Learning, Memory and

Product Positioning
Mochamad Malik Akbar Rohandi
The Nature of Perception
• Product placement

• Information processing is a series of

activities by which stimuli are perceived,
transformed into information, and stored.
 Nature of Learning and Memory

Learning is any change in the

content or organization of long-
term memory or behavior and is
the result of information
processing.

Hi Involvement – Motivated

Low Involvement – No Motivation

Learning
Short Term Memory
• a limited capacity to store information and sensations
• “It is an active, dynamic process, not a static structure”
• Short Lived – Price 3,7 Seconds
• Limited Capacity - consumers can hold in current memory – 5 to 9
bits information
• Elaborative activities - the use of previously stored experiences,
values, attitudes, beliefs, and feelings to interpret and evaluate
information in working memory as well as to add relevant
previously stored information.
• Concepts
• Imagery
Long Term Memory
• viewed as an unlimited, permanent storage.

• semantic memory
Ex: Gucci as a luxury products
• episodic memory
Ex: First Date, First Kiss
• Flashbuld memory
Ex: Graduation, birthday party
Long Term Memory
• Schema or Knowledge Structure
• Scripts – special type of schema for effectively shopper
• Retrieval – ease to access and callback

• Explicit memory

• Implicit memory
Learning under Hi vs Low Involvement
Consumer Learning through Classical
Conditioning
Affective Influence in Trial
 Consumer Learning through Operant
Conditioning
• Offer consistent-quality products, to meet a consumer need
• Direct Mail
• Extra Reinforcement: rebates, discount, toys in boxes
• Free product sample
• Given discount for new product
• Store atmosphere
LearningConditioning
throughrefers
Conditioning
to learning based on
association of a stimulus and response.
• Classical (low involvement): using an
established relationship between a stimulus
and response (Pavlov Dog)
• Operant (high involvement): molding or
shaping behavior by using a reinforcement
(Skinner’s pigeon)
The Process of Shaping Purchase Behavior
Cognitive Learning
• Iconic Rote Learning - a concept or the association between two or
more concepts in the absence of conditioning

• Modeling or Vicarious Learning - use imagery to anticipate the

outcome of various courses of action.

• Analytical Reasoning - creative thinking to restructure and recombine

existing information as well as new information to form new
associations and concepts
• Analogical reasoning
Learning to Generalize and Differentiate
• Stimulus discrimination or differentiation refers to the process of
learning to respond differently to similar but distinct stimuli.
• Ex: Bayer aspirin

• Stimulus Generalization
• Ex: Oreo cookies taste good and therefore assumes that the company’s new
Oreo Chocolate mini will also taste good has engaged in stimulus
generalization.
Learning, Memory and
Retrieval
• Forget
• Reason
 Message
Importance, Mood,
Involvement,

Dual Coding.
Reinforcement, Repetition,

Strength of Learning
Strength of Learning
• Reinforcement,
Dual Coding
• when consumers learn information in
two different contexts
•
Memory Interference
• Avoid Competing Advertising
• Strengthen Initial Learning
• Reduce Similarity to Competing Ads
• Provide External Retrieval Cues
BRAND IMAGE AND POSITIONING
BRAND IMAGE
PRODUCT POSITIONING
• Perceptual Mapping
 PRODUCT
REPOSITIONING
BRAND EQUITY AND BRAND LEVERAGE
• Brand equity is the value consumers assign to a brand above and
beyond the functional characteristics of the product

• Brand Leverage capitalizing on brand equity by using an existing

brand name for new products.
• family branding,
• brand extensions, or umbrella branding
 Complement

SUCCESSFUL Substitute
BRAND
LEVERAGE Transfer
Image