Professional Documents
Culture Documents
BEHAVIOUR
2017- 18
1
Session
Brand Loyalty
Two Models of Learning
Conditioned or Behavioural or
Stimulus-response Learning Cognitive Learning
Classical Conditioning:
knee-jerk response that builds up through repeated
exposure and reinforcement
creates an association between stimulus and response
(behaviour or feeling)
e.g. promotion and purchase
A behavioral learning theory according to which an
established stimulus(e.g. music) and response (pleasant
feelings) is paired with another stimulus (the brand) to elicit
a known response
Behavioral Learning: Classical Conditioning
Positive Negative
reinforcement reinforcement
Extinction Forgetting
Customer Satisfaction (Reinforcement): means that each time the customer has
an experience with the product or company, there has been positive reinforcement
Give extra Reinforcement in the form of rebates, coupons, toys
Make servicescapes pleasant places to shop
Direct mail / message / email to congratulate customers
Most effective reinforcements are personal connections with customers, rewards
for referrals
Behavioral Learning: Observational Learning
Cognitive Learning
Is the systematic evaluation of information
and alternatives to solve an unfilled need
or unsolved problem
Unlike Behavioural learning which focuses
on instinctive responses to stimuli,
Cognitive learning involves complex mental
processing of information
It occurs when consumers have a goal and
must search for information to solve that
problem
The three stages of Cognitive Learning are:
Gathering information, Evaluation and
Behaviour / Action
Memory
Sensory Store:
Mental space in the human mind from where any sensory input enters and lasts
for just a second or two
If it is not processed immediately, it is lost
For marketers: although it is easy to enter a consumers sensory store, it is
difficult to make a lasting impression
Short-term Store:
Here the information is processed and held for a brief period
Information decays quickly; needs to be refreshed
If there is mental repetition of this information, it is transferred to Long-term
store, else it is lost
Limited capacity to store information; limited to four or five items
Memory
Long-term Store:
Mental space where information is retained for extended periods of time
It is more common for information in long-term store to last for days, weeks or
even years
Unlimited, permanent storage
Information can be recalled and retrieved from here
Involvement
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
26
Marketing Applications of
Involvement
High involvement with a product category and
brand lead to higher brand loyalty
Also leads to long-term relationships with the brand
oAds in video games
oAvatars animated, virtual-reality, people-like figures in
websites to persuade customers
oSensory appeals in ads to get more attention
oForging bonds and relationships with consumers
Hemispheral Lateralization and Passive
Learning
Hemispheral lateralization
Also called split-brain theory
Human brain is divided into two distinct cerebral hemispheres that operate
together but specialize in different things
Left Hemisphere
Center of human language
Responsible for reading, speaking and reasoning
Rational, Active and Realistic
Right Brain
Source of imagination and pleasure
Emotional, Impulsive and Intuitive
Hemispheric Lateralization
Both Sides of the Brain are Involved in Decision
COPYRIGHT 2010 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL Chapter Seven Slide 30
Implication
COPYRIGHT 2010 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL Chapter Seven Slide 31