Chapter 7Chapter 7

Consumer Learning, Consumer Learning, Memory and Memory and InvolvementInvolvement

Chapter OutlineChapter Outline

• Understanding Learning• The Elements of Consumer Learning• Behavioral Learning Theories• Cognitive Learning Theory• Memory and Involvement• Measures of Consumer Learning

LearningLearning

• 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

The Elements of Consumer The Elements of Consumer LearningLearning

• Motivation• Cues• Response• Reinforcement

Learning TheoriesLearning 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

Behavioral Learning TheoriesBehavioral Learning Theories

• Classical Conditioning• Instrumental Conditioning• Modeling or Observational

Learning

ClassicalClassical 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.

Models of Classical ConditioningModels of Classical ConditioningFigure 7-1aFigure 7-1a

Strategic Applications of Strategic Applications of Classical ConditioningClassical Conditioning

• Repetition• Stimulus

generalization• Stimulus

discrimination

• Increases the association between the conditioned and unconditioned stimulus

• Slows the pace of forgetting

• Advertising wear out is a problem

Basic Concepts

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.

A Model of Instrumental ConditioningA Model of Instrumental ConditioningFigure 7-1bFigure 7-1b

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.

The consumer observes a

positive response by two teens.

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.

Information ProcessingInformation Processing• Relates to cognitive ability and the

complexity of the information• Individuals differ in imagery – their

ability to form mental images which influences recall

Memory- Information Processing and Memory Stores - Figure 7.1c

Information ProcessingInformation Processing• Movement from short-term to long-

term storage depends on– Rehearsal– Encoding

Issues in Involvement Issues in Involvement TheoryTheory

• Consumer Relevance• Central and Peripheral Routes

to Persuasion• Measure of Involvement

Consumer RelevanceConsumer Relevance

• Involvement depends on degree of personal relevance.

• High involvement is:– Very important to the consumer – Provokes extensive problem solving

Central and Peripheral Routes Central and Peripheral Routes to Persuasionto 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

Peripheral route to persuasion

Measures of Consumer Measures of Consumer LearningLearning

• Recognition and Recall Measures– Aided and Unaided Recall

• Cognitive Responses to Advertising

• Attitudinal and Behavioral Measures of Brand Loyalty

Brand LoyaltyBrand 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

No loyalty: no purchase at all and no cognitive attachment to the brand. This means the customer has no emotional attachment to your brand and would most likely not purchase again.

Covetous loyalty: no purchase but strong attachment. This means the customer likes the product but most likely would not purchase again.

Inertia loyalty: purchasing the brand because of habit and convenience , no emotional attachment.This means the customer has created a habit of purchasing your product but has no emotional tie to the product.

Premium Loyalty: high attachment and high repeat purchase. This means the customer cognitively chooses to re-purchase a product and truly enjoys the product.

Harley-Davidson Has Strong Harley-Davidson Has Strong Brand Loyalty Brand Loyalty

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Brand EquityBrand 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

Thank You all for your Attention