CONSUMER BEHAVIOR

MEMBERS
 CHAP 9
Learning, Memory, and
Product Positioning
Learning Objectives

Learning Objectives 1 Learning Objectives 2 Learning Objectives 3

Describe the nature of Explain the types of Distinguish the different

learning and memory memory and memory's processes underlying high-
role in learning and low- involvement
learning

Learning Objectives 4 Learning Objectives 5

Summarize the Understand the
factors affecting application of learning to
information retrieval brand positioning, equity,
from memory and leverage
 LO1
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.
 LO2
MEMORY’S ROLE IN LEARNING
SHORT-TERM MEMORY (STM) a.k.a. working memory
is that portion of total memory that is currently activated or in use.

STM Has Limited Elaborative Activities

STM Is Short Lived
Capacity Occur in STM
Consumers must Consumers can Elaborative
constantly refresh only hold so much activities serve to
information information in redefine or add
through current memory. new elements to
maintenance memory and can
rehearsal or it will involve both
be lost. concepts and
imagery.
LONG-TERM MEMORY (LTM) is that portion of
total memory devoted to permanent information storage.

Semantic memory Episodic memory Flashbulb memory

is the basic is the memory of a is acute memory for
knowledge and sequence of events in the circumstances
feelings an individual which a person surrounding a
has about a concept. participated. surprising and novel
event
LONG-TERM MEMORY (LTM)

Schema Scripts
Both concepts and Memory of how an
episodes acquire action sequence
depth of meaning by should occur. Scripts
becoming associated are necessary for
with other concepts consumers to shop
and episodes. effectively.
Retrieval from LTM : The likelihood and ease with which information can be
recalled from LTM is termed accessibility. Every time an informational node or a link
between nodes is activated (accessed) in memory, it is strengthened. Thus,
accessibility can be enhanced by rehearsal, repetition, and elaboration.

Explicit memory Implicit memory

is characterized by the involves the nonconscious
conscious recollection of retrieval of previously
an exposure event. encountered stimuli. It is a
sense of familiarity, a feeling,
or a set of beliefs about an
item without conscious
awareness of when and how
they were acquired
 LO3.
Distinguish the different processes underlying
high- and low-involvement learning.
LO3. Distinguish the different processes underlying high- and
low-involvement learning.

LEARNING UNDER HIGH AND LOW INVOLVEMENT

- A high-involvement learning situation is one in which the consumer

is motivated to process or learn the material.
- A low-involvement learning situation is one in which the consumer
has little or no motivation to process or learn the material.
- Level of involvement is the primary determinant of how material is
learned.
Figure 9–3 shows the two general situations and the five specific learning
theories that we are going to consider.
LO3. Distinguish the different processes underlying high- and
low-involvement learning.
Conditioning
- Conditioning is probably most appropriately described as a set of
procedures that marketers can use to increase the chances that an
association between two stimuli is formed or learned.
- There are two basic forms of conditioned learning: classical and operant.
● Classical conditioning attempts to create an association between a
stimulus (e.g., brand name) and some response (e.g., behavior or
feeling).
● Operant conditioning attempts to create an association between a
response (e.g., buying a brand) and some outcome (e.g., satisfaction)
that serves to reinforce the response.
LO3. Distinguish the different processes underlying high- and
low-involvement learning.
Classical Conditioning

- The process of using an established relationship between one stimulus (music) and response
(pleasant feelings) to bring about the learning of the same response (pleasant feelings) to a
different stimulus (the brand) is called classical conditioning.

Operant Conditioning

- Operant conditioning (or instrumental learning) involves rewarding desirable behaviors such
as brand purchases with a positive outcome that serves to reinforce the behavior.

-The more often a response is reinforced, the more likely it will be repeated in the future as
consumers learn that the response is associated with a positive outcome.

- Operant conditioning requires that consumers first engage in a deliberate behavior and
come to understand its power in predicting positive outcomes that serve as reinforcement.
LO3. Distinguish the different processes underlying high- and
low-involvement learning.
Cognitive Learning

- Cognitive learning encompasses all the mental activities of humans as they work to
solve problems or cope with situations.

- It involves learning ideas, concepts, attitudes, and facts that contribute to our ability
to reason, solve problems, and learn relationships without direct experience or
reinforcement.

