consumer behavior chapter 6

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Chapter 6Consumer Learning

Consumer Behaviour

Canadian EditionSchiffman/Kanuk/Das

Copyright 2006

Pearson Education Canada Inc.


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Copyright 2006 Pearson Education Canada Inc. 6-2

Opening VignetteWhy did these products fail? Listerine Toothpaste

Ben-Gay Aspirin Oreo Little Fudgies

Why did PocketPaks succeed?
http://www.prodhelp.com/oral_care17.shtml


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Consumer Learning

A process by which individuals acquirethe purchase and consumptionknowledge and experience that theyapply to future related behaviour.


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Importance of Learning

Marketers must teach consumers: where to buy how to use how to maintain

how to dispose of products


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Learning Theories

Behavioural Theories:Theories based on the

premise that learningtakes place as the resultof observable responsesto external stimuli.

Also known asstimulus responsetheory .

Cognitive Theories:A theory of learning

based on mentalinformation processing, often inresponse to problem

solving.


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Elements of Learning Theories

MotivationCuesResponseReinforcement


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Reinforcement

A positive or negative outcome thatinfluences the likelihood that a specific

behaviour will be repeated in the future inresponse to a particular cue or stimulus.


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Classical Conditioning

Pairing a stimulus with another stimulusthat elicits a known response to produce thesame response when used alone.http://almaz.com/nobel/medicine/1904a.html


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Instrumental (Operant)

Conditioninglearning based on a trial-and-error process,with habits forced as the result of positive

experiences (reinforcement)


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Classical conditioning contd

Classical conditioning is the learning ofassociations among events that allows us to

anticipate and represent our environment.From this viewpoint, classical conditioningis not reflexive action, but rather the

acquisition of new knowledge


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Neo-Pavlovian Conditioning

Forward Conditioning (CS Precedes US)Repeated Pairings of CS and US

A CS and US that Logically Belong to EachOtherA CS that is Novel and Unfamiliar

A US that is Biologically or SymbolicallySalient


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Strategic Applications of ClassicalConditioning

RepetitionStimulus Generalization The inability to perceive differences

between slightly dissimilar stimuli. Stimulus Discrimination


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Repetition

Repetition increases strength ofassociations and slows forgetting

but over time may result inadvertising wearout.Cosmetic variations reducesatiation.


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Three-Hit Theory

Repetition is the basis for the idea thatthree exposures to an ad are necessaryfor the ad to be effectiveThe number of actual repetitions to

equal three exposures is in question.


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Stimulus Generalization

The inability to perceive differences between slightly dissimilar stimuli.

Marketing applications Product Line, Form and CategoryExtensions

Family Branding Licensing Generalizing Usage Situations


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Classical Conditioning and

Marketing StrategyDistinguish the product througheffective use of stimulus discrimination


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Instrumental Conditioning

Consumers learn by means of trial and error process in which some purchase behaviours

result in more favorable outcomes (rewards)than other purchase behaviours.A favorable experience is instrumental in

teaching the individual to repeat a specific behaviour.


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Reinforcement

PositiveReinforcement :Positive outcomes that

strengthen thelikelihood of a specificresponseExample: Ad showing

beautiful hair as areinforcement to buyshampoo

NegativeReinforcement: Unpleasant or negative

outcomes that serve toencourage a specific behaviourExample: Ad showingwrinkled skin asreinforcement to buyskin cream


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Other Concepts in Reinforcement

Punishment Choose reinforcement rather than

punishmentExtinction Combat with consumer satisfactionForgetting Combat with repetition


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Instrumental Conditioning and

Marketing

Make the product the ultimate reward

Provide samples and free trialsProvide non-product rewardsPractice relationship marketing

Reinforcement Schedules Shaping

Massed versus Distributed Learning


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Copyright 2006 Pearson Education Canada Inc.6-28

Cognitive Learning Theory

Learning through problem solving,which enables individuals to gain somecontrol over their environment.Three types: Observational learning

Rote Learning Reasoning


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Observational Learning

individuals learn by observing the behaviour of others, and consequences of

such behaviour.Also known as modeling or vicariouslearning .


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Iconic Rote Learning

Learning concepts through simplerepetition Repeated ads teach consumers about a

products attributes


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Reasoning

Highest level of cognitive learningInvolves creative thinkingDepends on how information is

processed and stored


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Retention

Information is storedin long-term memory

Episodically : by theorder in which it isacquired

Semantically :according tosignificant concepts


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Information processing andInvolvement Theory

Central and Peripheral Routes toPersuasion

highly involved consumers are best reachedthrough ads that focus on the specific attributesof the product (the central route)

uninvolved consumers can be attracted through peripheral advertising cues such as the model orthe setting (the peripheral route).


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Elaboration Likelihood Model (ELM)

a persons level of involvement duringmessage processing determines which

route to persuasion is likely to be effective


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Cognitive Learning andMarketing Strategy

Use rote learning to teach consumers aboutthe brandUse reasoning or problem solving for

complex or high-involvement productsUse modelling to extinguish negative

behaviour

Use knowledge of information processingto help consumers store, retain and retrievemessages.


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Measures of Consumer

LearningRecognition and Recall Measures Aided and Unaided Recall

Cognitive Responses to AdvertisingCopy-testing MeasuresAttitudinal and Behavioural Measuresof Brand Loyalty

consumer behavior chapter 6

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