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Session 2: MGMT 684

What are we doing today?. Assignment: Consumer psychology application PresentationsTopicsMemory and Learning (today)Affect and Cognition (Wednesday). Consumer Psych Presentations. 1 to 4 slide presentationSelect a single concept from the readings or from our discussionDiscuss this concept within the marketing domainFind an example of the conceptHow might you use the concept in a marketing application?About 10 minutes per group max.

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Session 2: MGMT 684

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    1. Session 2: MGMT 684 Learning and Memory Affect and Cognition

    3. Consumer Psych Presentations 1 to 4 slide presentation Select a single concept from the readings or from our discussion Discuss this concept within the marketing domain Find an example of the concept How might you use the concept in a marketing application? About 10 minutes per group max

    4. Questions What stages do consumers follow in becoming purchasers? How does the consumer mind actually operate? How does memory work? What is affect versus cognition? How might these be managed?

    5. Course Structure: Hierarchy of Effects

    6. Memory and Learning Memory Processes and Storage Selective Perception Conditioning Modeling

    7. Memory Memory critical to information processing Why should memory and cognition matter? Brand equity: defined as the differential effect of brand knowledge on consumer response to the marketing of a brand. In particular, the favorability, strength and uniqueness of brand associations play a crucial role in determining the differential response (Keller, 1983)

    8. Attention and Distraction

    9. Consumer Memory Process

    10. Social Knowledge Structures Associative network Objects linked according to how closely they are related in memory Activated portion represents overall meaning of product for the consumer at that time. Whatever gets activated influences any cognitive or implicit processes that occur as a result of stimulation in the environment

    11. Characteristic of SKS Two objects that have separate links with a third object will form a link themselves

    12. Structure of Memory: An Associative Network

    13. Self-Schemas Self-schema = Knowledge about oneself Cluster of nodes from associative network that refer to one’s self Both Actual and Ideal Self-schemas Brands can be part of self-schema We will spend more time on the self-concept during Session 3 (IAT project).

    14. Managerial Implications Some Strategies Create Links in Memory (Brand Equity) Links convey competitive market structure Old links can persist and hinder a brand’s development Repetition Strengthen links and nodes Spacing between repeats

    15. Attention and Distraction

    16. Types of Attention Focal Attention Controlled, conscious Preconscious Attention Automatic, unconscious Self-Referencing Self-relevant information is preferentially attended to

    17. Selective Perception Selective Exposure: Pay attention to things which confirm existing beliefs Selective Comprehension: Interpret new information so that it is consistent with beliefs Selective Retention: Remember items which are consistent with beliefs

    18. Selective Perception Hostile Media Effect Israeli vs. Palestinian news cast: Both think it is against them OJ Simpson Case – AA vs. EA responses Bush v Gore Debates

    19. Expectations

    20. Expectations

    21. Expectations

    22. Expectations

    23. Classical Conditioning

    24. 24 Applications of Classical Conditioning Conditioning of affect “We nominate Pavlov as the father of modern advertising. Pavlov took a neutral object and, by associating it with a meaningful object, made it a symbol of something else; he imbued it with Imagery, he gave it added value. That is what we try to do in modern advertising.” Joel S. Dubow, communications research manager at Coca-Cola.

    25. 25 Applications of Classical Conditioning Use already-conditioned stimuli (E.g., symbols and political candidates) To attract attention E.g., Attractive People To elicit emotions E.g., Puppies and Babies

    26. 26 Operant Conditioning Desired behavior is FOLLOWED by reinforcing stimulus Desired behavior: Lottery tix purchase Reinforcing stimulus: Winning money Influence consciously controlled behaviors with rewards Reinforce desired behaviors Punish undesired behaviors

    27. Operant Conditioning Methods

    28. Using Operant Conditioning

    29. Using Operant Conditioning Advent of weekly, daily lottos, even instant-win lottos Latest advance: computer generated tickets Allows consumers to pick their own numbers

    30. 30 Vicarious Learning / Modeling Learning contingencies without directly experiencing them Modeling, observational learning, imitative learning Adaptive Important in diffusion of innovations

    31. Comparison of Types of Modeling

    32. Comparison of Types of Modeling

    33. Comparison of Types of Modeling

    34. 34 Increasing Modeling Efficacy Model variables that increase efficacy Attractiveness, credibility, status, similarity to observer Observer variables that increase efficacy Involvement with consequences, empathy Behavior variables that increase efficacy Salience, vividness, importance of consequences

    35. Course Structure: Hierarchy of Effects

    36. What is Affect? How people “feel” about an object Remember, affective response is a component of our Hierarchy of Effects model NOT an attitude Attitudes comprise affective, cognitive, and conative components

    37. Affect Wheel Aroused

    38. Affect Labels

    39. Somatic Components of Affect Physiological arousal Measures: gsr, eeg, blood pressure, pupillometry James-Lange Theory Facial Expressions (Darwin, Ekman)

    40. Affect Affective system primarily reactive Responses immediate and automatic Not under voluntary control Responds to virtually any type of stimulus How do you feel about the letters: t a c g s p r n Dislike 1 2 3 4 5 6 7 Like

    41. Affective Activation

    42. Cognition Mental processes included Understanding Judging Planning Deciding Thinking Much cognitive activity not conscious Nisbett & Wilson (1977)

    43. Cognitive Processing: ELM Central Processing: In-depth evaluative processing Evaluate arguments critically Peripheral: Casual, low-level processing Process message without critical evaluation Sleeper Effect: Message increases in persuasiveness because source forgotten

    44. Elaboration Likelihood Model (ELM)

    45. Persuasion: f (message, cognitive response) Five types of cognitive response Message Rehearsal Support Arguments Counter Arguments Source Derogations Unrelated Thoughts

    46. Persuasion: Match Tone with Category Rational Appeals: Appeal to the consumer’s practical, functional need for the product or service; shows that the product will produce the claimed benefits. Emotional Appeals: Appeal to the psychological, social, or symbolic needs of the consumer.

    47. Affect-Cognition Interaction Affect influences cognition Mood affects perception of ambiguous stimuli (brands) Mood affects encoding and retrieval Misattribution of Arousal Cognitive appraisal influences emotion Cognitive representations of groups (stereotypes) when activated often activate associated affective response

    48. Subliminal Processing Subliminal: Below the threshold of perception Science Fact or Fiction? Alternative Definition: Information that influences us without us being aware of it

    49. Subliminal?

    50. Subliminal?

    51. Implicit Cognition Prior exposure to a stimulus influences an individual’s later attitudes or behavior without the individual’s awareness

    52. Examples of Implicit Cognition Halo Effects Mere Exposure Priming Effects Perceptual Fluency Implicit/Explicit Memory Disassociation Context Effects Primacy and Recency

    53. Context Dependence Primacy Initial object creates frame against which next messages are assimilated Recency Remember more later due to more info still in memory Primacy versus Recency: Which is better?

    54. Implicit Advertising

    55. Moderators of Implicit Cognition Attention to source of implicit effect Recall of source of implicit effect

    56. Involvement as a Moderator

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