Perception, Memory

1
Perception, Memory Learning

• Professor S.J. Grant
• Spring 2007

BUYER BEHAVIOR, MARKETING 3250
2
Outline

• Perception
• A model of memory
• What are the types of memory?
• Organization of memory
• How memory works
• Storage
• Retrieval
• Learning

3
Perception
Hemispheric lateralization
4
Perception

• When do we perceive stimuli?
• Absolute and differential thresholds
• Just noticeable difference
• Webers law
• Selective cocktail party
• Subliminal perception
• Does subliminal perception affect consumer
  behavior?

5
Perception

• Does subliminal messaging make people buy?
• 1956 N.J. movie theater flashed subliminal
  messages, Hungry? Eat popcorn. Drink Coca-Cola.
• Increased popcorn sales 58 and Coca-Cola sales
  18, but results were not replicated
• Erotic stimuli and sexual symbols in ads
  purported to increase receptivity to suggestions
  in the ad

6
A Model of Memory

• Perceived information is encoded
• Explicit
• Implicit
• Then stored in memory
• Short-term store
• Long-term store
• Retrieval involves calling up stored bits from
  memory

7
A Model of Memory
Stimulus
Short-Term Memory
Recall
Consolidation
Retrieval
Long-Term Memory
8
A Model of Memory

• Sensory
• Short-term
• Long-term

9
A Model of Memory

• Sensory
• Echoic
• Iconic
• Characteristics of sensory memory

10
A Model of Memory

• Short-term memory (STM)
• Imagery processing
• Discursive processing
• Characteristics of short-term memory
• Short-term memory is limited (72)
• Short-term memory is short-lived

11
A Model of Memory

• Long-term memory (LTM)
• Autobiographical (episodic) memory
• Semantic memory
• Characteristics of long-term memory
• Stable memory of events of more distant past
• Unlimited capacity
• Organized by nodes

12
A Model of Memory

• Converting short-term memories to long-term store
  is physically located in the hippocampus
• Elaboration, or rehearsal, of information
  increases consolidation
• Recall from long-term storage is a function of
  recency and availability
• Availability is aided if memory is organized into
  a well-defined associative network of nodes
• Categories
• Hierarchies

13
A Model of Memory
Beverages
Carbonated
Non-carbonated
Mixers
Colas
Juices
Water
Pepsi
Coke
Evian
Poland Spring
14
A Semantic (or Associative) Network
15
How Memory Is Enhanced

• Chunking
• Rehearsal
• Recirculation
• Elaboration

16
What Is Retrieval?

• Semantic network
• Trace strength
• Accessibility
• Spreading of activation
• Priming
• Retrieval failures
• Decay
• Interference
• Primacy and recency effects
• Retrieval errors

17
What Are the Types of Retrieval?

• Explicit memory
• Recognition
• Recall
• Judgments
• Implicit memory
• Judgments

18
Retrieval

• Perceptual
• His name started with a J . . .
• Conceptual
• A brand of personal computers that competes with
  IBM . . .

19
How Retrieval Is Enhanced

• Characteristics of the stimulus
• Salience
• Prototypicality
• Redundant cues
• The medium in which the stimulus is processed

20
How Retrieval Is Enhanced

• What the stimulus is linked to
• Retrieval cues
• Where do retrieval cues come from?
• The brand name as a retrieval cue
• Other retrieval cues
• Consumer implications
• Consideration set

21
How Retrieval Is Enhanced

• How a stimulus is processed in short-term memory
• Dual coding
• Consumer characteristics affecting retrieval
• Network of associations
• Expertise
• Mood

22
Information Processing Selective
23
A Model of Learning
24
Information Processing Implications

• Professor S.J. Grant
• Spring 2007

BUYER BEHAVIOR, MARKETING 3250
25
Outline

• A model of information processing
• Role of attention, or cognitive resources
• The structure of knowledge
• How the structure of knowledge leads to
  understanding and persuasion
• Implications for positioning

26
A Model of Information Processing
New Paradigm
Old Paradigm
27
Information Processing Selective
28
Relevance

• Determining relevance is based on existing
  knowledge structures
• Interpretation is subject to prior learning
• Schemas and associations
• Categorization
• Images
• Scripts

29
Taxonomic Category Structure
30
Knowledge Structure

• Categories and their structure
• Prototypicality
• Correlated associations
• Hierarchical structure
• Superordinate level
• Basic level
• Subordinate level

31
Positioning

• New brands or products must establish in
  consumers minds
• Target
• Frame of reference (or category membership)
• Point of difference

32
Implications for Positioning
Must be broad enough to support a meaningful
business, but sufficiently discriminating to
guide communication and strategy. This is where
segmentation strategies are relevant.
The category of competing offerings substitutes
against which the customer should evaluate the
relative merits of the brand.
The brands competitive, differentiated reason
for being ideally an emotional benefit that
uniquely identifies the brand. This is where the
elevated value proposition is expressed/how
elevated value is delivered.
Differentiated Benefit
Reason to Believe
33
Product Positioning
Target

• For busy, health-conscious adults
• Prepared, ready-to-eat packaged foods
• Lower fat content, reduced calories

Frame of reference
Point of difference
34
Product Positioning
Target

• For adults at risk of heart disease
• Any aspirin (acetylsalicylic acid) such as Bayer,
  Anacin, Bufferin, Excedrin
• Safe and gentle

Frame of reference
Point of difference
35
Product Positioning
Target

• For active adults seeking to
• be at the top of their game
• Bottled water
• Enhanced to boost performance due to natural
  vitamins, nutrients

Frame of reference
Point of difference
36
Positioning
Position 2
Position 1
Target

• For leisure travelers seeking pampering
• Resorts, spas, vacation getaways
• Luxurious furnishings, upscale experience

• For business travelers who need to be productive
  
• Hotels catering to business travelers (Hyatt,
  Hilton)
• Excellent service, attention to detail

Frame of reference
Point of difference
37
Positioning
Position 1
Position 2
Target

• For upscale convertible lovers
• Other luxury convertibles (BMW, Mercedes, Lexus)
• Volvos reputation for safety first, rollover
  protection

• For drivers who value Volvos safety heritage
• Safety-oriented vehicles (station wagons)
• A turbocharged convertible with 10-speaker sound

Frame of reference
Point of difference
38
Positioning
Position 1
Position 2

• For customers who buy frozen pizza
• Other frozen pizzas
• Better quality
• Rising crust

• For customers who prefer delivery pizza
• Delivery pizza
• Better value
• Lower price than delivery

Target
Frame of reference
Point of difference
Reason to believe
39
Positioning Problems

• Positioning on conflicting claims
• High quality but low cost
• Good tasting but low calorie
• Sweet but nutritious
• Fast acting but long lasting
• Sustaining a benefit over time
• Benefit relevance may change over decades
• How to express benefit in modern ways
• Entry of me-too brands
• Usually strengthens incumbent