- Cognitive learning can range from very simple information acquisition (as in iconic
rote learning) to complex, creative problem solving (as in analytical reasoning).

- Three types of cognitive learning are important to marketers.

LO3. Distinguish the different processes underlying high- and
low-involvement learning.
Iconic Rote Learning

- Learning a concept or the association between two or more concepts in the absence of
conditioning is known as iconic rote learning.

- Iconic rote learning generally involves considerably less cognitive effort and elaboration.

- A substantial amount of low-involvement learning involves iconic rote learning.

- Numerous repetitions of a simple message that occur as the consumer scans the
environment may result in the essence of the message being learned.

- Through iconic rote learning, consumers may form beliefs about the characteristics or
attributes of products without being aware of the source of the information. When the
need arises, a purchase may be made based on those beliefs.
LO3. Distinguish the different processes underlying high- and
low-involvement learning.
Vicarious Learning or Modeling

- It is not necessary for consumers to directly experience a reward or punishment to

learn. Instead, they can observe the outcomes of others’ behaviors and adjust their own
accordingly. Similarly, they can use imagery to anticipate the outcome of various
courses of action. This is known as vicarious learning or modeling.

- This type of learning is common in both low- and high-involvement situations.

- Many ads encourage consumers to imagine the feelings and experience of using a
product because such images not only enhance learning about the product, but may
even influence how the product is evaluated after an actual trial.
LO3. Distinguish the different processes underlying high- and
low-involvement learning.
Analytical Reasoning

- Analytical reasoning is the most complex form of cognitive learning.

- It is individuals engaging in creative thinking to restructure and recombine existing

information as well as new information to form new associations and concepts.
Information from a credible source that contradicts or challenges one’s existing beliefs will
often trigger reasoning.

- Analogical reasoning is an inference process that allows consumers to use an existing

knowledge base to understand a new situation or object.

- It allows consumers to use knowledge about something they are familiar with to help
them understand something they are not familiar with.
LO3. Distinguish the different processes underlying
high- and low-involvement learning.

Learning to Generalize and Differentiate

- Consumers’ ability to differentiate and generalize from one stimulus to another

(for example, one brand to another) is critical to marketers.

Stimulus generalization

- Often referred to as the rub-off effect, occurs when a response to one stimulus
is elicited by a similar but distinct stimulus.

- Stimulus generalization is common and provides a major source of brand

equity and opportunities for brand extensions.
LO3. Distinguish the different processes underlying high- and
low-involvement learning.

- Stimulus discrimination or differentiation refers to the process of learning

to respond differently to similar but distinct stimuli.

- This process is critical for marketers who want consumers to perceive their
brands as possessing unique and important features compared with other
brands.

- Stimulus discrimination is an important consideration in brand image and

product positioning, discussed later in the chapter.

- Stimulus discrimination is critical when brand scandals erupt.

 LO4.
Summarize the factors affecting information
retrieval from memory.
LO4. Summarize the factors affecting information retrieval
from memory.

LEARNING, MEMORY, AND RETRIEVAL

Strength of Learning

Strength of learning is enhanced by six factors:

● importance
● message involvement
● mood
● Reinforcement
● Repetition
● dual coding.
LO4. Summarize the factors affecting information retrieval
from memory.
1. Importance

- Importance refers to the value that consumers place on the information to be

learned.

- Importance might be driven by inherent interest in the product or brand, or by the

need to make a decision in the near future.

- Importance is one dimension that separates high-involvement learning situations

from low-involvement situations.

- Therefore, high-involvement learning tends to be more complete than

low-involvement learning.
LO4. Summarize the factors affecting information retrieval
from memory.

2. Message Involvement

- When a consumer is not motivated to learn the material, processing can be increased
by causing the person to become involved with the message itself.

- These strategies also tend to enhance message involvement and thus lead to stronger
learning and memory.

- Several issues regarding message involvement are important to consider.

● The first scent may be important to memory.

● A second issue is the role of suspense.
● A final issue regards message strategies that highlight a brand’s personal relevance
to the consumer. One such strategy is self-referencing.
LO4. Summarize the factors affecting information retrieval from
memory.

2. Message Involvement

- Self-referencing indicates that consumers are relating brand information to

themselves. The “self” is a powerful memory schema, and integrating brand information
into this schema enhances learning and memory.

