learning cb.ppt

7/27/2019 learning cb.ppt

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Consumer Learning

Aprocess by which individuals acquire

the purchase and consumption

knowledge and experience that they

apply to future related behaviour.


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Learning Processes

Intentional

learning acquired as a result of acareful search for information

Incidental

-- learning acquired by accident orwithout much effort


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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 result

of observable responses

to external stimuli.

Also known asstimulus response

theory.

Cognitive Theories:

A theory of learning

based on mentalinformation

processing, often in

response to problem

solving.


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Elements of Learning Theories

Motivation

Cues

Response

Reinforcement


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Reinforcement

A positive or negative outcome that

influences the likelihood that a specific

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


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Behavioural Learning Theories

Classical Conditioning

Instrumental Conditioning

Modeling or Observational Learning


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Classical Conditioning

Pairing a stimulus with another stimulusthat elicits a known response to produce the

same response when used alone.

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Instrumental (Operant)

Conditioning learning 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 of

associations among events that allows us to

anticipate and represent our environment.

From this viewpoint, classical conditioning

is 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 EachOther

A CS that is Novel and Unfamiliar

A US that is Biologically or SymbolicallySalient


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Strategic Applications of Classical

Conditioning

Repetition

Stimulus Generalization

The inability to perceive differencesbetween slightly dissimilar stimuli.

Stimulus Discrimination


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Repetition

Repetition increases strength of

associations and slows forgetting

but over time may result in

advertising wearout.

Cosmetic variations reduce

satiation.


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Three-Hit Theory

Repetition is the basis for the idea that

three exposures to an ad are necessary

for the ad to be effective

The number of actual repetitions to

equal three exposures is in question.


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Stimulus Generalization

The inability to perceive differencesbetween slightly dissimilar stimuli.

Marketing applications Product Line, Form and Category

Extensions

Family Branding

Licensing

Generalizing Usage Situations


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Stimulus Discrimination

The ability to select a specific stimulus from

among similar stimuli because of perceived

differences.


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Classical Conditioning and

Marketing Strategy Identify and pair product with a known,

well-liked stimulus

More attention

More favourable attitudes

Greater intention to buy the product

Learning of key attributes

Use stimulus generalization effectively Continued


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Classical Conditioning and

Marketing StrategyDistinguish the product through

effective 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 specificbehaviour.


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Reinforcement

PositiveReinforcement:Positive outcomes that

strengthen thelikelihood of a specificresponse

Example: Ad showing

beautiful hair as areinforcement to buyshampoo

Negative

Reinforcement:

Unpleasant or negative

outcomes that serve toencourage a specific

behaviour

Example: Ad showing

wrinkled skin asreinforcement to buy

skin cream


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Other Concepts in Reinforcement

Punishment

Choose reinforcement rather thanpunishment

Extinction

Combat with consumer satisfaction

Forgetting

Combat with repetition


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Instrumental Conditioning and

Marketing

Make the product the ultimate reward

Provide samples and free trials Provide non-product rewards

Practice relationship marketing

Reinforcement SchedulesShaping

Massed versus Distributed Learning


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Cognitive Learning Theory

Learning throughproblem solving,which enables individuals to gain some

control 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 vicarious

learning.


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Iconic Rote Learning

Learning concepts through simple

repetition

Repeated ads teach consumers about a

products attributes


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Reasoning

Highest level of cognitive learning

Involves creative thinking

Depends 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 and

Involvement Theory

Central and Peripheral Routes to

Persuasion

highly involved consumers are best reachedthrough ads that focus on the specific attributes

of the product (the central route)

uninvolved consumers can be attracted through

peripheral advertising cues such as the model or

the setting (the peripheral route).


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Elaboration Likelihood Model (ELM)

a persons level of involvement during

message processingdetermines which

route to persuasion is likely to be effective


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The Elaboration Likelihood Model

Involvement

CentralRoute

PeripheralRoute

MessageArguments

Influence

Attitudes

PeripheralCues

Influence

Attitudes

HIGHLOW


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Cognitive Learning and

Marketing Strategy Use rote learning to teach consumers about

the brand

Use reasoning or problem solving for

complex or high-involvement products Use 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 Advertising

Copy-testing Measures

Attitudinal and Behavioural Measuresof Brand Loyalty

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