Memory, Learning, and Perception:A
simple, memorable ad campaign
The “got milk?” campaign features messages
which provide information about the benefits of milk, yet these messages
are easy to comprehend
An ad with a complex message
This ad, for a heartburn medication, provides
consumers with a lot of information which requires extensive processing
to comprehend.
Getting Information Into Memory
A message is encoded into signs, symbols,
words
It is available to be noticed in a message
channel, such as TV
If received, it is decoded into meaning
for the receiver
If learned, it may be retrieved from memory
Systems of Memory
Sensory memory - temporary, like the smell
of good coffee
Short-term memory - held for a limited
period of time - like a phone number; chunking into bits which can be remembered
Long-term memory - retrieval available
for future use
Where is the info from this course going???
Behavioral Learning Theories
Cognitive Learning
Classical Conditioning
Operant Conditioning
Classical Conditioning
Meaning transfer can occur from pairing
two objects together in an ad
What happens when you hear the Mr.Softee
jingle? When consumers in the past saw the “blue light” at KMart?
When today’s consumers see the “fresh
doughnut” sign at Krispy Kreme?
It occurs when a stimulus that elicits
a response is paired with another stimulus that initially does not elicit
a response on its own (Pavlov)
What happens when it’s time for class
to be over???
Uses of Classical Conditioning
Brand names and brand associations to
create brand equity = strong positive association
Product line extensions - positive carryover
Repetition of a message, frequency marketing
Generalization through look-alike products,
family branding, line extensions, etc.
Negative side: violent video games
- conditioned to accept shooting?
Methods
Brand names and brand associations
Repetition of a message, frequency marketing
- rewards
Endorsements and Spokespersons
Generalization - look-alike products
Differentiation - pointing out differences
Desire to learn info in a simple way
Closure (filling in)
Figure-ground reversal (like text)
Psycholinguistics - we know that people
process different kinds of sentence structures in various ways - e.g. negative
words are less easily comprehended
Operant Conditioning
The individual learns to perform behaviors
which produce positive outcomes and to avoid those that yield negative
outcomes (BF Skinner) – “Shaping”
Positive reinforcement: rebates,
congratulatory letters, benefits
Negative reinforcement: punishment,
embarrassment, product failure…
Principles of reward and punishment are
used
Uses of Operant Conditioning
Endorsements and Spokespersons
Rewards - what will the consumer view
as a reward? Coupons? Rebates?
Intensity of punishment - negative effects
Products in movies, game shows = your
product is the reward, what is desired
Generalization – tendency to respond in
similar ways to similar stimuli – a new product looks very similar to your
“old” brand
Cognitive Learning Theory
Oreck vacuum cleaner ads
Rehearsal (quiz), Elaboration (project),
Interrelationships among ideas (projects), reference to self
Use of recognition and recall
Mental processing, understanding
Conscious vs. unconscious
Observational learning - watching, conspicuousness
How motivated are consumers to learn?
Strategies for market leaders (top dogs)
Reinforcement – if highly motivated but
unfamiliar
Blocking – motivated and familiar – blocks
exposure to evidence – e.g. that competitor is better
Explaining
Strategies for market underdogs
Disruption – familiar but uncertain –
present new information – perhaps your brand is not the best
Facilitating trial – unmotivated – try
by experience – free samples
1947 – introduction of kitty litter
The bag showed a smiling cat and the words:
“Ask kitty. She knows.”
Many new consumers complained: “I’ve
tried everything. I’ve put milk on it, I’ve put cream on it, but my cat
just won’t eat the stuff.”
Stimulus generalization?
Stimulus discrimination was needed.
Retrieval and Response Bias
Recognition vs. recall
Confusion in retrieval if info learned
incorrectly
Response bias: people tend to answer “yes,”
pick “c” in multiple choice
People may want to “please” the interviewer
Unaided (free) recall does not contain
any retrieval cues
Aided (cued) recall provides cues to help
someone remember
Brand recognition focuses on more than
just the name
Showing the packaging in an ad helps recognition
when in the store
Topics regarding exposure:
Thresholds - is the stimuli below your
threshold?
Subliminal perception
Weber’s law - just noticeable difference
- when is a change in a product likely to be noticed by the consumer? pricing,
design, recipe?
Applications - how heavy can an appliance
be for an elderly consumer?
So – what will you remember from this
course?
Cognitive learning occurs when information
processed in short-term memory is stored in long-term memory
Rehearsal involves the mental repetition
of information or, the recycling of information through short-term
memory
Elaboration: the degree of integration
between the stimulus and existing knowledge
Retrieval: the activation of information
stored in long-term memory that is then transferred into short-term memory
How can we use this in consumer research?
