w3 learning & involvement.ppt
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Learning & Involvement
SY 13-14 / week 3
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Review:
Exposure physical contactor encounterwith a marketing stimulus (advertisement)
Attention mental activityconsumersdevote to a marketing stimulus
Perception when a marketing stimulus is
registered by our senses Comprehension extracting higher-ordermeaningfrom what we haveperceivedin thecontext of what we already know
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Interplay between consumers
experience, learning andknowledge
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Learning (consumer learning)
a relatively permanent change in behavior
from what we have experienced application of acquired purchase orconsumption knowledge and experience tofuture related behavior
is adaptive and determined by valuesystems, desires, needs and what theconsumers already know
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Learning is aprocess continually
evolves and changes due to newlyacquired knowledge
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We learn by experience
Direct
Indirect - incidental learning (casual orunintentional acquisition of knowledge)
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Marketers interest on how consumers learn
to teach them how to prefer their
products and/or services to teach them their brand is the
best, so they develop brand loyalty
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Learning theories
Cognitive function of mental processes
Behavioral learning takes place as aresult of responses to external events(observable response to stimuli)
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Behavioral learning
Classical Repetiton
Stimulus generalization
Stimulus discrimination
InstrumentalUse of + or reinforcement
Forgetting or extinction
Massed or distrubuted
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Cognitive learning
involves problem solving
how information are processed bythe human mind
use of memory
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Memory stages
Input (stored)
Storage (retained)
Output (retrieved)
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Storage units of memory
short term (lasts only seconds)
long - term (extended period of time)
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Almost all consumer decisionsinclude a memory component!
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Marketers concern ...
How to influence memory!
top of mind recall
info overload
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Simple measure of impact
Recognition samples are shown
Recall consumers are asked (from
memory)
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For learning to occur, certain elements
must be present:motivation
cues
response reinforcement
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Motivation
The driving force that moves us to action
Inner drive that reflects goal-orientedexcitement
All behavior is goal-oriented!
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Goal
The sought-after results of motivated
behavior
the desired end state
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Generic general classes/categories that
may fulfill a certain need
Product specific specifically branded
products to fulfill needs
Two types of goal
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Motivation and goal are interlinked
Motivation/motives or needs
Motives or needs and goals areinterdependent neither exists withoutthe other
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Needs
Any human requirement
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Consumer needs
The basis of all modern marketing
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Need categories
Innate or primary needs
Physiological / basic to sustain life
Acquired or secondary
Psychological / developed after birth(esteem, love, acceptance ...)
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Needs (consumer needs)
Most people tend to experience thesame kind of needs and motives but
express their motives in differentways
We may experience the same basic
needs but different priority ranking Different individuals have different
need priorities
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For any given need, there are manydifferent and appropriate goals
The goals we select depend on our:personal experiences
physical capacity
prevailing cultural norms and valuesgoals accessibility in the physicaland social environment
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Understanding the goals consumers are
pursuing can provide important insightson the many aspects of their behavior.
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As goals are met and needs are
satisfied, new and higher order needsand goals emerge
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Failure to achieve goals result to
frustration. Customers react in 2 ways: cope by finding a way around the obstacleor by finding a substitute goal
adopt a defence mechanism to protectself-esteem
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Theories of needs according to:
Abraham Maslow
Sigmund FreudCarl Jung
Henry Murray
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Some thoughts
May not hold true for everybody
Depends on ones culture or socialenvironment
What is important is that it reminds us that
consumers havedifferent need prioritiesin different consumption situations andatdifferent stages in their lives
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5 Consumer Needs in Cultural Perspective
Achievement motive
Power
Uniqueness / Novelty
Affiliation
Self-esteem
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Needs related to shopping
Deal proneness
Shopping as self-sacrifice
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Consumer Involvement
relationship (attachment) with the
products/services perceived relevance of the objectbased on their inherent needs, values
and interests
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product involvement often depends
on the situation we are in factors can be something about theperson, about the object, or about the
situation
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the many faces of involvement
product message-response
purchase situation
enduring involvement long-term interest in a product
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Marketing implications of different levelsof involvement
HI purchase & consumption
increased attention & more importanceattached to the object
LI purchase & consumptionconsumers couldnt care less
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Sample Marketing strategies
LI products with HI issues
LI food products with HI health issues
LI consumers by extensivedistribution networks or clever in-storedisplay
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Consumer Values
values beliefs that some conditionsare preferable to the opposite
consumer values: materialism importance we attach to
worldly possessions conscientious consumerism consumersfocus on personal health is merging w/ a
growing interest in global health
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Consumer Values
Regional values in the Philippines Luzon
Visayas Mindanao
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References:
oConsumer Behavior in the 21st Century by Hoyer, MacInnis &Pieters (2013)
o Consumers Behavior Buying, Having and Being by Solomon (2011)
o Consumer Behavior and Marketing Strategy by Peter and Olson(2007)
o Consumer Behavior by Schiffman, Bednall, OCass, Paladino andKanuk (2005)
o Consumers by Arnould, Price and Zinkhan (2002)