Ch 7- Consumer Learning

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Chapter 7

Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition

SCHIFFMAN & KANUK

Consumer Learning

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The Importance of Consumer Learning to New Product Success

• Why did these products fail?

– Listerine Toothpaste

– Ben-Gay Aspirin• Why did Pocket Packs succeed?

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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

• Behavioral Theories: Theories based on the basis that learning takes place as the result of observable responses to external stimuli. Also known as stimulus response theory.

• Cognitive Theories: A theory of learning based on mental information processing, often in response to problem solving.

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Consumer Consumer LearningLearning

A process by which individuals acquire the

purchase and consumption knowledge

and experience that they apply to

future related behavior.

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Learning Processes

• Intentional: learning acquired as a result of a careful search for information

• Incidental: learning acquired by accident or without much effort

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Consumer learning contd….

• Example

• some ads may induce learning (Brand names) even though the consumers attention is elsewhere (on a magzine article rather than the ads on facing page)

• Other ads are sought out and carefully read by consumers for making a purchase decision.

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Elements of Learning Theories

• Motivation• Cues

• Response• Reinforcement

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Motivation

• The degree of relevance or involvement determines consumer level of motivation to search for

– knowledge OR – information about a product or a service.

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Cues

• Motives serve to stimulate learning,• Cues are the stimuli that gives direction to

these motives e.g. an ad is a cue for consumer motivation for a specific product or service.

• In the market place price, styling, packaging, advertising and the store displays all serve as cues.

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Cues

• Marketers teach motivated consumer segments why and how their products will fulfill the consumers need.

• Motives serve to stimulate learning.

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Response

• How individuals react to a drive or cue

• How they behave constitute their response e.g. a marketer that provides consistent cues to a consumer may not always succeed in stimulating a purchase.

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Response contd…

• However if marketer succeeds in forming a favorable image of a particular product in consumer’s mind.

• It is likely that he or she will consider that product.

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Reinforcement

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.

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Figure 7.1 Product Usage Leads to Reinforcement

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Behavioral Learning Theories

• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning

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Classical Classical ConditioningConditioning

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.

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Example

• If you usually listen to the 9 o’ clock news while waiting for dinner to be served you would tend to associate the 9 o, clock news with dinner, So that eventually the sounds of the 9 o’ clock news alone might cause your mouth to water even if dinner was not being prepared and even if you were not hungry.

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Instrumental Instrumental (Operant) (Operant)

ConditioningConditioning

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.

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Figure 7.2B Analogous Model of Classical Conditioning

Unconditioned StimulusDinner aroma

Conditioned Stimulus9 o’clock news

Unconditioned ResponseSalivation

Conditioned Stimulus9 o’clock news

Conditioned ResponseSalivation

AFTER REPEATED PAIRINGS

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Strategic Applications of Classical Conditioning

• Repetition• Stimulus Generalization• Stimulus Discrimination

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Repetition• Repetition

increases strength of associations and slows forgetting but over time may result in advertising wearout.

Figure 7.3 Cosmetic Variations in Ads

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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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Three-Hit Theory

• 1) to make consumers aware of the product

• 2) to show cosumers the relevance of the product

• 3) to remind them of its benefits

according to others marketing scholars

• 11 to 12 repetitions

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Stimulus Stimulus GeneralizationGeneralization

The inability to perceive differences

between slightly dissimilar stimuli.

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Continued.

• It explain why some imitative “me-too” products succeed in the market place.

Because

• Consumers confuse them with original product they have seen advertised

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Example

• That an individual can learn to take dinner not only to the sound of 9 o’ clock news but also to the some what similar sound of Azan.

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Stimulus Generalization and Marketing

• Product Line, Form and Category Extensions

• Family Branding• Licensing• Generalizing Usage Situations

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Figure 7.5 Product Line

Extension(adding related products to an

already established

brand)

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Product form extensions

• Such as crest toothpaste to to crest whitestrips,

• Listerine mouthwash to listerine paks

• Bath soaps to liquid soaps

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Figure 7.6 Product Form Extensions

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Figure 7.7 Product

Category Extensions

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Family branding

• The practice of marketing a whole line of company products under the same brand name

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Family branding

• The practice of marketing a whole line of company products under the same brand name.

• A strategy that capitalizes on the consumers ability to generalized favorable brand associations from one product to others: e.g Nestle

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Licensing

• Allowing a well known brand name to be affixed to products of another manufacturer.

• A strategy that operates on the principle of stimulus generalizations.

