Consumer Learning

Consumer Learning
A process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior

Learning Processes
Intentional: learning acquired as a result of a careful search for information Incidental: learning acquired by accident or without much effort

Elements of Learning Theories

Motivation Cues Response Reinforcement

Reinforcement
A positive or negative outcome that influences the likelihood that a specific behavior will be repeated in the future in response to a particular cue or stimulus.

Behavioral Learning Theories

Classical Conditioning Instrumental Conditioning Modeling or Observational Learning

Classical Conditioning
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.

Instrumental (Operant) Conditioning

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.

Pavlovian Model of Classical Conditioning

Unconditioned Stimulus Meat paste Unconditioned Response Salivation Conditioned Stimulus Bell

AFTER REPEATED PAIRINGS

Conditioned Stimulus Bell

Conditioned Response Salivation

Analogous Model of Classical Conditioning

Unconditioned Stimulus Unconditioned Response Conditioned Stimulus

AFTER REPEATED PAIRINGS

Conditioned Stimulus

Conditioned Response

Relevance to Marketing
Conditioned Stimuli Brand Image Unconditioned Stimuli New Additions to the Brand Response Acceptance of the Brand

Cognitive Associative Learning

Classical conditioning is viewed as the learning of associations among events that allows the organism to anticipate and represent its environment. For the conditioning to happen,
The conditioned stimuli should precede the Unconditioned stimuli Repeated pairing of Conditioned and Unconditioned stimuli Conditioned stimuli is new and unfamilier Unconditioned stimuli is biologically or symbolically salient.

Strategic Applications of Classical Conditioning

Repetition Stimulus Generalization Stimulus Discrimination

Repetition
Repetition increases strength of associations and slows forgetting but over time may result in advertising wear out. Cosmetic variations reduce satiation. Substantive Variations are the changes in advertising content.

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.

Stimulus Generalization
The possibility of other similar stimuli replacing a known

conditioning stimuli.

Stimulus Generalization and Marketing

Product Line, Form and Category Extensions Family Branding Licensing Generalizing Usage Situations

Stimulus Discrimination
The ability to discriminate a specific stimulus from among similar stimuli because of perceived differences.

A Model of Instrumental Conditioning

Try Brand A
Try Brand B Try Brand C

Unrewarded Legs too tight

Unrewarded Tight in seat Unrewarded Baggy in seat

Stimulus Situation
(Need goodlooking jeans)

Try Brand D
Repeat Behavior

Reward Perfect fit

Instrumental Conditioning
Consumers learn by means of trial and error process in which some purchase behaviors result in more favorable outcomes (rewards) than other purchase behaviors. A favorable experience is instrumental in teaching the individual to repeat a specific behavior.

Instrumental Conditioning and Marketing

Customer Satisfaction (Reinforcement) Extinction and Forgetting Reinforcement Schedules
Total / continuous reinforcement Fixed / systematic reinforcement Variable / random reinforcement

Shaping
Performance of Reinforcement before the actual consumer behaviour.

Reinforcement
Negative Positive Reinforcement: Reinforcement: Unpleasant or negative Positive outcomes outcomes that serve to that strengthen the encourage a specific likelihood of a specific behavior response Example: Ad showing Example: Ad showing wrinkled skin as beautiful hair as a reinforcement to buy reinforcement to buy skin cream shampoo

Other Concepts in Reinforcement

Punishment
Choose reinforcement rather than punishment

Extinction
Combat with consumer satisfaction

Forgetting
Combat with repetition

Observational Learning
A process by which individuals observe the behavior of others, and consequences of such behavior. Also known as modeling or vicarious learning.

Cognitive Learning Theory

This theory is based on the premises that the kind of learning most characteristics of human beings is problem solving, which enables individuals to gain some control over their environment. Information Processing A cognitive theory of human learning patterned after computer information processing that focuses on how information is stored in human memory and how it is retrieved.

Information Processing and Memory Stores

Working Memory (Shortterm Store)

Sensory Input

Sensory Store

Rehearsal

Encoding

Longterm Store

Retrieval

Forgotten ; lost

Forgotten ; lost

Forgotten; unavailable

Rehearsal and Learning

Rehearsal is repeating the information or relating it to other information. Rehearsal makes the information available for short term memory so that the encoding can happen. Encoding is the process where a word or visual image is selected to represent a perceived object.

