrom memory
i.i.Provide retrieval cues on the packaging of Provide retrieval cues on the packaging of
products to assist consumer’s memories products to assist consumer’s memories
during decision making.during decision making.
ii.ii.Assisting consumers’ retrieval and response Assisting consumers’ retrieval and response
generation to employ music in generation to employ music in
advertisements. There is evidence that advertisements. There is evidence that
people retrieve sung messages better than people retrieve sung messages better than
spoken onespoken one

26. Consumer Knowledge . . .Consumer Knowledge . . .
. . . is the amount of experience with . . . is the amount of experience with
and information a person has about and information a person has about
particular products or services.particular products or services.
–As knowledge increases, a consumer can As knowledge increases, a consumer can
think about a product across a greater think about a product across a greater
number of dimensions and make finer number of dimensions and make finer
distinctions between brands.distinctions between brands.

27. Three Types of Knowledge:Three Types of Knowledge:
•Objective knowledge is the correct Objective knowledge is the correct
information about a product class that a information about a product class that a
consumer has stored in long-term consumer has stored in long-term
memorymemory
•Subjective knowledge is the consumer’s Subjective knowledge is the consumer’s
perception of what or how much he or perception of what or how much he or
she knows about a product class.she knows about a product class.
•Knowledge of others is what information Knowledge of others is what information
a consumer has about another.a consumer has about another.

28. How Do Consumers Gain How Do Consumers Gain
Knowledge?Knowledge?
•Cognitive Learning: process of Cognitive Learning: process of
forming associations, solving forming associations, solving
problems, and gaining insights.problems, and gaining insights.
•Learning Through Education: Learning Through Education:
Obtaining information from firms who Obtaining information from firms who
are trying to teach the consumer.are trying to teach the consumer.
•Learning Through Experience: Actual Learning Through Experience: Actual
contact/use of products.contact/use of products.

29. Consumer KnowledgeConsumer Knowledge
Marketing ImplicationsMarketing Implications
i.i.As consumers’ knowledge increases, they As consumers’ knowledge increases, they
become better organized, grow more become better organized, grow more
efficient and accurate in their information efficient and accurate in their information
processing, and display better recall of processing, and display better recall of
information. Managers need to consider the information. Managers need to consider the
state of consumer knowledge when they state of consumer knowledge when they
are developing a productare developing a product
ii.ii.Information on the extent of consumer Information on the extent of consumer
knowledge should influence promotion knowledge should influence promotion
strategy. A message targeted to strategy. A message targeted to
knowledgeable prospects can be much knowledgeable prospects can be much
more complex than addressed to a novicemore complex than addressed to a novice

30. Gestalt Theory of Cognitive Gestalt Theory of Cognitive
KnowledgeKnowledge
Gestalt psychologists believe that biological and Gestalt psychologists believe that biological and
psychological events do not influence behavior psychological events do not influence behavior
in isolation of each other.in isolation of each other.
–People perceive the inputs from the People perceive the inputs from the
environment as part of the total context.environment as part of the total context.
–Focused on the active, creative nature of Focused on the active, creative nature of
learning and action.learning and action.
–Key idea: whole is greater than sum of parts.Key idea: whole is greater than sum of parts.
113

31. Associationist Approaches Associationist Approaches
to to
Cognitive KnowledgeCognitive Knowledge
•Serial learning concerns how people put into Serial learning concerns how people put into
memory and recall information that is memory and recall information that is
received in a sequential manner.received in a sequential manner.
•Serial-Position effect occurs when the order of Serial-Position effect occurs when the order of
presentation of information in a list presentation of information in a list
influences recall of the information in the list.influences recall of the information in the list.
•The S-P effect is the basis for the higher price The S-P effect is the basis for the higher price
paid for book-end ads — i.e., ads at the paid for book-end ads — i.e., ads at the
beginning and end of a commercial TV break.beginning and end of a commercial TV break.

