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WEEK 6: Perception & Learning and memory - Coggle Diagram
WEEK 6: Perception & Learning and memory
Topic 8: Perception
Objectives
Steps involved in information processing
Which stimulus’ factors influence this process
Which individual factors influence this process
Which situational factors influence this process
The way children process information
The nature of perception
Implications of perception for retail, brand and communication strategies
The nature of perception
Step 2: Attention
Occurs when stimulus activates one or more sensory receptor nerves and the sensations go to the brain for processing
Attention is influenced by:
a. Stimulus’ factors
b. Individual factors (interest, need, motivation)
c. Situational factors (environment or context, program involvement)
Stimulus’ factors
Stimulus factors are physical characteristics of the stimulus itself that can help increase attention
Position
Isolation
Colour and movement
Format
Size and intensity
Contrast
Step 3: Interpretation
2. Affective interpretation
a. Processing and adding meaning by feeling
Individual characteristics – expectations and learning
Stimulus-related characteristics: Clarity of stimulus, type of background music used in ad, medium in which ad or brand appears, etc.
Situational characteristics, e.g. Moods, noisy environment, crowded store, time available, etc.
1. Cognitive interpretation
a. Process of adding meaning
b. From existing knowledge
semantic meaning lexic/ word
psychological meaning individual, group & context
Perception and marketing strategy
Brand name and logo development
Media strategy
Retail strategy
Advertisement and package design
Warning labels and package designs
Step 1: Exposure
Deliberate exposure to stimuli
Consumers seek information that will help achieve certain goals (immediate, long-range)
Random exposure to stimuli
External stimulus is available but not necessarily exposed to the consumer
Absolute threshold (minimum level of stimulation depends on the individual), e.g. scent strip
Step 4: Memory
Short-term
Long-term
Retail strategy
2. Lighting and fitout
3. Placement of products on shelves
Eye levels (for adults and for children!)
POP displays & price information
1. Store layout
Cold and hot zones
Traffic and islands
Brand name and logo development
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?
Creating a brand is a long and expensive process
Media strategy
1. Random approach
To reach where the target market may be
2. Selective approach
To reach where the target market is (focused media)
Advertisement and package design
Advertisements
Utilise stimulus’ characteristics
Link the message with your target consumer’s interest
Package design
How to evaluate the effectiveness of advertising
Attention: Did the consumer pay attention?
Interpretation: Did the target interpret meaning correctly?
Exposure: Did it physically reach target market
Memory: Is it stored in memory, and retrieved under the proper circumstances?
Learning and memory
Objectives
Characteristics of learning
Characteristics of memory
Learning types
Marketing implications
Basic elements for learning to occur
Cues
Cues serve to direct consumer drives when that are consistent with consumer expectation
Response
Response is how consumers react or behave to a drive or a cue
Motivation
Consumers are more motivated to learn if the information is relevant to their needs and goals
Reinforcement
Reinforcement increases the likelihood a response will occur in the future as a result of a cue or stimuli
Involvement and learning
Involvement depends on the individual, the object and the situation
Learning under low-involvement conditions
Little motivation to learn/process material
Much consumer learning occurs in a low-involvement context
Learning under high-involvement conditions
High motivation to learn
Consumer is willing to put effort into the learning process
Learning theories: High and low involvement situations
Classical conditioning: Low involvement learning
Conditioning: Based on the association of a stimulus (information) with a response (behaviour or feeling)
Classical Conditioning: Establishing a relationship between stimulus and response to bring about the learning of the same response to a different stimulus
Most common in low-involvement situations
Learning is more often a feeling or emotion than information
Operant or instrumental conditioning: High involvement learning
Learning is based on trial and error
Desirable/good behaviour can be ‘shaped’ or encouraged through positive reinforcement
This behaviour must be reinforced.
Undesirable/bad behaviour can be extinguished/reduced through punishment.
The subject must first be induced to engage in the desired behaviour
Information processing: 4 steps
“Added” reinforcement such as prizes and rewards
Pleasant store layout and atmosphere
Consistent quality of products to ensure positive reinforcement
Product sampling
Cognitive learning: Iconic rote learning. Mostly low involvement learning
Association between two or more concepts in the absence of conditioning
Achieved by repeated advertising messages
Memorizing through repetition
Memory
Memory is the total accumulation of prior learning
Long-term memory
Unlimited permanent storage
Semantic memory: knowledge and feelings about a concept
Schematic memory: patterns of association around a concept
Short-term memory
Working memory, currently activated
The role of images, sight, sound, smell, taste and tactile situations
Strength of learning depends on:
High or low importance to consumers
Message involvement
Positive or negative mood
Reinforcement or punishment
Stimulus repetitions (practice behaviour)
Imagery (mental image of a concept)
General characteristics of learning
Stimulus generalisation
Brand equity & brand leverage
Family branding/brand extension
Stimulus discrimination
Why your brand is different
Extinction:
Forgetting occurs when reinforcement for learning is withdrawn (purpose of adverts)
How marketers can help consumers to remember
