Consumer Behavior,Ninth Edition
Schiffman & Kanuk
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 futurerelated 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
Elements of Learning Theories
•Motivation
•Cues
•Response
•Reinforcement
Behavioral Learning Theories
•Classical Conditioning
•Instrumental Conditioning
•Modeling or Observational Learning
Classical
Conditioning
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
Strategic Applications of Classical Conditioning
• Repetition • Increases the association between the conditioned and unconditioned stimulus
• Slows the pace of forgetting• Advertising wearout is a
problem• Cosmetic vs substantive variation
Basic Concepts
Strategic Applications of Classical Conditioning
• Stimulus generalization
• Having the same response to slightly different stimuli
• Helps “me-too” products to succeed
Basic Concepts
Strategic Applications of Classical Conditioning
• Stimulus generalization
• Useful in product extensions• Line extension• Form extension• Category extension
Basic Concepts
Strategic Applications of Classical Conditioning
• Stimulus generalization
• Family brand• Marketing a whole line of company
products under the same brand name
• Retail Private Brand• Licensed brand
Basic Concepts
Strategic Applications of Classical Conditioning
• Stimulus 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
(Operant)
Conditioning
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.
A Model of Instrumental ConditioningFigure 7-10
Types of Reinforcement• Positive
• Negative• Forgetting
• Extinction
Strategic Application of Instrumental Conditioning• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules• Total (continuous)
• Systematic (fixed ratio)
• Random (variable ratio)
• Shaping
• Massed vs distributed learning
Observational
Learning
A process by which
individuals observe
how others behave in
response to certain
stimuli and
reinforcements.
Also known as
modeling or
vicarious learning.
Cognitive
Learning
Theory
Holds that the kind
of learning most
characteristic of
human beings is
problem solving,
which enables
individuals to gain
some control over
their environment.
Cognitive learning models
Attention Cognitive
Action Conative Purchase
Postpurchase
Evaluation
Trial
Adoption
Decision
Confirmation
Affective
Evaluation
Interest
Evaluation Persuasion
Knowledge
AwarenessAwareness
Knowledge
Interest
Desire
Sequential
Stages
of Processing
Innovation
Adoption
Model
Decision-
Making Model
Tricompetent
Model
Diffusion of
Innovation
Promotional
Model
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
Rehearsal and Encoding
• Rehearsal:• The amount of information available for delivery from the short term to long
term storage depends on the amount of rehearsal it receives.
• Failure to rehearse end up fading data
• Encoding:• Is the process by which we select a word or visual image to represent a
perceived object
• When consumers are exposed to information overload, they encounter difficulty storing the information.
Retention
•Retention: • Information is stored in long-term memory• Episodically: by the order in which it is acquired
• Ex: remembering a movie story
• Semantically: according to significant concepts• Ex: remembering the stars of the movie based on priorities
Learning and Market Communication
• Learning a picture takes less time than learning verbal information
• A verbal communication creates more learning but a visual communication creates more attention
• As a result a combination of picture and information is the best way to communicate
• Retrieval: Retrieval is the process by which we recover information from long-term storage. • For example, when we are unable to remember something
with which we are very familiar, we are experiencing a failure of the retrieval system.
• Consumer involvement• High vs Low: Level of involvement is directly related to the brand loyalty,
brand switching and variety seeking consumer behavior
Involvement theory
• The basic premise of split-brain theory is that the right and left hemispheres of the brain “specialize” in the kinds of information they process. • The left hemisphere is primarily responsible for cognitive
activities such as reading, speaking, etc.
• The right hemisphere of the brain is concerned with nonverbal, pictorial , and holistic information.
• The left side of the brain is rational, active, and realistic;
• the right side is emotional, impulsive, and intuitive.
Two Methods of Persuasion: Central and Peripheral
• Central route to persuasion occurs when a person is persuaded by the content of the message. Peripheral route to persuasion occurs when a person is persuaded by something other than the message's content.• Highly involved consumers are best reached through ads
that focus on the specific attributes of the product (the central route)
• Uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).
• Illustrates the concept of extensive and limited problem solving for high and low involvement purchase situations
• Consumers carefully evaluate the benefits and problems of a product when the purchase is a high involvement one
• Vise versa for the low involvement purchase
• highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route)
• uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).
Two Methods of Persuasion: Central and Peripheral
Measure of Involvement
• In recognition tests, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points.
• In recall tests, the consumer is asked whether he or she has read a specific magazine or watched a specific television show• Recognition tests are based in aided recall, whereas recall tests
use unaided recall.
Brand Loyalty
• Four types of loyalty• No loyalty
• No purchase• No cognitive attachment
• Covetous loyalty• No purchase • Strong attachment
• Inertia loyalty• No emotional attachment• Purchase by habit
• Premium loyalty• High attachment• High repeat purchase
Brand Loyalty vs. Habit
•Habit: consumer picks product without much thought; may be due to convenience
• Loyalty: consumer actively seeks out product
Brand Equity and co-branding
• Refers to the value inherent in a well known brand name
• The value stems from the consumer’s perception of-• Brand’s superiority• Social esteem• Customer’s trust• Customer’s identification with the rband
• Well known band names are called to be Megabrands • Coca cola, Disney, Apple, Google etc
• Brand equity is most important for low involvement products
• Co-branding: Two brand names are featured in the same product