Retention
Information is stored in long-term memory
Episodically: by the order in which it is acquired Semantically: according to significant concepts

Models of Cognitive Learning

Promotional Model
Sequential Stages of Processing

Tricompetent Model

DecisionMaking Model

Innovation Adoption Model

Innovation Decision Process

Attention
Interest Desire Action

Cognitive
Affective Conative

Awareness Knowledge
Evaluation Purchase Postpurchas e Evaluation

Awareness
Knowledge Interest Evaluation Trial Adoption Persuasion Decision Confirmation

Involvement Theory

A theory of consumer learning which postulates that consumers engage in a range of information processing activity from extensive to limited problem solving, depending on the relevance of the purchase.

Figure 7.14

Split Brain Theory

Right/ Left Brain Hemispheres specialize in certain functions

Encouraging Right and Left Brain Processing

Issues in Involvement Theory

Involvement Theory and Media Strategy Involvement Theory and Consumer Relevance
Narrow categorisers Broad categorisers

Central and Peripheral Routes to Persuasion

High involvement Central route of persuasion Low involvement Peripheral route of Persuasion.

Measures of Involvement

Central and Peripheral Routes to Persuasion

A theory that proposes that highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).

Elaboration Likelihood Model (ELM)

A theory that suggests that a persons level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

The Elaboration Likelihood Model

Involvement HIGH LOW

Central Route

Peripheral Route

Message Arguments Influence Attitudes

Peripheral Cues Influence Attitudes

Measures of Consumer Learning

Recognition and Recall Measures
Aided and Unaided Recall

Cognitive Responses to Advertising Copytesting Measures Attitudinal and Behavioral Measures of Brand Loyalty

Phases of Brand Loyalty

Cognitive Loyalty- Peoples thought about object Affective Loyalty refers to moods, feeling or emotional responses to the object Conative Loyalty refers to behavioural intention or willingness to act. Action / Behaviour Loyalty.

Brand Loyalty As A Function of Relative Attitude and Patronage Behavior

Repeat Patronage High High Relative Attitude Low Loyalty Low Latent Loyalty

Spurious Loyalty

No Loyalty

Attitude

A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

What Are Attitudes?

The attitude object Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation

This attempts to change the attitude toward calcium in a soft drink situation.

Structural Models of Attitudes

Tricomponent Attitude Model Multiattribute Attitude Model The Trying-to-Consume Model Attitude-Toward-the-Ad Model

The Tricomponent Model

Components
Cognitive
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. Affective A consumers emotions or feelings about a particular product or brand. Co native The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

Multiattribute Attitude Models

Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

Multiattribute Attitude Models

Types
The attitude-toward-object model Attitude is function of evaluation of product-specific beliefs and evaluations Useful to measure attitudes toward brands The attitude-toward-behavior model Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Corresponds closely to actual behavior Theory-of-reasoned-action model Includes cognitive, affective, and co native components Includes subjective norms in addition to attitude

A Simplified Version of the Theory of Reasoned Action - Figure 8.5

Theory of Trying to Consume

An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumers attempt to consume (or purchase).

AttitudeToward-theAd Model

A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumers attitude toward the ad and attitude toward the brand.

A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model - Figure 8.7

Issues in Attitude Formation

How attitudes are learned
Conditioning and experience Knowledge and beliefs

Sources of influence on attitude formation

Personal experience Influence of family Direct marketing and mass media

Personality factors

Strategies of Attitude Change

1. Changing the Basic Motivational Function 2. Associating the Product with an Admired Group or Event 3. Resolving Two Conflicting Attitudes 4. Altering Components of the Multiattribute Model 5. Changing Beliefs about Competitors Brands

Changing the Basic Motivational Function

Utilitarian Ego-defensive Value-expressive Knowledge

Crest uses a knowledge appeal.

Elaboration Likelihood Model (ELM)

A theory that suggests that a persons level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

Why Might Behavior Precede Attitude Formation?

Cognitive Dissonance Theory Attribution Theory

Behave (Purchase)

Form Attitude

Form Attitude