3. Mood

- A positive mood during the presentation of information such as brand names

enhances learning.

- A positive mood during the reception of information appears to enhance its relational
elaboration.
LO4. Summarize the factors affecting information retrieval from
memory.
4. Reinforcement

- Reinforcement is considered anything that increases the likelihood that a given

response will be repeated in the future.

- Reinforcement has a significant impact on the speed at which learning occurs and the
duration of its effect.

- A positive reinforcement is a pleasant or desired consequence.

- A negative reinforcement involves the removal or the avoidance of an unpleasant

consequence.

- Punishment is the opposite of reinforcement. It is any consequence that decreases the

likelihood that a given response will be repeated in the future.
LO4. Summarize the factors affecting information retrieval
from memory.
5. Repetition
- Repetition enhances learning and memory by increasing the accessibility of information
in memory or by strengthening the associative linkages between concepts.

6. Dual Coding
- Consumers can store (code) information in different ways. Storing the same information
in different ways (dual coding) results in more internal pathways (associative links) for
retrieving information. This in turn can increase learning and memory.

- Echoic memory—memory of sounds, including words—is another memory mode that

appears to have characteristics distinct from visual and verbal memory.

- Learning and memory appear to be enhanced when the key ideas communicated
through one mode are consistent with those communicated through other modes.
 LO4. Summarize the factors affecting information retrieval from
memory.
Memory Interference

- Memory interference occurs when consumers have difficulty retrieving a specific piece
of information because other related information in memory gets in the way.

- A common form of interference in marketing is due to competitive advertising.

- Competitive advertising makes it harder for consumers to recall any given

advertisement and its contents.

- Competitive advertising interference increases as the number of competing ads within

the same product category increases and as the similarity of those ads to each other
increases.
LO4. Summarize the factors affecting information
retrieval from memory.

Avoid Competing Advertising

- One strategy is to avoid having your ad appear in the same set of ads (same pod in a TV
format) as your competitors.

- Some companies actually pay a premium to ensure this exclusivity.

Strengthen Initial Learning

- Another strategy is to increase the strength of the initial learning because stronger
learning is less subject to memory interference.

- Evidence for the value of this strategy comes from the fact that memory interference is
less pronounced in high-involvement contexts and for highly familiar brands.
LO4. Summarize the factors affecting information retrieval from
memory.

Reduce Similarity to Competing Ads

- Ads within the same product class (e.g., ads for different brands of cell phone) have
been shown to increase interference, as have ads that are similar to competing ads.

Provide External Retrieval Cues

- Retrieval cues provide an external pathway to information that is stored in memory.

- The reason that brand names are so important is because they can serve as a retrieval
cue.
LO4. Summarize the factors affecting information retrieval from
memory.

Response Environment

- Retrieval is also affected by the similarity of the retrieval (response) environment to

the original learning environment and type of learning.

- Thus, the more the retrieval situation offers cues similar to the cues present during
learning, the more likely effective retrieval is to occur.
 LO5.Understand the application of
learning to brand positioning, equity,
and leverage.
 LO5. Understand the application of learning to brand positioning, equity, and
leverage.

BRAND IMAGE AND PRODUCT POSITIONING

● BRAND IMAGE : the schematic

memory of a brand

For example :
Coca- Cola: is a brand known for a
product best used at the time of
happiness, joy and good experience. It is
the ‘original cola’ and has a ‘unique taste’

McDonald's has an image of an

inexpensive brand that serves the food
quickly
LO5. Understand the application of learning to brand positioning,
equity, and leverage.

BRAND IMAGE AND PRODUCT POSITIONING

● Company image and store image are similar

except that they apply to companies and stores
rather than brands

● The importance of branding and brand image can

be seen in the fact that products that have
traditionally been unbranded
LO5. Understand the application of learning to brand positioning, equity, and
leverage.

BRAND IMAGE AND PRODUCT POSITIONING

● PRODUCT POSITIONING a decision by a marketer to try to

achieve a defined brand image relative to competition within
a market segment

Impact on the long-term success of the brand, presuming the firm

can create the desired position in the minds of consumers.