32. Serial Position EffectSerial Position Effect
Explanation:Explanation:
Beginning and end of the list become anchors Beginning and end of the list become anchors
in learning. Because of limitation of STM, people in learning. Because of limitation of STM, people
pick reference points for when to start and end pick reference points for when to start and end
the learning process. Since only limited the learning process. Since only limited
amounts of information can be stored in STM at amounts of information can be stored in STM at
a time, it is those items right around the a time, it is those items right around the
beginning and end of the list (the reference beginning and end of the list (the reference
points) that are recalled most readily. Many points) that are recalled most readily. Many
more repetitions of the material may be more repetitions of the material may be
required before items in the middle can be required before items in the middle can be
recalledrecalled

33. Serial Position EffectSerial Position Effect
Marketing ImplicationsMarketing Implications
i.i.Key information in the advertisement Key information in the advertisement
should be placed at the beginning and should be placed at the beginning and
end of the messageend of the message
ii.ii.Advertisers should strive to get their Advertisers should strive to get their
commercials placed either at the commercials placed either at the
beginning or end of series of beginning or end of series of
television adstelevision ads

34. Serial Position EffectSerial Position Effect
Position
in series
early Late
Trials
to
Learn
Few
Many

35. Paired Associate LearningPaired Associate Learning
•People are asked to pair response word with People are asked to pair response word with
stimulus wordstimulus word
•Example: Stimulus and Response Pairs:Example: Stimulus and Response Pairs:
Gillette – “The best a man can get”Gillette – “The best a man can get”
McDonalds – “ I’m lovin it”McDonalds – “ I’m lovin it”
Lipton – “Chai Chaheyai” Lipton – “Chai Chaheyai”
•Learning is speeded up if stimulus and Learning is speeded up if stimulus and
response items can be readily associated with response items can be readily associated with
each other and already familiar to the subjecteach other and already familiar to the subject
•Learning is especially rapid if mental images Learning is especially rapid if mental images
are developed of the linkage of stimulus and are developed of the linkage of stimulus and
response words response words

36. Conditions for paired associate Conditions for paired associate
learninglearning
•The stimulus and response words are easily The stimulus and response words are easily
pronounceablepronounceable
•The person is familiar with both the stimulus The person is familiar with both the stimulus
and response wordsand response words
•Stimulus and response words are meaningfulStimulus and response words are meaningful
•The stimulus and response words are easily The stimulus and response words are easily
associatedassociated
•Visual images are created to link the stimulus Visual images are created to link the stimulus
and response words togetherand response words together

37. Law of ContiguityLaw of Contiguity
•Stimuli that are experienced together Stimuli that are experienced together
become associated in memory—e.g., Nike-become associated in memory—e.g., Nike-
Tiger Woods; called paired associate learning.Tiger Woods; called paired associate learning.
•Some findings:Some findings:
–Make pairs (i.e. stimulus-response words) easily Make pairs (i.e. stimulus-response words) easily
pronounceable, familiar, meaningful.pronounceable, familiar, meaningful.
–Use visual images to link stimulus-response words Use visual images to link stimulus-response words
together.together.
•Remember: Negative associations can occur Remember: Negative associations can occur
between product and another stimulus—between product and another stimulus—
attack style political ads seek to create such attack style political ads seek to create such
associations for opposing candidates.associations for opposing candidates.

38. Semantic Memory Semantic Memory
Networks . . .Networks . . .
. . . refer to how people store the . . . refer to how people store the
meanings of verbal material in long-meanings of verbal material in long-
term memory.term memory.
–Semantic memory is organized into Semantic memory is organized into
networks each of which is a series of networks each of which is a series of
memory nodes that represent the memory nodes that represent the
stored semantic concepts.stored semantic concepts.
–Information is recalled via spreading Information is recalled via spreading
activation.activation.

39. Five Types of Information Stored in NodesFive Types of Information Stored in Nodes
•Types of informationTypes of information
–Brand namesBrand names
–Brand’s characteristics/attributesBrand’s characteristics/attributes
–Ads about brandAds about brand
–Product categoryProduct category
–Evaluative (affective) reactions to the brand and Evaluative (affective) reactions to the brand and
the adthe ad
•This information represents a consumer’s This information represents a consumer’s
brand knowledge — i.e., a brand node and brand knowledge — i.e., a brand node and
the associations in memory connected to it.the associations in memory connected to it.

