Consumer Behavior-Chapter 7

CHAPTER
SEVEN
Consumer Learning
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.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Seven Slide 2
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.
In Terms of Consumer Learning, Are These New

Products Likely to Succeed?
Chapter Seven Slide
These Ads Might Induce Learning Due

to the Familiar Names
Chapter Seven Slide
Learning
The process by which individuals acquire the
purchase and consumption knowledge and
experience that they apply to future related
behavior
Elements of Learning Theories

Motivation
Cues
Response
Reinforcement
Unfilled needs lead to motivation
Stimuli that direct motives
Consumer reaction to a drive or cue

Increases the likelihood that a response
will occur in the future as a result of a cue
Two Major Learning Theories

Behavioral Learning
Cognitive Learning
Based on
observable
behaviors
(responses) that
occur as the result
of exposure to
stimuli
Learning based on
mental
information
processing
Often in response
to problem solving
Behavioral Learning
Classical Conditioning
Instrumental (Operant) Conditioning
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 Conditioning

Figure 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
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
Why Did Gillette Use

Two Different Ads to Advertise
the Same Product?
Repetition of the Message with Varied Ads

Results in More Information Processing
by the Consumer
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
family branding
licensing
Stimulus 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?
What Is the Name of the Marketing Application

Featured Here and Which Concept of
Behavioral Learning Is It Based On?
Product Category Extension

Basic Concepts
Repetition
Stimulus
generalization
Stimulus
discrimination
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
What Are the Names of the Marketing Application and the

Behavioral Learning Concept Featured Here?
Stimulus Discrimination
Product Differentiation
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 Conditioning

Figure 7.9
Reinforcement of Behavior
Positive
Negative
Positive
outcome
Strengthen
likelihood
Negative
outcome
Encourages
behavior
Reinforcement of Behavior
Extinction
A learned
response is no
longer reinforced
The link is
eliminated
between
stimulus and
reward
Forgetting
The
reinforcement is
forgotten
Instrumental Conditioning
Customer Satisfaction (Reinforcement)

Reinforcement Schedules
Shaping
Massed versus Distributed Learning
Observational Learning
(modeling or vicarious
learning)
A process by which individuals
learn behavior by observing the
behavior of others and the
consequences of such behavior
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
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?
Theoretical Models of Cognitive

Learning - Table 7.1
Promotional Tricompetent
Generic
Model
Model
Framework
Knowledge
Evaluation
Behavior
Attention
Interest
Desire
Action
Cognitive
Affective
Conative
DecisionMaking
Model
Innovation
Adoption
Model
Awareness
Knowledge
Awareness
Innovation
Decision
Process
Knowledge
Interest
Evaluation Evaluation Persuasion
Purchase
Trial
Decision
Postpurchase Adoption Confirmation
Evaluation
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
Involvement
Degree of personal relevance that the
product or purchase holds for that
customer.
High involvement purchases are very
important to the consumer
Low-involvement hold little relevance,
have little perceived risk, and have
limited information processing
Measuring Involvement with an

Advertisement - Table 7.3
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 didnt 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
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
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 Lateralization
Both 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 Learning

Brand Loyalty
Recognition and Recall Measures
Brand Loyalty
Measures of Consumer Learning

Brand Loyalty
Three groups of factors
Four types of loyalty
Personal degree of risk aversion or

variety seeking
The brands reputation and availability
of substitutes
Social group influences
No loyalty
Covetous loyalty
Inertia loyalty
Premium loyalty
Brand Equity the value inherent in

a well-known brand name
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mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
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Prentice Hall

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CHAPTER

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 2

Learning Objectives (continued)

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 3

In Terms of Consumer Learning, Are These New

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide

These Ads Might Induce Learning Due

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 6

Elements of Learning Theories

Unfilled needs lead to motivation

Stimuli that direct motives

Consumer reaction to a drive or cue

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Chapter Seven Slide 7

Two Major Learning Theories

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Chapter Seven Slide 8

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Chapter Seven Slide 9

Chapter Seven Slide 10

Models of Classical Conditioning

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Chapter Seven Slide 11

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Chapter Seven Slide 12

Chapter Seven Slide 13

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Chapter Seven Slide 14

Why Did Gillette Use

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Chapter Seven Slide 15

Repetition of the Message with Varied Ads

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Chapter Seven Slide 16

Having the same

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Chapter Seven Slide 17

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Chapter Seven Slide 18

Which Concept of Behavioral Learning Applies

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Chapter Seven Slide 19

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Chapter Seven Slide 20

What Is the Name of the Marketing Application

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Chapter Seven Slide 21

Product Category Extension

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Chapter Seven Slide 22

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Chapter Seven Slide 23

What Are the Names of the Marketing Application and the

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 24

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Seven Slide 25

Chapter Seven Slide 26