Learning And Memory

Many marketers have figured out that learned connections between products and memories is a powerful way to build and keep brand loyalty. So how do consumers learn? Consumer learning is a process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behaviour.

There are several theories that have been developed to help explain the learning process. One theory focuses on the simple stimulus and response connections. This is called the behavioural theory. The behavioural theory assumes that learning takes place as the result of responses to external events.

This theory is majorly represented by the concept of classical conditioning, a concept which Adidas has greatly demonstrated through there marketing efforts. Classical conditioning is where a stimulus is paired with another stimulus and the response transfers to the new stimulus.

One way Adidas has used classical conditioning is through their “Calling All Creators” campaign by pairing celebrities, athletes and musicians with Adidas products in the commericial to evoke a positive response from the consumer to the Adidas brand. The campaign that was launched at the end of 2017 features superstar athletes such as Lionel Messi, James Harden and Paul Pogba to name a few while also reaching beyond the realm of sports, with appearances by Pharrell Williams, Karlie Kloss and others.

“Calling All Creators” brings all these stars to a table together with some noticeable camera shots to focus on their new Adidas clothes and shoes to deliver the brand’s manifesto piece by piece. Adidas wanted to bring this notable group of celebrities together to inspire others to think differently in their game, life and world.

By calling on these plethora of stars to endorse the brand, Adidas is able to gain a competitve advantage. This is becasue Adidas will be able to enhance the consumers positive feelings towards their favourite celebrities which can then be transferd to the brand when consumers see them promoting Adidas products, creating a positive association.