schiffman cb09 ppt 07 - جامعة نزوى · PDF file• Attitudinal and Behavioral...
Transcript of schiffman cb09 ppt 07 - جامعة نزوى · PDF file• Attitudinal and Behavioral...
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• Consumer Behavior,
Ninth Edition
• Schiffman & Kanuk
Chapter 7Consumer Learning
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Chapter Outline
• The Elements of Consumer Learning
• Behavioral Learning Theories
• Cognitive Learning Theory
• Measures of Consumer Learning
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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
• Marketers must teach consumers:– where to buy
– how to use
– how to maintain
– how to dispose of products
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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
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Discussion Question
• For Coca-Cola:
– How have they used behavioral theory in their marketing?
– Cognitive theory?
– How have they built brand loyalty?
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Elements of Learning Theories
• Motivation
• Cues
• Response
• Reinforcement
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Behavioral Learning Theories
• Classical Conditioning
• Instrumental Conditioning
• Modeling or Observational Learning
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Classical Classical
ConditioningConditioning
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.
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We now
associate this
product with
strength.
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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
Basic Concepts
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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
Basic Concepts
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Discussion QuestionStimulus Generalization
• How does CVS Pharmacy use stimulus
generalization for their private brands?
• Do you think it is effective?
• Should this be allowable?
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Strategic Applications of Classical Conditioning
• 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
Basic Concepts
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Instrumental Instrumental
(Operant) (Operant)
ConditioningConditioning
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.
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Types of Reinforcement
• Positive
• Negative
• Forgetting
• Extinction
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Instrumental Conditioning and Marketing
• Customer Satisfaction (Reinforcement)
• Reinforcement Schedules
• Shaping
• Massed versus Distributed Learning
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Observational Observational
LearningLearning
A process by which
individuals observe
how others behave
in response to
certain stimuli and
reinforcements.
Also known as
modeling or
vicarious learning.
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The consumer
observes a
positive
response by
two teens.
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Cognitive Cognitive
Learning Learning
TheoryTheory
Holds that the kind
of learning most
characteristic of
human beings is
problem solving,
which enables
individuals to gain
some control over
their environment.
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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
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Information Processing
• Movement from short-term to long-term
storage depends on
– Rehearsal
– Encoding
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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
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Discussion Question
• 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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Measures of Consumer Learning
• Recognition and Recall Measures– Aided and Unaided Recall
• Cognitive Responses to Advertising
• Attitudinal and Behavioral Measures of Brand Loyalty
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Brand Loyalty
• Function of three groups of influences– Consumer drivers
– Brand drivers
– Social drivers
• Four types of loyalty– No loyalty
– Covetous loyalty
– Inertia loyalty
– Premium loyalty
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Harley-Davidson Has Strong Brand Loyalty
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Brand Equity
• Refers to the value inherent in a well-
known brand name
• Value stems from consumer’s perception of brand superiority
• Brand equity reflects learned brand loyalty
• Brand loyalty and brand equity lead to
increased market share and greater profits