Chapter 7 Consumer Learning

Copyright 2007 by Prentice Hall

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Chapter 7Consumer Learning

Copyright 2007 by Prentice Hall 7 - 2

Chapter Outline

• The Elements of Consumer Learning

• Behavioral Learning Theories

• Cognitive Learning Theory

• Measures of Consumer Learning


Learning

• The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior

• Marketers must teach consumers:– where to buy– how to use– how to maintain– how to dispose of products


Learning Theories

• Behavioral Theories– Based on observable

behaviors (responses) that occur as the result of exposure to stimuli

• Cognitive Theories– Learning based on

mental information processing

– Often in response to problem solving


Discussion Question

• For Coca-Cola:– How have they used behavioral theory in their

marketing?– Cognitive theory?– How have they built brand loyalty?


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Elements of Learning Theories

• Motivation

• Cues

• Response

• Reinforcement


Behavioral Learning Theories

• Classical Conditioning• Instrumental Conditioning• Modeling or Observational Learning


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.


Models of Classical ConditioningFigure 7-2a


Figure 7-2b


We now associate this product with

strength.


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





discrimination

• Having the same response to slightly different stimuli

• Helps “me-too” products to succeed

• Useful in product extensions

Basic Concepts


Discussion QuestionStimulus Generalization

• How does CVS Pharmacy use stimulus generalization for their private brands?

• Do you think it is effective?

• Should this be allowable?

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discrimination

• Selection of a specific stimulus from similar stimuli

• This discrimination is the basis of positioning which looks for unique ways to fill needs

Basic Concepts


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.


Types of Reinforcement

• Positive

• Negative

• Forgetting

• Extinction


A Model of Instrumental ConditioningFigure 7-10


Instrumental Conditioning and Marketing

• Customer Satisfaction (Reinforcement)

• Reinforcement Schedules

• Shaping

• Massed versus Distributed Learning


Observational Observational LearningLearning

A process by which individuals observe how others behave

in response to certain stimuli and reinforcements. Also known as

modeling or vicarious learning.


The consumer observes a

positive response by two teens.


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.


Information Processing

• Relates to cognitive ability and the complexity of the information

• Individuals differ in imagery – their ability to form mental images which influences recall


Information Processing and Memory Stores - Figure 7.14


Information Processing

• Movement from short-term to long-term storage depends on– Rehearsal– Encoding


Discussion Question

• 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?


Retention

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

in which it is acquired– Semantically: according

to significant concepts

• Total package of associations is called a schema


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

Tricompetent Model

Innovation Decision Process

Promotional Model


Issues in Involvement Theory

• Consumer Relevance

• Central and Peripheral Routes to Persuasion

• Measure of Involvement


Consumer Relevance

• Involvement depends on degree of personal relevance.

• High involvement is:– Very important to the consumer – Provokes extensive problem solving


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


Peripheral route to persuasion


Measures of Consumer Learning

• Recognition and Recall Measures– Aided and Unaided Recall

• Cognitive Responses to Advertising• Attitudinal and Behavioral Measures of

Brand Loyalty


Brand Loyalty

• Function of three groups of influences– Consumer drivers– Brand drivers– Social drivers

• Four types of loyalty– No loyalty– Covetous loyalty– Inertia loyalty– Premium loyalty


Harley-Davidson Has Strong Brand Loyalty

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Brand Equity

• Refers to the value inherent in a well-known brand name

• Value stems from consumer’s perception of brand superiority

• Brand equity reflects learned brand loyalty

• Brand loyalty and brand equity lead to increased market share and greater profits

Chapter 7 Consumer Learning

Documents

behavioral learning

behavioral theory of

observational learning

kind of learning

distributed learning

vicarious learning

cognitive theory

specific stimulus