Consumer Learning

CHAPTERSEVEN

In Terms of Consumer Learning, Are These New Products Likely to Succeed?

These Ads Might Induce Learning Due to the Familiar Names

Learning

• The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior

Elements of Learning Theories

•Unfilled needs lead to motivation

Motivation•Sti

muli that direct motives

Cues

•Consumer reaction to a drive or cue

Response

•Increases the likelihood that a response will occur in the future as a result of a cue

Reinforcement

Two Major Learning Theories

Behavioral Learning

• Based on observable behaviors (responses) that occur as the result of exposure to stimuli

Cognitive Learning

• Learning based on mental information processing

• Often in response to problem solving

Behavioral Learning

• Classical Conditioning• Instrumental (Operant) Conditioning

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.

Models of Classical ConditioningFigure - a

Figure - b

Discussion Questions

• For Coca-Cola or another beverage company:– How have they used

classical conditioning in their marketing?

– Identify the unconditioned and conditioned stimuli, the conditioned and unconditioned response.

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

Strategic Applications of Classical Conditioning

• Repetition• Stimulus

generalization• Stimulus

discrimination

• Having the same response to slightly different stimuli• Helps “me-too”

products to succeed• Useful in:– product extensions– family branding– licensing

Basic Concepts

Which Concept of Behavioral Learning Applies to the Introduction of These Two Products?

Stimulus Generalization

What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On?

Product Category ExtensionStimulus Generalization

Strategic Applications of Classical Conditioning

• Repetition• Stimulus

generalization• Stimulus

discrimination

• Selection of a specific stimulus from similar stimuli• Opposite of stimulus

generalization• This discrimination is

the basis of positioning which looks for unique ways to fill needs

Basic Concepts

What Are the Names of the Marketing Application and the Behavioral Learning Concept Featured Here?

Stimulus DiscriminationProduct Differentiation

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.

A Model of Instrumental Conditioning

Reinforcement of Behavior

Positive

• Positive outcome

• Strengthen likelihood

Negative

• Negative outcome

• Encourages behavior

Reinforcement of Behavior

Extinction

• A learned response is no longer reinforced

• The link is eliminated between stimulus and reward

Forgetting

• The reinforcement is forgotten

Strategic Applications of Instrumental Conditioning

• Customer Satisfaction (Reinforcement)• Reinforcement Schedules• Shaping• Massed versus Distributed Learning

Observational Learning (modeling or vicarious

learning)

• A process by which individuals learn behavior by observing the behavior of others and the consequences of such behavior

Information Processing and Cognitive Learning

• Cognitive Learning – Learning involves

complex mental processing of information

– Emphasizes the role of motivation

Information Processing and Memory Stores

Discussion Questions

• 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?

Attention Cognitive

Action Conative PurchasePostpurchaseEvaluation

TrialAdoption

DecisionConfirmation

AffectiveEvaluation

InterestEvaluation Persuasion

KnowledgeAwarenessAwareness

Knowledge

InterestDesire

Innovation Adoption

Model

Decision-Making Model

Tricompetent Model

Innovation Decision Process

Promotional Model

Knowledge

Behavior

Evaluation

Generic Framework

Theoretical Models of Cognitive Learning - Table

Involvement and Passive Learning Topics

• Definitions and Measures of Involvement• Marketing Applications of Involvement• Central and Peripheral Routes to Persuasion• Hemispheral Lateralization and Passive

Learning

Involvement• Degree of personal relevance that the

product or purchase holds for that customer.

• High involvement purchases are very important to the consumer

• Low-involvement hold little relevance, have little perceived risk, and have limited information processing

Measuring Involvement with an Advertisement - Table

Subjects respond to the following statements on a 7-point Likert scale ranging from “Strongly Agree” to “Strongly Disagree.”

The message in the slogan was important to me

The slogan didn’t have anything to do with my needs

The slogan made me think about joining the military

The slogan made me want to join the military

While reading the slogan, I thought about how the military might be useful for me

The slogan did not show me anything that would make me join the military

I have a more favorable view of the military after seeing the slogan

The slogan showed me the military has certain advantages

The slogan was meaningful to me

The slogan was worth remembering

Marketing Applications of Involvement

• Ads in video games• Sensory appeals in ads to get more

attention• Forging bonds and relationships with

consumers

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

Hemispheral Lateralization and Passive Learning

• Hemispheral lateralization– Also called split-brain theory

• Left Brain– Rational– Active– Realistic

• Right Brain– Emotional– Metaphoric– Impulsive– Intuitive

What Is the Name of the Learning Theory Concept Featured in This Ad and How Is It

Applied to Air Travel?

Hemispheric LateralizationBoth Sides of the Brain are Involved in Decision

How Is Passive Learning Applied to the Promotional Appeal Featured in This Ad?

The Ad is Targeted to the Right Brain

Measures of Consumer LearningBrand Loyalty

• Recognition and Recall Measures• Brand Loyalty

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Three groups of factors• Personal degree of risk aversion or

variety seeking• The brand’s reputation and availability of

substitutes• Social group influences

Four types of loyalty• No loyalty• Covetous loyalty• Inertia loyalty• Premium loyalty

Measures of Consumer LearningBrand Loyalty

Brand Equity – the value inherent in a well-known brand name