Chapter 7 Consumer Learning

Consumer Behavior, Ninth Edition Schiffman & Kanuk

Copyright 2007 by Prentice Hall

Chapter Outline
The Elements of Consumer Learning Behavioral Learning Theories Cognitive Learning Theory Measures of Consumer Learning

Copyright 2007 by Prentice Hall

7-2

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
Copyright 2007 by Prentice Hall 7-3

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

Copyright 2007 by Prentice Hall

7-4

Behavioral Learning Theories

Classical Conditioning Instrumental Conditioning Modeling or Observational Learning

Copyright 2007 by Prentice Hall

7-8

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.

Copyright 2007 by Prentice Hall

7-9

Models of Classical Conditioning Figure 7-2a

Copyright 2007 by Prentice Hall

7 - 10

Figure 7-2b

Copyright 2007 by Prentice Hall

7 - 11

Strategic Applications of Classical Conditioning

Basic Concepts
Repetition Stimulus generalization Stimulus discrimination Increases the association between the conditioned and unconditioned stimulus Slows the pace of forgetting Advertising wearout is a problem

Copyright 2007 by Prentice Hall

7 - 13

Strategic Applications of Classical Conditioning

Basic Concepts
Repetition Stimulus generalization Stimulus discrimination Having the same response to slightly different stimuli Helps me-too products to succeed Useful in product extensions
7 - 14

Copyright 2007 by Prentice Hall

Discussion Question Stimulus Generalization

How does CVS Pharmacy use stimulus generalization for their private brands? Do you think it is effective? Should this be allowable?

weblink

Copyright 2007 by Prentice Hall

7 - 15

Strategic Applications of Classical Conditioning

Basic Concepts
Repetition Stimulus generalization 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
7 - 16

Copyright 2007 by Prentice Hall

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.
7 - 17

Copyright 2007 by Prentice Hall

Types of Reinforcement
Positive Negative Forgetting Extinction
iWon Video

Copyright 2007 by Prentice Hall

7 - 18

A Model of Instrumental Conditioning Figure 7-10

Copyright 2007 by Prentice Hall

7 - 19

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.

Copyright 2007 by Prentice Hall

7 - 21

The consumer observes a positive response by two teens.

Copyright 2007 by Prentice Hall

7 - 22

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.

Copyright 2007 by Prentice Hall

7 - 23

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

Copyright 2007 by Prentice Hall

7 - 24

Information Processing and Memory Stores - Figure 7.14

Copyright 2007 by Prentice Hall

7 - 25

Information Processing
Movement from short-term to long-term storage depends on
Rehearsal Encoding

Copyright 2007 by Prentice Hall

7 - 26

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

Copyright 2007 by Prentice Hall 7 - 28

Table 7.1 Models of Cognitive Learning

Promotional Tricompetent Model Model

Sequential Stages of Processing

DecisionMaking Model

Innovation Adoption Model

Innovation Decision Process

Attention
Interest Desire Action

Cognitive
Affective Conative

Awareness Knowledge

Awareness
Knowledge

Interest Evaluation Evaluation Persuasion Purchase Trial Decision Postpurchase Adoption Confirmation Evaluation

Copyright 2007 by Prentice Hall

7 - 29

Issues in Involvement Theory

Consumer Relevance Central and Peripheral Routes to Persuasion Measure of Involvement

Copyright 2007 by Prentice Hall

7 - 30

Consumer Relevance
Involvement depends on degree of personal relevance. High involvement is:
Very important to the consumer Provokes extensive problem solving

Copyright 2007 by Prentice Hall

7 - 31

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

Copyright 2007 by Prentice Hall

7 - 32

Peripheral route to persuasion

Copyright 2007 by Prentice Hall

7 - 33

Measures of Consumer Learning

Recognition and Recall Measures
Aided and Unaided Recall

Cognitive Responses to Advertising Attitudinal and Behavioral Measures of Brand Loyalty

Copyright 2007 by Prentice Hall

7 - 34

Harley-Davidson Has Strong Brand Loyalty

weblink

Copyright 2007 by Prentice Hall

7 - 36