Marketing Applications:Cognitive Learning Theory:Observational Learning:Memory:Factors that influence retrievalProducts as Memory MarkersMKTG 305 1st Edition Lecture 8Outline of Last Lecture I. Why Memory and Learning are Important in MarketingII. Learning ProcessIII. Behavioral Learning TheoriesIV. Classical ConditioningV. Marketing Applications of RepetitionVI. Marketing Applications of Stimulus GeneralizationOutline of Current Lecture I. Marketing ApplicationsII. Cognitive LearningIII. Observational LearningIV. Memory and MeaningCurrent LectureMarketing Applications:Frequency marketing: Giving rewards to those who keep spending – frequent flyer mileageMembership (credit card)Cognitive Learning Theory:Stress the importance of internal mental processesIs learning conscious or non-conscious?Video Clip: Mindless Eating (20/20)Observational Learning:Watch the actions of others, Learning through vicarious experience.Modeling: the process of imitating the behavior of others. (e.g., celebrity)Memory:Process of acquiring, restoring, and retrieve informationEncode: consumers mentally program meaningTypes of meaning:Sensory meaning, such as the color or shape of a packageSemantic meaning: symbolic associations, such as the idea that rich people drink champagneEpisodic memories: relate to events that are personally relevantThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Storing Information: Associative NetworksActivation models of memoryAssociative network of related informationKnowledge structures of interconnected nodesHierarchical processing modelEvoked set:consumers recall a set of brands in a categoryFactors that influence retrieval- State-dependent retrieval-Better able to access information if the state is the same at the time of recall as when we learned the information- Familiarity and Recall- better able to recall familiar things- Salience and Recall- the more noticeable it is the better you can recall it- Pictorial versus Verbal Cues: (pictures trigger memory better)Products as Memory MarkersFurniture, visual art, and photos call forth memories of the pastMarketing power of nostalgiaRetro brand: updated version of a brand from a prior period- Coke gets back into glass bottleshttp://www.businessweek.com/articles/2014-08-01/coke-gets-back-into-glass-bottles-and-sees-rare-sales-increase- Cassettes are making a
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