MKC2110 Lecture Notes - Lecture 4: Long-Term Memory, Central Tendency, Cultural System
13 Jun 2018
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WEEK 4 NOTES – COMMENCE 18.8.15
LEARNING, KNOWLEDGE AND BRAND KNOWLEDGE
KEY CONCEPTS:
• Connection between consumer learning, knowledge and understanding.
• Schema (Schemata), associations (brand-specific associations), images,
categories, and prototypes.
• Brand knowledge and product category prototypes and exemplars.
• Categorization and comprehension → Categorization theory and fit.
• How product features, price, and other marketing elements induce
consumers to make inferences about products.
THE CUSTOMER AS LEARNER
• Learning is a change in the content of long-term memory.
• A change in the content or structure of long term memory. - Peter
Thompson
• Human learning is directed at acquiring a potential for future adaptive
behavior.
• Learning is a relative permanent change in behavior due to experience.
IMPLICATION OF LEARNING
→How?
o By marketing communication.
o By their experience.
→ Why is it important to learn about consumer learning?
o To tell consumers new features of product.
o To change the ways that consumers think/feel/do about products.
KNOWLEDGE
• Knowledge includes the information we have in memory (knowledge
content) and the way that information is stored (knowledge structure). →
Similar to categorization theory.
• To know something means we recognize it and understand what it is
like and what it means.
- How does this relate to the perception process?
→ 4 Stages of perception.
→ Link? Similar to the third step → Categorization. Look back at what
you know and put into category.
LEARNING AND CUSTOMER BEHAVIOUR?
• Mental and physical activities undertaken by decision making units that
result in decisions and actions to pay for, purchase and use products and
services.
• Mental activities
- E.g. Assessing suitability of product, making inferences from
advertising information and evaluating actual product experiences.
MUST BE CONSISTENT
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- Like when looking at new brand or brand extension we see if
fit/similar to old product.
OVERVIEW OF KNOWLEDGE AND UNDERSTANDING
• Knowledge content – association, schema.
• Knowledge structure.
• Categorization.
• Comprehension.
KNOWLEDGE CONTENT
• Scheme and associations
• Scheme
- Set of associations linked to a concept – similar to mind map.
• Images
- Subset of associations that reflect what something stands for and how
favourably it is viewed.
• Scripts – how to do things. Sequences of association; how to drive car,
how to cook.
e.g. Scheme of banana: Good/bad, yellow, soft.
Association: Attributes, benefits, users, when used, place used, where purchase,
where grown, ways used.
**
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
How: by marketing communication, by their experience. Why is it important to learn about consumer learning: to tell consumers new features of product, to change the ways that consumers think/feel/do about products. Knowledge: knowledge includes the information we have in memory (knowledge content) and the way that information is stored (knowledge structure). Similar to categorization theory: to (cid:498)know(cid:499) something means we recognize it and understand what it is like and what it means. Look back at what you know and put into category. Learning and customer behaviour: mental and physical activities undertaken by decision making units that result in decisions and actions to pay for, purchase and use products and services, mental activities. Assessing suitability of product, making inferences from advertising information and evaluating actual product experiences. Like when looking at new brand or brand extension we see if fit/similar to old product. Overview of knowledge and understanding: knowledge content association, schema, knowledge structure, categorization, comprehension.
