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Chapter 7
Consumer Learning
Marketers must teach consumers: where to buy how to use how to maintain how to dispose of products
Importance of Learning
Learning Theory
Behavioral Theory: Theories based on the premise that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory.
Cognitive Theory: A theory of learning based on mental information processing, often in response to problem solving.
Consumer Consumer LearningLearning
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
Motivation Cues
Response Reinforcement
Elements of Learning Theories
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.
Product Usage Leads to Reinforcement
Classical Conditioning Instrumental Conditioning Modeling or Observational Learning
Behavioral Learning Theories
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.
Figure 7.2A Pavlovian Model of Classical Conditioning
Unconditioned StimulusMeat paste
Conditioned StimulusBell
Unconditioned ResponseSalivation
Conditioned StimulusBell
Conditioned ResponseSalivation
AFTER REPEATED PAIRINGS
Figure 7.2B 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
Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment.
From this viewpoint, classical conditioning is not reflexive action, but rather the acquisition of new knowledge
Associative Learning
Repetition Stimulus Generalization Stimulus Discrimination
Strategic Applications of Classical Conditioning
Repetition• Repetition increases
strength of associations and slows forgetting but over time may result in advertising wearout.
• Cosmetic variations reduce satiation.
Cosmetic Variations in Ads
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.
Three-Hit Theory
Stimulus Stimulus GeneralizationGeneralization
The inability to perceive differences
between slightly dissimilar stimuli.
Product Line, Form and Category Extensions Family Branding Licensing Generalizing Usage Situations
Stimulus Generalization and Marketing
Product Form Extensions
Product Category Extension
s
Shoe Manufacturer
Licenses Its Name
Stimulus Stimulus DiscriminationDiscrimination
The ability to select a specific stimulus
from among similar stimuli because of
perceived differences.
Positioning
Differentiation
Stimulus Discriminat
ion
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.
Figure 7.6 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 tight
UnrewardedTight in seat
UnrewardedBaggy in seat
RewardPerfect fit
Repeat Behavior
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
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
Observational Observational LearningLearning
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 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.
Appeal to Cognitive
Processing
Information Information ProcessingProcessing
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.
Figure 7.8 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
Information is stored in long-term memory Episodically: by the order
in which it is acquired Semantically: according to
significant concepts
Retention
Table 7.1 Models of Cognitive Learning
Attention Cognitive
Action Conative PurchasePostpurchaseEvaluation
TrialAdoption
DecisionConfirmation
AffectiveEvaluation
InterestEvaluation Persuasion
KnowledgeAwarenessAwareness
Knowledge
InterestDesire
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.
Figure 7.9
Split Brain
Theory Right/ Left Brain
Hemispheres specialize in certain functions
Figure 7.14
Encouraging Right and Left BrainProcessing
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
Right and Left Brain Processing
Left Hemisphere Cognitive Reading Speaking Rational Active Realistic
Right Hemisphere Nonverbal Timeless Pictorial Holistic Emotional Metaphoric Impulsive Intuitive
Involvement Theory and Media Strategy Involvement Theory and Consumer Relevance Central and Peripheral Routes to Persuasion Measures of Involvement
Issues in Involvement Theory
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 Elaboration Likelihood Likelihood
Model Model (ELM)(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.
Peripheral Route to Persuasio
n
The Elaboration Likelihood Model
Involvement
Central Route
Peripheral Route
Peripheral Cues
Influence Attitudes
Message Arguments Influence Attitudes
HIGH LOW