40. Measuring Semantic Memory Measuring Semantic Memory
NetworksNetworks
•Guided AssociationsGuided Associations
•Think of your university/collegeThink of your university/college
–What are the first three words or images What are the first three words or images
that come to mind. (e.g., Ph.D’s, BBA that come to mind. (e.g., Ph.D’s, BBA
program, HEC Ranking)program, HEC Ranking)
–Select one of these words (e.g., BBA), now Select one of these words (e.g., BBA), now
think of three words or images that you think of three words or images that you
associate with BBA program, etc.associate with BBA program, etc.

41. Semantic Memory Network:Semantic Memory Network:
important for semiosis analysis. important for semiosis analysis.
I.U.
Ph.D’s BBA Program HEC Ranking
Dr. X Dr. Y Jobs Acad. Further edu. Other Inst.
Q.T Bus. Eco. Companies Best value CBM IBA
Grades Cl.fellows Class Money Career Friends

42. Schemas . . .Schemas . . .
. . . are organized sets of expectations . . . are organized sets of expectations
and associations about an object.and associations about an object.
–When new information is inconsistent with a When new information is inconsistent with a
schema, consumers engage in more diligent schema, consumers engage in more diligent
processing and, consequently, have processing and, consequently, have
improved memory about the stimulus.improved memory about the stimulus.
–Can derive from network analysis.Can derive from network analysis.

43. ForgettingForgetting
People forget because People forget because
even though information even though information
has been placed in long-has been placed in long-
term memory, it may be term memory, it may be
extremely difficult to extremely difficult to
retrieve. This is called a retrieve. This is called a
“retrieval failure.”“retrieval failure.”

44. Interference Processes Interference Processes
•Retroactive interference occurs when Retroactive interference occurs when
later learned material interferes with later learned material interferes with
the recall of information learned earlier.the recall of information learned earlier.
•Proactive interference occurs when Proactive interference occurs when
earlier learned material interferes with earlier learned material interferes with
learning and recall of information learning and recall of information
learned later.learned later.

45. The von Restorff Effect . . .The von Restorff Effect . . .
–. . . occurs when a highly unique item in a . . . occurs when a highly unique item in a
series is recalled more easily.series is recalled more easily.
–Illustrated by absurdity in advertisements, Illustrated by absurdity in advertisements,
e.g. some of the recent Mountain Dew adse.g. some of the recent Mountain Dew ads
–Also illustrates information salience, which Also illustrates information salience, which
is the idea that unique, novel, moving, is the idea that unique, novel, moving,
contrasting, colorful, etc. stimuli are more contrasting, colorful, etc. stimuli are more
easily encoded and retrieved.easily encoded and retrieved.

46. The von Restorff EffectThe von Restorff Effect

48. The Zeigarnik Effect . . .The Zeigarnik Effect . . .
. . . occurs if a task . . . occurs if a task
is interrupted, is interrupted,
material relevant to material relevant to
the task tends to the task tends to
be remembered. be remembered.
E.g.,E.g.,
stories that are cut stories that are cut
in the middle----, in the middle----,
Here, build a story
about a person doing
something difficult, and
then stop just before
climax. Will increase
interest in and recall
of story.

50. Zeigarnik Effect

51. Time and Forgetting Time and Forgetting
•The recall of verbal The recall of verbal
information information
decreases over time.decreases over time.
•Rapid forgetting that Rapid forgetting that
occurs immediately occurs immediately
after learning has after learning has
been shown to occur been shown to occur
in advertising as in advertising as
well.well.

