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Chapter 6Consumer Learning
Consumer Behaviour
Canadian EditionSchiffman/Kanuk/Das
Copyright 2006
Pearson Education Canada Inc.
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Opening VignetteWhy did these products fail? Listerine Toothpaste
Ben-Gay Aspirin Oreo Little Fudgies
Why did PocketPaks succeed?
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Consumer Learning
A process by which individuals acquirethe purchase and consumptionknowledge and experience that theyapply to future related behaviour.
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Importance of Learning
Marketers must teach consumers: where to buy how to use how to maintain
how to dispose of products
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Learning Theories
Behavioural Theories:Theories based on the
premise that learningtakes place as the resultof observable responsesto external stimuli.
Also known asstimulus responsetheory .
Cognitive Theories:A theory of learning
based on mentalinformation processing, often inresponse to problem
solving.
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Elements of Learning Theories
MotivationCuesResponseReinforcement
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Reinforcement
A positive or negative outcome thatinfluences the likelihood that a specific
behaviour will be repeated in the future inresponse to a particular cue or stimulus.
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Classical Conditioning
Pairing a stimulus with another stimulusthat elicits a known response to produce thesame response when used alone.http://almaz.com/nobel/medicine/1904a.html
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Instrumental (Operant)
Conditioninglearning based on a trial-and-error process,with habits forced as the result of positive
experiences (reinforcement)
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Classical conditioning contd
Classical conditioning is the learning ofassociations among events that allows us to
anticipate and represent our environment.From this viewpoint, classical conditioningis not reflexive action, but rather the
acquisition of new knowledge
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Neo-Pavlovian Conditioning
Forward Conditioning (CS Precedes US)Repeated Pairings of CS and US
A CS and US that Logically Belong to EachOtherA CS that is Novel and Unfamiliar
A US that is Biologically or SymbolicallySalient
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Strategic Applications of ClassicalConditioning
RepetitionStimulus Generalization The inability to perceive differences
between slightly dissimilar stimuli. Stimulus Discrimination
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Repetition
Repetition increases strength ofassociations and slows forgetting
but over time may result inadvertising wearout.Cosmetic variations reducesatiation.
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Three-Hit Theory
Repetition is the basis for the idea thatthree exposures to an ad are necessaryfor the ad to be effectiveThe number of actual repetitions to
equal three exposures is in question.
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Stimulus Generalization
The inability to perceive differences between slightly dissimilar stimuli.
Marketing applications Product Line, Form and CategoryExtensions
Family Branding Licensing Generalizing Usage Situations
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Classical Conditioning and
Marketing StrategyDistinguish the product througheffective use of stimulus discrimination
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Instrumental Conditioning
Consumers learn by means of trial and error process in which some purchase behaviours
result in more favorable outcomes (rewards)than other purchase behaviours.A favorable experience is instrumental in
teaching the individual to repeat a specific behaviour.
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Reinforcement
PositiveReinforcement :Positive outcomes that
strengthen thelikelihood of a specificresponseExample: Ad showing
beautiful hair as areinforcement to buyshampoo
NegativeReinforcement: Unpleasant or negative
outcomes that serve toencourage a specific behaviourExample: Ad showingwrinkled skin asreinforcement to buyskin cream
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Other Concepts in Reinforcement
Punishment Choose reinforcement rather than
punishmentExtinction Combat with consumer satisfactionForgetting Combat with repetition
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Instrumental Conditioning and
Marketing
Make the product the ultimate reward
Provide samples and free trialsProvide non-product rewardsPractice relationship marketing
Reinforcement Schedules Shaping
Massed versus Distributed Learning
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Cognitive Learning Theory
Learning through problem solving,which enables individuals to gain somecontrol over their environment.Three types: Observational learning
Rote Learning Reasoning
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Observational Learning
individuals learn by observing the behaviour of others, and consequences of
such behaviour.Also known as modeling or vicariouslearning .
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Iconic Rote Learning
Learning concepts through simplerepetition Repeated ads teach consumers about a
products attributes
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Reasoning
Highest level of cognitive learningInvolves creative thinkingDepends on how information is
processed and stored
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Retention
Information is storedin long-term memory
Episodically : by theorder in which it isacquired
Semantically :according tosignificant concepts
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Information processing andInvolvement Theory
Central and Peripheral Routes toPersuasion
highly involved consumers are best reachedthrough ads that focus on the specific attributesof the product (the central route)
uninvolved consumers can be attracted through peripheral advertising cues such as the model orthe setting (the peripheral route).
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Elaboration Likelihood Model (ELM)
a persons level of involvement duringmessage processing determines which
route to persuasion is likely to be effective
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Cognitive Learning andMarketing Strategy
Use rote learning to teach consumers aboutthe brandUse reasoning or problem solving for
complex or high-involvement productsUse modelling to extinguish negative
behaviour
Use knowledge of information processingto help consumers store, retain and retrievemessages.
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Measures of Consumer
LearningRecognition and Recall Measures Aided and Unaided Recall
Cognitive Responses to AdvertisingCopy-testing MeasuresAttitudinal and Behavioural Measuresof Brand Loyalty