Post on 16-May-2015
CONSUMER LEARNING
Importance of Learning
Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products
Consumer Learning
A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior
Learning Processes
Intentional: learning acquired as a result of a careful search for information
Incidental: learning acquired by accident or without much effort
Elements of Learning Theories
Motivation Cues Response Reinforcement
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.
Behavioral Learning Theories
Classical Conditioning Instrumental Conditioning Modeling or Observational Learning
Classical Conditioning
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.
Instrumental (Operant) Conditioning
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.
Pavlovian Model of Classical Conditioning
Unconditioned StimulusMeat paste
Conditioned StimulusBell
Unconditioned ResponseSalivation
Conditioned StimulusBell
Conditioned ResponseSalivation
AFTER REPEATED PAIRINGS
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
Relevance to Marketing
Conditioned Stimuli – Brand Image Unconditioned Stimuli – New Additions to
the Brand Response – Acceptance of the Brand
Cognitive Associative Learning Classical conditioning is viewed as the learning
of associations among events that allows the organism to anticipate and represent its environment.
For the conditioning to happen, The conditioned stimuli should precede the
Unconditioned stimuli Repeated pairing of Conditioned and Unconditioned
stimuli Conditioned stimuli is new and unfamilier Unconditioned stimuli is biologically or symbolically
salient.
Strategic Applications of Classical Conditioning
Repetition Stimulus Generalization Stimulus Discrimination
Repetition
Repetition increases strength of associations and slows forgetting but over time may result in advertising wearout.
Cosmetic variations reduce satiation.
Substantive Variations are the changes in advertising content.
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.
Stimulus Generalization
The possibility of other similar stimuli replacing a known conditioning stimuli.
Stimulus Generalization and Marketing
Product Line, Form and Category Extensions
Family Branding Licensing Generalizing Usage Situations
Stimulus Discrimination
The ability to discriminate a specific stimulus from among similar stimuli because of perceived differences.
Positioning
Differentiation
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 tightUnrewardedTight in seatUnrewardedBaggy in seat
RewardPerfect fit
Repeat Behavior
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.
Instrumental Conditioning and Marketing
Customer Satisfaction (Reinforcement) Extinction and Forgetting Reinforcement Schedules
Total / continuous reinforcement Fixed / systematic reinforcement Variable / random reinforcement
Shaping Performance of Reinforcement before the
actual consumer behaviour. Massed versus Distributed Learning
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
Other Concepts in Reinforcement Punishment
Choose reinforcement rather than punishment
Extinction Combat with consumer satisfaction
Forgetting Combat with repetition
Observational Learning
A process by which individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.
Consumers Learn by Modeling
Cognitive Learning Theory
This theory is based on the premises that the kind of learning most characteristics of human beings is problem solving, which enables individuals to gain some control over their environment.
Appeal to Cognitive Processing
Information Processing
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.
Information Processing and Memory Stores
Sensory Store
Sensory Store
Working Memory (Short-term Store)
Working Memory (Short-term Store)
Long-term Store
Long-term Store
Sensory Input
Rehearsal
Encoding
Retrieval
Forgotten; lost
Forgotten; lost
Forgotten; unavailable
Rehearsal and Learning
Rehearsal is repeating the information or relating it to other information.
Rehearsal makes the information available for short term memory so that the encoding can happen.
Encoding is the process where a word or visual image is selected to represent a perceived object.
Retention
Information is stored in long-term memory Episodically: by the
order in which it is acquired
Semantically: according to significant concepts
Models of Cognitive Learning
Attention Cognitive
Action Conative PurchasePostpurchaseEvaluation
TrialAdoption
DecisionConfirmation
AffectiveEvaluation
InterestEvaluation
Persuasion
Knowledge
Awareness
Awareness KnowledgeInterest
Desire
Sequential Stages of Processing
Innovation Adoption Model
Decision-Making Model
Tricompetent Model
Innovation Decision Process
Promotional Model
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.
Split Brain Theory
Right/ Left Brain Hemispheres specialize in certain functions
Figure 7.14
Encouraging Right and Left BrainProcessing
Issues in Involvement Theory
Involvement Theory and Media Strategy
Involvement Theory and Consumer Relevance Narrow categorisers Broad categorisers
Central and Peripheral Routes to Persuasion High involvement – Central route of
persuasion Low involvement – Peripheral route of
Persuasion. Measures of Involvement
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).
Elaboration Likelihood Model (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.
The Elaboration Likelihood Model
Involvement
Central RoutePeripheral Route
Peripheral Cues Influence Attitudes
Message Arguments Influence Attitudes
HIGH LOW
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
Phases of Brand Loyalty
Cognitive Loyalty- Peoples thought about object
Affective Loyalty– refers to moods, feeling or emotional responses to the object
Conative Loyalty– refers to behavioural intention or willingness to act.
Action / Behaviour Loyalty.
Brand Loyalty As A Function of Relative Attitude and Patronage Behavior
LatentLoyalty
No Loyalty
Spurious Loyalty
Loyalty
Low
High
High Low
Repeat Patronage
Relative Attitude