The Importance of Consumer The Importance of Consumer Learning to New Product SuccessLearning to New Product Success
Why did these products fail?
– Ben-Gay Aspirin– Frito-Lay Lemonade
Why did PocketPaks succeed?
DefinitionDefinition
““A process by which individuals acquire A process by which individuals acquire the purchase and consumption the purchase and consumption
knowledge and experience that they knowledge and experience that they apply to future related behavior.apply to future related behavior.
PerceptionPerception LearningLearning
Two Schools of LearningTwo Schools of Learning
Behavioural Learning Theories
Based on “Blackbox” and passive acquisition of habits.
t1t2t3t4t5
S1S2S3S4S5
B1B2B3B4B5
““Focus on S, B Focus on S, B and T. “External and T. “External
World”World”Cognitive Learning Theory
Based on active information processing by the individual.
S1S1 ““Focus on Focus on Memory and Memory and Processing. Processing.
“Internal World”“Internal World”
IP
LTM
B1B1
Pavlovian Model of Classical Pavlovian Model of Classical ConditioningConditioning
Unconditioned StimulusMeat paste (S1)
Conditioned StimulusBell (S2)
Unconditioned ResponseSalivation (R1)
Conditioned StimulusBell (S2)
Conditioned ResponseSalivation (R1)
AFTER REPEATED PAIRINGSAFTER REPEATED PAIRINGS
Analogous Model of Classical Analogous Model of Classical ConditioningConditioning
Unconditioned StimulusSuperbowl
Conditioned StimulusBudweiser
Unconditioned ResponseFun
Conditioned StimulusBudweiser
Conditioned ResponseFun
AFTER REPEATED PAIRINGSAFTER REPEATED PAIRINGS
Conditions for Optimal Conditions for Optimal ConditioningConditioning
Forward Conditioning (CS Precedes US)Repeated Pairings of CS and USA CS and US that Logically Belong to Each
OtherA CS that is Novel and UnfamiliarA US that is Biologically or Symbolically
Salient
Basic Concepts of Classical Basic Concepts of Classical ConditioningConditioning
RepetitionStimulus GeneralizationStimulus Discrimination
RepetitionRepetitionRepetition 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
Stimulus Stimulus GeneralizationGeneralization
The inability to perceive differences between slightly
dissimilar stimuli.
Stimulus Generalization and Stimulus Generalization and MarketingMarketing
Product Line, Form and Category Extensions
Family Branding Licensing 1 Look-alike packaging Potential problems
Back
Stimulus Stimulus DiscriminationDiscrimination
The ability to select a specific stimulus from among similar stimuli because of perceived
differences.
Stimulus Discrimination and Stimulus Discrimination and Marketing Marketing
PositioningDifferentiation
Learning through BehaviorLearning through Behavior
Instrumental (Operant) Conditioning
A behavioral theory of learning based on a trial-and-error process, with habits forced as the result of experiences (reinforcement) resulting from certain responses or behaviors.
A Model of Instrumental A Model of Instrumental ConditioningConditioning
Need good-
looking jeans
Try Brand D
Try Brand C
Try Brand B
Try Brand A
Neg resultLegs too tight
Neg resultTight in seat
Neg resultBaggy in seat
RewardPerfect fit
Repeat Behavior
Learning through BehaviorLearning through Behavior
Instrumental (Operant) Conditioning
Instrumental: behavior seen as an instrument to reach a specific goal. .
Essential role played by the result of the behavior: Positive versus negative reinforcement.
Marketing Implications: Shaping and Loyalty programs.
Learning through BehaviorLearning through Behavior
Instrumental (Operant) Conditioning
Instrumental: behavior seen as an instrument to reach a specific goal. .
Essential role played by the result of the behavior: Positive versus negative reinforcement.
Marketing Implications: Shaping and Loyalty programs.
Instrumental Conditioning and Instrumental Conditioning and Sales PromotionSales Promotion
Unknown product
Try First Purchase
RepeatPurchase
Loyal Consumer
Goal Promotional Shaping Reinforcement.
Consumers should know about the product.
Free Sample with important coupon.
Free Product, Quality and Coupon.
Consumers should
purchase the product for the first time.
Coupon included in purchase with smaller
discount.
Coupon and Product Quality.
Repeat Purchase Coupon with even smaller
discount. Coupon and Product
Quality.
Loyal Consumer No Promotion. Product Quality.
Brown classification (1952)
• Undivided Loyalty ex.: AAAAAAAA
• Divided Loyalty ex.: ABABABAB
• Unstable Loyalty ex.: AAABBBAA
• Non Loyal ex.: ABCDEFGH
Different Types of loyalty ?Different Types of loyalty ?
Brand Brand LoyaltyLoyalty
Consistent preference and/or purchase of the same brand
in a specific product or service category.
Brand Loyalty As a Function of Relative Attitude and Patronage Behavior
LatentLoyalty
No Loyalty
Spurious Loyalty
Loyalty
LowLow
HighHigh
HighHigh LowLow
Repeat PatronageRepeat Patronage
Relative Relative AttitudeAttitude
Observational Observational LearningLearning
A process by which individuals observe the
behavior of others, remember it, and imitate it. Also known as modeling.
Learning through CognitionLearning through Cognition
Cognitive Learning Theory
A theory of learning based on mental information processing, often in response to problem solving.
Holds that the kind of learning most characteristic of human beings is problem solving, which enables individuals to gain some control over their environment.
Learning through the influence of cognition and memory
The consumer plays an active role in the learning process.
L= f(S, Rep.)
L= f (S, Reinf)
L = f (IP).
Learning through CognitionLearning through Cognition
Information Information ProcessingProcessing
A cognitive theory of human learning that focuses on how
information is stored in human memory and how it is
retrieved.
Information Processing and Memory Information Processing and Memory StoresStores
Sensory Store
Sensory Store
Working Memory (Short-term
Store)
Working Memory (Short-term
Store)
Long-term Store
Long-term Store
Sensory Input Encoding Retrieval
Forgotten; lost
Forgotten; lost
Forgotten; unavailable
Sensory StoreSensory Store
The place in which all sensory inputs are housed very briefly before passing into the short-term store.
Short-Term Short-Term StoreStore
The stage of real memory in which information received from the sensory store for
processing is retained briefly before passing into the long-
term store or forgotten.
RehearsalRehearsal
The silent, mental repetition of material. Also, the
relating of new data to old data to make the former
more meaningful.
EncodingEncoding
The process by which individuals select and assign
a word or visual image to represent a perceived object
or idea.
Long-Term Long-Term StoreStore
In information-processing theory, the stage of real
memory where information is organized, reorganized and retained for relatively extended periods of time.
RetrievalRetrieval
The stage of information processing in which individuals recover
information from long-term storage.
What Is Retrieval?What Is Retrieval?
– Trace Strength Accessibility
– Spreading of Activation Priming
– Retrieval Failures Decay Interference Primacy and Recency Effects
– Retrieval Errors
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