consumer learning

Post on 20-May-2015

4.842 Views

Category:

Education

3 Downloads

Preview:

Click to see full reader

TRANSCRIPT

Copyright 2007 by Prentice Hall

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Chapter 7Consumer Learning

Copyright 2007 by Prentice Hall 7 - 2

Chapter Outline

• The Elements of Consumer Learning

• Behavioral Learning Theories

• Cognitive Learning Theory

• Measures of Consumer Learning

Copyright 2007 by Prentice Hall 7 - 3

Learning

• The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior

• Marketers must teach consumers:– where to buy– how to use– how to maintain– how to dispose of products

Copyright 2007 by Prentice Hall 7 - 4

Learning Theories

• Behavioral Theories– Based on observable

behaviors (responses) that occur as the result of exposure to stimuli

• Cognitive Theories– Learning based on

mental information processing

– Often in response to problem solving

Copyright 2007 by Prentice Hall 7 - 5

Discussion Question

• For Coca-Cola:– How have they used behavioral theory in their

marketing?– Cognitive theory?– How have they built brand loyalty?

Copyright 2007 by Prentice Hall 7 - 6

weblink

Copyright 2007 by Prentice Hall 7 - 7

Elements of Learning Theories

• Motivation

• Cues

• Response

• Reinforcement

Copyright 2007 by Prentice Hall 7 - 8

Behavioral Learning Theories

• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning

Copyright 2007 by Prentice Hall 7 - 9

Classical Classical ConditioningConditioning

A behavioral learning theory

according to which a stimulus is paired

with another stimulus that elicits a known response that serves to produce the same response when used

alone.

Copyright 2007 by Prentice Hall 7 - 10

Models of Classical ConditioningFigure 7-2a

Copyright 2007 by Prentice Hall 7 - 11

Figure 7-2b

Copyright 2007 by Prentice Hall 7 - 12

We now associate this product with

strength.

Copyright 2007 by Prentice Hall 7 - 13

Strategic Applications of Classical Conditioning

• Repetition• Stimulus

generalization• Stimulus

discrimination

• Increases the association between the conditioned and unconditioned stimulus

• Slows the pace of forgetting

• Advertising wearout is a problem

Basic Concepts

Copyright 2007 by Prentice Hall 7 - 14

Strategic Applications of Classical Conditioning

• Repetition• Stimulus

generalization• Stimulus

discrimination

• Having the same response to slightly different stimuli

• Helps “me-too” products to succeed

• Useful in product extensions

Basic Concepts

Copyright 2007 by Prentice Hall 7 - 15

Discussion QuestionStimulus Generalization

• How does CVS Pharmacy use stimulus generalization for their private brands?

• Do you think it is effective?

• Should this be allowable?

weblink

Copyright 2007 by Prentice Hall 7 - 16

Strategic Applications of Classical Conditioning

• Repetition• Stimulus

generalization• Stimulus

discrimination

• Selection of a specific stimulus from similar stimuli

• This discrimination is the basis of positioning which looks for unique ways to fill needs

Basic Concepts

Copyright 2007 by Prentice Hall 7 - 17

Instrumental Instrumental (Operant) (Operant)

ConditioningConditioning

A behavioral theory of learning based on a

trial-and-error process, with habits forced as the result of positive

experiences (reinforcement)

resulting from certain responses or behaviors.

Copyright 2007 by Prentice Hall 7 - 18

Types of Reinforcement

• Positive

• Negative

• Forgetting

• Extinction

Copyright 2007 by Prentice Hall 7 - 19

A Model of Instrumental ConditioningFigure 7-10

Copyright 2007 by Prentice Hall 7 - 20

Instrumental Conditioning and Marketing

• Customer Satisfaction (Reinforcement)

• Reinforcement Schedules

• Shaping

• Massed versus Distributed Learning

Copyright 2007 by Prentice Hall 7 - 21

Observational Observational LearningLearning

A process by which individuals observe how others behave

in response to certain stimuli and reinforcements. Also known as

modeling or vicarious learning.

Copyright 2007 by Prentice Hall 7 - 22

The consumer observes a

positive response by two teens.

Copyright 2007 by Prentice Hall 7 - 23

Cognitive Cognitive Learning Learning TheoryTheory

Holds that the kind of learning most characteristic of human beings is problem solving,

which enables individuals to gain some control over their environment.

Copyright 2007 by Prentice Hall 7 - 24

Information Processing

• Relates to cognitive ability and the complexity of the information

• Individuals differ in imagery – their ability to form mental images which influences recall

Copyright 2007 by Prentice Hall 7 - 25

Information Processing and Memory Stores - Figure 7.14

Copyright 2007 by Prentice Hall 7 - 26

Information Processing

• Movement from short-term to long-term storage depends on– Rehearsal– Encoding

Copyright 2007 by Prentice Hall 7 - 27

Discussion Question

• How do advertisers drive consumers to rehearse information?

• When does this work against the advertiser?

• Can you think of examples of advertisements which drive you to rehearse?

Copyright 2007 by Prentice Hall 7 - 28

Retention

• Information is stored in long-term memory– Episodically: by the order

in which it is acquired– Semantically: according

to significant concepts

• Total package of associations is called a schema

Copyright 2007 by Prentice Hall 7 - 29

Table 7.1 Models of Cognitive Learning

Attention Cognitive

Action Conative PurchasePostpurchaseEvaluation

TrialAdoption

DecisionConfirmation

AffectiveEvaluation

InterestEvaluation Persuasion

KnowledgeAwarenessAwareness

Knowledge

InterestDesire

Sequential Stages

of Processing

Innovation Adoption

Model

Decision-Making Model

Tricompetent Model

Innovation Decision Process

Promotional Model

Copyright 2007 by Prentice Hall 7 - 30

Issues in Involvement Theory

• Consumer Relevance

• Central and Peripheral Routes to Persuasion

• Measure of Involvement

Copyright 2007 by Prentice Hall 7 - 31

Consumer Relevance

• Involvement depends on degree of personal relevance.

• High involvement is:– Very important to the consumer – Provokes extensive problem solving

Copyright 2007 by Prentice Hall 7 - 32

Central and Peripheral Routes to Persuasion

• Central route to persuasion– For high involvement purchases– Requires cognitive processing

• Peripheral route to persuasion– Low involvement– Consumer less motivated to think– Learning through repetition, visual cues, and

holistic perception

Copyright 2007 by Prentice Hall 7 - 33

Peripheral route to persuasion

Copyright 2007 by Prentice Hall 7 - 34

Measures of Consumer Learning

• Recognition and Recall Measures– Aided and Unaided Recall

• Cognitive Responses to Advertising• Attitudinal and Behavioral Measures of

Brand Loyalty

Copyright 2007 by Prentice Hall 7 - 35

Brand Loyalty

• Function of three groups of influences– Consumer drivers– Brand drivers– Social drivers

• Four types of loyalty– No loyalty– Covetous loyalty– Inertia loyalty– Premium loyalty

Copyright 2007 by Prentice Hall 7 - 36

Harley-Davidson Has Strong Brand Loyalty

weblink

Copyright 2007 by Prentice Hall 7 - 37

Brand Equity

• Refers to the value inherent in a well-known brand name

• Value stems from consumer’s perception of brand superiority

• Brand equity reflects learned brand loyalty

• Brand loyalty and brand equity lead to increased market share and greater profits

top related