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Bài giảng Consumer behaviour - Chương 5: Perception, learning and memory - Nguyen Hoang Sinh

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Lecture 05  
Perception, Learning and Memory  
Internal influences  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 26  
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Learning objectives  
• Understand the nature of perception  
• Understand the different steps involved in  
information processing  
• Be aware of the implications of perception  
for retail, brand and communication  
strategies  
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Learning objectives  
• Understand the nature of learning  
• Be aware of the main characteristics of  
learning  
• Understand how consumers learn  
• Be aware of the importance of brand  
image and product positioning  
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The nature of perception  
• Exposure  
• Attention  
• Interpretation  
• Memory  
– Short-term  
– Long-term  
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Information processing for consumer  
decision making  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 225  
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Exposure  
• Occurs when a stimulus comes within  
range of our sensory receptor nerves  
• Deliberate exposure to stimuli  
– Consumers seek information that will help  
achieve certain goals  
• immediate  
• long-range  
• Random exposure to stimuli  
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Attention  
• Stimulus factors  
• Individual factors  
• Situational factors  
• Non-focused attention  
Occurs when stimulus activates one or more  
sensory receptor nerves and the resulting  
sensations go to the brain for processing  
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Attention  
• Stimulus’ factors  
– Size and intensity  
• Insertion frequency  
• Adaptation level theory  
– Compressed messages  
– Information quantity—information overload  
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Attention (cont.)  
• Individual factors  
– Interest / Need  
• Situational factors  
– Involvement  
• Non-focused attention  
– Hemispheric lateralisation/ Subliminal stimuli  
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Interpretation  
• Individual characteristics  
• Stimulus characteristics  
• Misinterpretation of marketing messages  
• How children process information  
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Determinants of interpretation  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 235  
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Interpretation (cont.)  
• Individual characteristics  
– Learning/Expectations  
• Situational characteristics  
– E.g. hunger, moods, temperature etc,  
Proximity  
• Stimulus’ characteristics  
• Misinterpretation of marketing messages  
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Perception and marketing strategy  
• Retail strategy  
• Brand name and logo development  
• Media strategy  
• Advertisement and package design  
• Warning labels and package designs  
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Perception and  
marketing strategy (cont.)  
• Perceptions of marketing messages and  
ethics  
– Ethics of the ads  
• e.g. Heart tick can’t be used by all ‘healthy’ foods  
– Advertising aimed at children  
• children can’t always distinguish between ads and  
programs  
• more research required  
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Retail strategy  
• Store layout  
– Cold and hot zones/Traffic and islands  
• Lighting and fitout  
• Placement of products on shelves  
– Eye levels (for adults and for children!)  
– Number of facings to maximise visual impact  
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Brand name and logo development  
• Important for consumer and industrial  
products  
• Creating a brand is a long and expensive  
process  
• Brand names and logos require constant  
management and rejuvenation  
• Take into account where the brand  
name/logo will be used  
– Is it easily transferable to a range of media?  
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Media strategy  
• Random approach  
– To reach where the target market may be  
• Selective approach  
– To reach where the target market is/Focused  
media  
• Advertisements: Utilise stimulus’  
characteristics  
• Package design  
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Advertising evaluation  
• Exposure  
– Physically reach target market  
• Attention: Attended to by the consumer  
• Interpretation: Properly interpreted  
• Memory  
– Stored, so it is retrieved under the proper  
circumstances  
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Learning and memory  
• The nature of learning  
• Conditioning  
• Cognitive learning  
• General characteristics of learning  
• Memory  
• Brand image and product positioning  
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10  
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Learning and memory  
• The nature of learning  
– learning under conditions of high and low  
involvement  
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Learning  
• Learning refers to any change in the  
content or organisation of long-term  
memory  
• Result of information processing  
• Consumer behaviour is largely learned  
behaviour  
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11  
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Learning as a key to consumer behaviour  
Source: Quester et al., (2014),  
Consumer Behaviour:  
implications for marketing  
strategy 7th ed, McGraw-Hill  
Education, page 264  
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Learning results from information  
processing, causing memory changes  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 265  
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Involvement and learning  
• Learning under high-involvement  
conditions  
– Consumer has a high motivation to learn  
• Learning under low-involvement conditions  
– Most consumer learning is in a low-  
involvement context  
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Learning theories in high and low  
involvement situations  
Source: Quester et al.,  
(2014), Consumer  
Behaviour: implications  
for marketing strategy  
7th ed, McGraw-Hill  
Education, page 266  
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Types of learning  
• Conditioning  
– Classical conditioning  
– Operant conditioning  
• Cognitive learning  
– Iconic rote learning  
– Vicarious learning/modelling  
– Reasoning  
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Learning and memory  
• The nature of learning  
• Conditioning  
– Conditioning is based on the association of a  
stimulus (information) with a response  
(behaviour or feeling)  
– Classical conditioning  
– Operant conditioning  
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14  
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Classical conditioning  
• Most common in low-involvement  
situations  
• Learning is more often a feeling or  
emotion than information  
Establishing a relationship between stimulus and  
response to bring about the learning of the same  
response to a different stimulus  
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Consumer learning  
through classical conditioning  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 267  
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How affective response leads  
to learning  
Source: Quester et al., (2014), Consumer Behaviour: implications for marketing strategy 7th ed, McGraw-Hill Education, page 267  
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Operant conditioning  
• Trial precedes liking  
– Reverse is often true for classical conditioning  
– Product sampling is an example of this type of  
learning  
Source: Quester et al.,  
(2014), Consumer  
Behaviour: implications  
for marketing strategy  
7th ed, McGraw-Hill  
Education, page 268  
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16  
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The process of shaping in purchase behaviour  
Source: Quester et al., (2014),  
Consumer Behaviour: implications  
for marketing strategy 7th ed,  
McGraw-Hill Education, page 270  
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Cognitive learning  
• Iconic rote learning  
– Association between two or more concepts in  
the absence of conditioning  
• a substantial amount of low-involvement learning  
involves iconic rote learning  
• achieved by repeated advertising messages  
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Cognitive learning (cont.)  
• Vicarious learning/modelling  
– Observe others' behaviour and adjust their  
own accordingly  
• Reasoning  
– Most complex form of cognitive learning  
• most high-involvement decisions generate some  
reasoning  
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General characteristics of learning  
• The strength of learning is influenced by:  
– Importance and relevance  
– Involvement/ Mood  
– Reinforcement (or punishment)  
– Stimulus repetitions (practice sessions)  
– Imagery  
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General characteristics of learning (cont.)  
• Extinction  
– Forgetting occurs when reinforcement for  
learning is withdrawn  
• Stimulus generalisation  
– Brand equity  
– Brand leverage  
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Changes in buyer commitment to the product  
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General characteristics of learning (cont.)  
• Stimulus discrimination  
– Why your brand is different  
• Response environment  
– Strength of original learning  
– Similarity of original learning environment to  
the retrieval environment  
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Memory  
• Memory is the total accumulation of  
prior learning experiences  
– Short-term memory  
– Long-term memory  
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