Key issue in positioning relates to the need for brands to create

product positions that differentiate them from competitors in
ways that are meaningful to consumers.
LO5. Understand the application of learning to brand positioning, equity, and
leverage.

BRAND IMAGE AND PRODUCT POSITIONING

For example

Market research may have

revealed that the product is
popular among mothers. What
do they like about the product?
What should be highlighted
about the product to attract
them?
LO5. Understand the application of learning to brand positioning, equity, and
leverage.

BRAND IMAGE AND PRODUCT POSITIONING

● The terms product position and brand image are

often used interchangeably.

● Product position involves an explicit reference to a

brand’s image relative to another brand or the
overall industry.
LO5. Understand the application of learning to brand positioning, equity, and
leverage.

BRAND IMAGE AND PRODUCT POSITIONING

● Perceptual mapping
offers marketing
managers a useful
technique for measuring
and developing a
product’s position.

● Takes consumers’
perceptions of how
similar various brands or
products are to each
other and relates these
perceptions to product
attributes
LO5. Understand the application of learning to brand positioning, equity, and
leverage.

BRAND IMAGE AND PRODUCT POSITIONING

● PRODUCT REPOSITIONING
refers to a deliberate
decision to significantly alter
the way the market views a
product

● Involve its level of

performance, the feelings it
evokes, the situations in
which it should be used, or
even who uses it
LO5. Understand the application of learning to brand positioning, equity, and leverage.

BRAND IMAGE AND PRODUCT POSITIONING

For example

Nike began life as a footwear

company – but with the introduction
of “Just do it” they began an
evolution into an athleticism brand
that now spans numerous products
and sub-brands and that has taken
the brand into more and more new
areas. More recently, Nike’s
technology initiatives have seen them
emerge as an important brand in the
“wearables” market, pursuing
lucrative opportunities with
health-conscious consumer
LO5. Understand the application of learning to brand positioning, equity, and leverage.

BRAND EQUITY AND BRAND LEVERAGE

Brand equity is the value Brand leverage (family branding,
consumers assign to a brand brand extensions, or umbrella
above and beyond the functional branding) : refers to marketers
capitalizing on brand equity by using
characteristics of the product
an existing brand name for new
products.
Based on the product position of
the brand. Consumers will assign some of the
characteristics of the existing brand
to the new product carrying that
name
LO5. Understand the application of learning to brand positioning, equity, and leverage.

BRAND EQUITY AND BRAND LEVERAGE

Brand equity example Brand leverage example

Apple, which is considered the most

Samsung Electronics: from television
popular brand in 2015, is a typical example to different appliances, they have
ventured into mobile phones and
of a brand with positive equity. The
other gadgets resulting a very good
company got its positive reputation with impact to its consumers.

Mac computers before expanding the

brand to iPhones, which brings in the

brand promise expected by Apple’s

computer users.
 CHAP 10
Motivation, Personality, and
Emotion
Learning Objectives

Learning Objectives 1 Learning Objectives 2 Learning Objectives 3

Define motivation and Articulate motivation’s Define personality and the

summarize the role in consumer various theories of
motivation sets put forth behavior and marketing personality
by Maslow and McGuire strategy

Learning Objectives 4 Learning Objectives 5 Learning Objectives 6

Discuss how brand Define emotions and list Discuss how emotions
personality can be the major emotional can be used in
used in developing dimensions developing marketing
marketing strategies strategies
 LO1.
Define motivation and summarize the
motivation sets put forth by Maslow
and McGuire
 LO1.Define motivation and summarize the motivation sets put forth by Maslow and
McGuire

THE NATURE OF MOTIVATION

● Motivation is the reason for behavior
● Motive is a construct representing an unobservable
inner force to stimulate , compels a behavioral
response and provides specific direction to that
response
+ Is why an individual does something
● Need and motivation are often used interchangeably
+ influence what consumers perceive as relevant and
also influence their feelings and emotions
 LO1.Define motivation and summarize the motivation sets put forth by Maslow and
McGuire

THE NATURE OF MOTIVATION

Two particularly useful approaches
1. Maslow’s need hierarchy, is a macro theory designed
to account for most human behavior in general terms.
2. McGuire’s work, uses a fairly detailed set of motives to
account for specific aspects of consumer behavior.
 LO1.Define motivation and summarize the motivation sets put forth by Maslow and
McGuire

