Consumer learning

Consumer Learning,[object Object]

Importance of Learning,[object Object],Marketers must teach consumers:,[object Object],where to buy,[object Object],how to use,[object Object],how to maintain,[object Object],how to dispose of products,[object Object]

Consumer Learning,[object Object],A process by which individuals acquire the purchase and consumption knowledge and experiencethat they apply to future related behavior,[object Object]

Learning Processes,[object Object],Intentional: learning acquired as a result of a careful search for information,[object Object],Incidental: learning acquired by accident or without much effort,[object Object]

Elements of Learning Theories,[object Object],Motivation,[object Object],Cues,[object Object],Response,[object Object],Reinforcement,[object Object]

Reinforcement,[object Object],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.,[object Object]

Behavioral Learning Theories,[object Object],Classical Conditioning,[object Object],Instrumental Conditioning,[object Object],Modeling or Observational Learning,[object Object]

Classical Conditioning,[object Object],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.,[object Object]

Instrumental (Operant) Conditioning,[object Object],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.,[object Object]

PavlovianModel of Classical Conditioning,[object Object],Unconditioned Stimulus,[object Object],Meat paste,[object Object],Unconditioned Response,[object Object],Salivation,[object Object],Conditioned Stimulus,[object Object],Bell,[object Object],AFTER REPEATED PAIRINGS,[object Object],Conditioned Stimulus,[object Object],Bell,[object Object],Conditioned Response,[object Object],Salivation,[object Object]

Analogous Model of Classical Conditioning,[object Object],Unconditioned Stimulus,[object Object],Dinner aroma,[object Object],Unconditioned Response,[object Object],Salivation,[object Object],Conditioned Stimulus,[object Object],6 o’clock news,[object Object],AFTER REPEATED PAIRINGS,[object Object],Conditioned Stimulus,[object Object],6 o’clock news,[object Object],Conditioned Response,[object Object],Salivation,[object Object]

Relevance to Marketing,[object Object],Conditioned Stimuli – Brand Image,[object Object],Unconditioned Stimuli – New Additions to the Brand,[object Object],Response – Acceptance of the Brand,[object Object]

Cognitive Associative Learning,[object Object],Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment.,[object Object],For the conditioning to happen, ,[object Object],The conditioned stimuli should precede the Unconditioned stimuli,[object Object],Repeated pairing of Conditioned and Unconditioned stimuli,[object Object],Conditioned stimuli is new and unfamilier,[object Object],Unconditioned stimuli is biologically or symbolically salient.,[object Object]

Strategic Applications of Classical Conditioning,[object Object],Repetition,[object Object],Stimulus Generalization,[object Object],Stimulus Discrimination,[object Object]

Repetition,[object Object],Repetition increases strength of associations and slows forgetting but over time may result in advertising wearout.,[object Object],Cosmetic variations reduce satiation.,[object Object],Substantive Variations are the changes in advertising content.,[object Object]

Three-Hit Theory,[object Object],Repetition is the basis for the idea that three exposures to an ad are necessary for the ad to be effective,[object Object],The number of actual repetitions to equal three exposures is in question.,[object Object]

Stimulus Generalization,[object Object],The possibility of other similar stimuli replacing a known conditioning stimuli.,[object Object]

Stimulus Generalization and Marketing,[object Object],Product Line, Form and Category Extensions,[object Object],Family Branding,[object Object],Licensing,[object Object],Generalizing Usage Situations,[object Object]

Stimulus Discrimination,[object Object],The ability to discriminate a specific stimulus from among similar stimuli because of perceived differences.,[object Object],Positioning,[object Object],Differentiation,[object Object]

Try ,[object Object],Brand A,[object Object],Unrewarded,[object Object],Legs too tight,[object Object],Try ,[object Object],Brand B,[object Object],Unrewarded,[object Object],Tight in seat,[object Object],Stimulus Situation (Need good-looking jeans),[object Object],Try ,[object Object],Brand C,[object Object],Unrewarded,[object Object],Baggy in seat,[object Object],Try ,[object Object],Brand D,[object Object],Reward,[object Object],Perfect fit,[object Object],Repeat Behavior,[object Object],A Model of Instrumental Conditioning,[object Object]

Instrumental Conditioning,[object Object],Consumers learn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors.,[object Object],A favorable experience is instrumental in teaching the individual to repeat a specific behavior.,[object Object]

Instrumental Conditioning and Marketing,[object Object],Customer Satisfaction (Reinforcement),[object Object],Extinction and Forgetting,[object Object],Reinforcement Schedules,[object Object],Total / continuous reinforcement,[object Object],Fixed / systematic reinforcement,[object Object],Variable / random reinforcement,[object Object]

Shaping,[object Object],Performance of Reinforcement before the actual consumer behaviour.,[object Object],Massed versus Distributed Learning,[object Object]