52. Time and ForgettingTime and Forgetting
•After people learned a list of words, the percentage of After people learned a list of words, the percentage of
words they could remember decreased dramatically words they could remember decreased dramatically
at first, and then leveled off. The rapid forgetting at first, and then leveled off. The rapid forgetting
takes place in advertising as well.takes place in advertising as well.
•Zielske had an advertisement for a product run for a Zielske had an advertisement for a product run for a
group of housewives once a week for 13 weeks.group of housewives once a week for 13 weeks.
• At the end of 13 weeks period 63% of respondents At the end of 13 weeks period 63% of respondents
could recall having seen the ad. The ad was not could recall having seen the ad. The ad was not
shown to them for 13 weeks. After 20 weeks, those shown to them for 13 weeks. After 20 weeks, those
who could recall had dropped to under 30%, by the who could recall had dropped to under 30%, by the
99
thth
month fewer than 10% of respondents could month fewer than 10% of respondents could
remember the ad.remember the ad.
•In another experiment one group of housewives was In another experiment one group of housewives was
shown the ad 4 weeks apart. In this group the ability shown the ad 4 weeks apart. In this group the ability
to recall the ads increased slowly, by the end of the to recall the ads increased slowly, by the end of the
year 48% of respondents could remember the ad.year 48% of respondents could remember the ad.

53. Time and ForgettingTime and Forgetting
Marketing ImplicationsMarketing Implications
i.i. If advertiser’s goal is awareness of a product, than If advertiser’s goal is awareness of a product, than
high frequency of ads over short period of time will high frequency of ads over short period of time will
be most effective. However consumer will rapidly be most effective. However consumer will rapidly
forget the commercial message after the burst of forget the commercial message after the burst of
advertisements endadvertisements end
ii.ii.If advertiser’s goal is to build long-term awareness of If advertiser’s goal is to build long-term awareness of
the ad, the commercial should be pulsed so that ads the ad, the commercial should be pulsed so that ads
are seen by consumers over a long period of timeare seen by consumers over a long period of time
iii.iii.Some advertisers prefer to combine these Some advertisers prefer to combine these
approaches by using a high-intensity ad campaign to approaches by using a high-intensity ad campaign to
bring out a product, and then pulsing regularly after bring out a product, and then pulsing regularly after
the introduction to maintain consumer’s awareness the introduction to maintain consumer’s awareness
of the ad.of the ad.

54. Affect and MemoryAffect and Memory
•People are better able to recall People are better able to recall
information that has the same affective information that has the same affective
quality as their mood state.quality as their mood state.
–Affect refers to the feelings, emotions, and Affect refers to the feelings, emotions, and
moods that consumers may experience.moods that consumers may experience.
–Mood is a transient feeling state that Mood is a transient feeling state that
occurs in a specified situation or time.occurs in a specified situation or time.

55. How can Marketers help consumers to How can Marketers help consumers to
rememberremember
•RemindersReminders
Involves reminding them of what the Involves reminding them of what the
company wants them to remembercompany wants them to remember
Retrieval cues at the point of purchaseRetrieval cues at the point of purchase
•Saying it again and again: The value of Saying it again and again: The value of
repetitionrepetition
•Encourage elaborationEncourage elaboration
Stimulus is linked or related to various Stimulus is linked or related to various
concepts in memory: make use of semantic concepts in memory: make use of semantic
memory networksmemory networks
Self referencing : relating a stimulus to one’s Self referencing : relating a stimulus to one’s
own self and experience (this product is for own self and experience (this product is for
people just like you who are--------------)people just like you who are--------------)

56. How companies can help consumers rememberHow companies can help consumers remember
•Encourage Multiple Representation in MemoryEncourage Multiple Representation in Memory
Information stored in long term memory may be Information stored in long term memory may be
represented semantically and visual imagery represented semantically and visual imagery
Depending on how people typically represent the Depending on how people typically represent the
to-be-remembered information in memory, efforts to-be-remembered information in memory, efforts
to encourage additional forms of representation to encourage additional forms of representation
may be worthwhilemay be worthwhile
•Importance of consistencyImportance of consistency
Consistency facilitates remembering. Greater Consistency facilitates remembering. Greater
consistency among elements within an consistency among elements within an
advertisement increases what consumer advertisement increases what consumer
remembers about the ad and advertised productremembers about the ad and advertised product
The product benefits described within an ad are The product benefits described within an ad are
better remembered when these benefits are better remembered when these benefits are
consistent with those suggested by the advertised consistent with those suggested by the advertised
product nameproduct name

