Download - Consumer learning
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Copyright 2007 by Prentice Hall
Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Chapter 7Consumer Learning
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Chapter Outline
• The Elements of Consumer Learning
• Behavioral Learning Theories
• Cognitive Learning Theory
• Measures of Consumer Learning
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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
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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
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Discussion Question
• For Coca-Cola:– How have they used behavioral theory in their
marketing?– Cognitive theory?– How have they built brand loyalty?
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Elements of Learning Theories
• Motivation
• Cues
• Response
• Reinforcement
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Behavioral Learning Theories
• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning
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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.
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Models of Classical ConditioningFigure 7-2a
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Figure 7-2b
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We now associate this product with
strength.
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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
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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
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Discussion QuestionStimulus Generalization
• How does CVS Pharmacy use stimulus generalization for their private brands?
• Do you think it is effective?
• Should this be allowable?
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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
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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.
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Types of Reinforcement
• Positive
• Negative
• Forgetting
• Extinction
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A Model of Instrumental ConditioningFigure 7-10
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Instrumental Conditioning and Marketing
• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
• Shaping
• Massed versus Distributed Learning
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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.
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The consumer observes a
positive response by two teens.
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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.
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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
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Information Processing and Memory Stores - Figure 7.14
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Information Processing
• Movement from short-term to long-term storage depends on– Rehearsal– Encoding
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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?
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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
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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
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Issues in Involvement Theory
• Consumer Relevance
• Central and Peripheral Routes to Persuasion
• Measure of Involvement
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Consumer Relevance
• Involvement depends on degree of personal relevance.
• High involvement is:– Very important to the consumer – Provokes extensive problem solving
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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
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Peripheral route to persuasion
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Measures of Consumer Learning
• Recognition and Recall Measures– Aided and Unaided Recall
• Cognitive Responses to Advertising• Attitudinal and Behavioral Measures of
Brand Loyalty
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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
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Harley-Davidson Has Strong Brand Loyalty
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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