Memory, Learning, and Perception

Memory, Learning, and Perception: A simple, memorable ad campaign

The “got milk?” campaign features messages which provide information about the benefits of milk, yet these messages are easy to comprehend

An ad with a complex message

This ad, for a heartburn medication, provides consumers with a lot of information which requires extensive processing to comprehend.

Getting Information Into Memory

A message is encoded into signs, symbols, words

It is available to be noticed in a message channel, such as TV

If received, it is decoded into meaning for the receiver

If learned, it may be retrieved from memory

Systems of Memory

Sensory memory - temporary, like the smell of good coffee

Short-term memory - held for a limited period of time - like a phone number; chunking into bits which can be remembered

Long-term memory - retrieval available for future use

Where is the info from this course going???

Behavioral Learning Theories

Cognitive Learning

Classical Conditioning

Operant Conditioning

Classical Conditioning

Meaning transfer can occur from pairing two objects together in an ad

What happens when you hear the Mr.Softee jingle? When consumers in the past saw the “blue light” at KMart?

When today’s consumers see the “fresh doughnut” sign at Krispy Kreme?

It occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own (Pavlov)

What happens when it’s time for class to be over???

Uses of Classical Conditioning

Brand names and brand associations to create brand equity = strong positive association

Product line extensions - positive carryover

Repetition of a message, frequency marketing

Generalization through look-alike products, family branding, line extensions, etc.

Negative side: violent video games - conditioned to accept shooting?

Methods

Brand names and brand associations

Repetition of a message, frequency...