Reinforcement,[object Object],Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behavior,[object Object],Example: Ad showing wrinkled skin as reinforcement to buy skin cream,[object Object],Positive Reinforcement: Positive outcomes that strengthen the likelihood of a specific response,[object Object],Example: Ad showing beautiful hair as a reinforcement to buy shampoo,[object Object]

Other Concepts in Reinforcement,[object Object],Punishment,[object Object],Choose reinforcement rather than punishment,[object Object],Extinction,[object Object],Combat with consumer satisfaction,[object Object],Forgetting,[object Object],Combat with repetition,[object Object]

Observational Learning,[object Object],A process by which individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.,[object Object]

Consumers Learn by Modeling,[object Object]

Cognitive Learning Theory,[object Object],This theory is based on the premises that the kind of learning most characteristics of human beings is problem solving, which enables individuals to gain some control over their environment.,[object Object]

Appeal to Cognitive Processing,[object Object]

Information Processing,[object Object],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.,[object Object]

Information Processing and Memory Stores,[object Object],Sensory Store,[object Object],Working Memory (Short-term Store),[object Object],Long-term Store,[object Object],Sensory ,[object Object],Input,[object Object],Rehearsal,[object Object],Encoding,[object Object],Retrieval,[object Object],Forgotten; ,[object Object],lost,[object Object],Forgotten; ,[object Object],lost,[object Object],Forgotten; ,[object Object],unavailable,[object Object]

Rehearsal and Learning,[object Object],Rehearsal is repeating the information or relating it to other information. ,[object Object],Rehearsal makes the information available for short term memory so that the encoding can happen.,[object Object],Encoding is the process where a word or visual image is selected to represent a perceived object.,[object Object]

Retention,[object Object],Information is stored in long-term memory,[object Object],Episodically: by the order in which it is acquired,[object Object],Semantically: according to significant concepts,[object Object]

Models of Cognitive Learning,[object Object],Innovation Adoption Model,[object Object],Decision-Making Model,[object Object],Tricompetent Model,[object Object],Innovation Decision Process,[object Object],Promotional Model,[object Object],Sequential Stages ,[object Object],of Processing,[object Object],Attention,[object Object],Cognitive,[object Object],Knowledge,[object Object],Awareness,[object Object],Awareness Knowledge,[object Object],Affective,[object Object],Evaluation,[object Object],Interest,[object Object],Evaluation,[object Object],Persuasion,[object Object],Interest,[object Object],Desire,[object Object],Action,[object Object],Conative,[object Object],Purchase,[object Object],Postpurchase,[object Object],Evaluation,[object Object],Trial,[object Object],Adoption,[object Object],Decision,[object Object],Confirmation,[object Object]

Involvement Theory,[object Object],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.,[object Object]

Split Brain Theory,[object Object],Figure 7.14,[object Object],Right/ Left Brain Hemispheres specialize in certain functions,[object Object]

Encouraging Right and Left BrainProcessing,[object Object]

Issues in Involvement Theory,[object Object],Involvement Theory and Media Strategy,[object Object],Involvement Theory and Consumer Relevance,[object Object],Narrow categorisers,[object Object],Broad categorisers,[object Object],Central and Peripheral Routes to Persuasion,[object Object],High involvement – Central route of persuasion ,[object Object],Low involvement – Peripheral route of Persuasion.,[object Object],Measures of Involvement,[object Object]

Central and Peripheral Routes to Persuasion,[object Object],A theory that proposesthat 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).,[object Object]

Elaboration Likelihood Model (ELM),[object Object],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.,[object Object]

The Elaboration Likelihood Model,[object Object],Involvement,[object Object],HIGH,[object Object],LOW,[object Object],Central Route,[object Object],Peripheral Route,[object Object],Message Arguments Influence Attitudes,[object Object],Peripheral Cues Influence Attitudes,[object Object]

Measures of Consumer Learning,[object Object],Recognition and Recall Measures,[object Object],Aided and Unaided Recall,[object Object],Cognitive Responses to Advertising,[object Object],Copytesting Measures,[object Object],Attitudinal and Behavioral Measures of Brand Loyalty,[object Object]

Phases of Brand Loyalty,[object Object],Cognitive Loyalty- Peoples thought about object,[object Object],Affective Loyalty– refers to moods, feeling or emotional responses to the object,[object Object],Conative Loyalty– refers to behavioural intention or willingness to act.,[object Object],Action / Behaviour Loyalty.,[object Object]

Brand Loyalty As A Function of ,[object Object],Relative Attitude and Patronage Behavior,[object Object],Repeat Patronage,[object Object],High,[object Object],Low,[object Object],Latent,[object Object],Loyalty,[object Object],Loyalty,[object Object],High,[object Object],Relative Attitude,[object Object],No ,[object Object],Loyalty,[object Object],Spurious Loyalty,[object Object],Low,[object Object]

Consumer learning

Consumer learning

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Consumer learning