THE NATURE OF MOTIVATION

Maslow’s Hierarchy of Needs based on four premises
 LO1.Define motivation and summarize the motivation sets put forth by Maslow and
McGuire

THE NATURE OF MOTIVATION

McGuire’s Psychological
Motives.
Developed a classification
system that organizes these
various theories into 16
categories
Cognitive Preservation Motives
Need for Need for Need to Need for Objectification
Consistency Attribution Categorize (passive, external)
(active, internal) (active, external) (passive, internal)

Facets include Determine who or People need to

categorize and reflect needs for
attitudes, what causes the
organize the vast observable cues or
behaviors, things that happen
array of symbols that enable
opinions, to us and relates to
information and people to infer what
self-images, views an area of research
experiences they they feel and know.
of others, and so called attribution
forth. theory. encounter in a
meaningful yet
Cognitive Relevant to manageable way
dissonance is a consumer reactions => establish
common motive to promotional categories or
of this type messages (in terms mental partitions
of credibility) to help them do
so.
Cognitive Preservation Motives
Need for Need for Need to Need for
Consistency Attribution Categorize Objectification
(active, internal) (active, external) (passive, internal) (passive, external)

consumers are consumers do not prices are

reluctant to passively receive often Impressions,
accept messages but categorized feelings, and
information rather attribute such that attitudes are
that disagrees “selling” motives different prices subtly
with existing and tactics to ads connote established by
beliefs. and the advice of different viewing one’s
sales personnel, categories of own behavior
they do not believe goods
or they discount
many sales
messages
Cognitive Growth Motives
Need for Need for Technical need Utilitarian Need
Autonomy Stimulation (passive, internal) (passive, external)
(active, internal) (active, external)

The need for Individuals People prefer Consumer watching

independence experiencing rapid mass media such a situation comedy
and individuality is change generally as movies, on television not only
a characteristic of become satiated television is being entertained
the American and desire stability, programs, and but is learning
culture whereas individuals books with clothing styles,
in stable outcomes that lifestyle options, and
All individuals in environments match their view so forth
all cultures have become bored and of how the world
this need at some desire change. should work (e.g.,
level the good guys
win).
Affective Preservation Motives
Need for Tension Need for Need for Ego Need for
Reduction (active, Expression Defense (passive, Reinforcement
internal) (active, external) internal) (passive, external)

People are Deals with the need A consumer who People are often
motivated to seek to express one’s feels insecure motivated to act in
ways to reduce identity to others. may rely on certain ways
arousal. well-known because they were
People feel the brands for socially rewarded for
Recreational need to let others visible products to behaving that way in
products and know who and what avoid any chance similar situations
activities are often they are by their of making a
promoted in terms actions, which socially incorrect
of tension relief include the purchase
purchase and use
of good.
Affective Growth Motives
Need for Assertion Need for Affiliation Need for Ego Need for
(active, internal) (active, external) Defense (passive, Modeling(passive,
internal) external)
Many people are Affiliation refers to the The need for Reflects a tendency to
competitive need to develop identification results base behavior on that of
achievers who seek mutually helpful and in the consumer’s others. Modeling is a
success, satisfying playing various major means by which
admiration, and relationships with roles. A person may children learn to become
dominance. others. It relates to play the role of consumers.
Important to them altruism and seeking college student, Tendency:explains some
are power, acceptance and sorority member, of the conformity that
accomplishment, affection in bookstore occurs within reference
and esteem. interpersonal employee, fiancée, groups. Marketers use
relations and many other this motive by showing
desirable types of
individuals using their
brand
LO2. Articulate motivation’s role
in consumer behavior and
marketing strategy.
LO2. Articulate motivation’s role in consumer behavior and marketing strategy.

MOTIVATION THEORY AND

MARKETING STRATEGY
● Consumers do not buy products- they
buy motive satisfaction or problem
solutions.
- Firms must discover the motives that
their products and brands can satisfy
and develop marketing mixes around
the motives.
● Marketers do not create needs-
marketers create demand.
- Demand is the willingness to buy a
particular product or service.
- Demand is caused by a need or motive.
LO2. Articulate motivation’s role in consumer behavior and marketing strategy.