Many companies focus on what consumers
remember about their advertising messages, rather than on how many remember
seeing it
If consumers don’t remember the brand,
then the other things they do remember will not be linked to the brand
in memory
If consumers are confused about which
brand was in the ad, they might link the ad claims to another brand
How Companies Can Help Consumers to
Remember - Reminders
Reminders:
Advertising reminds consumers to buy a
product
Post cards remind consumers to make an
appointment
Retrieval cues placed on packaging and
at the point of purchase enhance ad effectiveness
Repetition
Companies rely on repetition (showing
ads over and over again) to enhance rehearsal of the ad
Learning plateaus after a certain number
of repetitions, and negative responses may result from seeing an ad too
often
Repetition may be used within an ad
Encourage elaboration
Self-referencing: involves relating a
stimulus to one’s own self and experiences
The number and strength of potential linkages
between new and stored information are enhanced
Research supports the potential for encouraging
self referencing through advertising copy
Perception
Perception can be defined as the process
by which an individual selects, organizes, and interprets stimuli into
a meaningful and coherent picture of the world.
It is a process through which incoming
stimuli are given meaning; a process through which we make sense out of
the world.
What can be done to help you notice and
remember?
What do the words below say?
Information Processing(What do you
perceive?)
Selection, organization, and interpretation
of stimuli
Selective perception – what did you choose
to pay attention to?
Identical advertisements, packages, or
products may be perceived very differently by consumers
Getting consumers’ attention in a world
of messages
How many commercial messages were you
exposed to today?
Figure-ground reversal (textbook)
The process of selective perception
Selective exposure – which radio stations
you listen to
Selective attention – greater awareness
of things you’re interested in
Selection comprehension – interpreting
information
Selective retention – what do you remember?
Factors Affecting Sensory Perception
Stimulus factors
Visual cues: color, shape, and size
Aural cues: tempo and pitch
Olfactory cues: sweet, bitter, and floral
Tactile cues: soft, coarse, and silky
Individual Response Factors
Sensory acuity: the capacity to recognize
and differentiate among certain sensory cues
Sensory preferences: sensory product features
are perceived and evaluated based on consumers’ preferences
Consumer expectation: it affects how certain
product features are likely to be perceived and evaluated
Reality . . .
Is a totally personal phenomenon, based
on that person’s needs, wants, values and personal experiences
It is the individual’s perception of “what’s
out there”
It is not what actually IS so, but what
consumers THINK IS SO, that affects their actions, their buying habits,
their leisure habits.
Stimulus Factors Influencing Gestalt
Perception
Color and contrast
Size
Intensity
Position – proximity
Isolation
Unity
Closure – need to fill in and complete
Outstandingness – figure and ground
Stimulus generalization – e.g. look alike
products
Stimulus discrimination – Perdue chickens
Context or setting
Contrast/incongruity
Frequency – how often is it seen?
Movement – is it different?
Odor
Taste
Symbols
What do the words below say?
Individual Factors Influencing Gestalt
Perception
Interest
Involvement
Needs
Values
Cognitive set
Ability to perceive
What Do You Perceive?
Stages of Information Processing
Exposure - people are eligible to perceive
- are your customers exposed to your messages? Let’s consider the
website www.goodwillnj.org, this class, what do you select to remember?
Attention - engagement of processing capability
- do your customers pay attention to your messages?
Comprehension - organization of stimuli
- do they understand your messages?
Acceptance - persuasion? Do your messages
convince your customers of what you are saying?
Retention - do they remember them?
Sensory memory – short-term & long-term
memory
How will individuals learn to choose
your remodeling firm?
Which firms have they heard of?
Which firms have their friends used?
Which are in the phone book?
Which are on the web?
Whose signs have they seen?
What can my firm do to increase the
chance of selection?
Using the Information Processing Model
to Analyze the Problem
Exposure - how can we send messages to
potential donors and potential shoppers - e.g. tv ads, print + coupons,
direct mailers
Attention - how keep attention – community
activities – sponsor a team?
Comprehension – what do people know about
remodeling?
Acceptance? Will they give us a call?
Email?
Retention – will they use us and refer
us to others?
Grabbing the consumer’s attention?
Cutting the clutter - ads in text - is
it hard to find the topics that are important
Leaving the television viewing area during
commercial breaks - zipping through recorded tv programs
How apply this concern to web ads that
are ignored?
Size - what stands out? extremes
Color - will variations in color grab
attention? -provided you can see it!
Intensity - loudness, etc. - can you hear
it?
Contrast - differences
Position (proximity)
How Consumers Interpret Perceptions
Categorization: the psychological process
through which a consumer compares the perception of a product with a mental
representation of that product in memory
Analytic versus non-analytic
Marketing implications for new products
or innovations