Consumer Behaviour Chapter 4 PDF

Chapter 4 Memory and Knowledge  Learning Objectives 1. Distinguish among sensory, working, long-term, implicit and explicit memory. 2. Explain why marketers must be aware of the different types of memory. 3. Describe how schemas and scripts affect consumers’ knowledge content....

Chapter 4 Memory and Knowledge  Learning Objectives 1. Distinguish among sensory, working, long-term, implicit and explicit memory. 2. Explain why marketers must be aware of the different types of memory. 3. Describe how schemas and scripts affect consumers’ knowledge content. 4. Explain how and why the content and structure of knowledge, including associative networks, categories and prototypicality, are relevant to marketers. 5. Discuss what memory retrieval is, how it works, how it can fail and how marketers try to affect it. Memory and Retrieval Different Types of Memory 1. Sensory 2. Working Memory Memory 4. Explicit and 3. Long-term Implicit Memory Memory  1. Sensory Memory 'Input from the five senses stored temporarily in memory.' Echoic memory (hearing) Iconic memory (seeing) Olfactory memory  2. Working Memory 'The portion of memory where incoming information is encoded or interpreted in the context of existing knowledge and kept available for processing.' Miller’s law Discursive processing Imagery processing  3. Long-Term Memory (LTM) Episodic (or autobiographical) memory Operant conditioning Promoting empathy/identification Cueing/preserving Reinterpreting Semantic memory What are some of your childhood memories with brands? Are those brands still in your life?  Explicit and Implicit Memory Explicit Memory Consciously aware you remember something Implicit Memory Not consciously aware you remember something Processing fluency  Knowledge Content, Structure and Flexibility Knowledge content Knowledge structure Semantic knowledge about SCRIPTS ‘what’ things are and what they mean to a consumer Procedural knowledge about ‘how’ to do SCHEMAS things  Schemas and Scripts: schemas and associative networks Schema: 'The set of associations linked to a concept.' Schemas and associative networks − Spreading of activation − Priming − Favourability − Uniqueness − Salience Brand Schemas What concepts would form your schema for the brand Cadbury? Associative Networks What concepts would form your associative network for a holiday in Fiji?  Specific Schemas: brand image and personality Brand image Brand personality Cultural considerations Brand Personality Framework  Schemas and Scripts: scripts Script: 'A special type of schema that represents knowledge of a sequence of actions involved in performing an activity.' Helps marketers understand how consumers buy and use an offering May want consumer to consider brand as part of scripted activity Can you think of an example of a brand/product/service that has an associated script?  Role of Memory in Branding Understanding brand associations Brand extensions Creating/ maintaining/ changing/ protecting brand schemas UBER Eats, Oprah magazine, Virgin Airways. Can you think of another example of a brand extension? Knowledge Categories Taxonomic category structure Graded structure Prototype and prototypicality Hierarchical structure Correlated associations Goal-derived category Taxonomic Category Structure Prototypical Brands What do you feel is the prototypical brand for soft drink, perfume or postal services? Hierarchical Structure Superordinate Basic Subordinate  Knowledge Flexibility: goal-derived categories Goal-derived categories Things viewed as belonging in the same category because they serve the same consumer goals Category changes as consumer goals change over time What are examples of your goal-derived categories? Why Consumers Differ in Knowledge Content and Structure Prior experience/ level of product expertise Experts vs novices Cultural system Associations linked to concept Category members Category prototypes Correlated associations Goal-derived categories Level of product/service expertise  Memory and Retrieval Communication objective Affects consumer choices Relates to advertising effectiveness  Retrieval Failures Serial-position Decay Interference effects Reduced by Competitive Primacy and repetition advertising recency and Language recirculation barriers  Enhancing Retrieval Recognition Recall Chunking Rehearsal Recirculation Elaboration KFC Jingles Alternating Novelty 13CABS Slogans messages Why are these techniques key for advertisers/marketers to understand?  Enhancing Retrieval 1. Characteristics of the stimulus 2. What the stimulus is linked to 3. How a stimulus is processed in working memory Power of imagery Dual coding 4. Consumer characteristics affecting retrieval Mood Expertise  Enhancing Retrieval: characteristics of stimulus A stimulus is a cue that triggers something in your memory What are examples of advertising/marketing stimuli? Characteristics of Stimuli: Salience Prototypicality Redundant cues Medium in which the stimulus is processed.  Enhancing Retrieval: what the stimulus is linked to Retrieval cues Brand Name Logos Package Category Names Typefaces Package Retrieval Cue