- Manifest motives: Motives that are

known and freely admitted by the
consumer and admitted to the
Discovering researcher.
Purchase - Latent motives: motives unknown
Motives to the consumer or were such that
he or she was reluctant to admit
them.
❖ Projective Techniques: are
designed to provide information on
latent motives:
LO2. Articulate motivation’s role in consumer behavior and marketing strategy.
LO2. Articulate motivation’s role in consumer behavior and marketing strategy.

Marketing
Strategies Based on
Multiple Motives
Involvement Is a motivational
state caused by consumer
perceptions that a product,
brand, or advertisement is
relevant or interesting.

Consumer involvement
increase attention, analytical,
processing, information
search and word of mouth.
LO2. Articulate motivation’s role in consumer behavior and marketing strategy.

Motivation and
Consumer Involvement
- Involvement is important to marketers because
it affects numerous consumer behaviors.
- Consumer involvement increases attention,
analytical processing, information search, and
word-of-mouth.
- High-involvement consumers tend to be
product experts and are more persuaded by
ads that include detailed product information.
- Low-involvement consumers lack product
expertise and are more persuaded by images,
emotion, and message source.
 LO2. Articulate motivation’s role in consumer behavior and marketing strategy.

Marketing Strategies Based on Motivation

Conflict
The three key types of motivation conflict:

1 2 3
Approach-Approach Approach-Avoidance Avoidance-Avoidance

Choice between Choice with both Choice involving

two attractive positive and negative only undesirable
alternatives consequences outcomes
LO2. Articulate motivation’s role in consumer behavior and marketing strategy.
LO2. Articulate motivation’s role in consumer behavior and marketing strategy.

Marketing Strategies Based on Regulatory Focus

Ad theme Message frame Advertising context

Achievement Benefits to be Ad placement in shows, magazines, or
(promotion) gained (promotion) websites that are likely to elicit a
versus avoidance versus losses to be promotion focus (e.g., O Magazine,
(prevention). avoided which focuses on ideals and
(prevention). aspirations) versus those likely to elicit
a prevention focus (e.g., The Evening
News, which tends to focus on
negative events)
LO3. Define personality and the
various theories of personality.
LO3. Define personality and the various theories of personality.

PERSONALITY
● An individual's characteristic response
tendencies across similar situations.
● While motivations are the energizing and
directing force that makes consumer
behavior purposeful and goal directed, the
personality of the consumer guides and
directs the behavior chosen to accomplish
goals in different situations.
● Two trait theories:

(1) All individuals have internal characteristics or

traits related to action tendencies.

(2) There are consistent and measurable

differences between individuals on those
characteristics.
LO3. Define personality and the various theories of personality.

Multitrait
Approach
The Five-Factor Mode
is used most commonly
by marketers and
identifies five basic
traits that are formed
by genetics and early
learning.
LO3. Define personality and the various theories of personality.

Single-Trait Approach

Consumer Need for Consumer Need

Ethnocentrism Cognition for Uniqueness
Reflects an individual Reflect an individual Reflects an individual
difference in difference in difference in consumers'
consumers' propensity consumers' propensity propensity to pursue
to be biased against to engage in and enjoy differentness relative to others
the purchase of foreign thinking through the acquisition,
products utilization, and disposition of
consumer goods
LO4. The use of personality in
marketing practice
LO4. The use of personality in marketing practice

Brand personality

● Consumers choose products that fit

their personality.

● Brand image is what people think of

and feel when they hear or see a brand
name

● Brand personality is a set of human

characteristics that become associated
with a brand.
LO4. The use of personality in marketing practice

Consumers perceive brand personalities in terms of five basic dimensions, each

with several facets:
Sincerity
- Down-to-earth
- Honest
- Wholesome
- Cheerful

Excitement
- Daring
- Spirited
- Imaginative
- Up-to-date
LO4. The use of personality in marketing practice

Competence
- Reliable
- Intelligent
- Successful

Sophisticated
- Upper class
- Charming

Ruggedness
- Outdoor
- Tough
 LO4. The use of personality in marketing practice

Communicating Brand Personality

Three important advertising tactics to communicate brand personality:
1. Celebrity Endorsers: are often a useful way to personify a brand since the
characteristics and meanings of the celebrity can be transferred to the brand.
Nike and Serena Williams Revlon and Halle Berry

Sexy, Confident brand.

