CHAPTER 9
LEARNING, MEMORY, AND PRODUCT POSITIONING
1 NATURE OF LEARNING AND MEMORY
2 MEMORY’S ROLE IN LEARNING
2.1 Short-Term Memory
2.1.1 STM is Short Lived
2.1.2 STM Has Limited Capacity
2.1.3 Elaborative Activities Occur in STM
2.2 Long-Term Memory
2.2.1 Schemas
2.2.2 Scripts
2.2.3 Retrieval from LTM
3 LEARNING UNDER HIGH AND LOW INVOLVEMENT
3.1 Conditioning
3.1.1 Classical Conditioning
3.1.2 Operant Conditioning
3.2 Cognitive Learning
3.2.1 Iconic Rote Learning
3.2.2 Vicarious Learning or Modeling
3.2.3 Analytical Reasoning
3.3 Learning to Generalize and Differentiate
3.4 Summary of Learning Theories
4 LEARNING, MEMORY, AND RETRIEVAL
4.1 Strength of Learning
4.1.1 Importance
4.1.2 Message Involvement
4.1.3 Mood
4.1.4 Reinforcement
4.1.5 Repetition
4.1.6 Dual Coding
4.2 Memory Interference
4.2.1 Avoid Competing Advertising
4.2.2 Strengthen Initial Learning
4.2.3 Reduce Similarity to Competing Ads
4.2.4 Provide External Retrieval Cues
CHAPTER 9
LEARNING, MEMORY, AND PRODUCT POSITIONING
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4.3 Response Environment
5 BRAND IMAGE AND PRODUCT POSITIONING
5.1 Brand Image
5.2 Product Positioning
5.3 Product Repositioning
6 BRAND EQUITY AND BRAND LEVERAGE