Consumer Learning - 840145.72116.30la.com.cn840145.72116.30la.com.cn/wenjian/Chapter 7 for CB consumer... · To Study Consumer Involvement and ... In Terms of Consumer Learning, Are

Consumer Learning

CHAPTERSEVEN

Copyright 2010 Pearson Education, Inc.

Learning Objectives

1. To Understand the Process and Four Elements of Consumer Learning.

2. To Study Behavioral Learning and Understand Its Applications to Consumption Behavior.

3. To Study Information Processing and Cognitive Learning and Understand Their Strategic Applications to Consumer Behavior.

2Chapter Seven Slide

Learning Objectives (continued)

4. To Study Consumer Involvement and Passive Learning and Understand Their Strategic Affects on Consumer Behavior.

5. To Understand How Consumer Learning and Its Results Are Measured.

Copyright 2010 Pearson Education, Inc. 3Chapter Seven Slide

In Terms of Consumer Learning, Are These New Products Likely to Succeed?

4Copyright 2010 Pearson Education, Inc. Chapter Seven Slide

These Ads Might Induce Learning Due to the Familiar Names


Learning

• The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior – cause new knowledge and experience serve as feedback to the consumer and will influence their future behavior


Elements of Learning Theories


price, styling, packaging, advertising, and store displays

Two Major Learning Theories


Behavioral Learning

• Classical Conditioning

• Instrumental (Operant) Conditioning



Pavlov Theory-

Models of Classical ConditioningFigure 7‐2a


Figure 7‐2b


Discussion Questions

• For Coca‐Cola or another beverage company:– How have they used classical conditioning in their marketing?

– Identify the unconditioned and conditioned stimuli, the conditioned and unconditioned response.


Strategic Applications of Classical Conditioning

• Repetition

• Stimulus generalization

• Stimulus discrimination

• Increases the association between the conditioned and unconditioned stimulus

• Slows the pace of forgetting

• Too much repetition‐Advertising wear‐out is a problem

Basic Concepts


Why Did Gillette UseTwo Different Ads to Advertise

the Same Product?


Repetition of the Message with Varied Ads Results in More Information Processing

by the Consumer



• Repetition



• Having the same response to slightly different stimuli

• A reminder of something or someone we knew

• Helps “me‐too” products to succeed

• Useful in:– product line extensions– Product form

• family branding– Product category

• licensing

Basic Concepts


Discussion QuestionsStimulus Generalization

• How does a pharmacy like CVS or Rite Aid use stimulus generalization for their private brands?

• Do you think it is effective?

• Should this be allowable?


Which Concept of Behavioral Learning Applies to the Introduction of These Two Products?


Stimulus Generalization


What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On?


Product Category ExtensionStimulus Generalization



• Repetition



• Selection of a specific stimulus from similar stimuli

• Opposite of stimulus generalization

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

– Medication more superior like Tylenol

Basic Concepts


What Are the Names of the Marketing Application and the Behavioral Learning Concept Featured Here?


Stimulus DiscriminationProduct Differentiation



A Model of Instrumental ConditioningFigure 7.9


Reinforcement of Behavior


a good thing that happens which rewards a behavior- like going

to a gym

a bad thing that happens which encourages a

behavior- donut everyday at bf gains weight.. Stop eating it but go gym daily

Reinforcement of Behavior


can be brought back just by

rememberingdestroyed.

Strategic Applications of Instrumental Conditioning

• Customer Satisfaction (Reinforcement) – the customer has an experience with the product or company

• Reinforcement Schedules– Total

– Systematic (fixed ration)

– Random• Marketers use Bonus for customers/ loyalty points

• Shaping – having the reinforcement BEFORE the behavior occurs

• Massed versus Distributed Learning – Should the learning and the exposure to the stimuli happen in a relatively short

period of time or be drawn out? media planning issues‐ reach /freq etc..



Information Processing and Cognitive Learning

• Cognitive Learning – Learning involves complex mental processing of information

– Emphasizes the role of motivation


Information Processing and Memory Stores ‐Figure 7.10


Discussion Questions

• 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?


Attention Cognitive

Action Conative PurchasePostpurchaseEvaluation

TrialAdoption

DecisionConfirmation

AffectiveEvaluation

InterestEvaluation Persuasion

KnowledgeAwarenessAwareness

KnowledgeInterestDesire

Innovation Adoption

Model

Decision-Making Model

TricompetentModel

Innovation Decision Process

Promotional Model

Knowledge

Behavior

Evaluation

Generic Framework

Theoretical Models of Cognitive Learning ‐Table 7.1


Involvement and Passive Learning Topics

• Definitions and Measures of Involvement

• Marketing Applications of Involvement

• Central and Peripheral Routes to Persuasion

• Hemispheral Lateralization and Passive Learning



Measuring Involvement with an Advertisement ‐Table 7.3

Copyright 2010 Pearson Education, Inc. 39

Subjects respond to the following statements on a 7‐point Likert scale ranging from “Strongly Agree” to “Strongly Disagree.”

The message in the slogan was important to me

The slogan didn’t have anything to do with my needs

The slogan made me think about joining the military

The slogan made me want to join the military

While reading the slogan, I thought about how the military might be useful for me

The slogan did not show me anything that would make me join the military

I have a more favorable view of the military after seeing the slogan

The slogan showed me the military has certain advantages

The slogan was meaningful to me

The slogan was worth remembering


Marketing Applications of Involvement

• Ads in video games

• Avatars

• Sensory appeals in ads to get more attention

• Forging bonds and relationships with consumers


Central and Peripheral Routes to Persuasion


Hemispheral Lateralization and Passive Learning

• Hemispheral lateralization– Also called split‐brain theory

• Left Brain– Rational– Active– Realistic

• Right Brain– Emotional– Metaphoric– Impulsive– Intuitive


What Is the Name of the Learning Theory Concept Featured in This Ad and How Is It Applied to Air Travel?


Hemispheric LateralizationBoth Sides of the Brain are Involved in Decision


How Is Passive Learning Applied to the Promotional Appeal Featured in This Ad?


The Ad is Targeted to the Right Brain


Measures of Consumer LearningBrand Loyalty

• Recognition and Recall Measures

• Brand Loyalty


http://www.starchresearch.com/services.html

Measures of Consumer LearningBrand Loyalty

Brand Equity – the value inherent in a well‐known brand name


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