Edgy, Individualistic brand.
LO4. The use of personality in marketing practice

User Imagery: involves showing a typical user along with images of

the types of activities they engage in while using the brand

Hush Puppies Mountain Dew

“hip young people in a wooded young, active users engaged

setting.” in fun and exciting activities.
LO4. The use of personality in marketing practice

Executional Factors: Executional factors go beyond the core message to

include “how” it is communicated
● Tone
● Media
● Pace
● Logo
LO5.Define emotions and list the
major emotional dimensions
LO5.Define emotions and list the major emotional
dimensions

Emotion
● Emotions are strong, relatively uncontrolled feelings that affect behavior.

● Emotions are strongly linked to needs, motivation, and personality.

● Unmet needs create motivation that is related to the arousal component of emotion.

● Unmet needs generally yield negative emotions, while met needs generally yield
positive emotions.

● Personality also plays a role.

LO5.Define emotions and list the major emotional dimensions

All emotional experiences tend to have several common elements:

● Emotions are often triggered by environmental events (e.g., viewing an ad,
consuming a product that meets a need).

● Emotions are accompanied by physiological changes such as

○ Eye pupil dilation
○ Increased perspiration
○ More rapid breathing
○ Increased heart rate and blood pressure
○ Enhanced blood sugar level
LO5.Define emotions and list the major emotional
dimensions

All emotional experiences tend to have several common

elements:
● Emotions generally, though not necessarily, are accompanied by
cognitive thought

● Emotions have associated behaviors

● Emotions involve subjective feelings

Types of emotion:
✓Pleasure
✓Arousal
✓Dominance
LO6. Discuss how emotions can be
used in developing marketing
strategies
LO6. Discuss how emotions can be used in developing marketing strategies

Emotions and marketing strategy

Emotion Arousal as a Product and Retail Benefit
● Consumers actively seek products whose primary or secondary benefit is
emotion arousal.

● Gratitude or the emotional appreciation for benefits received is a desirable

consumer outcome that can lead to increased consumer trust and
purchases.
LO6. Discuss how emotions can be used in developing
marketing strategies

Emotion Arousal as a Product and Retail Benefit

Research shows that these relationship marketing efforts on the part of the firm lead
to the following outcomes:

• Increased consumer gratitude.

• Increased consumer trust in the firm.

• Increased customer purchases.

• Increased “gratitude-based reciprocity” behaviors.

LO6. Discuss how emotions can be used in developing marketing strategies

Emotion Reduction as a Product and Retail Benefit

❖ Marketers design or position many products to prevent or reduce the
arousal of unpleasant emotions.

❖ The most obvious of these products are the various over-the-counter

medications designed to deal with anxiety or depression.
➢ Food and alcohol are consumed, often harm fully, to reduce stress.
➢ Flowers are heavily promoted as an antidote to sadness
 LO6. Discuss how emotions can be used in developing marketing
strategies

Consumer Coping in Product and Service Encounters

Coping involves consumer thoughts and behaviors in reaction to a stress inducing

situation designed to reduce stress and achieve more desired positive emotions.

● Active coping: thinking of ways to solve the problem, engaging in restraint to

avoid rash behavior, and making the best of the situation.

● Expressive support seeking: venting emotions and seeking emotional and

problem focused assistance from others.

● Avoidance: avoiding the retailer mentally or physically or engaging in

complete self-denial of the event.
LO6. Discuss how emotions can be used in developing marketing
strategies

Emotion in Advertising

Emotion arousal is often used in advertising regardless of whether it is

specifically relevant to the brand’s performance. Consider the following
recent headlines:

• Under Armour taps raw emotion.

• Kleenex for Men to play on emotion in TV return.

• Emotional appeal of laundry to replace performance claims in ads.

LO6. Discuss how emotions can be used in developing marketing
strategies

Emotion in Advertising
● Emotional content in ads can enhance attention, attraction, and
maintenance capabilities.

● Emotional messages may be processed more thoroughly due to their

enhanced level of arousal.

● Emotional ads may enhance liking of the ad itself. o Repeated exposure to

positive-emotion-eliciting ads may increase brand preference through
classical conditioning.

● Emotion may operate via high-involvement processes especially if emotion

is decision relevant.
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