04_Consumer_Learning_and_Memory_S1

04_Consumer_Learning_and_Memory_S1 - Chapter 3 Consumer...

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Chapter 3 Consumer Learning and Memory
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The Learning Process Products as reminders of life experiences Products + memory = brand equity/loyalty Learning: a relatively permanent change in behavior caused by experience Incidental learning Ongoing process 2
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Behavioral Learning Theories Learning = responses to external events “Black box” Observable behavior Classical conditioning & instrumental conditioning Consumer Stimulus Response 3
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Classical Conditioning Ivan Pavlov CS + UCS = response Over time: CS = response Brand names as CS Credit card as CS CS first, then UCS PLAY “PAVLOV’S DOG” GAME! 4
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Classical Conditioning (Cont’d) Repetition of exposure Type of medium used Extinction Beware of… Advertising wearout Frequent product encounters 5
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Classical Conditioning (Cont’d) Stimulus Generalization Halo effect “Piggybacking” strategy Masked branding Family branding, product line extensions, licensing, look-alike packaging 6
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Classical Conditioning (Cont’d) Stimulus Discrimination Brand positioning Unique attributes of brand Anti-Counterfeiting Coalition combats “knockoffs” 7
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This document was uploaded on 11/04/2011 for the course MKGT 633 at S.F. State.

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04_Consumer_Learning_and_Memory_S1 - Chapter 3 Consumer...

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