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Post on 01-Dec-2015
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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
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
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.
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
What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On?
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
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.
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
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?
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
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