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Consumer Learning
CHAPTERSEVEN
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.
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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. Publishing as Prentice Hall 3Chapter Seven Slide
In Terms of Consumer Learning, Are These New Products Likely to Succeed?
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These Ads Might Induce Learning Due to the Familiar Names
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Learning
• The process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior
Process:- Continually evolves Knowledge :- Reading , discussion , Observation & thinking… orExperienceKnowledge / Experience ----> Feedback--->Future Behavior
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7
4-Elements of Learning Theories(Must be present in order for Learning to Occur)
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Learning Theories Chart
9
Two Major Learning Theories
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Behavioral Learning
• Classical Conditioning– Cognitive Associative Learning /Neo Pavlovian Conditioning
• Instrumental (Operant) Conditioning
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Models of Classical ConditioningFigure 7-2a
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Figure 7-2b
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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.
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Strategic Applications of Classical Conditioning
• Repetition• Stimulus
generalization• Stimulus
discrimination
• Increases the association between the conditioned and unconditioned stimulus
• Slows the pace of forgetting
• Advertising wearout is a problem– Cosmetic Variations
• Diff. Ad with same Central Theme
– Substantive Variations• More then 1 feature
Basic Concepts
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Why Did Gillette UseTwo Different Ads to Advertise
the Same Product?
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Repetition of the Message with Varied Ads Results in More Information Processing
by the Consumer
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Strategic Applications of Classical Conditioning
• 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
Basic Concepts
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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?
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Which Concept of Behavioral Learning Applies to the Introduction of These Two Products?
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Stimulus Generalization
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What Is the Name of the Marketing Application Featured Here and Which Concept of Behavioral Learning Is It Based On?
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Product Category ExtensionStimulus Generalization
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Strategic Applications of Classical Conditioning
• 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
Basic Concepts
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What Are the Names of the Marketing Application and the Behavioral Learning Concept Featured Here?
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Stimulus DiscriminationProduct Differentiation
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Learning Theories Chart
28
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A Model of Instrumental ConditioningFigure 7.9
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Reinforcement of Behavior
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Reinforcement of Behavior
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Strategic Applications of Instrumental Conditioning
• Customer Satisfaction (Reinforcement)– Relationship Marketing
• Reinforcement Schedules– Total, Systematic and Random
• Shaping• Massed versus Distributed Learning– Massed : Produce more initial learning, Immediate
learning– Distributed : learning Lasts longer, Long term repeat
buying on regular basis 33Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide
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Information Processing and Cognitive Learning
• Cognitive Learning – Learning involves
complex mental processing of information
– Emphasizes the role of motivation
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Information Processing and Memory Stores - Figure 7.10
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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?
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Attention Cognitive
Action Conative PurchasePostpurchaseEvaluation
TrialAdoption
DecisionConfirmation
AffectiveEvaluation
InterestEvaluation Persuasion
KnowledgeAwarenessAwareness
KnowledgeInterestDesire
Innovation Adoption
Model
Decision-Making Model
Tricompetent Model
Innovation Decision Process
Promotional Model
Knowledge
Behavior
Evaluation
Generic Framework
Theoretical Models of Cognitive Learning - Table 7.1
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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
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Measuring Involvement with an Advertisement - Table 7.3
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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 meThe slogan didn’t have anything to do with my needsThe slogan made me think about joining the militaryThe slogan made me want to join the militaryWhile reading the slogan, I thought about how the military might be useful for meThe slogan did not show me anything that would make me join the militaryI have a more favorable view of the military after seeing the sloganThe slogan showed me the military has certain advantagesThe slogan was meaningful to meThe slogan was worth remembering
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Marketing Applications of Involvement
• Ads in video games• Avatars• Sensory appeals in ads to get more
attention• Forging bonds and relationships with
consumers
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Central and Peripheral Routes to Persuasion
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Hemispheral Lateralization and Passive Learning
• Hemispheral lateralization– Also called split-brain theory
• Left Brain– Rational– Active– Realistic
• Right Brain– Emotional– Metaphoric– Impulsive– Intuitive
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What Is the Name of the Learning Theory Concept Featured in This Ad and How Is It
Applied to Air Travel?
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Hemispheric LateralizationBoth Sides of the Brain are Involved in Decision
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How Is Passive Learning Applied to the Promotional Appeal Featured in This Ad?
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The Ad is Targeted to the Right Brain
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Measures of Consumer LearningBrand Loyalty
• Recognition and Recall Measures• Brand Loyalty
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Measures of Consumer LearningBrand Loyalty
Brand Equity – the value inherent in a well-known brand name
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All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
51Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Slide