57. How Companies can help consumers How Companies can help consumers
rememberremember
•Use Easy-to-remember stimuliUse Easy-to-remember stimuli
Use of concrete words instead of Use of concrete words instead of
Abstract wordsAbstract words
Stimuli that are distinctive or unique Stimuli that are distinctive or unique
are also easier to remember.are also easier to remember.
•Put Consumer in a good moodPut Consumer in a good mood

58. Brand Image and Product PositioningBrand Image and Product Positioning
•Brand ImageBrand Image
Schematic memory of a brandSchematic memory of a brand
It contains the target markets interpretation of the It contains the target markets interpretation of the
product’s attributes, benefits, usage situations, product’s attributes, benefits, usage situations,
users and manufacturers / marketer characteristicsusers and manufacturers / marketer characteristics
It is what we think and feel when we hear or see a It is what we think and feel when we hear or see a
brand namebrand name
oProduct PositioningProduct Positioning
A decision taken by marketer to try and achieve a A decision taken by marketer to try and achieve a
defined brand image relative to competition within defined brand image relative to competition within
a market segmenta market segment
Product positioning decisions are strategic decisionsProduct positioning decisions are strategic decisions
The term product positioning involves an explicit The term product positioning involves an explicit
reference to brand image relative to another brand. reference to brand image relative to another brand.

59. Perceptual Mapping and Product RepositioningPerceptual Mapping and Product Repositioning
•Product Positioning Product Positioning
A useful technique in measuring and developing A useful technique in measuring and developing
product’s positioningproduct’s positioning
Takes consumer’s perception of how various Takes consumer’s perception of how various
brands are to each other and relates these brands are to each other and relates these
perception to product attributesperception to product attributes
•Product Repositioning:Product Repositioning:
Refers to a deliberate decision to significantly Refers to a deliberate decision to significantly
alter the the way a product is viewed by the alter the the way a product is viewed by the
marketmarket
This could involve its level of performance, the This could involve its level of performance, the
feelings it evokes, the situation in which it feelings it evokes, the situation in which it
should be used, or even who uses it should be used, or even who uses it

60. Perceptual Mapping of Automobiles
Stylish, Prestigious, Distinctive
Practical, Common, Economical
Staid,
Conservative
Older
Fun
Sporty
Fast
Nissan Sentra
Plymouth Voyger
Dodge Caravan
Geo Metro
Kia Sephia
Volvo 850 R
Chrysler LHS
Buick Park
Avenue
Mercedes 400 SE
Porsche 914
Lexus LS 400
Jeep Grand Cherokee
Acura Integra
Ford Taurus
Honda Civic
Dodge Neon
TM1
TM3
TM2

61. Brand Equity and Brand LeverageBrand Equity and Brand Leverage
•Brand EquityBrand Equity
The value consumers assign to a brand above and The value consumers assign to a brand above and
beyond the functional characteristics of the productbeyond the functional characteristics of the product
Brand Equity is nearly synonymous with the Brand Equity is nearly synonymous with the
reputation of the brandreputation of the brand
Is based on the image consumers have of the brandIs based on the image consumers have of the brand
•Brand Leverage (family branding, brand extension, Brand Leverage (family branding, brand extension,
or umbrella branding)or umbrella branding)
Refers to marketers capitalizing on brand equity by Refers to marketers capitalizing on brand equity by
using existing brand for new productsusing existing brand for new products
If done correctly , consumers will assign If done correctly , consumers will assign
characteristics of existing brand to the new brandcharacteristics of existing brand to the new brand

62. Brand LeverageBrand Leverage
Successful brand leverage requires that:Successful brand leverage requires that:
a.a.Original brand has a strong positive image Original brand has a strong positive image
b.b.The new product fits well with the original The new product fits well with the original
product on at-least one of the three product on at-least one of the three
dimensions:dimensions:
1.1.Complement: The two products are used Complement: The two products are used
togethertogether
.
2.2.Transfer: The new product is seen by Transfer: The new product is seen by
consumers as requiring the same consumers as requiring the same
manufacturing skills as the originalmanufacturing skills as the original
3.3.Image: The new product shares a key Image: The new product shares a key
image component with the original image component with the original