1. Chapter 7 Consumer Learning

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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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7. Elements of Learning Theories
Motivation
Cues
Response
Reinforcement
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8. Behavioral Learning Theories
Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning
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9. 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.
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10. Models of Classical Conditioning Figure 7-2a
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Figure 7-2b
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12. We now associate this product with strength.
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13. Strategic Applications of Classical Conditioning
Basic Concepts
Repetition
Stimulus generalization
Stimulus discrimination
Increases the association between the conditioned and unconditioned stimulus
Slows the pace of forgetting
Advertising wearout is a problem
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14. Strategic Applications of Classical Conditioning
Basic Concepts
Repetition
Stimulus generalization
Stimulus discrimination
Having the same response to slightly different stimuli
Helps “me-too” products to succeed
Useful in product extensions
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15. Discussion Question Stimulus 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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16. Strategic Applications of Classical Conditioning
Basic Concepts
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
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17. 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.
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18. Types of Reinforcement
Positive
Negative
Forgetting
Extinction
iWon Video
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19. A Model of Instrumental Conditioning Figure 7-10
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20. Instrumental Conditioning and Marketing
Customer Satisfaction (Reinforcement)
Reinforcement Schedules
Shaping
Massed versus Distributed Learning
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21. Observational Learning
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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22. The consumer observes a positive response by two teens.
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23. Cognitive Learning Theory
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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24. 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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25. Information Processing and Memory Stores - Figure 7.14
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26. Information Processing
Movement from short-term to long-term storage depends on
Rehearsal
Encoding
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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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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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29. Table 7.1 Models of Cognitive Learning
Promotional Model
Tricompetent Model
Decision-Making Model
Innovation Adoption Model
Innovation Decision Process
Sequential Stages
of Processing
Attention
Cognitive
Awareness Knowledge
Awareness
Knowledge
Interest
Desire
Affective
Evaluation
Interest
Evaluation
Persuasion
Action
Conative
Purchase
Postpurchase
Evaluation
Trial
Adoption
Decision
Confirmation
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30. Issues in Involvement Theory
Consumer Relevance
Central and Peripheral Routes to Persuasion
Measure of Involvement
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Consumer Relevance
Involvement depends on degree of personal relevance.
High involvement is:
Very important to the consumer
Provokes extensive problem solving
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32. Central and Peripheral Routes to Persuasion
Central route to persuasion
For high involvement purchases
Requires cognitive processing
Peripheral route to persuasion
Low involvement
Consumer less motivated to think
Learning through repetition, visual cues, and holistic perception
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33. Peripheral route to persuasion
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34. 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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36. 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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