• Examples: names of designers, manufacturers, celebrities, corporations and even cartoon characters are attached for a fee i.e rented.

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Figure 7-8Shoe

Manufacturer Licenses Its Name

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Stimulus Stimulus DiscriminationDiscrimination

The ability to select a specific stimulus

from among similar stimuli because of

perceived differences.

Positioning

Differentiation

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Figure 7.10 A Model of Instrumental Conditioning

Stimulus Situation

(Need good-looking jeans)

Try Brand D

Try Brand C

Try Brand B

Try Brand A

UnrewardedLegs too tight

UnrewardedTight in seat

UnrewardedBaggy in seat

RewardPerfect fit

Repeat Behavior

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Instrumental Conditioning

• Consumers learn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors.

• A favorable experience is instrumental in teaching the individual to repeat a specific behavior.

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Instrumental Conditioning and Marketing

• Customer Satisfaction (Reinforcement)• Reinforcement Schedules

– Shaping

• Massed versus Distributed Learning

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Reinforcement

• Positive Reinforcement: Positive outcomes that strengthen the likelihood of a specific response

• Example: Ad showing beautiful hair as a reinforcement to buy shampoo

• Negative Reinforcement: Unpleasant or negative outcomes that serve to encourage a specific behavior

• Example: Ad showing wrinkled (smooth) skin as reinforcement to buy skin cream

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Observational Observational LearningLearning

A process by which individuals observe

the behavior of others, and

consequences of such behavior. Also known as modeling

or vicarious (observational)

learning.

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Model or observational learning

• Consumers often observe how others behave in response to certain situations (stimuli) and the ensuing (subsequent) results (reinforcement) that occur

&• The imitate (model) the positively

reinforced behavior when faced with similar situations.

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Figure 7.11 Consumers Learn by Modeling

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Cognitive Cognitive Learning Learning TheoryTheory

Holds that the kind of learning most characteristic of human beings is problem solving,

which enables individuals to gain some control over their environment.

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Figure 7.12 Appeal to Cognitive Processing

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Information Information ProcessingProcessing

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.

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Figure 7.13 Information Processing and Memory Stores

Sensory Store

Sensory Store

Working Memory (Short-term

Store)

Working Memory (Short-term

Store)

Long-term Store

Long-term Store

Sensory Input Rehearsal Encoding Retrieval

Forgotten; lost

Forgotten; lost

Forgotten; unavailable

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Retention

• Information is stored in long-term memory– Episodically: by the order

in which it is acquired– Semantically: according

to significant concepts

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Table 7.1 Models of Cognitive Learning

Attention Cognitive

Action Conative PurchasePostpurchaseEvaluation

TrialAdoption

DecisionConfirmation

AffectiveEvaluation

InterestEvaluation Persuasion

KnowledgeAwarenessAwareness

Knowledge

InterestDesire

Sequential Stages

of Processing

Innovation Adoption

Model

Decision-Making Model

Tricomponent Model

Innovation Decision Process

Promotional Model

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Involvement Theory

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.

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Figure 7.14Split Brain

Theory

• Right/ Left Brain Hemispheres specialize in certain functions

Figure 7.14

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Figure 7.15Encouraging

Right and Left BrainProcessing

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Issues in Involvement Theory

• Involvement Theory and Media Strategy• Involvement Theory and Consumer

Relevance• Central and Peripheral Routes to Persuasion• Measures of Involvement

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Central and Peripheral Routes to

Persuasion

A theory that proposes that 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).

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Elaboration Elaboration Likelihood Likelihood

Model Model (ELM)(ELM)

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.

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Figure 7.16 Peripheral Route to

Persuasion

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Figure 7.17 Unexpected Headline Metaphor Increases Impact

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The Elaboration Likelihood Model

Involvement

Central Route

Peripheral Route

Peripheral Cues

Influence Attitudes

Message Arguments Influence Attitudes

HIGH LOW

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Measures of Consumer Learning

• Recognition and Recall Measures– Aided and Unaided Recall

• Cognitive Responses to Advertising• Copytesting Measures• Attitudinal and Behavioral Measures of

Brand Loyalty

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Figure 7.18 Starch

Readership Scores Measure

Learning

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Phases of Brand Loyalty

• Cognitive

• Affective

• Conative

• Action

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Figure 7.19 Brand Loyalty As A Function of Relative Attitude and Patronage

Behavior

LatentLoyalty

No Loyalty

Spurious Loyalty

Loyalty

LowLow

HighHigh

HighHigh LowLow

Repeat PatronageRepeat Patronage

Relative Relative AttitudeAttitude