schiffman cb09 ppt 07 - جامعة نزوى · PDF file• Attitudinal and Behavioral...
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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
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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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weblink
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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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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-tooproducts 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?
weblink
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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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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
Movement from short-term to long-term
storage depends on
Rehearsal
Encoding
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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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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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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
weblink
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Brand Equity
Refers to the value inherent in a well-
known brand name
Value stems from consumers perception of brand superiority
Brand equity reflects learned brand loyalty
Brand loyalty and brand equity lead to
increased market share and greater profits
