Download - Consumer Learning Schiffman07
7-1
Consumer Learning
7-2
7-3
The Importance of Consumer Learning to New Product Success
• Why did these products fail?– Listerine Toothpaste – Ben-Gay Aspirin– Oreo Little Fudgies
• Why did PocketPaks succeed?
7-4
Importance of Learning
• Marketers must teach consumers:– where to buy– how to use– how to maintain– how to dispose of products
7-5
Learning Theories
• Behavioral Theories: Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory.
• Cognitive Theories: A theory of learning based on mental information processing, often in response to problem solving.
7-6
Consumer Consumer LearningLearning
A process by which individuals acquire the
purchase and consumption knowledge
and experience that they apply to
future related behavior.
7-7
Learning Processes
• Intentional: learning acquired as a result of a careful search for information
• Incidental: learning acquired by accident or without much effort
7-8
Elements of Learning Theories
• Motivation• Cues
• Response• Reinforcement
7-9
Reinforcement
A positive or negative outcome that influences the likelihood that a specific behavior
will be repeated in the future in response to a
particular cue or stimulus.
7-10
7-11
Behavioral Learning Theories
• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning
7-12
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.
7-13
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.
7-14
Pavlovian Model of Classical Conditioning
Unconditioned StimulusMeat paste
Conditioned StimulusBell
Unconditioned ResponseSalivation
Conditioned StimulusBell
Conditioned ResponseSalivation
AFTER REPEATED PAIRINGS
7-15
7-16
Analogous Model of Classical Conditioning
Unconditioned StimulusDinner aroma
Conditioned Stimulus6 o’clock news
Unconditioned ResponseSalivation
Conditioned Stimulus6 o’clock news
Conditioned ResponseSalivation
AFTER REPEATED PAIRINGS
7-17
Cognitive Associative Learning
• Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment.
• From this viewpoint, classical conditioning is not reflexive action, but rather the acquisition of new knowledge
7-18
Neo-Pavlovian Conditioning
• Forward Conditioning (CS Precedes US)• Repeated Pairings of CS and US• A CS and US that Logically Belong to Each
Other• A CS that is Novel and Unfamiliar• A US that is Biologically or Symbolically
Salient
7-19
Strategic Applications of Classical Conditioning
• Repetition• Stimulus Generalization• Stimulus Discrimination
7-20
Repetition• Repetition increases
strength of associations and slows forgetting but over time may result in advertising wearout.
• Cosmetic variations reduce satiation.
Figure 7.3 Cosmetic Variations in Ads
7-21
Substantive Variations
7-22
Three-Hit Theory
• Repetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effective
• The number of actual repetitions to equal three exposures is in question.
7-23
Stimulus Stimulus GeneralizationGeneralization
The inability to perceive differences
between slightly dissimilar stimuli.
7-24
Stimulus Generalization and Marketing
• Product Line, Form and Category Extensions
• Family Branding• Licensing• Generalizing Usage Situations
7-25
Product Line Extension
7-26
Product Form Extensions
7-27
Product Category
Extensions
7-28
Stimulus Stimulus DiscriminationDiscrimination
The ability to select a specific stimulus
from among similar stimuli because of
perceived differences.
Positioning
Differentiation
7-29
Stimulus Discrimination
7-30
A Model of Instrumental Conditioning
Stimulus Situation
(Need good-looking jeans)
Try Brand D
Try Brand C
Try Brand B
Try Brand A
UnrewardedLegs too tight
UnrewardedTight in seat
UnrewardedBaggy in seat
RewardPerfect fit
Repeat Behavior
7-31
Instrumental Conditioning
• Consumers learn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors.
• A favorable experience is instrumental in teaching the individual to repeat a specific behavior.
7-32
Instrumental Conditioning and Marketing
• Customer Satisfaction (Reinforcement)• Reinforcement Schedules
– Shaping• Massed versus Distributed Learning
7-33
Reinforcement• Positive
Reinforcement: Positive outcomes that strengthen the likelihood of a specific response
• Example: Ad showing beautiful hair as a reinforcement to buy shampoo
• Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behavior
• Example: Ad showing wrinkled skin as reinforcement to buy skin cream
7-34
Other Concepts in Reinforcement
• Punishment– Choose reinforcement rather than punishment
• Extinction– Combat with consumer satisfaction
• Forgetting– Combat with repetition
7-35
Observational Observational LearningLearning
A process by which individuals observe
the behavior of others, and
consequences of such behavior. Also known as modeling
or vicarious learning.
7-36
Consumers Learn by Modeling
7-37
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.
7-38
Appeal to Cognitive Processing
7-39
Information Information ProcessingProcessing
A cognitive theory of human learning patterned after
computer information processing that focuses on how
information is stored in human memory
and how it is retrieved.
7-40
Information Processing and Memory Stores
Sensory Store
Working Memory (Short-term
Store)
Long-term Store
Sensory Input Rehearsal Encoding Retrieval
Forgotten; lost
Forgotten; lost
Forgotten; unavailable
7-41
Retention
• Information is stored in long-term memory– Episodically: by the order
in which it is acquired– Semantically: according
to significant concepts
7-42
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
7-43
Involvement Theory
A theory of consumer learning which postulates that
consumers engage in a range of information processing activity from extensive to limited problem
solving, depending on the relevance of the
purchase.
7-44
Split Brain Theory
• Right/ Left Brain Hemispheres specialize in certain functions
Figure 7.14
7-45
Encouraging Right and Left BrainProcessing
7-46
Issues in Involvement Theory
• Involvement Theory and Media Strategy• Involvement Theory and Consumer
Relevance• Central and Peripheral Routes to Persuasion• Measures of Involvement
7-47
Central and Peripheral Routes to
Persuasion
A theory that proposes that highly involved consumers
are best reached through ads that focus on the specific
attributes of the product (the central route) while
uninvolved consumers can be attracted through
peripheral advertising cues such as the model or the
setting (the peripheral route).
7-48
Elaboration Elaboration Likelihood Likelihood
Model Model (ELM)(ELM)
A theory that suggests that a person’s level of
involvement during message processing is
a critical factor in determining which
route to persuasion is likely to be effective.
7-49
Peripheral Route to
Persuasion
7-50
Unexpected Headline Metaphor Increases Impact
7-51
The Elaboration Likelihood ModelInvolvement
Central Route Peripheral Route
Peripheral Cues Influence
Attitudes
Message Arguments Influence Attitudes
HIGH LOW
7-52
Measures of Consumer Learning
• Recognition and Recall Measures– Aided and Unaided Recall
• Cognitive Responses to Advertising• Copytesting Measures• Attitudinal and Behavioral Measures of
Brand Loyalty
7-54
Phases of Brand Loyalty
• Cognitive• Affective• Conative• Action
7-55
Brand Loyalty As A Function of Relative Attitude and Patronage
Behavior
LatentLoyalty
No Loyalty
Spurious Loyalty
Loyalty
LowLow
HighHigh
HighHigh LowLowRepeat PatronageRepeat Patronage
Relative Relative AttitudeAttitude