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Consumer Learning
Aprocess by which individuals acquire
the purchase and consumption
knowledge and experience that they
apply to future related behaviour.
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Learning Processes
Intentional
learning acquired as a result of acareful search for information
Incidental
-- learning acquired by accident orwithout much effort
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Importance of Learning
Marketers must teach consumers:
where to buy
how to use
how to maintain
how to dispose of products
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Learning Theories
Behavioural Theories:
Theories based on the
premise that learningtakes place as the result
of observable responses
to external stimuli.
Also known asstimulus response
theory.
Cognitive Theories:
A theory of learning
based on mentalinformation
processing, often in
response to problem
solving.
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Elements of Learning Theories
Motivation
Cues
Response
Reinforcement
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Reinforcement
A positive or negative outcome that
influences the likelihood that a specific
behaviour will be repeated in the future inresponse to a particular cue or stimulus.
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Behavioural Learning Theories
Classical Conditioning
Instrumental Conditioning
Modeling or Observational Learning
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Classical Conditioning
Pairing a stimulus with another stimulusthat elicits a known response to produce the
same response when used alone.
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Instrumental (Operant)
Conditioning learning based on a trial-and-error process,
with habits forced as the result of positive
experiences (reinforcement)
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Classical conditioning contd
Classical conditioning is the learning of
associations among events that allows us to
anticipate and represent our environment.
From this viewpoint, classical conditioning
is not reflexive action, but rather the
acquisition of new knowledge
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Neo-Pavlovian Conditioning
Forward Conditioning (CS Precedes US)
Repeated Pairings of CS and US
A CS and US that Logically Belong to EachOther
A CS that is Novel and Unfamiliar
A US that is Biologically or SymbolicallySalient
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Strategic Applications of Classical
Conditioning
Repetition
Stimulus Generalization
The inability to perceive differencesbetween slightly dissimilar stimuli.
Stimulus Discrimination
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Repetition
Repetition increases strength of
associations and slows forgetting
but over time may result in
advertising wearout.
Cosmetic variations reduce
satiation.
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Three-Hit Theory
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.
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Stimulus Generalization
The inability to perceive differencesbetween slightly dissimilar stimuli.
Marketing applications Product Line, Form and Category
Extensions
Family Branding
Licensing
Generalizing Usage Situations
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Stimulus Discrimination
The ability to select a specific stimulus from
among similar stimuli because of perceived
differences.
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Classical Conditioning and
Marketing Strategy Identify and pair product with a known,
well-liked stimulus
More attention
More favourable attitudes
Greater intention to buy the product
Learning of key attributes
Use stimulus generalization effectively Continued
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Classical Conditioning and
Marketing StrategyDistinguish the product through
effective use of stimulus discrimination
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Instrumental Conditioning
Consumers learn by means of trial and error
process in which some purchase behaviours
result in more favorable outcomes (rewards)than other purchase behaviours.
A favorable experience is instrumental in
teaching the individual to repeat a specificbehaviour.
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Reinforcement
PositiveReinforcement:Positive outcomes that
strengthen thelikelihood of a specificresponse
Example: Ad showing
beautiful hair as areinforcement to buyshampoo
Negative
Reinforcement:
Unpleasant or negative
outcomes that serve toencourage a specific
behaviour
Example: Ad showing
wrinkled skin asreinforcement to buy
skin cream
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Other Concepts in Reinforcement
Punishment
Choose reinforcement rather thanpunishment
Extinction
Combat with consumer satisfaction
Forgetting
Combat with repetition
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Instrumental Conditioning and
Marketing
Make the product the ultimate reward
Provide samples and free trials Provide non-product rewards
Practice relationship marketing
Reinforcement SchedulesShaping
Massed versus Distributed Learning
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Cognitive Learning Theory
Learning throughproblem solving,which enables individuals to gain some
control over their environment.
Three types:
Observational learning
Rote Learning
Reasoning
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Observational Learning
individuals learn by observing the
behaviour of others, and consequences of
such behaviour. Also known as modeling or vicarious
learning.
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Iconic Rote Learning
Learning concepts through simple
repetition
Repeated ads teach consumers about a
products attributes
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Reasoning
Highest level of cognitive learning
Involves creative thinking
Depends on how information is
processed and stored
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Retention
Information is storedin long-term memory
Episodically: by theorder in which it isacquired
Semantically:according tosignificant concepts
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Information processing and
Involvement Theory
Central and Peripheral Routes to
Persuasion
highly involved consumers are best reachedthrough ads that focus on the specific attributes
of the product (the central route)
uninvolved consumers can be attracted through
peripheral advertising cues such as the model or
the setting (the peripheral route).
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Elaboration Likelihood Model (ELM)
a persons level of involvement during
message processingdetermines which
route to persuasion is likely to be effective
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The Elaboration Likelihood Model
Involvement
CentralRoute
PeripheralRoute
MessageArguments
Influence
Attitudes
PeripheralCues
Influence
Attitudes
HIGHLOW
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Cognitive Learning and
Marketing Strategy Use rote learning to teach consumers about
the brand
Use reasoning or problem solving for
complex or high-involvement products Use modelling to extinguish negative
behaviour
Use knowledge of information processingto help consumers store, retain and retrievemessages.
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Measures of Consumer
LearningRecognition and Recall Measures
Aided and Unaided Recall
Cognitive Responses to Advertising
Copy-testing Measures
Attitudinal and Behavioural Measuresof Brand Loyalty