2.RICE ppt.ppt

1、learning and memory michael kalsher mgmt 4460/6940 3-2 the learning process products are reminders of life experiences good experiences/associations with products leads to brand equity/loyalty learning: a relatively permanent change in behavior or behavior potential caused by experience basic models

2、 of the learning process behavioral learning theories (operant, classical conditioning) cognitive models of learning (incidental, observational) 3-3 behavioral learning theories classical learning theories = responses to external events -stimulus-stimulus; stimulus-response cognitive learning theori

3、es “black box” vs. observable behavior consumerstimulusresponse 3-4 classical conditioning ivan pavlov cs + ucs = response repeated contiguous parings vs. one-trial learning brand names as cs credit card as cs music, humor, imagery cs first, then ucs 3-5 classical conditioning repetition of exposure

4、 type of medium used combination usually best spaced exposures and alternating media formats extinction izod lacoste crocodile extended to other types of clothes (e.g., baby clothes, other items) beware of advertising wear-out frequent product encounters pioneering brand; descriptive brand names vie

5、wing environment continuous activity; commercial order in sequence post-experience advertising effects 3-25 retrieval for purchase decisions (contd) appropriate factors/cues for retrieval (contd): state-dependent retrieval/mood congruence effect familiarity salience/von restorff effect (mystery ads)

6、 visual memory vs. verbal memory 3-26 factors influencing forgetting decay interference retroactive vs. proactive part-list cueing effect 3-27 products as memory markers furniture, visual art, and photos call forth memories of the past autobiographical memories the marketing power of nostalgia retro

7、 brand nostalgia index 3-28 measuring memory for marketing stimuli recognition vs. recall the starch test problems with memory measures response biases memory lapses memory for facts vs. feelings the starch test a classic series of tests pioneered during the 1920s by daniel starch (1883-1979), a psy

8、chologist who specialized in advertising research. the tests measure audience recall of advertisements in newspapers and magazines. the tests were the first examples of what starch named recognition research, a method that is now widely accepted and used. he founded daniel starch and associates, whi

9、ch conducted the tests for decades. the firm is now part of united business media plc. 3-29 starch test: how you do it the researcher interviews readers of print publications and asks each interviewee if s/he has recently read certain publications. if an interviewee has recently read a publication,

10、the researcher asks the interviewee which issue he read, and which ads he noticed in that issue. this is unaided recall”. then the researcher produces the issue and asks the interviewee to look inside it. after the interviewee has looked, the researcher asks him about a certain advertisement in that issue (this is aided recall). the researcher keeps track of the