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


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


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.


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



• Repetition

• Stimulus

generalization


• 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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• Repetition

• Stimulus

generalization


• 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.


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


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.


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


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


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


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

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